Cute Character Mascots Make Japan More Fun and Exciting
(Photo courtesy of Yuru-Chara Grand Prix Committee)
Japan is famous around the world for its cute characters. You might already be familiar with Japanese game or anime characters like Pikachu or Totoro. But in Japan, the love for adorable characters runs deeper than that. Many towns and prefectures have their own mascot characters called “yuru-chara.” More than just cute, these characters are helping to revitalize the localities they represent.
What are Yuru-Chara?
The phrase “yuru-chara” is short for “yurui mascot character,” “yurui” meaning “laid-back” or “loose”. This is in reference to the fact that, in contrast to the highly polished designs of commercial characters like Pikachu, yuru-chara generally feature adorably amateurish designs, often being selected from submissions by local residents. Yuru-chara serve many purposes, but their main job is to spread the word about their locality, helping to increase tourism and raise money to benefit the community.
In order to help promote the charms of their locality, yuru-chara's designs often include references to things like local specialty products or popular tourist destinations. One popular yuru-chara is Hikonyan, the cat mascot of Hikone City in Shiga Prefecture, home of Hikone Castle. This cuddly character is inspired by the local legend of a cat who saved a feudal lord from a lightning strike by beckoning him from the gates of a temple. Hikonyan’s red helmet is a reference to the helmet worn by that feudal lord. You can often find Hikonyan welcoming tourists at the city’s castle grounds.
Left: Hikonyan is a cat who wears a red helmet, a reference to a local legend associated with Ii Naotaka, a feudal lord from the Edo period (around the 17th century). (©HIKONE)
Middle: The armor of Ii Naotaka in front of Hikone Castle. Hikone Castle was built under Ii Naotaka in the 17th century.
Right: Hikonyan can often be found welcoming tourists at the city’s castle grounds. (©HIKONE)
Top: Hikonyan is a cat who wears a red helmet, a reference to a local legend associated with Ii Naotaka, a feudal lord from the Edo period (around the 17th century). (©HIKONE)
Middle: The armor of Ii Naotaka in front of Hikone Castle. Hikone Castle was built under Ii Naotaka in the 17th century.
Bottom: Hikonyan can often be found welcoming tourists at the city’s castle grounds. (©HIKONE)
Another popular yuru-chara is Bunkakki from Hiroshima Prefecture. He is designed to look like an oyster, a popular Hiroshima food. His name is a play on the Japanese words “bunka,” meaning “culture,” and “kaki,” meaning “oyster.”
Left: Bunkakki from Hiroshima Prefecture is designed to resemble an oyster. The blue part of his body represents the Seto Inland Sea which borders the prefecture. The leaf on his head is a Japanese maple leaf, a symbol of Hiroshima. (Photo courtesy of Hiroshima Prefectural Government Art and Culture Division)
Right: Hiroshima is famous for its rich, delicious oysters grown in the Seto Inland Sea.
Top: Bunkakki from Hiroshima Prefecture is designed to resemble an oyster. The blue part of his body represents the Seto Inland Sea which borders the prefecture. The leaf on his head is a Japanese maple leaf, a symbol of Hiroshima. (Photo courtesy of Hiroshima Prefectural Government Art and Culture Division)
Bottom: Hiroshima is famous for its rich, delicious oysters grown in the Seto Inland Sea.
One of the most well-known yuru-chara is Kumamon, the public relations character of Kumamoto Prefecture on the island of Kyushu. Kumamon is an adorable black bear-like character with red cheeks and eyes that seem to express a constant state of pleasant surprise. He was created as a way to increase tourism to the prefecture around the completion of the Kyushu Shinkansen line which extended Japan’s extensive high-speed rail network across the island.
Left: Kumamon is an adorable black bear-like character with red cheeks and eyes that seem to express a constant state of pleasant surprise. (©2010 kumamoto pref.kumamon ＃K37538)
Right: As one of Japan’s most popular and successful yuru-chara, Kumamon's presence can be felt throughout Kumamoto Prefecture, as in this giant statue at Kumamon Port Yatsushiro. (©2010 kumamoto pref.kumamon ＃K37538)
Top: Kumamon is an adorable black bear-like character with red cheeks and eyes that seem to express a constant state of pleasant surprise. (©2010 kumamoto pref.kumamon ＃K37538)
Bottom: As one of Japan’s most popular and successful yuru-chara, Kumamon's presence can be felt throughout Kumamoto Prefecture, as in this giant statue at Kumamon Port Yatsushiro. (©2010 kumamoto pref.kumamon ＃K37538)
Activities and Appearances
For Japan's mascot characters, supporting their community is a full-time job. They can often be found greeting fans or performing on stage at festivals, grand openings, fundraisers, and other community events. They also frequently appear in advertising campaigns, promoting tourism or helping to spread important information to the public.
Left: Chiba Prefecture Mascot CHI-BA+KUN is designed so that when viewed from the side, he resembles the shape of Chiba Prefecture itself. (Provided by Chiba Prefecture)
Right: CHI-BA+KUN is an active member of his community, joining events and spreading the word about the charms of his prefecture. Here he participates in a local seaside trash cleanup event with community members. When he does his signature left-facing pose, you can make out his Chiba Prefecture shape. (Provided by Chiba Prefecture)
Top: Chiba Prefecture Mascot CHI-BA+KUN is designed so that when viewed from the side, he resembles the shape of Chiba Prefecture itself. (Provided by Chiba Prefecture)
Bottom: CHI-BA+KUN is an active member of his community, joining events and spreading the word about the charms of his prefecture. Here he participates in a local seaside trash cleanup event with community members. When he does his signature left-facing pose, you can make out his Chiba Prefecture shape. (Provided by Chiba Prefecture)
Many characters also have active social media presences. On their official accounts, you can follow them as they travel around their town or region, trying out different local foods, patronizing local businesses, and interacting with the community. Even long-time residents can stay up-to-date and discover new things by following their local yuru-chara online.
Shimane Prefecture’s cat mascot Shimanekko is very busy on social media. Users can follow them as they travel around the prefecture, visiting local businesses, museums, temples, and more. (Photo courtesy of Shimane Tourism Mascot “shimanekko” license agreement SHIMAKANREN No.8595)
Even if you don’t get a chance to meet a yuru-chara in person, you won’t miss their presence; yuru-chara can be seen all over the locality they represent in the form of statues, on the sides of buses, decorating mailboxes, and elsewhere. Official merchandise also abounds, ranging from keychains, to postcards, to home goods. These items make great souvenirs, and they also help raise important funds for the locality.
Left: GUNMACHAN, mascot of Gunma Prefecture, stands next to a statue of himself outside the prefectural office building. (©Gunma pref. GUNMACHAN)
Right: Nagano Prefecture’s bear mascot Arukuma greets children in front of a bus decorated with Arukuma illustrations. (Photo courtesy of Nagano Pref. PR Character, “Arukuma”)
Top: GUNMACHAN, mascot of Gunma Prefecture, stands next to a statue of himself outside the prefectural office building. (©Gunma pref. GUNMACHAN)
Bottom: Nagano Prefecture’s bear mascot Arukuma greets children in front of a bus decorated with Arukuma illustrations. (Photo courtesy of Nagano Pref. PR Character, “Arukuma”)
A small sample of the many Kumamon goods that can be found throughout Kumamoto prefecture. (©2010 kumamoto pref.kumamon ＃K37538)
Energizing Communities Through the “Yuruverse” Competition
Yuru-chara are so beloved in Japan that they even have their own annual competition. The “Yuruverse” competition (formerly “Yuru-chara Grand Prix”) was started after the 2011 Great East Japan Earthquake that devastated the Tohoku region of Japan. It was created with three goals in mind: energizing local communities, energizing businesses, and energizing Japan through the popularity of yuru-chara. Each year people vote to select a winner from among hundreds of yuru-chara from all over Japan.
Mascots from all over Japan gather in the hope of being voted the nation’s top yuru-chara. (Photo courtesy of Yuru-Chara Grand Prix Committee)
At Yuruverse 2024, families could meet dozens of yuru-chara from around the country and shop for official merchandise and local specialty products at each character’s booth. In keeping with the competition’s foundational goals, the event was held in Noto in Ishikawa Prefecture, which had suffered an earthquake earlier that year. By attracting families from all over Japan to patronize Noto’s local businesses, and by cooperating with Noto producers and traditional artisans for rewards for event backers, the event helped to revitalize the region in its time of need.
Left: At Yuruverse 2024 in Noto, yuru-chara from all over Japan roam and interact with people, spreading the word about the thing or place they represent. (Photo courtesy of Pukumaru-chan)
Middle: At event booths, visitors can learn about the localities yuru-chara represent and purchase local specialty products and official yuru-chara merchandise. (Photo courtesy of Shimane Tourism Mascot “shimanekko” license agreement SHIMAKANREN No.8595)
Right: Chikuwan of Yatsushiro City won first place at Yuruverse 2024. His design is inspired by his city’s local specialty food chikuwa (tube-shaped fish paste cake). (©2015 8islands)
Top: At Yuruverse 2024 in Noto, yuru-chara from all over Japan roam and interact with people, spreading the word about the thing or place they represent. (Photo courtesy of Pukumaru-chan)
Middle: At event booths, visitors can learn about the localities yuru-chara represent and purchase local specialty products and official yuru-chara merchandise. (Photo courtesy of Shimane Tourism Mascot “shimanekko” license agreement SHIMAKANREN No.8595)
Bottom: Chikuwan of Yatsushiro City won first place at Yuruverse 2024. His design is inspired by his city’s local specialty food chikuwa (tube-shaped fish paste cake). (©2015 8islands)
The World Expo
Aside from the yuru-chara that represent localities all over the country, another place in Japan where adorable mascot characters play an important role is at the World Expo. More than just promoting the Expo, these mascots help spread the expo’s message to those who are unable to attend. The 2005 World Expo was held in Japan’s Aichi Prefecture with the theme of “Nature’s Wisdom.” The Expo was represented by two characters: the forest spirits Morizo and Kiccoro. Morizo and Kiccoro spread the message about the importance of learning from and living in harmony with nature. They were a huge hit, spawning picture books, music albums, and even a children’s television program. They remain popular symbols of Aichi to this day and can still be spotted around the prefecture.
Morizo (left) and Kiccoro (right), the forest spirit mascots of the 2005 Expo in Aichi Prefecture. In 2025 they will celebrate their 20th anniversary. (©GISPRI)
In 2025, the World Expo returns to Japan, this time being held in Osaka with the theme of “Designing Future Society for Our Lives.” With a new Expo comes a lovable new mascot: Myaku-Myaku. A mysterious creature made of cells and water, Myaku-Myaku can take many different forms, though he usually appears upright on two legs. His name, an onomatopoeia which means “pulsating,” was selected in a national contest from over thirty thousand submissions. Like a beating heart, Myaku-Myaku represents life continuing, and wisdom and technology being passed from generation to generation. The Expo will be a “People’s Living Lab” where people from around the world can gather to share ideas about future society. Myaku-Myaku is already hard at work spreading the word about the Expo and getting people in Osaka and the surrounding Kansai region excited.
Left: Myaku-Myaku is busy visiting many places to drum up enthusiasm for the Expo. Here he is visiting Kyoto in the Kansai region of Japan. (© Expo 2025)
Right: In Osaka, Myaku-Myaku is getting everyone excited to host the event. (© Expo 2025)
Top: Myaku-Myaku is busy visiting many places to drum up enthusiasm for the Expo. Here he is visiting Kyoto in the Kansai region of Japan. (© Expo 2025)
Bottom: In Osaka, Myaku-Myaku is getting everyone excited to host the event. (© Expo 2025)
All over Japan, yuru-chara and other mascot characters are beloved not just for their cuteness but for the way they strengthen communities. Whether they’re raising money, spreading important messages, or just entertaining families, yuru-chara use the power of cuteness to create a sense of local pride.