Favorite local characters Japan 2023

According to a survey conducted by the Nippon Research Center in Japan from November to December 2023, 38 percent of the respondents liked Kumamon, the mascot of Kumamoto Prefecture. Kumamon was the most popular local mascot in Japan, followed by Funasshi of Funabashi City.

Role of local mascots for tourism and local regions

Local mascot characters, commonly referred to as “yurukyara” in Japanese, have gained prominence in recent years. Local authorities utilize local mascot characters to stimulate tourism and economic development. Kumamon, which is also one of the most recognized local mascots in Japan, was introduced in 2010 to promote Kumamoto Prefecture ahead of the full opening of the Kyushu Shinkansen in 2011. The character became nationally known after winning the Yurukyara Grand Prix in 2011. The Yurukyara Grand Prix was established in 2011, the year of the Great East Japan Earthquake, to uplift the spirits of Japan.

Advertisement industry in Japan

The Japanese advertising market has one of the highest advertising spending worldwide. The predominant advertising media are internet and television. Mascot characters, employed not only by local authorities for tourism promotion but also by companies, play a significant role. The most recognized company mascots are Peko-chan and Poko-chan, the two mascots of the confectionery company Fujiya.