Meet the Hedgehogs, the LUFUDUFUs :
Lufu & Dufu
“Lufu is Love, Dufu is Do.
A heart finds home in a world brand new.”
THE PHILOSOPHY
Love and Do
The Lufudufu's equation: Love + Do = Creation
Love alone
Action alone
Together
Creation
Love without action is a spark of light that no one can feel the warmth of.
Action without love is mechanical, hollow and tiring.
They make the most vibrant way to live: doing that is always fueled by the heart.
In this world, “creation” is not only about making art — it is about how we craft our lives, our friendships and our future.
THE PHILOSOPHY
Love and Do
The Lufudufu's equation:
Love + Do = Creation
Love alone
Action alone
Together
Creation
Love without action is a spark of light that no one can feel the warmth of.
Action without love is mechanical, hollow and tiring.
They make the most vibrant way to live: doing that is always fueled by the heart.
In this world, “creation” is not only about making art — it is about how we craft our lives, our friendships and our future.
LUFUDUFU* world is a place to belong.
A world children grow up with, and one adults return to.
WHAT THE PHILOSOPHY CARRIES
The LUFUDUFU world
BUILT ON
LUFUDUFU is built on the practice of good concepts of life: love, friendship, family, gratitude, forgiveness and understanding.
IT CARRIES
Enduring values — love, action, joy, respect, curiosity and kindness — and brings classic ideas about how to live into the present, retold through timeless character-building themes with positive and playful energy.
THE STORIES
They stay relatable: happy days and sad days, little chores, tiny adventures. That ordinariness is deliberate. It is what lets a reader of any age see themselves in the picture.
THE BRAND
It becomes a source of hope, a reminder of goodness, guidance in a difficult moment, a small act of kindness, and wisdom passed from one generation to the next.
THE HUMOUR
It takes the art of living seriously while embracing humour — the kind of humour that connects a child and an adult through the same laugh. That is why it travels across cultures and across generations.
EVERY CREATION
Every Lufudufu creation is a gift about life, for life: shared giggles, a loving moment together, or a smile just for you.
THE WORLD
A world where love and action nourish goodness, spark curiosity, protect and encourage, and create a deep sense of belonging.
THE FEELING
Emotional warmth, safety, healing, nurture and humour.
THE VOICE &THE CALL
Warm, gentle, a little cheeky and teasing.
It calls for the practice of good concepts of life: love, friendship, family, gratitude, forgiveness and understanding.
The stories stay relatable — happy days and sad days, small chores, little adventures. The Art of Living.
MISSION
Both personal and universal: to remind the creator, and anyone who listens, of the good that already exists inside us and out in the world. We are born into a complicated life and learn to navigate it step by step.
Lufudufu World joins the beacons of light across time, and helps keep the light inside people.
A world of warmth and humour, made to help people live goodness in real life — with a particular place kept for Planet Earth and its preservation.
VALUES
Love, action, joy, respect, honour, dignity, curiosity and kindness — classic ideas about how to live a good life, brought into the present through timeless character-building themes, carried with positive and playful energy.
EMOTIONAL VALUE
Emotional depth that people resonate and relate with.
THE STYLE
Timeless aesthetics and elegance, in touch with the modern and contemporary world.
WHAT THE PHILOSOPHY CARRIES
The LUFUDUFU world
BUILT ON
IT CARRIES
THE STORIES
THE BRAND
THE HUMOUR
EVERY CREATION
THE WORLD
THE FEELING
THE VOICE &
THE CALL
MISSION
VALUES
EMOTIONAL VALUE
THE BRAND
LUFUDUFU is built on the practice of good concepts of life: love, friendship, family, gratitude, forgiveness and understanding.
Enduring values — love, action, joy, respect, curiosity and kindness — and brings classic ideas about how to live into the present, retold through timeless character-building themes with positive and playful energy.
They stay relatable: happy days and sad days, little chores, tiny adventures. That ordinariness is deliberate. It is what lets a reader of any age see themselves in the picture.
It becomes a source of hope, a reminder of goodness, guidance in a difficult moment, a small act of kindness, and wisdom passed from one generation to the next.
It takes the art of living seriously while embracing humour — the kind of humour that connects a child and an adult through the same laugh. That is why it travels across cultures and across generations.
Every Lufudufu creation is a gift about life, for life: shared giggles, a loving moment together, or a smile just for you.
Belonging.
A world where love and action nourish goodness, spark curiosity, protect and encourage, and create a deep sense of belonging.
A world of warmth and humour, made to help people live goodness in real life — with a particular place kept for Planet Earth and its preservation.
Emotional warmth, safety, healing, nurture and humour.
Warm, gentle, a little cheeky and teasing.
It calls for the practice of good concepts of life: love, friendship, family, gratitude, forgiveness and understanding.
The stories stay relatable — happy days and sad days, small chores, little adventures. The Art of Living.
Both personal and universal: to remind the creator, and anyone who listens, of the good that already exists inside us and out in the world. We are born into a complicated life and learn to navigate it step by step.
Lufudufu World joins the beacons of light across time, and helps keep the light inside people.
Love, action, joy, respect, honour, dignity, curiosity and kindness — classic ideas about how to live a good life, brought into the present through timeless character-building themes, carried with positive and playful energy.
Emotional depth that people resonate and relate with.
A source of hope, a reminder of goodness, guidance in difficult moments, small acts of kindness, and wisdom passed from one generation to another.
WHAT THE PHILOSOPHY CARRIES
The LUFUDUFU world
BUILT ON
IT CARRIES
THE STORIES
THE BRAND
THE HUMOUR
EVERY CREATION
THE WORLD
THE FEELING
THE VOICE &
THE CALL
MISSION
VALUES
EMOTIONAL VALUE
THE BRAND
LUFUDUFU is built on the practice of good concepts of life: love, friendship, family, gratitude, forgiveness and understanding.
Enduring values — love, action, joy, respect, curiosity and kindness — and brings classic ideas about how to live into the present, retold through timeless character-building themes with positive and playful energy.
They stay relatable: happy days and sad days, little chores, tiny adventures. That ordinariness is deliberate. It is what lets a reader of any age see themselves in the picture.
It becomes a source of hope, a reminder of goodness, guidance in a difficult moment, a small act of kindness, and wisdom passed from one generation to the next.
It takes the art of living seriously while embracing humour — the kind of humour that connects a child and an adult through the same laugh. That is why it travels across cultures and across generations.
Every Lufudufu creation is a gift about life, for life: shared giggles, a loving moment together, or a smile just for you.
Belonging.
A world where love and action nourish goodness, spark curiosity, protect and encourage, and create a deep sense of belonging.
A world of warmth and humour, made to help people live goodness in real life — with a particular place kept for Planet Earth and its preservation.
Emotional warmth, safety, healing, nurture and humour.
Warm, gentle, a little cheeky and teasing.
It calls for the practice of good concepts of life: love, friendship, family, gratitude, forgiveness and understanding.
The stories stay relatable — happy days and sad days, small chores, little adventures. The Art of Living.
Both personal and universal: to remind the creator, and anyone who listens, of the good that already exists inside us and out in the world. We are born into a complicated life and learn to navigate it step by step.
Lufudufu World joins the beacons of light across time, and helps keep the light inside people.
Love, action, joy, respect, honour, dignity, curiosity and kindness — classic ideas about how to live a good life, brought into the present through timeless character-building themes, carried with positive and playful energy.
Emotional depth that people resonate and relate with.
A source of hope, a reminder of goodness, guidance in difficult moments, small acts of kindness, and wisdom passed from one generation to another.
Story of the Lufudufu Creator
Once upon a time...
Love and Action appeared as Lufu and Dufu.
WHERE IT BEGAN
It began with one of those truly happy childhoods. The Lufudufu artist was born and raised in a Home with a capital H. There was love, care and respect. She was laughed with and cried with. She was read to and read with, taught everything and anything, worked alongside the adults, and given chores of her own. Every step of life was walked together, as friends and as family.
She was raised by grandparents who gave all their time to her and her brother. They believed in passing on the wisdom of every generation before them, and most dearly, they showed her love. They did not have much in the way of material things, yet they were rich in everything that matters: heart, mind and soul, the goodness and beauty of the world. They gave her everything. Curiosity, imagination, books, creativity: these open up the whole world and nurture belief in possibilities. They created life together, encouraging and supporting each other.
Her earliest memory is of being three years old on New Year’s Eve. A beautifully decorated living tree. The smell of oranges and pies baked together. Delicious food and treats. A room lit by candles and by tree lights shaped like candles. Shadows moving across the walls and the ceiling. Stories read together and adventures imagined. Magic. Magic everywhere. The anticipation of a miracle, an adventure, a fairytale.
Crafting the decorations together for home celebrations: old plasticine rolled into little round balls, and needles carefully gathered from under the spruce. She liked hedgehogs best. Everything you need for the adventure called Life: quills for strong spirit, fluffy bellies for the softer heart. A family of hedgehogs, carefully placed in a row to fit along the window sill as a winter decoration. There they were.
The timeline
1990s
2006
2013
2014
2015–2024
2025
2026
First figures of hedgehogs.
The idea to write a novel — Love and Hedgehogs.
Years of themed events. A hand-made hedgehog costume.
The idea finds its flagship shape in a quilling art piece.
A large body of stories, drawn with family and friends.
The first book series is published — 12 Months of Living Hedgehogly.
The LUFUDUFUs travel the world through expos, taking shape and receiving feedback from everywhere:
“cute; made my day; made me fizzy inside; they make me smile every time I see them; they make me warm inside; instantly a fan; adore.”
Why it exists
Lufudufu World is from the heart, to the hearts.
Each person who looks at the art of Lufudufu World connects through the light inside them — healing that light, or strengthening it, or multiplying it.
We are all born, and we all witness the environment around us.
Sometimes it matters to see, to hear, to read, to know that it can be different. That everything can be different. Lufudufu World exists to show that we can build it, and that it can be a warm, safe, loving world to belong to.
Lufudufu World is a memory. An essence to share.
To show how different and warm life can be.
We can weather storms together.
A safe place to dream, and create, and live.
A world to belong to.
A beautiful reality to create.
Story of the Lufudufu Creator
Once upon a time...
Love and Action appeared as Lufu and Dufu.
WHERE IT BEGAN
It began with one of those truly happy childhoods. The Lufudufu artist was born and raised in a Home with a capital H. There was love, care and respect. She was laughed with and cried with. She was read to and read with, taught everything and anything, worked alongside the adults, and given chores of her own. Every step of life was walked together, as friends and as family.
She was raised by grandparents who gave all their time to her and her brother. They believed in passing on the wisdom of every generation before them, and most dearly, they showed her love. They did not have much in the way of material things, yet they were rich in everything that matters: heart, mind and soul, the goodness and beauty of the world. They gave her everything. Curiosity, imagination, books, creativity: these open up the whole world and nurture belief in possibilities. They created life together, encouraging and supporting each other.
Her earliest memory is of being three years old on New Year’s Eve. A beautifully decorated living tree. The smell of oranges and pies baked together. Delicious food and treats. A room lit by candles and by tree lights shaped like candles. Shadows moving across the walls and the ceiling. Stories read together and adventures imagined. Magic. Magic everywhere. The anticipation of a miracle, an adventure, a fairytale.
Crafting the decorations together for home celebrations: old plasticine rolled into little round balls, and needles carefully gathered from under the spruce. She liked hedgehogs best. Everything you need for the adventure called Life: quills for strong spirit, fluffy bellies for the softer heart. A family of hedgehogs, carefully placed in a row to fit along the window sill as a winter decoration. There they were.
The timeline
1990s
2006
2013
2014
2015–2024
2025
2026
First figures of hedgehogs.
The idea to write a novel — Love and Hedgehogs.
Years of themed events. A hand-made hedgehog costume.
The idea finds its flagship shape in a quilling art piece.
A large body of stories, drawn with family and friends.
The first book series is published — 12 Months of Living Hedgehogly.
The LUFUDUFUs travel the world through expos, taking shape and receiving feedback from everywhere:
“cute; made my day; made me fizzy inside; they make me smile every time I see them; they make me warm inside; instantly a fan; adore.”
Why it exists
Lufudufu World is from the heart, to the hearts.
Each person who looks at the art of Lufudufu World connects through the light inside them — healing that light, or strengthening it, or multiplying it.
We are all born, and we all witness the environment around us.
Sometimes it matters to see, to hear, to read, to know that it can be different. That everything can be different. Lufudufu World exists to show that we can build it, and that it can be a warm, safe, loving world to belong to.
Lufudufu World is a memory. An essence to share.
To show how different and warm life can be.
We can weather storms together.
A safe place to dream, and create, and live.
A world to belong to.
A beautiful reality to create.
The “Lufudufu” Name
Lufudufu was born from love. A timeless classic.
First came LOOFUDOOFU — a playful, silly twist on a tender word of affection Loveydovey, and the sound people make when imitating hedgehogs.
Out of that joy grew LUFUDUFU — a name with rhythm, warmth, and wonder.
It carries the sound of affection and the spirit of play, now home to two mischievous hedgehogs and their world.
LUFUDUFU ... became the sound hedgehogs make running full of joy through blooming meadows,
as soft grass tickles their fluffy bellies.
Puffing and huffing to themselves they go:
"Love and Do, Love and Do, Lufu-Dufu-du..."
Every rhyme, sketch, and story still carries that first spark:
love, laughter, and the little rustling steps of hedgehogs turned into a world.
* Lufudufu — artistic pseudonym
* LUFUDUFU — trademark / brand
* LUFUDUFUs — creatures of LUFUDUFU world
Together, Lufu & Dufu are loving, kind, clever, and full of beans —
partners in mischief and the very best of friends.
When Lufu is worried, Dufu takes the lead.
When Dufu is tired, Lufu provides the encouragement.
Lufudufu stories are created with a philosophical heart, emphasizing the social wisdom and emotional literacy that build and nurture connections.
The art embraces the warmth of nostalgia and timeless aesthetic.
By belonging to LUFUDUFU World, fans walk the Path of BECOMING with Lufu and Dufu. They collect and witness the growth of the characters and the world — a becoming that happens together.
Join Lufu and Dufu on their adventures. From warm mornings in the garden to unexpected escapades, these two lovable hedgehogs bring humour and heart to life.
The life-tales are gently retold for a modern, uplifting, and familiar world to create an inspirational space filled with deep meaning and a sense of belonging.
In the Lufudufu world, active imagination walks alongside character growth.
One of signature designs, when everything surrounding the characters stays as line work that triggers the imagination, while the characters themselves are held in full colour and in focus.
The result is a visual relief from current trends, and a moment of visual rest and pleasure.
Lufudufu illustrations are created to be lived in.
They carry hidden details — subtle little items placed across each scene — that ask the viewer to pause, wonder, scan and linger in the image.
The brain begins to live inside the picture. It is an exercise in creativity.
LUFUDUFU® is a New Zealand brand of wit and wonder.
Globally, we infuse joy into customers’ daily lives with our humorous gifts.
We nourish goodness, spark curiosity and inspire creativity, while giving a sense of belonging.
Our elegant designs and products feature relatable life stories of hand-drawn characters.
Discover the charming characters Lufu & Dufu, and become a part of the Lufudufu World.