Over the past few years, green, bald figurines have begun populating the corners of Castillejan’s rooms or hanging off their backpacks. These figurines are Smiskis, produced by Dreams Inc, a Japanese direct-to-consumer producer that also created Sonny Angels. Dreams Inc’s expansion around the world is an example of some popular globalization strategy frameworks.

Collectibles like Smiskis and Sonny Angels have dramatically risen in popularity over the past few years. “They’re all over my Instagram reels,” Sabrina Wallgren ’27 said.

“I started really liking them because of TikTok and matcha. I got really into matcha and saw influencers with green Smiskis in their matcha layout,” Lauren McDonald ’26 said.

These collectibles come in a hexagonal prism box where customers can look at the collector’s guide for which item is actually in the “blind box.” Many Asian collectibles are broken into “series” or themes. For example, the Smiski Sunday series features Smiskis gardening, skateboarding, blowing bubbles and more.

Each blind box also has a “secret” item with a roughly 1.5% chance of obtaining (as indicated on the box). “The surprise makes them so special. The idea of ‘I don’t know what I’m gonna get adds to their value,” Wallgren said.

So how did these Asian collectibles pinpoint cultural similarities across foreign markets, garnering fans across the world?

The globalization of Smiskis traces back to Dreams Inc’s original mission: “[to] bring pleasure and healing to people.” Smiskis are advertised as little creatures sneaking around corners and living spaces while going about their quirky yet relatable tasks.

This advertising taps into both the consumer’s inner child and the need to liven up a space. According to Real Estate Japan, the average living space per person in Japan is 22.3 square meters or 240 square feet. Having tiny, charming companions to fill extraneous space appeals to those attempting to liven up small living quarters. Since their products met both popular aesthetic and functional needs, Dreams Inc’s Smiskis began to expand beyond Japan.

Dream’s Inc’s expansion to other Asian countries relies on strategies created by economist Pankaj Ghemawat: the AAA and CAGE distance frameworks.

The AAA framework explains three ways companies can globalize. The first strategy is “aggregation,” meaning selling the same product in similar countries. The second is “arbitrage,” which means taking advantage of differences between countries. The third is adaptation or changing the product to fit local tastes.

The CAGE distance framework gauges how similar countries are based on four factors: cultural, administrative, geographic and economic. Dreams Inc’s expansion to other Asian countries demonstrated aggregation with “close” countries.

This strategy enabled Dreams Inc to propel Smiski popularity without worrying about changing their marketing strategies. In other words, because the practical and aesthetic appeal of Smiskis was similar across other Asian countries, their move abroad was swift.

“[Like Labubus,] I think the uglier it is, the more people want to buy it and the more trendy it is,” Ava Kwok ’26 said.

Dreams Inc’s joint ventures with Books Kunokuniya enabled them to sell their products in established Kinokuniya bookstore chains across Asia.

Similar joint ventures enabled Smiskis to expand westward. Today, Smiskis can be ordered on Amazon or purchased at Urban Outfitters. McDonald shared that many people also get Smiskis from the Kunokuniya Bookstore in San Francisco.

However, the accessibility of Smiskis is not the only aspect of their business that buoys them on the international stage: New “series” reinvigorate fans with each launch, and innovations such as hippers, zippers and lamps feed into mega fans’ interest.

“I really like how they have so many variations and poses. I love putting them throughout my room so they can interact with different objects,” Ellie Kang ’27 said.

Now, many consumers have Smiskis hanging onto the back of their phone or a Sonny Angel grinning from right above their screen, which functions as on-the-go advertising for Dreams Inc. Wallgren said she really began liking Smiskis after seeing a peer with one on her backpack zipper.

The globalization of these Asian collectibles demonstrates how various business strategy frameworks can meld together to propel a niche product into worldwide popularity. Whether you see one hanging off a phone or lounging next to some matcha, each of these collectibles has a deeper story of expansion behind its “healing” glow.