Design
The Rise and Fall of the Japanese Municipal Mascot
The country is cracking down on these cute and cuddly characters.
The brief and colorful reign of the Japanese mascot may be coming to an end. These cuddly, life-size characters, known as yuru-kyara, are ubiquitous in Japan, and have been used to promote everything from smartphone apps and soy sauce to nuclear energy and public transportation. Some—like Kumamon, the huggable bear of Kumamoto prefecture—have risen to superstardom. Most, however, are D-list shills for local governments, and it's these "regional characters" that are now getting the axe.
Last year the Japanese government announced a nationwide crackdown on yuru-kyara, citing waste of public funds. One mascot reportedly cost its owners 1 million yen a year (that's about $8,300), despite only making five public appearances.