Paper Status Tracking
Contact us
[email protected]
Click here to send a message to me 3275638434
Paper Publishing WeChat

Article
Affiliation(s)

Keio University, Japan

ABSTRACT

In 2007, Hikonyan was the first winner of the Japan-wide “yuru-chara” or “yurui mascot character” competition. Since then, yuru-chara, or unsophisticated characters, have become a part of the mascot character marketing industry worth over a billion Japanese yen. However, they have not expanded far outside of Japan. This paper looks at yuru-chara through articles, documentation, literature, and interviews to explore their history and status in Japan, and attempts to explain their rapid rise within the country as well as their lack of presence outside of the country. These resources help explain the design choices of yuru-chara, the reasoning behind those choices, and what they mean within Japan’s society. They additionally explain how yuru-chara impact the Japanese market. The paper also explores some Japanese branding and how yuru-chara can fit into the concept of the Cool Japan Project. Finally, it explores some possibilities of expanding the concept of yuru-chara to international markets and how they could successfully work abroad.

KEYWORDS

Cool Japan, branding, authenticity, international markets, mascot characters

Cite this paper

Sociology Study, December 2016, Vol. 6, No. 12, 775-782

References

49TH: Regional Yuru-Chara Ranking. 2017. Retrieved (http://japanbrand.jp/ranking/nandemo/49.html).

Allison, A. 2006. Millennial Monsters: Japanese Toys and the Global Imagination. Berkeley: University of California Press.

Bloom, P. 2010. How Pleasure Works: The New Science of Why We Like What We Like. New York: W. W. Norton & Company.

Brand Strategy Communications. 2011. 49TH: Regional Yuru-Chara Ranking. Retrieved March 15, 2017 (http://japanbrand.jp/ranking/nandemo/49.html).

Cool Japan/Creative Industries Policy. 2013. Retrieved (http://www.meti.go.jp/english/policy/mono_info_service/creative_industries/creative_industries.html).

Dotz, W. and M. Husain. 2003. Meet Mr. Product: The Art of the Advertising Character. San Francisco: Chronicle Books.

For the Glory of Satan Bear. 2017. Retrieved (https://www. facebook.com/satanbeargonnagetyou).

Fujiya Food Service Co. Ltd. 2007. Peko-chan’s Room. Retrieved March 20, 2017 (https://www.fujiya-peko.co.jp/ pekoroom/).

Japan Broadcasting Corporation. 2011. Domo-kun Museum. Retrieved March 20, 2017 (http://www.nhk.or.jp/domo/ index.html).

Kowa Company, Ltd. 2008. Kowa’s Kerokoro Land. Retrieved March 20, 2017 (http://kr2.kowa.co.jp/history).

Kumamon Utilization Application. 2017. Retrieved (http:// kumamon-official.jp/application).

McCurry, J. 2015. “Character Assassination as Japan’s Mascot Ranks Are Trimmed.” The Guardian. Tokyo, April 9, 2015.

Miura, J. 2005. Yuru-Chara Illustrated Encyclopedia. Tokyo: Fusosha Publishing, Inc.

——. 2009. Recently, Have I Become a Yuru-Chara? ORICON. Retrieved March 20, 2017 (http://web.archive.org/web/ 20130515082549/http://www.oricon.co.jp/news/special/71089/).

Mizuno, M. 2012. The Output Switch. Tokyo: Asahi Newspaper Publishing.

Olympics. 2016. Retrieved (http://www.olympics.com/ mascots).

Suter, R. 2015. “Yuru-Chara Have High Potential in International Markets.” Japan SPOTLIGHT July/August 2015(202):58-59.

Tokyu Power Supply. 2016. Retrieved (https://www.tokyu-ps. jp/campaign/namae.html).

Upright Co. Ltd. 2014. Chitchai-Ossan. Retrieved April 8, 2017 (http://co3.tv/).

Walker, R. 2007. Hello, Kitschy. Retrieved (http://www. nytimes.com/2007/07/22/magazine/22wwln-consumed-t.html?scp+1&sq=domo%20kun&st_cse&_r=0).

Yuru-Chara Grand Prix 2016 Ranking. 2016. Retrieved (http://www.yurugp.jp/vote/result_ranking.php).

Yuru-Chara Grand Prix Official Website. 2013. Retrieved March 20, 2017 (http://www.yurugp.jp/index.php).

Yuru-Chara Matsuri in Hakone Kigurumi Summit 2008. 2008. Retrieved  March 20, 2017 (http://www.hikone-150th.jp/ event/contents/001114.php).

About | Terms & Conditions | Issue | Privacy | Contact us
Copyright © 2001 - David Publishing Company All rights reserved, www.davidpublisher.com
3 Germay Dr., Unit 4 #4651, Wilmington DE 19804; Tel: 1-323-984-7526; Email: [email protected]