Sanrio's delightfully drowsy creation Gudetama is making their way into hearts worldwide. An adorable egg character, their name is a fusion of gudegude, meaning lazy, and tamago, Japanese for egg.
In essence, Gudetama is a world-weary egg with a cute butt and an indifferent attitude toward life's responsibilities. This Sanrio creation reflects the inner sloth that resides in all of us, inviting us to embrace our moments of laziness with a sense of humor.
Gudetama unexpectedly resonated with older generations, particularly millennials. Many of us found the cuddly character's perpetual weariness and nonchalance all too familiar in our fast-paced world.
Just as there are countless ways to cook eggs, Gudetama also manifests in many varieties. For instance, Croque Madame is a French-styled sandwich with class and pomp. Hardboiled, an egg seasoned by the trials of life, radiates dignity and wisdom. Another is Guretama, whose expiration date has long passed. This is reflected vividly in their rotten disposition. Guretama is irritable and constantly sour. Gyudechama embodies traditional cuteness, boasting a sweet smile and an endearing demeanor.
The Sanrio character's many different varieties show the humble egg is a master of versatility. (Who hasn't heard the phrase "How do you like your eggs?"). But without a doubt, my favorite form of Gudetama is the raw egg with a shiny yolk.
As a millennial myself, Gudetama's lethargic state perfectly mirrored my apathetic teenage years. I spent all my time playing sports and slept through five of my six years in high school. Every time a test came around, I would procrastinate. Moving to Japan as an adult ten years ago, the sweltering summers often sapped my motivation. Living in the Japanese countryside, I occasionally felt self-conscious and shied away from others. Then I met Gudetama.
My day would begin every morning with short Gudetama anime on YouTube before I left for work. The character perfectly represented my feelings at the time and was a source of comfort as I adjusted to life in Japan.
But it's not just me. The character's soaring popularity is evident in their Netflix series and with the debut of a themed café in California, the character's appeal seems destined for even greater heights.
But what propelled this lethargic egg to worldwide acclaim? To find out, we uncover the backstory and cultural context of Gudetama's creation, as well as their societal impact in an exclusive interview with their designer.
From Concept to Character
As Amy explains, Gudetama was born from several ideas she brainstormed back in 2012 during an inter-company competition. One of the ideas came to her when she was eating tamagokake gohan (raw egg over rice). The Sanrio designer elaborates, saying, "Eggs are delicious and have a glossy appearance and nutritious value. Despite this, they seem resigned to their fate of being eaten without putting up a fight."
For Amy, eggs' seemingly lethargic demeanor, as if they had given up on the competitive society despite their talent, embodied the gloomy times. "They seemed like modern individuals who are skilled yet lack motivation. I found it amusing to imagine eggs grumbling to themselves, so I decided to bring that to life in my drawings."
Amy's analysis is remarkably accurate. As an English teacher, I was privileged to teach many Japanese students. Many of them were talented in many respects but exhausted from studying and, perhaps, also from worrying. But my proudest moment as a teacher was when my students learned from their mistakes. For them, this required accepting their current abilities and, in the bigger scheme of things, accepting that life came with downs as well as up. Incidentally, many of these students had Gudetama keychains, pens, copy books, and pencil cases.
Japanese Culinary Roots
Indeed, Japanese food culture has had an extensive influence in shaping the character's identity. For many Japanese people, tamagokake gohan is a staple of Japanese soul food, evoking familiarity and sentimental value.
"I love tamagokake gohan," Amy says, sharing why she decided to depict Gudetama in this form. "But another reason I chose it is because I saw how relaxed and cozy Gudetama looked lying on top of warm rice. At first, they reminded me of someone sleeping on a soft white futon. They gave off this feeling of comfort that I found really appealing."
Gudetama's fascination with food, especially their fondness for soy sauce, is another interesting aspect of this influence. The character makes the best of a bad situation by indulging in soy sauce. Their subtle message is that no matter how bad things may seem, there is always an opportunity to find moments of joy.
Amy says Japan's bento (lunch box) culture has also shaped Gudetama. "I started drawing Gudetama keeping wiener sausages cut into octopus shapes as pets, thinking letting them roam around the plate would be cute."
Cute and Philosophical
Although the character's popularity is linked to Japan's kawaii culture, Gudetama is not just cute — he's also philosophical. Their unique and seemingly contradictory sense of melancholy combined with cuteness is key to their charm. As Amy reveals, Sanrio was looking for inspiration to create a character that was "a little odd and not quite like its typical characters."
As a reporter who has delved into Japanese culture, Gudetama's sense of ennui and somewhat resigned attitude toward daily life fascinated me. The character's pronouncements echoed Japanese concepts of Zen like impermanence and detachment.
Zen venerates simplicity as the cornerstone of clarity and tranquility. By paring down the complexities of life, from possessions to thoughts, practitioners uncover a serene refuge within.
Another recent post on Gudetama's Instagram account read "Don't overthink it." The Zen concept of not overthinking embodies profound principles that lead to inner peace and clarity. When I lived in the Japanese countryside, I would often overthink things, believing that I stood out and could never integrate into the community. But once I stopped overthinking my status as a foreigner, I found a community that was warm and welcoming.
While the Sanrio designer did not set out to include Zen philosophy in Gudetama, she recognized that the character might inherently reflect some philosophical concepts. "Even though it may sound negative, shedding light on one's weaknesses [as Gudetama does] can also be a sign of strength. So, in that respect, elements of Japanese philosophy and classic literature might have had some impact," the designer relates.
Turning Despair into Laughter
To add a sense of relatability, Amy drew inspiration from the plight of young people she saw on the news. The Sanrio designer says, "Despite attending prestigious universities, they felt disheartened about the future due to the recession and lacked the drive to persevere."
Amy had a similar experience while job hunting years ago. "A major earthquake struck, and companies began canceling or delaying hiring. Sitting in a dark room during power outages, I felt despair as I read through company emails and absorbed bleak news."
But, tired of feeling down, she gradually adopted a "things will work out somehow" mentality. "I decided to draw from those emotions I experienced because I didn't want them to go to waste," she explains.
The result was a character who doesn't give lectures or clichéd advice but instead provides comfort by simply being themself. Amy says, "Gudetama just lies there the whole time as if to say, 'It's all good.' I hope that when people feel down, they can still find something to laugh about."
Gudetama Goes Global
Given Gudetama's universally accessible themes and characteristics, it is no surprise that their popularity has spread to international audiences. Expressing her thoughts on why Gudetama connects with people even in cultures different from Japan, the Sanrio creator admits she was surprised at first.
As for what she found most surprising about Gudetama's reception overseas? "I never expected all these countries to be so fond of Gudetama's cute little butt," she says. "They all seem to love it."
Over my ten years in Japan, I have been moved by the heartwarming fusion of cultural nostalgia, social musings, and playful creativity that define Gudetama's charm. As Sanrio's Gudetama urges us to find joy in simple moments and embrace our quirks in a busy world, I hope more readers will turn to the character for comfort, reassurance, and inspiration.
This article is published in cooperation with Sanrio Company Ltd.
RELATED:
- Five Fun Sanrio Spots to Check Out While in Tokyo (sponsored)
- Trying Out Sanrio Puroland's New English Attraction With Skateboarders Momiji Nishiya and Yumeka Oda
- Hello Kitty, Japan's Cutest Ambassador to the World (sponsored)
- Why Is Hello Kitty a Unique Fashion Superstar? Hear from Her Fans (sponsored)
Author: Daniel Manning
