A $20 crossbody bag from Uniqlo, capable of holding a 300-page book, a small umbrella, keys, a phone, a wallet, an EpiPen, and headphones, has been nicknamed the “Millennial Birkin.”

This “Round Mini Shoulder Bag” has become a favorite among a younger generation that values fit, function, and quick access, even more than the iconic Hermès bag, which costs at least $11,000 for its smallest size.

In 2022, TikToker Caitlin Phillimore-Price showcased how much her Uniqlo bag could hold, propelling it to cult status. Her video, viewed over a million times, spurred immediate purchases from TikTok users.

“Legit just went and ordered straight away,” one shopper commented.

Kanoko Takenokuchi, Uniqlo's global merchandising director, discussed the viral impact of Caitlin’s video with Bloomberg. The bag, originally released in 2020, soared in popularity only after Caitlin’s endorsement.

“That was the moment I realized the power of social media,” Takenokuchi said. She emphasized the importance of customer-loved products over traditional advertisements, creating a cycle of increasing demand.

Takenokuchi, working under Fast Retailing Co, noted that the shoulder bag remains a top-seller in multiple markets. Taku Sugawara, a financial analyst at Iwai Cosmo Securities Co, highlighted its affordability and value as key selling points.

Two years into its hype, Condé Nast Traveler writer Sarah Leigh Bannerman, who usually buys designer items, praised the Uniqlo bag. In her 11 January 2024 review, she noted its light weight and comfort.

“A feature often overlooked, especially when shopping online, it makes the weight of travel essentials manageable. Comfort is also key. The curved shape sits close to the body and offers a feeling of security,” Bannerman wrote. She concluded that the bag is “the perfect travel companion and is now the most practical small bag I own.”

Uniqlo plans to expand their promotional efforts with more custom offerings, such as “Irn-Bru” embroidery in Edinburgh, Scotland.

“To make a product that will be loved for a while, we have to think hard and come up with new ideas for it because that’s part of the fun for the customers,” Takenokuchi said. She believes the bag is not just a passing trend but a staple that will remain in people’s lives for a long time.