[Edaily Starin YUN GI BACK Reporter] The Japanese animated film “Chiikawa: The Secret of the Mermaid Island” (Chiikawa) is racing to the top of the box office and is on the verge of surpassing 1.7 million viewers. Backed by a strong fanbase for its characters, it has overtaken major Korean film blockbusters and taken over the box office.

According to the Korean Film Council’s integrated computer network on the 18th, “Chiikawa” took the No. 1 spot at the box office on the 17th, drawing 174,784 viewers in a single day. Its cumulative audience stands at 1,682,661, leaving it just 17,339 short of the 1.7 million mark.
“The Assassin(s),” in second place, drew 53,542 viewers on the same day. “Chiikawa’s” daily attendance was approximately 3.3 times that of “The Assassin(s).” “The Assassin(s)” has a cumulative total of 3,192,758 viewers. Third place went to “Tazza: The Song of Beelzebub” (36,414 viewers), fourth to “Odyssey” (20,263 viewers), and fifth to “Whalefall: The Man Eaten by a Whale” (14,830 viewers).
“Chiikawa” is an animated film depicting the adventures of Chiikawa and her friends as they set off for an unknown island in response to an offer of higher pay, only to become entangled in unexpected events. Behind the cheerful appearances of its cute characters, the film weaves in realistic emotions such as labor, competition, and anxiety.
The secret to “Chiikawa’s” box office success lies in the strong fanbase for its characters, which had already formed before the film’s release. Chiikawa, also known in Korea as “Munjakgwi,” has gained popularity through character merchandise such as plush toys and stationery. A pop-up store held at the I’Park Mall in Yongsan, Seoul, in December 2024 attracted over 30,000 visitors in ten days, and, fueled by this popularity, a permanent store opened in February of this year.
Marketing targeting the fanbase continued at movie theaters as well. The character-themed popcorn buckets released by CGV were so popular that even at 29,000 won each, the additional stock sold out. Limited-edition bonuses offered at individual theaters were also cited as a factor stimulating fan demand for tickets.
K-pop-style promotions also drew attention. On the 1st, Chiikawa, Hachiware, and Usagi appeared on Mnet’s “M Countdown” and performed to the Korean version of the film’s insert song, “Song of the Island.” The video became a hot topic, surpassing 1 million views just two days after its release.
Contrary to their cute appearances, the film’s worldview—which depicts labor, competition, and an uncertain daily life—is also a factor attracting adult fans. The movie itself follows the adventures of characters who set off for an unknown island after being promised higher pay. In essence, the fandom that formed around the merchandise has expanded to include movie-going.
The box office momentum is expected to continue for the time being. As of today, “Chiikawa” ranked first with 92,473 advance ticket sales, significantly outpacing “Paradise Lost” (17,823) and “Odyssey” (17,061).