The Poinko Brothers have shot many eye-catching advertisements for the company throughout 2016 and gained great popularity in Japan. [Photo provided to chinadaily.com.cn]

Reasons behind the success

Zhang Jian, a famous commentator in China, thinks the Poinko family's huge popularity is not by chance, but a successful marketing strategy.

"First of all, their dumb yet cute farcical expressions will steal the hearts of many people. Second, they speak very briefly and naively, a good way to promote their own style in a short and effective way. Third, they have shot many advertisements with Japanese stars, gaining entertainment and commercial value, little by little."

Chinese columnist Xu Fengwen adds that the Poinko Brothers craze has a close relationship with the arrival of Chinese lunar new year.

"Their introduction coincides with Spring Festival in the Year of Rooster. Also, thanks to photoshop gurus, they have been used as a series of emojis. For a majority of people, the chicken-shaped parrots are the perfect choice to send New Year's greetings to others," Xu said.

At the same time, many business people have released related products to further promote Poinko culture. They have been made into stuffed toys, phone screen protectors, bottles and T-shirts and sell well on the internet.