Let the "Yuru-Chara" do the job: Japan’s Mascot Character Frenzy and its Socioeconomic Implications
Keywords:
Yuru-Chara, mascot, tourism, economy, (re)vitalization.
Abstract
In the land of Hello Kitty and Doraemon where cute characters and manga/cartoon characters enjoy immense popularity among people of all ages, a new breed of mascot characters known as Yuku-Chara have emerged to unforeseen popularity. These characters are not primarily intended for commercial success. Instead, they are “employed” to promote local culture and/or products to boost local economies. They have become so popular that an increasing number of people, organizations and businesses are turning to them to promote public relations, tourism, campaigns and local productsDownloads
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Published
2017-09-12
How to Cite
Chang E. Y. L. (2017). Let the "Yuru-Chara" do the job: Japan’s Mascot Character Frenzy and its Socioeconomic Implications. Mirai. Estudios Japoneses, 1, 237-252. https://doi.org/10.5209/MIRA.57115
Section
Monograph
License
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