Hello Kitty as Madame Dewi in a Japanese Choco Egg Figure

Hello Kitty x Madame Dewi Choco Egg Mini Figure by Furuta

What Choco Eggs Are and How They Captured Japan

This figure is a piece of shokugan — a Japanese collectible format bundled with a small food item. The word combines the terms for “food” and “toy,” and the category became central to Japanese pop culture from the late 1990s into the early 2000s. Furuta Confectionery’s Choco Egg was one of the genre’s defining products: a chocolate egg with a plastic capsule hidden inside containing a miniature figure. Buyers could not see which figure they were getting before purchase, making each Choco Egg a blind-box transaction that naturally drove repeat buying in pursuit of a complete set.

Furuta launched the line around 1999 with an animal-themed series that became a nationwide collecting phenomenon, then expanded into character licensing. Hello Kitty became a regular subject, appearing across multiple variants — in different costumes, roles, and thematic guises — and the Madame Dewi edition fits that pattern. Based on the figure’s production style and format, the release is estimated to fall somewhere between 2003 and 2006, though the exact year has not been confirmed.

The Figure’s Design and the Woman Behind It

The figure renders Hello Kitty — Sanrio’s white cat character introduced in 1974, known worldwide for her black oval eyes, yellow nose, right-ear ribbon, and deliberately mouth-free face — in a costume inspired by a real person. Here, Kitty wears a light blue dress with a fuchsia rose at her head and an upswept brown hairstyle, each detail drawn from a specific public image.

Madame Dewi, formally Dewi Sukarno and born Naoko Sato in Japan, came to international attention as the third wife of Sukarno, Indonesia’s founding president. Within Japan she built a separate career as a celebrity television personality, recognized for elaborate fashion, a glamorous aesthetic, and a bold public presence. The rose, gown, and coiffed hair on the figure directly reference that image — placing Hello Kitty’s familiar silhouette inside a distinctly Japanese cultural context.

Why This Figure Draws International Collector Interest

Hello Kitty carries a consistent collector following across North America, Europe, and Asia, and Sanrio’s practice of putting the character into celebrity-inspired costumes has been part of the brand’s approach for decades. This figure represents an early instance of that strategy — but one tied to a celebrity whose fame was concentrated almost entirely within Japan. The Madame Dewi collaboration was aimed squarely at a domestic audience and circulated only through Japanese supermarkets and convenience stores during its retail window.

Furuta’s shokugan figures earned a reputation for paintwork and sculptural detail that placed them above typical food-toy standards, making them workable as standalone display pieces independent of any packaging or candy. Because these were food products with a finite production run, they left primary distribution once that window closed. What remains are small, specific artifacts — a moment when Japan’s celebrity culture, its confectionery industry, and one of the world’s most recognized characters briefly shared a plastic capsule.