One thing about the Japanese: they love kawaii, or cute, and this often takes the form of “mascot characters” who promote everything from sporting events to public television and even Japan’s military. They have mascots in the U.S., too, of course — I remember doing my homework while sitting on the grass next to the statue of Monty Montezuma at SDSU — but the Japanese really take it to a new level. One area where you often see these cute characters is government-affiliated organizations, which use them to soften their image with their constituents. Some publically-created mascots include Narita-chan, the official character of the Narita International Airport, the Noppon Brothers, who raise awareness of Tokyo Tower, and the cute uniform-wearing horse characters that are the public face of the Gunma Prefectural Police. Companies often create cute characters to help sell their products, like Kyoro-chan, the little round bird that’s been promoting Morinaga’s Choco Ball line of tasty snacks for forty years. Sometimes making cute characters to promote your cause can have the opposite effect, which the city of Nara found out recently. As part of an upcoming $95 million celebration commemorating the founding of Japan’s first capital 1300 years ago, the city commissioned a new character that’s basically a cross between a deer and an image of Buddha, since Nara is famous for these two things (the city is home to the largest bronze status of Buddha in Japan). But there’ve been widespread complaints that the character is ugly and an insult to Buddhists, as well as a big waste of taxpayer money. What do you think?
