The Rise of Malang-i: How This Stress Relief Toy Captivates Millennials and Gen Z in 2026
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“Trend Report” is a series that spotlights lifestyle trends spreading rapidly on social media and in everyday life.
In its fifth episode, the series examines mallang-i, the Korean squishy toy gaining attention as a stress-relief item.
Recently, Dongdaemun’s toy market has drawn so-called “adult kids” — adults who indulge childlike tastes. As these squishy toys catch on among college students and young professionals, toy shops and stationery stores report rising sales.
Users say kneading a mallang-i soothes anxiety and clears the mind, which has fueled the craze. Videos of people pressing and stretching the toys have gone viral on social platforms, and they frequently change hands on secondhand marketplaces.
Experts point to the calming psychological effects of touch. Im Myeong-ho, a professor in the Department of Psychotherapy at Dankook University, says touch influences the limbic system and the cingulate cortex, helping to form attachments and support emotional stability.
Observers are watching to see whether the mallang-i craze can inject new life into a stationery industry that has slowed amid a shrinking school-age population.
See the video for more.
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