Sporting a white dress and a red headscarf, Japan’s version of a Barbie doll has a new look to battle the stigma of alopecia areata, an intractable immune disease that causes patchy hair loss.

The doll is called Licca-chan. Also known as Licca Kayama, she is a “cheerful, slightly impulsive fifth-grader” whose favorite colors are white and pink.

She loves red roses and making sweets, too, according to the website of Tomy Co., a leading Tokyo-based toy manufacturer.

One of Licca-chan’s latest looks sees her in a red headscarf. The look was unveiled for the first time in July 2022.

People in attendance at the unveiling proclaimed it to be, “so cute,” which made Ai Nishimura, 39, feel good about the project.

The headscarf “looks nice on her,” she thought. “It was a good thing I chose Licca-chan.”

FOR THINGS DRUGS CAN'T CURE

Nishimura works at Eli Lilly Japan K.K., a pharmaceutical company in Kobe.

Since April 2021, when the company developed a curative drug for alopecia areata, Nishimura has worked to broaden understanding of the disease.

She began researching and soon realized there were many misconceptions and assumptions about the disease, including ones she had.

One such assumption is that the symptoms are brought on by stress, and therefore many patients blame themselves for their “weak minds.”

But recent studies have concluded that it is an autoimmune disease. An abnormality in the immune system causes the disease, with stress being only one of many triggers.

Nishimura interviewed patients and learned that they struggle far more in their daily lives than she had thought.

They told her they are scared because the disease can cause their hair to fall out in the blink of an eye.

The disease impacted young women, in particular, in terms of their relationships, job hunting and school life.

“I hate to look at myself,” one patient said.

Another said, “It’s not a terminal disease, but it makes me suicidally depressed.”

SYMBOL OF KINDNESS

Yuka Sotomura, 43, a public relations officer at the pharmaceutical company, heard such comments and decided she wanted to help such patients with things that can’t be solved with medication.

Other company employees who felt the same joined Sotomura and Nishimura to launch a project team.

Through conversations with patients, the team learned about one common struggle: Patients want the public to know more about alopecia areata, but at the same time, they want to hide the disease.

Nishimura thought what they needed was a spokesperson for them.

And who else could better serve the role than Licca-chan?

The doll is a popular toy for children, but it also has name recognition among adults and is a fashion icon.

Dressing Licca-chan with a headscarf that alopecia areata patients use would also send a message that struggling patients also want to enjoy dressing up.

The team brought the idea to Tomy, and the company agreed to the idea because it would be an opportunity to help patients.

Masumi Tsunoda, a 45-year-old woman in Maebashi, Gunma Prefecture, who is an alopecia areata patient, was asked to design a headscarf for Licca-chan.

Tsunoda contracted the disease 10 years ago. She lost two-thirds of her hair within half a year.

Her best friend complimented her on her appearance in a headscarf, however, and that helped Tsunoda stay positive.

She has been making headscarves for other patients since then.

Tsunoda said she wanted Licca-chan’s headscarf to be “a symbol of kindness.”

The team made sure the headscarf’s design and the way it tilts would look cute.

Since August 2022, the team has produced videos in which Licca-chan serves as an ambassador and interviews people including a doctor and Tsunoda.

“For those who are tackling this disease, I, Licca, hope to change our misconceptions into compassion and make the world easier for everybody to live in,” the doll said in one of the videos.

The headscarf has received rave reviews, such as, “It looks mature and glamorous,” and “I want one, too.”

MISCONCEPTIONS ABOUND ABOUT DISEASE

In Japan, about 2 percent of the population has alopecia areata, with the number of patients on the rise. Anyone, regardless of age and gender, can develop symptoms. As they become severe, patients can lose hair from all parts of their body, including the head.

Eli Lilly Japan conducted a survey of 250 people who do not have the disease and asked them what they think causes it.

To which, 81 percent said, “stress,” while 24 percent knew the correct answer, “abnormal immune function.”

The survey also asked 47 patients. Of which, 70 percent said they wanted to hide the fact they have the disease.

Of the patients who thought stress was the cause of the disease, 70 percent said, “I thought I was just mentally weak.”