The independent brand: liliuhms shop is a successful e-commerce and lifestyle brand established by Lily around her original IP.The main products cover happy little toys, plush dolls, clothing, accessories, stationery, and art prints. Her brand advocates environmental protection and often adopts "slow fashion pre-sale system" and limited inventory to reduce material waste.

Among them, the little rabbit Bun is the most core and famous iconic character in liliuhms' works. Although it has a super cute and soft rabbit appearance, its setting is a "chaotic villain" with a contrastive cuteness. According to the official background setting, Bun is not an ordinary earth rabbit; it is actually a small extraterrestrial creature that came to Earth. It chose to take on the form of a little rabbit only to "make Earth people feel comfortable and safe". Despite always looking innocent or wearing the characteristic magical smile, Bun's ultimate goal is "to rule the world by selling products with its own image on them". To help Bun achieve its "world domination" grand plan, Lily has launched extremely rich physical accessories around it, and new products are often snapped up as soon as they are released.