What is “Пятёрочка” and what are “нямы”?

Пятёрочка (Pyatyorochka) is Russia’s biggest discount supermarket chain, with thousands of stores from Saint Petersburg to Vladivostok. In the 2020s, the chain ran a series of plush-toy promo campaigns: small fuzzy mascots called нямы (nyamy), handed out as collectibles when shoppers spent above a set amount. Customers obsessed over completing the set, traded duplicates online, and built whole TikToks around the haul-and-collect ritual. The brand-and-toy combo became a small Russian internet meme.

In this clip, a host quietly mocks a “free spoon” giveaway: “в Пятёрочке на 800 рублей закупилась, и мне в подарок за чеком нямов дали” (“I shopped 800 rubles at Pyatyorochka and they gave me nyamy plush as a receipt gift”).