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Character assassination as Japan's mascot ranks are trimmed Character assassination as Japan's mascot ranks are trimmed
(35 minutes later)
There is barely a product, service or locality in Japan that isn’t represented by a cuddly mascot, with the best of the bunch going on to becoming household names worth hundreds of millions of dollars a year in merchandising.There is barely a product, service or locality in Japan that isn’t represented by a cuddly mascot, with the best of the bunch going on to becoming household names worth hundreds of millions of dollars a year in merchandising.
But Japan’s love affair with its legions of yuru-kyara (laidback characters) is on the rocks after the finance ministry called for the least cost-effective to be given early retirement.But Japan’s love affair with its legions of yuru-kyara (laidback characters) is on the rocks after the finance ministry called for the least cost-effective to be given early retirement.
Eager not to be labelled wasteful in lean economic times, some local governments have obliged by trimming their mascot ranks in what Japanese media are calling “virtual restructuring” – a sardonic nod to the redundancies that marked the country’s years of stagnation.Eager not to be labelled wasteful in lean economic times, some local governments have obliged by trimming their mascot ranks in what Japanese media are calling “virtual restructuring” – a sardonic nod to the redundancies that marked the country’s years of stagnation.
The worst offender is Osaka prefecture, where officials have axed more than 20 of 92 mascots and promised not to create any more, according to AFP. The victims include Mirai, a canine character who represented the local tax office, and Gozaru, a monkey who promoted public tenders.The worst offender is Osaka prefecture, where officials have axed more than 20 of 92 mascots and promised not to create any more, according to AFP. The victims include Mirai, a canine character who represented the local tax office, and Gozaru, a monkey who promoted public tenders.
The 69 survivors include Mozuyan, who is modelled on the shrike, the Osaka prefectural bird, an Osaka official told the news agency. The 69 survivors include Mozuyan, who is modelled on the shrike, the Osaka prefectural bird, an Osaka official told the news agency. “We have decided to select Mozuyan, our oldest one, following doubts about the public relations impact of having too many characters,” the official said.
“We have decided to select Mozuyan, our oldest one, following doubts about the public relations impact of having too many characters,” the official said. Related: Kumamon leads Japan's mascot craze, but don't mention Pluto-kun
Related: Moppy the mascot survives Japan's cull of cuddly ambassadors
In Rumoi, a district of Hokkaido, Japan’s northernmost main island, officials decided that an amalgamation of eight existing mascots was preferable to compulsory layoffs. The result, Ororon Robo Mebius, resembles the humanoid robot from the Gundam animation series, with arms, legs, torso and face drawn from mascots representing different local communities. “We have concluded that it’s better to join forces rather than have each of them working individually,” said Rumoi official Mayuko Miyaji.In Rumoi, a district of Hokkaido, Japan’s northernmost main island, officials decided that an amalgamation of eight existing mascots was preferable to compulsory layoffs. The result, Ororon Robo Mebius, resembles the humanoid robot from the Gundam animation series, with arms, legs, torso and face drawn from mascots representing different local communities. “We have concluded that it’s better to join forces rather than have each of them working individually,” said Rumoi official Mayuko Miyaji.
Rumoi, with a population of 53,000, is far from kicking its yuru-kyara habit, however: the town reportedly has one for every 6,500 residents.Rumoi, with a population of 53,000, is far from kicking its yuru-kyara habit, however: the town reportedly has one for every 6,500 residents.
Related: Kumamon leads Japan's mascot craze, but don't mention Pluto-kun
It remains to be seen how many other local governments follow Osaka and Rumoi’s example. While some mascots earn their keep through public appearances and merchandising, many others have failed to find a place in the public’s affections.It remains to be seen how many other local governments follow Osaka and Rumoi’s example. While some mascots earn their keep through public appearances and merchandising, many others have failed to find a place in the public’s affections.
In response, the finance ministry last year accused public bodies of failing to put enough thought into their mascots, not least their running costs.In response, the finance ministry last year accused public bodies of failing to put enough thought into their mascots, not least their running costs.
Maintaining a mascot doesn’t come cheap, the ministry said, noting that one unnamed character had cost one million yen a year, despite making just five public appearances. Japan’s estimated 1,500 cuddly mascots are to be found in practically every walk of life, from the military and police to the tax office and political parties. Maintaining a mascot doesn’t come cheap, the ministry said, noting that one unnamed character had cost one million yen a year, despite making just five public appearances.
Then there is Pluto-kun, who appears to have survived the political fallout from the 2011 Fukushima meltdown, despite being the mascot of Japan’s nuclear industry. Japan’s estimated 1,500 cuddly mascots are to be found in practically every walk of life, from the military and police to the tax office and political parties. Then there is Pluto-kun, who appears to have survived the political fallout from the 2011 Fukushima meltdown, despite being the mascot of Japan’s nuclear industry.
But few have managed to emulate Kumamon, a tubby black bear with an endearing grin whose name is an ingenious combination of the Japanese word for bear, kuma, Kumamoto, his home prefecture, and the local pronunciation of mon, or “things”.Kumamon’s face appears on myriad local products and tourism campaigns, while companies across Japan pay the prefecture to use his likeness on everything from stationery to sweets.Sales of products featuring Kumamon rose to ¥64.3bn (£360m) last year, the prefectural government said, adding that it had granted permission to use the bear character to almost 19,000 merchandisers. Few have managed to emulate Kumamon, a tubby black bear with an endearing grin whose name is an ingenious combination of the Japanese word for bear, kuma, Kumamoto, his home prefecture, and the local pronunciation of mon, or “things”.Kumamon’s face appears on myriad local products and tourism campaigns, while companies across Japan pay the prefecture to use his likeness on everything from stationery to sweets.
The current king of yuru-kyara is Funassyi – or the pear fairy – whose role as the unofficial mascot of the fruit-producing city of Funabashi, near Tokyo, led to an appearance on the catwalk at New York Fashion Week in February. Sales of products featuring Kumamon rose to ¥64.3bn (£360m) last year, the prefectural government said, adding that it had granted permission to use the bear character to almost 19,000 merchandisers.
The current king of yuru-kyara is Funassyi – or the pear fairy – whose role as the unofficial mascot of the fruit-producing city of Funabashi, near Tokyo, led to an appearance on the catwalk at New York fashion week in February.
During a recent appearance before the international media at the Foreign Correspondents’ Club of Japan, the genderless character said it was determined to do its bit for Japan’s economic recovery with “Funanomics” – a play on prime minister Shinzo Abe’s “Abenomics” programme.During a recent appearance before the international media at the Foreign Correspondents’ Club of Japan, the genderless character said it was determined to do its bit for Japan’s economic recovery with “Funanomics” – a play on prime minister Shinzo Abe’s “Abenomics” programme.
Asked for an opinion on Abe’s attempts to rewrite Japan’s pacifist constitution, Funassyi was admirably diplomatic. “I want everything to be peaceful,” it said.Asked for an opinion on Abe’s attempts to rewrite Japan’s pacifist constitution, Funassyi was admirably diplomatic. “I want everything to be peaceful,” it said.