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People often link Japan with the cute and kitsch. Japan is also known for its manga and anime and a love of characters. Mascots are a big deal in Japan. You will see oversized mascots everywhere representing official government bodies, corporations and even whole cities and prefectures. ‘Yura-Kyara’ or ‘Loose Characters’ (called so, because the characters are imperfect, oversized versions of what they should be) have become big business as the characters popularity is associated with the organisation/area that they represent and can generate a lot of income.
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The most recent Yura-Kyara of note is Kumamon – a cuddly bear who represents the prefecture of Kumamoto. The mascot is said to have generated over 124 billion yen in revenue since it won the ‘Yura-Kyara Grand Prix back in 2011. The city of Kumamoto is famous for its historical castle, but the bear was responsible for huge amounts of merchandising and an influx of Japanese tourism to the city.
By the way, that was “grand prix” I mentioned. Every year there is an all-Japan cuddly character competition where local governments and organisations nationwide submit their cute entry in the hope that they will take the country by storm. Bari-san the egg shaped bird from Imabari was one winner back in 2012 and 2013 saw Funasshi, the slightly overactive “pear fairy” representing Funabashi in Chiba prefecture stole the hearts of the voting Japanese public. Unfortunately, my favourite, Gunma-chan has finished 3rd placed in the Grand-prix over the last two years. Ganbare Gunma-chan!
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Whether you like the mascots or not, they are most definitely a part of Japanese culture and you will see them all over. We often refer to the food specialities or ‘meibutsu’ from around Japan, but perhaps you might consider doing a tour of Japan’s Yuru Kyara. Could provide plenty of great photos.