The brand started in 2015 as ChilledCow, a YouTube channel founded by Dimitri (a French content creator). In 2021, it officially rebranded to Lofi Girl to match the icon that everyone recognized: the "Study Girl" sitting at her desk.

Today, Studio Lofi Girl operates as:

• A Record Label: They release original music from lo-fi producers worldwide, ensuring their streams are DMCA-safe for other creators to use.

• An Animation House: They maintain and expand the "Lofi Universe," including the iconic loop of the girl studying and the more recent introduction of Synth Boy (the neighbor across the street who listens to synthwave).

• A Lifestyle Brand: They produce high-quality merchandise, physical vinyl records, and even "focus" tools like apps and timers.

Why is it so popular?

1. The "Lofi Girl" Herself: Modeled after an anime character, she provides a sense of "body doubling"—the psychological feeling of being more productive because someone else is working alongside you.

2. The Lore: The Studio has started building a narrative. They’ve run "mysterious" events where the girl disappears from her desk, leading to massive community puzzles and the reveal of new characters and rooms.

3. Community Hub: The live chat is a global "study hall" where people from every time zone support each other through exams and long nights.