Xiaomi Rabbit: what is the name of the mascot of the brand and why it became a symbol of the company

If you've ever been interested in Xiaomi products, you've probably encountered a cute white rabbit in an orange scarf, the company's official mascot, and this character appears in commercials, on gadget packs, and even in the company's software. But what is the rabbit's name, and why is it the face of one of the world's largest technology brands?

In this article, we will not only reveal the official name of the mascot, but also explain its origin, symbolism and how Xiaomi has integrated this character into its ecosystem, you will learn where you can meet a rabbit in real life, what gadgets are dedicated to it, and even how it is connected with the philosophy of the company, and also – analyze little-known facts that are not covered in standard reviews.

Spoiler: The rabbit name is closely related to the name of Xiaomi's sub-brand, which makes smart home devices, but everything in order.

The official name of the rabbit Xiaomi: debunking myths

To start with, Xiaomi's rabbit is called Mijia (pronounced "Mijia"), a name that is not accidental, but is the same name as Xiaomi's sub-brand, which makes smart home devices (Mi Home, now Mijia), and Mijia is translated from Chinese as "Mi family" or "Mi house," which reflects the concept of an ecosystem of connected gadgets.

But there's a caveat: many people mistakenly believe that the rabbit's name is Mi Bunny, a name that is used in some international campaigns, but it's not an official name. Mi Bunny is more of a marketing alias for a Western audience, while Mijia is a canonical name that is fixed in Chinese sources and company patent documents.

Interestingly, in the early versions of the Mijia logo (2016-2017), the rabbit was depicted with gray ears, not completely white, and this was due to testing different designs, but now the standard image of the mascot is a white rabbit with an orange scarf and black eyes, which symbolizes friendliness and technological friendliness.

⚠️ Attention: Mijia merch is often faked online, with its name written as "MiRabbit" or "XiaoMi Bunny" -- unofficial options that are not related to the brand. Original mascot products are always labeled as Mijia or Xiaomi Mijia.

The history of the appearance of the mascot: from the logo to the living symbol

The Mijia Rabbit didn't come out immediately, and Xiaomi was originally associated with a minimalist orange square logo with a white "MI" inside, but by 2016, the company decided to add a more lively element to its branding that reflected the friendliness and availability of the technology, and the idea of the mascot was born.

According to Lei Jun, founder of Xiaomi, the rabbit was chosen not by chance:

• 🐇 Speed and agility – symbolize rapid brand renewal and innovation.
• 🧡 Orange scarf – a reference to the corporate color of the company.
• 👨‍👩‍👧‍👦 Family values – a rabbit is associated with a home (Mijia), which is important for the ecosystem of smart devices.
• 🌍 Universality – the image is understandable and close to different cultures (unlike, for example, the panda, which is associated only with China).

Mijia made its official debut in 2016 at Xiaomi’s smart home launch, when the rabbit was introduced as an “ecosystem guide” — a character who helps users understand the variety of gadgets — and later appeared in commercials showing how devices worked, from robot vacuum cleaners to smart lamps.

Where to meet the Mijia rabbit: from gadgets to merch

The Mijia mascot has long since ceased to be just a logo, and it has penetrated every area of the Xiaomi ecosystem.

The case of the Mi Robot Vacuum-Mop 2 is particularly interesting. When activated through the Mi Home app, the user sees animations where the Mijia rabbit is "training" the vacuum cleaner to work, a detail that highlights the role of the mascot as an "assistant" in mastering the technique.

Also worth noting is the unique Mijia Bunny Edition, released in limited edition in 2022.

• 📱 The Redmi Note 11 Pro+ engraved rabbit.
• 🎧 Headphones Xiaomi Buds 3T in a special package with the image of Mijia.
• ⌚ Smart watch Xiaomi Watch S1 branded.

These devices have become the object of hunting collectors and are now sold on the secondary market at a price 2-3 times higher than the original.

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If you want to buy merch with Mijia rabbit, check for the hologram on the package and QR-The fakes are often sold without these elements.

Hidden Easter eggs with Mijia rabbit in Xiaomi devices

Few people know, but Xiaomi has hidden some Easter eggs with a mascot in their gadgets.

1. Secret animation in MIUI: If you go to Settings → About phone and click on the MIUI logo several times on a Xiaomi smartphone, you will see a Mijia rabbit waving its paw. Depending on the firmware version, it may be in different costumes (for example, in a New Year's hat in December).
2. Voice assistant: In the Chinese version of Xiao AI (similar to Google Assistant), Mijia is one of the voice avatars. To activate it, you need to say "" (which means "Xiao AI, switch to Mijia rabbit").
3. Hidden mode in the smart speaker: If you have a Xiaomi Mi Smart Speaker, try saying, "Hey, Mijia, tell me a story." The column will include a special story about the adventures of a rabbit (available only in English and Chinese).

Another little-known feature is the Yeelight smart bulbs (a Xiaomi brand), which, if you call the Mi Home lamp as "Mijia Bunny," will get a special lighting mode with "jumping rabbit" animation (flashing colors that mimic movement), which is not dokumented in official instructions, but works on most models.

Mijia Rabbit and Marketing: How a Mascot Helps Sell Gadgets

At first glance, Mijia Rabbit may seem like a cute character, but it actually performs several important marketing functions:

1. Simplification of the perception of technology: Smart devices often scare users with the complexity of the setting. Rabbit acts as a guide, which shows that Xiaomi’s technology is simple and friendly. For example, in an advertisement for a robot vacuum cleaner, Mijia demonstrates how easy it is to set it up through an app.

2. Emotional brand connection. Studies show that mascots increase loyalty by 30-40%. Xiaomi is actively using this: merch with rabbit (plus toys, stickers) sells better than standard accessories. For example, a plush Mijia Bunny measuring 30 cm sold more than 500,000 units in the first year of sales.

3. Viral effect. Rabbit often becomes a hero of memes and fan content. In 2021, for example, TikTok users launched a challenge #MijiaBunnyDance, where they repeated the dance of a mascot from a commercial.

An interesting case is a collaboration with McDonald's in China (2022), which included a Mijia toy as a cook as a promotion to accompany Happy Meal, which boosted Xiaomi's sales in China by 12% in a month as collectors bought up the brand's gadgets to get a full set of figurines.

⚠️ Note: In 2023, Xiaomi filed a lawsuit against several Chinese companies that illegally used the Mijia image in their products.If you see a rabbit on products not related to Xiaomi (for example, on iPhone cases or uncertified gadgets), it is a copyright violation.

How Mijia Rabbit Is Connected to Xiaomi Philosophy

The Mijia mascot is not just a marketing ploy, but a reflection of Xiaomi’s core principles, and let’s look at what it embodies:

• 🔄 «Just for Fans — a rabbit symbolizing a close connection with the brand’s fans, for example, the mascot design was designed with the vote of users in the Mi Community.
• 💰 Affordability – Mijia is portrayed as a “simple” rabbit without luxury accessories, which conveys the idea of affordable prices for appliances.
• 🤖 Innovation – In some commercials, a rabbit runs a smart home, demonstrating the power of the Xiaomi ecosystem.
• 🌱 Resilience – Since 2023, Mijia has become an “eco-rabbit”: its new images use recycled materials (for example, a scarf made from recycled raw materials).

Lei Jun has repeatedly mentioned that the rabbit represents the “spirit of Mi,” a combination of high technology and human approach, for example, in a 2022 interview, he said, “Mijia is not just a mascot, it’s a reminder that technology should serve people, not the other way around.”

This philosophy is even in the smallest of ways, such as MIUI 14’s “Mijia Mode” mode, which simplifies the interface for older users, replacing app icons with cues (like Mijia with a handset for the Calls app).

Check for holograms on the package

Read the scanner. QR-code (should be in mi.com or youpin.mi.com)

Make sure the tag has a Xiaomi logo with a registration number.

Compare the design with the official photos on the site (fakes often have curved seams)-->

The future of the Mijia rabbit: what awaits the mascot Xiaomi

In 2026, Xiaomi announced several new features related to Mijia:

1. AI-The company is working on a digital avatar called Mijia that will interact with users through chatbots and virtual assistants. MIUI 15.
2. Animated series, in partnership with Bilibili Studios, is preparing an animated series about the adventures of a rabbit in the world of smart gadgets, scheduled for premiere in 2026.
3. Physical stores: The first Xiaomi boutiques with the Mijia zone have already opened in China, where you can play with interactive installations where a rabbit “explains” how devices work.

The Mijia is also expected to become more global, with the mascot now being promoted in Asia, but less well known in Europe and America. In 2026, Xiaomi plans to launch a "Meet Mijia" campaign, where the rabbit will be introduced to Western audiences through collaborations with local brands (such as Disney or Sanrio).

Insiders say the company plans to release a limited series of gadgets with a hologram of a rabbit, such as a smartphone, on the back of which when turned on, appears on the back. 3D-Mijia projection. The technology is already being tested, but the release date is not yet known.

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The Mijia Rabbit is not only a mascot, but also part of Xiaomi’s strategy to create an emotional connection with users, and its image will evolve with the brand, remaining a symbol of simplicity and innovation.

FAQ: answers to frequent questions about the rabbit Xiaomi