Japan has more than 1,500 yurukyara, these characters who symbolize a local community – and can bring in a lot of money. Like Kumamon, the bear representing Kumamoto Prefecture.
The yurukyara [contraction de yurui kyarakuta, “personnages pelucheux”] local communities overshadow their leaders. On social networks, the influence of these mascots exceeds that of the governors in 40% of the prefectures.
Their economic impact is also immense: Kumamon, mascot of Kumamoto Prefecture [sur l’île de Kyushu, dans le sud de l’archipel]generated 170 billion yen [1,3 milliard d’euros] in 2020, record figure since the creation of the character, in 2010 [un sympathique ours noir aux joues rouges]. More and more regions aspire to create their Kumamon in order to revitalize their economy and attract more visitors.
More influential than governors
We reviewed the official Twitter accounts of prefectural mascots, as well as those of their governors, as of December 21, 2021. Kumamon is the most popular mascot with over 800,000 followers. Chiba-Kun, from Chiba Prefecture [à l’est de Tokyo, sur l’île de Honshu]numbering some 290,000. [dans l’ouest de Honshu]and Musubimaru, from Miyagi Prefecture [dans le nord de Honshu], which each have more than 70,000. As for governors, the most followed is that of Osaka, Hirofumi Yoshimura (1.2 million subscribers). In second place comes the governor of Tokyo, Yuriko Koike (approximately 930,000 subscribers).
If one compares
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Kurahiro SeguchiHiromoto DeguchiYusuke Sakurai et Eri Watanabe
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By its circulation, the “Economic Journal of Japan” is undoubtedly the most important economic daily in the world. The quality of his articles is well worth that of the Wall Street Journal or Financial Times. the Nihon Keizai
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