The Lucky Bunny short film will screen in select cities (Tokyo, Seoul, and a "secret Los Angeles warehouse") on December 13th. The capsule collection drops 24 hours later. Follow the white rabbit.
The official synopsis, released via a single encrypted PDF on Covert Japan’s Telegram channel, reads: "In a near-future Osaka where luck is a quantifiable currency traded by Yakuza data brokers, 'Lucky Bunny' (Misa New) is a courier who bleeds digital ink. She is tasked with delivering a single black box containing a 'living fur jacket'—a bio-engineered rabbit that reverses bad karma. When the box is stolen, Bunny must navigate the 'Wet Market' (an illegal network of flooded subway tunnels) to retrieve it, losing pieces of her own memory with every step." The film is stunning. Directed by an anonymous collective known only as "Kaze-9," the visual language borrows from Akira , Blade Runner 2049 , and the surveillance aesthetics of Searching . Misa New’s performance is the anchor. She barely speaks. Instead, she moves—a jerky, almost broken way of dancing through corridors. She is at once fragile (the "bunny") and untouchable (the "lucky" charm). In Eastern folklore, the rabbit is the alchemist—pounding the elixir of immortality on the moon. In Western pop culture, the bunny is often the pursued, the victim. Covert Japan weaponizes both. Misa New’s character is hunted, but she is also the trap. The "luck" she carries is parasitic; if you catch the Lucky Bunny, your fortune improves, but hers drains. It is a brutal metaphor for social media stardom, and Misa plays it with heartbreaking nuance. Part IV: The Drop – Wearable Lore Of course, a Covert Japan project cannot exist solely as a visual artifact. The Lucky Bunny capsule collection (dropping December 14th at a random coordinate in Shibuya) is where the fan theory meets the wallet.
Consider her public persona. Misa New has famously never done a traditional red carpet. She has no "publicist." She appears at Covert Japan pop-ups unannounced, handing out physical tokens (lucky rabbits made of scrap metal). She has 12 million followers on TikTok, yet her most popular video is a 10-second clip of a CCTV camera feed showing her running down a hallway. the lucky bunny by covert japan and starring misa new
When she whispers, "Don't catch me," she isn't talking to the data brokers in the film. She is talking to you. She is the luck you chase on the internet—beautiful, fleeting, and slightly toxic.
She embodies the paradox of contemporary fame: The Lucky Bunny short film will screen in
In The Lucky Bunny , her character loses memory as she walks. In real life, Misa New has admitted (via a cryptic Substack note) that she has prosopagnosia—face blindness. "I don't remember who you are," she wrote. "So I treat everyone like a ghost. That is luck."
Where Supreme sells logos and Balenciaga sells noise, Covert Japan sells an experience of surveillance . Their previous "drops" have been less about seasonal collections and more about episodic releases: a USB drive found in a Tokyo phone booth containing a 3-second video loop; a jacket with RFID-blocking pockets and a QR code sewn into the lining that leads to a dead-end server room chat. They have perfected the art of "ludic narrative"—the idea that the consumer is also a player in an alternate reality game (ARG). The official synopsis, released via a single encrypted
At first glance, Misa New fits the archetype of the modern "IT-girl" for the cyberpunk generation: porcelain features, piercing eyes that seem to look slightly through the camera lens, and a wardrobe composed almost exclusively of deconstructed tactical gear. But Misa is not a traditional actress or model. She is what industry insiders are calling a "Hyper-Persona"—a hybrid entity who exists simultaneously on Instagram, in virtual reality spaces (VRChat), and in physical pop-up installations.