KARUNA SHINSHO, CNN ANCHOR: On to South Korea, for a look a phenomenon that got its start in the virtual reality of the Internet. But as Ronnie Lovler reports, the tiny creature has virtually taken the entire country by storm.</s>RONNIE LOVLER, CNN CORRESPONDENT (voice-over): In South Korea, it's the latest thing in wardrobe accessories: a round white toy that vaguely resembles a chubby rabbit. Young people are attaching them to their bags, clothing, and mobile phones. The inspiration for this fad is a character named Mashimaro, which first appeared in a series of short cartoons on the Internet.</s>UNIDENTIFIED MALE (through translator): The cartoons on the computer are quite interesting, and the characters is cute. Most Korean cartoon characters look dull, but this one is fresh and cute.</s>LOVLER: Mashimaro made its debut about a year ago. It's been growing in popularity ever since, as more people find it on the Internet. The president of the company that produces the series says the cartoon is about letting go in a rigid society. He says net viewers have given the nickname "Bizarre Rabbit" to Mashimaro, describing its behavior as abrupt and unexpected. An example of that bizarre behavior is seen in an episode in which Mashimaro is wanted by the police. He disguises himself as a dog. Then he uses a plunger to push the policeman off a cliff. All of which may or may not explain why teenagers are so enthusiastic about Mashimaro. But for whatever reason, he is now a national pet. Since they came out last February, about 2 million of the dolls have been sold at prices up to $21. As for the name, Mashimaro is a kind of baby talk for the word marshmallow, a sweet that's much loved by Korean children. That too may be a key to its popularity. Ronnie Lovler, for INSIDE ASIA.
In South Korea, Small, Cute `Marshmallow' Latest Fashion Craze