The new Kenji store in the Bullring has proved to be an instant hit with shoppers wondering what's inside

Join the Secret Elves to get first access to our exclusive reviews of the must-have products this year

A new store has opened its doors within the Bullring. And if you like items with cute faces - you are in luck.

Welcome to KENJI, the shop aiming to find common ground between diverse subcultures in a diverse metropolis like Birmingham and the West Midlands. And to blend the real world with the digital one you can find on the store's app.

The opening of KENJI in the Bullring was relatively low key following its replacement of Clinton Cards a month ago. But the number of people going inside and the narrow aisles can make it look super busy.

Read more: House of Fraser has closed more than just its famous grotto for Christmas

And if you think the nearby Birmingham German Christmas Market on New Street can be a squeeze, wait til you come over here looking for all of the gifts you won't find over there - as you can see in our special photo story below:

Inside KENJI the Bullring's cutest new store

This suggests that it will become a big hit over time - especially as everyone who looks at the plushie toys seems to exclaim: 'Oh, they're so cuuuute!'. As for Santa hats... they'll be just £2 if you want to get into the party spirit.

Some of the goods are imported from Malaysia. And there's an eastern / Australian cuteness to the products which sometimes offer a British twist to boot.

It certainly helps if you like cats. The cups with cats faces on them - and their eyes looking down at you from gaps in the packaging - are delightful. You can also find more cats on everything from mats to keyring and teapot sets.

But don't worry if you love dogs and bears just as much as kitties, if not more. You, too, will be catered for whether you want toys, storage, food or stationery.

At the bottom end of the shop there's drinks and snacks - hands up if you've ever eaten a Kray before? Well, they seem to be some kind of crayfish crisp, not a nod to the history of post-war gangsters in London.

Soft toys called 'plushies' which you might have seen previously in Clintons, HMV, Forbidden Planet are typically £15, and come with names like Yabu Plump Flump, Yubu Mini Husky.

There are mugs which can also be used as plant holders for £6.50 and is the same price for a penguin egg cup - again with a super-cute face. Fall for these figures and you'd be spending a few bob on collecting the set.

Same goes for the stacking bento boxes, they're £6 but come with a range of cute faces, too. Insulated drinking bottles are £9, bubble tea kits £3, Hi-Chews and strawberry Gummy Candy bags are £3.50, jelly straws are £2.50, Matcha nougat cookies are £5, soda drinks £2.80, Udon noodles £2.50.

The list goes on and on and on, each one catching the eyes of shoppers thanks to their colourful packages and equally tempting prices. If shopping makes you happy, Kenji seems to work on the theory that you'll leave full of the joys of spring, even though we haven't had Christmas yet.

Other items include a canvas tote bag, £3.50; A5 notebooks, £4 or it's £3 for A6; £5 for keyring creatures that can be flipped inside out; £1 for sticky tabs and weekly planners; key shaped door wedges are £1 per pair; Sumoto socks are £2.50; 3D animal hair caps (so you can turn your head into a shark etc) are £3.

Beauty products like nail clippers with a smiley face are £1; soap bombs are £3.50, t-shirts are £9... the list of all the things you never knew you needed until you were tempted to part with your hard-earned cash at the old fashioned, new-style, very non-Victorian curiosity shop really is endless.

Did I mention the tech cables, earphones, fans and phone cases, never mind umbrellas, pin badges, cushions, incense, lighting, and backpacks.

KENJI says it's 'an emerging platform that infuses modern Asian culture with a British twist, allowing consumers to socialise, play and shop simultaneously.

'Our retail stores provide an immersive shopping experience which is integrated with our virtual presence through the mobile app. Our Eastern-inspired ranges include character-based plushies, toys, stationery, fashion, homeware and snacks.

'The vision of KENJI is to appeal to modern trends and subcultures by bridging the gap between the real and digital universe, creating an interconnected future where KENJI hosts a plethora of physical and digital services'.