The photo is a from a commercial that has been much talked about in Japanese social media.

In the commercial, the character (made of rice) appears as if she is saying "I'm cold - keep me warm", but that strong plead doesn't get answered.

People who watched the commercial felt so sorry for the freezing "rice cat", and decided to give her the blanket.

This is bliss...

Nice and warm...

Oooh this is good...

This one was made by a mum and her daughter

A herd of cold cats!

Is this a cat... or a rabbit?

And here's the commercial that started the "cold cat" syndrome

Now I'm tempted to give an egg blanket to a "cold cat" at my home.