Did you encounter any funny characters during your travels in Japan? We call them mascots in France, but in Japan they are known by another name: Yuru-Kyara (ゆるキャラ).
A true phenomenon on the archipelago, the Yuru-Kyara (ゆるキャラ) are extremely popular. What are the keys to the success of these unique characters? ?
A brief history of the Yuru-Kyara
The term Yuru-Kyara (ゆるキャラ) is a contraction of "yurui mascot character" (ゆるいマスコットキャラクター, yurui masukotto kyarakutā), which could be translated as "laid back character" or "imprecise character".
The term was first used in the late 1980s by Jun Miura, a Japanese author, illustrator, writer, and critic. Jun Miura quickly recognized the potential of these colorful characters and decided to feature them in his show, The Slideshow.
In 2002, while the general public was still not won over by these characters, Jun Miura hosted the first Yuru-Kyara Show. The show was a sell-out.
The Yuru-Kyara (ゆるキャラ) phenomenon truly took off in 2007. That year, Hikonyan (ひこにゃん), the official mascot of Hikone City, was created. Its success was so meteoric that other cities began searching for the perfect mascot to boost their local economies.
Integrated into Japanese traditions
While this may seem a little far-fetched to us, we must not forget that the Japanese, due to their animistic and polytheistic roots, consider nature, fauna and flora to be living and embodied.
Furthermore, Japanese folklore is full of creatures, some more benign than others, that coexist with the human world. It can therefore be assumed that these characters reflect Japanese culture and traditions.
The economic aspect of Yuru-Kyara
The Yuru-Kyara (ゆるキャラ) phenomenon marked a turning point in the strategies of local authorities.
Initially reluctant to promote them due to their whimsical and unserious names, they quickly changed their minds after the success of Hikonyan (ひこにゃん). Today, each region has its own Yuru-Kyara (ゆるキャラ). Among the most popular are Kumamon (くまモン) and Funassyi (ふなっしー).
The aura surrounding these characters has become a major economic driver for the regions. On the one hand, the popularity of the Yuru-Kyara (ゆるキャラ) encourages Japanese people to travel and buy local. In terms of revenue, this amounts to hundreds of millions of euros per year. On the other hand, these mascots attract media attention, which provides them with national visibility, creating a strong and positive image. This also allows places suffering from a bad reputation to improve their image. And, as a significant bonus, the success of the mascots fosters a sense of pride and belonging among local populations.
The limitations of the concept
Unfortunately, this trend is being exploited more and more, to the point that almost any organization has its own mascot: schools, public or private companies, retail chains, cities, regions, etc. While Yuru-Kyara (ゆるキャラ) are seen as promoters and guardians of their creators' image, this nevertheless raises questions about the sustainability and viability of the concept…
And you, what is your favorite mascot?
