A Dakimakura is a long pillow originating in Japan. Dakimakura or "Daki" means, literally, "hug pillow." The modern-day Daki is invariably dressed in a cover with a printed design depicting manga or anime characters from the "otaku" culture. The blending of the daki with otaku culture began in the 1990s, and with the advent of e-commerce, the fad quickly spread. Dakimakura pillow covers portray almost life-sized images of the daki owners' favourite characters. The Daki is used for hugging, décor, and displaying one's manga or anime preferences.