Chiaki, the designer of MY FIRST BE@RBRICK B@BY. At "BE@RBRICK MACAU," a 10000% size balloon art installation appeared, showcasing its global popularity over 15 years since its creation, a level that even surprises her. Here, she shares the journey of MY FIRST BE@RBRICK B@BY and her future aspirations.

Among the many BE@RBRICK figures, the "MY FIRST BE@RBRICK B@BY" series boasts exceptional popularity. Since its debut in 2007, it has become a long-selling product with various color variations. This model, inspired by baby rattles and featuring three colored beads inside its belly, has captivated collectors worldwide.

Chiaki, active in a wide range of fields, is the designer behind MY FIRST BE@RBRICK B@BY. She debuted in the entertainment industry in 1991 after being selected as the first champion on the Fuji TV audition program "Gold Rush." In 1996, she debuted as the vocalist of the music unit Pocket Biscuits, and their hit "YELLOW YELLOW HAPPY" sold over a million copies. As a voice actress, she has voiced characters such as Non-tan in "Non-tan to Issho" and Dorami-chan in "Doraemon." She is also known as the designer for her own brands, "Chiroru-sha" and "Ribbon Casket." This time, we spoke with Chiaki about MY FIRST BE@RBRICK B@BY, which is now in its 16th year and continues to receive collaboration requests from overseas.

Chiaki's MY FIRST BE@RBRICK B@BY is highly acclaimed internationally. Since 2019, it has been featured as a main character at "BE@RBRICK MACAU," an art and fashion exhibition held annually at Galaxy Macau, one of Asia's premier shopping destinations, alongside international fashion brands like Roberto Cavalli, Sergio Rossi, and Neil Barrett. This year (from July 29 to September 22), a 10000% size balloon art installation, standing approximately 7 meters tall, will also be on display.

ChiakiI've never seen a 10000% BE@RBRICK anywhere else, so I was surprised. It feels strange, like my own child has grown so big without me realizing it! Macau holds a special place in my heart because we filmed the music video for Pocket Biscuits' third single, "Red Angel" (1997), there. I love the atmosphere where Western-style buildings blend with Chinese culture, a remnant of its time as a Portuguese colony (returned to China on December 20, 1999). So, I was overjoyed to receive the BE@RBRICK offer. And with so many world-renowned designers like Sergio Rossi also present, I always wonder if it's okay to have mine be the largest! (laughs)

At "BE@RBRICK MACAU," collaboration models are produced annually. This year, marking the fifth anniversary, a MY FIRST BE@RBRICK B@BY inspired by Japanese hydrangeas, specifically the "Macau" variety, was created to symbolize the friendship between Macau and Japan.

ChiakiAfter five years, we must be good friends. For me, Macau has always evoked the color purple. The colors they specify are usually purple too. So, I thought expressing friendship with Japanese hydrangeas was perfect. I hope this year's design is well-received.

In 2019, the design was in pastel colors, reminiscent of the very first model. At the time, I thought it would be a one-off. In 2020, the theme color was decided as purple, so I chose a deep shade of purple that I liked. In 2021, it returned to a pastel palette. I remember meticulously adjusting the yellow hue multiple times that year. For 2022, the theme was camping, so it's green, inspired by the forest. It felt different from previous years, reflecting a sense of emerging from the pandemic and heading outdoors. While outdoor activities were a genre I wasn't very familiar with, I enjoyed creating gear like sleeping bags and tables.

I would be thrilled if there was a sixth year. If it happens, I want to create something completely different from the past five years' designs, something that makes people say, "Wow, I didn't see that coming!"

The very first MY FIRST BE@RBRICK B@BY, released in December 2007, was part of the BE@RBRICK Series 15 CUTE lineup. The body came in pastel pink, yellow, and green. Inspired by the rattles her young daughter played with at the time, the transparent body contained beads. It was named "MY FIRST BE@RBRICK B@BY" to signify the first BE@RBRICK a child would own.

ChiakiI had been collecting BE@RBRICK for a long time, so I already had ideas for what I wanted to create. During a discussion with Mr. Akashi (Tatsuhiko Akashi, President and CEO of Medicom Toy) for a magazine feature, I asked, "Please let me make one!" However, the regular BE@RBRICK series comes in a box, and you don't know what you'll get until you open it. Although it's technically against the rules for it to make a sound, Mr. Akashi said, "That's interesting."

At the time, I was just happy to be able to collaborate, but I never imagined it would last this long, and the collaborators just kept getting more impressive. I was surprised when I received an offer from "colette" in France in 2008. I thought foreigners wouldn't know who I am. But that's what makes me happiest. It means they genuinely liked the design.

The legendary concept store "colette" was opened in 1997 on Rue Saint-Honoré in Paris by Colette Rousseau and her daughter Sarah Andelman. It was known for its innovative proposals that merged luxury fashion with streetwear, its early introduction of emerging brands, and its role in discovering numerous young designers and artists. Since then, MY FIRST BE@RBRICK B@BY has undergone numerous collaborations and was adopted as a character for the 50th anniversary of diplomatic relations between Japan and Singapore in 2016, playing a role in spreading Japanese culture and BE@RBRICK worldwide.

ChiakiBE@RBRICK itself is incredibly popular overseas, isn't it? Last year, when I went to Las Vegas, I saw a huge crowd lining up at a massive shopping center, even late at night. It was a select shop, and in a giant display case in the center of the store, there were rows upon rows of 1000% BE@RBRICK figures. Everyone who entered the store immediately went to take photos in front of it. I assume they were posting them on social media. I sent a photo to Mr. Akashi, saying, "It's become quite something." I also introduced it in a video on my YouTube channel.Introduced in a YouTube video.

While browsing Instagram, I saw a photo of a cute girl, who looked like a Southeast Asian model, happily hugging a MY FIRST BE@RBRICK B@BY, possibly as a birthday gift. I also saw a Spanish-speaking person who had arranged their BE@RBRICKs beautifully in a gradient of yellow, green, and blue, like a rainbow. Sometimes, when I find such posts, I comment, "Thank you. It's my design!" with a bear emoji. Some people understand and reply, saying things like, "I love your designs."

Speaking of which, the colors of the beads inside the body also reflect Chiaki's unique playful touch, don't they?

ChiakiThere are basically three colors, but in some BE@RBRICKs, I hide a single bead of a different color as a surprise. Like finding something special when you shake it! Initially, I used colors like red or pink, which are easily recognizable as representing a heart, but to avoid interfering with the design, I sometimes make them subtle, like a light gray within a darker gray, or even transparent. Only the person who holds it will know, and since I don't make a big deal about it, some people might wonder if it's a mistake (laughs). It feels like I'm playing with the BE@RBRICK myself.

I've created so many body colors, I wonder if there are any colors left to try. The surfaces have also varied from glossy to matte. And now, intricate patterns can be achieved with water printing.
The BE@RBRICK design itself is incredible. The shape of the face, the way the cheeks puff out, the prominence of the forehead – it's exactly like my daughter when she was a baby. I always feel that this is the definitive answer to "cute." It's a perfect balance. That's why my designs also work so well.

About 99% of what I've created or expressed so far has been for a female audience. MY FIRST BE@RBRICK B@BY was initially made for young mothers and small children. However, it's incredibly gratifying that so many men have also become supporters.

I also like punk aesthetics, so when creating the first MY FIRST BE@RBRICK B@BY, I insisted on making a "reverse version" and submitted a design with a menacing look and an eye patch. Mr. Akashi, thankfully, found it interesting and produced both versions, releasing them as secret editions. I believe creating these secret versions helped expand its appeal into the male demographic. Recently, I've been creating more items with a masculine feel, like all-black designs or space themes. When the offer came for the Chogokin MY FIRST BE@RBRICK B@BY, I was thrilled because I used to collect the Chogokin figures from Goranger as a child. "Wow, really? Yes!"

Since it just says CHIAKI in English, I think some people might not know I designed it. But I'm happy with that too. It means they liked the design itself. I'm almost tempted to keep it that way (laughs). I just quietly keep creating, so I'm grateful for interviews like this. If there's a positive reaction, it will surely lead to the next step.

MY FIRST BE@RBRICK B@BY is now celebrating its 16th anniversary. The children who grew up playing with the early models have also grown up.

ChiakiMy daughter, who used to go to kindergarten, is now 20 years old. For her, BE@RBRICK is already a commonplace sight in her daily life. It would be wonderful if such children grow up to become collectors, or pass on the ones they used to play with to their own children, creating a generational legacy. While I don't know Medicom Toy's exact intentions, my image was that it's a toy, so it's okay to have scratches, to be rolled on the floor, and occasionally make sounds. However, from what I've seen, everyone treats them with great care. That makes me happy too. It's just one happy thing after another. Truly.

I still have many things I want to do. From an SDGs perspective, I'm considering making items from recycled materials, and I'd also love to collaborate with characters like Disney or Snoopy, so I'm waiting for offers (laughs). I'd be thrilled if I could do something with "Doraemon." Since I've been voicing Dorami-chan since 2006, it would feel like a collaboration with myself. Wouldn't a bright blue Doraemon and a bright yellow Dorami-chan be wonderful? If it happens, I'd like to create something secret-like again.

Last June, she released a new song, "GREEN FLASH" (lyrics by chiaki, music by PappaRappa Kawai), her first in 20 years, produced by PappaRappa Kawai, with whom she collaborated in Pocket Biscuits, on her "Chiaki's Song YouTube" channel. In July of this year, she released the second song, "Aozora." On August 4th (Friday), she will perform as a special guest at the anniversary live concert of the punk band Lolita No.18, marking her return to live house performances after a long time.

ChiakiI want to do the things I want to do while I still can, so I feel I need to sing while my voice still holds up. Even though we handle all the promotion ourselves on YouTube, it's incredibly rewarding to see that our work reaches people. I also enjoy design work, and since these are things I can only do while I'm alive, I want to create as many BE@RBRICKs as possible. I've made so many over the years, I've lost count of how many children I have (laughs), but I genuinely find each one adorable.

*All MY FIRST BE@RBRICK B@BY models introduced in this article are currently sold out, with the exception of the 2023 model, which is exclusively available at the "BE@RBRICK MACAU" venue.