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{{Short description|Mascot character}}
{{italic title}}
{{Expand Japanese|ゆるキャラ|date=November 2014}}
{{Expand Japanese|ゆるキャラ|date=November 2014}}
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{{nihongo|'''''Yuru-chara'''''|ゆるキャラ|yuru kyara|lead=yes}} is a Japanese term for a category of [[mascot]] characters; usually created to promote a place or region, event, organisation or business. They are characterized by their ''[[kawaii]]'' (cute) and unsophisticated designs, often incorporating motifs that represent local culture, history or produce. They may be created by local government or other organizations to stimulate tourism and economic development, or created by a company to build on their [[corporate identity]]. They may appear as [[costumed characters]] (or ''[[Costumed character#In Japan|kigurumi]]'') at promotional events and festivals. ''Yuru-chara'' has become a popular and lucrative business, with character-driven sales reaching nearly $16 billion in Japan in 2012.<ref name=cnn-funassyi>{{cite news|title=How a hyperactive, dancing, talking pear became a Japanese obsession|url=http://edition.cnn.com/2014/06/10/world/asia/japanese-mascot-pear/|access-date=16 October 2014|agency=CNN}}</ref>
[[File:Fukkachan.JPG|thumbnail|Fukkachan, ''yuru-chara'' mascot of [[Fukaya, Saitama|Fukaya]]]]
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{{nihongo|'''Yuru-chara'''|ゆるキャラ|yuru kyara}} is a [[Japanese language|Japanese]] term for a category of [[mascot]] characters; usually created to promote a place or region, event, organisation or business. They are characterized by their [[kawaii]] (cute) and unsophisticated designs, often incorporating motifs that represent local culture, history or produce. They may be created by local government or other organizations to stimulate tourism and economic development, or created by a company to build on their [[corporate identity]]. They may appear as [[costumed characters]] (or [[kigurumi]]) at promotional events and festivals. ''Yuru-chara'' has become a popular and lucrative business, with character-driven sales reaching nearly $16 billion in Japan in 2012.<ref name=cnn-funassyi>{{cite news|title=How a hyperactive, dancing, talking pear became a Japanese obsession|url=http://edition.cnn.com/2014/06/10/world/asia/japanese-mascot-pear/|accessdate=16 October 2014|agency=CNN}}</ref>


Popular ''yuru-chara'' include [[Kumamon]] and [[Funassyi]], who have gained international recognition and have reached [[celebrity]] status in Japan.<ref name=cnn-funassyi /><ref name=cnn-cull>{{cite news|last1=McKirdy|first1=Euan|title=Japanese cuteness overload could result in mascot cull|url=http://edition.cnn.com/2014/05/12/world/asia/osaka-mascot-cull/|accessdate=16 October 2014|agency=CNN}}</ref>
Popular ''yuru-chara'' include [[Kumamon]], [[Funassyi]], and [[Chiitan]], who have gained international recognition and have reached [[celebrity]] status in Japan.<ref name=cnn-funassyi /><ref name=cnn-cull>{{cite news|last1=McKirdy|first1=Euan|title=Japanese cuteness overload could result in mascot cull|url=http://edition.cnn.com/2014/05/12/world/asia/osaka-mascot-cull/|access-date=16 October 2014|agency=CNN}}</ref>


== Etymology ==
== Etymology ==
The name ''yuru-chara'' is a [[Contraction (grammar)|contraction]] of {{nihongo4|''yurui mascot character''|ゆるいマスコットキャラクター|yurui masukotto kyarakutā}}. The adjective {{nihongo4|''yurui''|緩い}} generally means "loose", but in this application it has a number of connotations including "gentle" or "weak",<ref name=cnn-hikone>{{cite web|title=Hikone mascot convention: Japan's most plush summit|url=http://travel.cnn.com/tokyo/none/hikone-mascot-convention-japans-most-plush-summit-144311|website=CNN Travel|accessdate=16 October 2014}}</ref> "laid-back",<ref name=cnn-funassyi /> light-hearted or "unimportant".<ref name=jt-brasor>{{cite news|last1=Brasor|first1=Philip|title=The obsession over those dumbed down cute mascots|url=http://www.japantimes.co.jp/news/2008/08/03/national/media-national/the-obsession-over-those-dumbed-down-cute-mascots/|accessdate=16 October 2014|agency=The Japan Times}}</ref>
The name ''yuru-chara'' is a [[Contraction (grammar)|contraction]] of {{nihongo4|'''''yuru'''i mascot '''chara'''cter''|ゆるいマスコットキャラクター|yurui masukotto kyarakutā}}. The adjective {{nihongo4|''yurui''|緩い}} generally means "loose", but in this application it has a number of connotations including "gentle" or "weak",<ref name=cnn-hikone>{{cite web|title=Hikone mascot convention: Japan's most plush summit|url=http://travel.cnn.com/tokyo/none/hikone-mascot-convention-japans-most-plush-summit-144311|website=CNN Travel|access-date=16 October 2014}}</ref> "laid-back",<ref name=cnn-funassyi /> light-hearted or "unimportant".<ref name=jt-brasor>{{cite news|last1=Brasor|first1=Philip|title=The obsession over those dumbed down cute mascots|url=http://www.japantimes.co.jp/news/2008/08/03/national/media-national/the-obsession-over-those-dumbed-down-cute-mascots/|access-date=16 October 2014|agency=The Japan Times}}</ref>


The term {{nihongo4|'''gotōchi-chara'''|ご当地キャラ|local character}} has also become popular in reference specifically to local mascots,<ref>{{cite web|url=http://singo.jiyu.co.jp/nendo/2013.html#201306|script-title=ja:2013年新語・流行語大賞トップテン「ご当地キャラ」]|language=Japanese|website=新語・流行語大賞公式サイト|accessdate=16 October 2014}}</ref> which is the large majority of ''yuru-chara''.
The term {{nihongo4|'''''gotōchi-chara'''''|ご当地キャラ|gotōchi-kyara}}, meaning "local characters", has also become popular in reference specifically to local mascots,<ref>{{cite web|url=http://singo.jiyu.co.jp/nendo/2013.html#201306|script-title=ja:2013年新語・流行語大賞トップテン「ご当地キャラ」]|language=ja|website=新語・流行語大賞公式サイト|access-date=16 October 2014}}</ref> which is the large majority of ''yuru-kyara''.


== Concept ==
== Concept ==
The term was coined by illustrator and cultural critic {{ill|ja|Jun Miura|みうらじゅん}} in the early 2000s, and despite the negative connotations the title has been embraced by fans and promoters.<ref name=cnn-hikone /> Miura has stated that there are three main requirements that make a ''yuru-chara'':<ref>{{cite web|script-title=ja:みうらじゅんインタビュー　「最近、俺自身がゆるキャラになってる？」|url=http://www.oricon.co.jp/news/71089/|website=Oricon Style|accessdate=16 October 2014|language=Japanese}}</ref>
The term was coined by illustrator and cultural critic {{Interlanguage link multi|Jun Miura|ja|3=みうらじゅん}} in the early 2000s, and despite the negative connotations the title has been embraced by fans and promoters.<ref name=cnn-hikone /> Miura has stated that there are three main requirements that make a ''yuru-chara'':<ref>{{cite web|script-title=ja:みうらじゅんインタビュー 「最近、俺自身がゆるキャラになってる？」|url=http://www.oricon.co.jp/news/71089/|website=Oricon Style|date=27 November 2009 |access-date=16 October 2014|language=ja}}</ref>


# There should be a strong message of love for one's hometown
# It must convey a strong message of love for one's hometown or local region
# The character's movements or behaviour should be unstable and unique
# The character's movements or behaviour should be unique and unstable or awkward
# The character should be lovable and hold forgiveness
# The character should be unsophisticated or laid-back (''yurui'') and lovable


Some of these imply that the mascot must exist in ''kigurumi'' form.
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''Yuru-chara'' are often designed by amateur artists, and many designs are seen as naive or poorly executed,<ref name=jt-hughes>{{cite web|last1=Hughes|first1=Felicity|title=Naive yuru kyara win hearts across Japan|url=http://blog.japantimes.co.jp/japan-pulse/naive-yuru-kyara-win-hearts-across-japan/|website=Japan Pulse (The Japan Times)|accessdate=22 October 2014}}</ref> or can appear to oversimplify what they represent.<ref name=doq>{{cite web|last1=Koringo|title=5 Yuru-chara (ゆるキャラ) to meet while in Japan|url=http://thedoq.com/creativeport/2010/10/06/5-yuru-chara-to-meet-while-in-japan/|website=doq creative port|accessdate=22 October 2014}}</ref> These characteristics generally add to their appeal,<ref name=jt-brasor /> but occasionally can cause the opposite reaction: The unveiling of [[Sento-kun]] in 2008 created a lot of negative publicity, who was regarded as "ugly" and even "blasphemous".<ref name="Sento-kun Controversy">{{cite web| publisher=Global Voice| work=Japan: Love and Hate Story of the Mascot Character, “Sento-kun” |url=http://globalvoicesonline.org/2008/04/22/japan-love-and-hate-story-of-the-mascot-character-sento-kun/| title=Nara Mascot Controversy| accessdate=2010-09-10}}</ref>


⚫
''Yuru-chara'' are often designed by amateur artists, and many designs are seen as naive or poorly executed,<ref name=jt-hughes>{{cite web|last1=Hughes|first1=Felicity|title=Naive yuru kyara win hearts across Japan|url=http://blog.japantimes.co.jp/japan-pulse/naive-yuru-kyara-win-hearts-across-japan/|website=Japan Pulse (The Japan Times)|date=22 January 2010 |access-date=22 October 2014}}</ref> or can appear to oversimplify what they represent.<ref name=doq>{{cite web|last1=Koringo|title=5 Yuru-chara (ゆるキャラ) to meet while in Japan|url=http://thedoq.com/creativeport/2010/10/06/5-yuru-chara-to-meet-while-in-japan/|website=doq creative port|access-date=22 October 2014}}</ref> These characteristics generally add to their appeal,<ref name=jt-brasor /> but occasionally can cause the opposite reaction: The unveiling of [[Sento-kun]] in 2008 created a lot of negative publicity, since he was regarded as "ugly" and even "blasphemous".<ref name="Sento-kun Controversy">{{cite web| publisher=Global Voice| work=Japan: Love and Hate Story of the Mascot Character, “Sento-kun” |url=http://globalvoicesonline.org/2008/04/22/japan-love-and-hate-story-of-the-mascot-character-sento-kun/| title=Nara Mascot Controversy| date=22 April 2008 | access-date=2010-09-10}}</ref>
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These "amateurish" aspects are what set ''yuru-chara'' apart from professionally-created corporate mascots (e.g. [[Domo-kun]]), professional sports mascots (such as those of [[Japanese Baseball League]] teams), and commercially-oriented characters such as [[Hello Kitty]] and [[Rilakkuma]] - all of which are also commonplace in Japan.

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These "amateurish" or flawed aspects are what set ''yuru-chara'' apart from professionally created corporate mascots (e.g. [[Domo-kun]]), professional sports mascots (such as those of [[Nippon Professional Baseball]] teams), and commercially oriented characters such as [[Hello Kitty]] and [[Rilakkuma]] - all of which are also commonplace in Japan.


== Popularity ==
== Popularity ==
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The popularity of mascots like ''yuru-chara'' in Japan has been linked to historical emotional bonds to non-human characters, such as in ancient [[polytheism]].<ref name=cnn-cull /> There are also many different ''[[yōkai]]'' in Japanese folklore, and certain types of ''yōkai'' such as ''[[kappa (folklore)|kappa]]'' and ''[[bake-danuki|tanuki]]'' have been the basis for several ''yuru-chara'' designs.
[[File:くまモン.JPG|thumb|[[Kumamon]], winner of the 2011 Yuru-chara Grand Prix]]
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The popularity of mascots like ''yuru-chara'' in Japan has been linked to historical emotional bonds to non-human characters, such as in ancient [[polytheism]].<ref name=cnn-cull /> There are also many different [[yōkai]] in Japanese folklore, and certain types of ''yōkai'' such as [[Kappa (folklore)|kappa]] and [[tanuki#In folklore and tradition|tanuki]] have been the basis for several ''yuru-chara'' designs.


Although the concept had been around for some time, the start of the ''"yuru-chara boom"'' is accredited to [[Hikonyan]],<ref name=jt-brasor /> who was created in 2007 to mark the 400th anniversary of the founding of [[Hikone Castle]] and created a significant increase in tourism and merchandise sales for castle and the city.
Although the concept had been around for some time, the start of the ''"yuru-chara boom"'' is credited to [[Hikonyan]],<ref name=jt-brasor /> who was created in 2007 to mark the 400th anniversary of the founding of [[Hikone Castle]] and created a significant increase in tourism and merchandise sales for castle and the city.


Since then, the number of ''yuru-chara'' increased throughout the country. Festivals and other events dedicated to these mascots were created, such as the {{nihongo4|''Yuru-chara [[Matsuri]]''|ゆるキャラまつり}} held in various locations since 2008. Some mascots have also appeared in international conventions, such as Funassyi and Kumamon in the 2014 [[Japan Expo]] in Paris, France; and a small group in the 2014 Japan Matsuri in London.<ref>{{cite web|title=Yurukyara® Show|url=http://japanmatsuri.com/2014/09/12/yurukyara-show-with-naomi-suzuki/|website=Japan Matsuri|accessdate=28 October 2014}}</ref>
Since then, the number of ''yuru-chara'' increased throughout the country. Festivals and other events dedicated to these mascots were created, such as the {{nihongo4|''Yuru-chara [[Matsuri]]''|ゆるキャラまつり}} held in various locations since 2008. Some mascots have also appeared in international conventions, such as Funassyi and Kumamon in the 2014 [[Japan Expo]] in Paris, France; and a small group in the 2014 Japan Matsuri in London.<ref>{{cite web|title=Yurukyara® Show|url=http://japanmatsuri.com/2014/09/12/yurukyara-show-with-naomi-suzuki/|website=Japan Matsuri|access-date=28 October 2014}}</ref>


{{nihongo4|''Gotōchi-chara Catalogue''|ご当地キャラカタログ|gotōchi kyara katarogu}} is an online database which collects information about ''gotōchi-chara'', ''yuru-chara'' and [[Local hero (Japan)|local heroes]] from user submissions. In October 2014 it surpassed 3,000 character entries.<ref>{{cite web|title=登録キャラ数が3,000キャラを突破！|url=http://localchara.jp/topics/view/15|website=ご当地キャラカタログ|access-date=25 January 2015|language=ja}}</ref>
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The proliferation of ''yuru-chara'' by has become problematic in some regions. In 2014, the [[Osaka]] government expressed concern that there were too many local mascots, and it was diluting brand identity.<ref name=cnn-cull />

⚫
The proliferation of ''yuru-chara'' in certain regions has been perceived to be problematic by some people. In 2014, the [[Osaka]] government expressed concern that there were too many local mascots, and it was diluting brand identity.<ref name=cnn-cull />

[[Chiitan]], an unofficial mascot for [[Susaki]], [[Kōchi Prefecture]], became popular due to its chaotic and often violent behavior, which generated significant controversy.<ref name="Debczak">Debczak, Michele. [http://mentalfloss.com/article/572042/chiitan-susaki-japan-rogue-mascot-complaints "A Rogue Otter Mascot Named Chiitan is Terrorizing Tourists and Wreaking Havoc in Japan"] ''Mental Floss''. January 28, 2019. Retrieved June 23, 2019.</ref>


===Yuru-chara Grand Prix===
===Yuru-chara Grand Prix===
2010 saw the start of the {{nihongo4|Yuru-chara Grand Prix|ゆるキャラグランプリ}}, an annual event where the most popular mascot is determined by public voting. Previous winners include Hikonyan and Kumamon.
2010 saw the start of the {{nihongo4|Yuru-chara Grand Prix|ゆるキャラグランプリ|yuru kyara guranpuri}}, an annual event where the most popular mascot is determined by public voting. Previous winners include Hikonyan and Kumamon.


There were 1699 entrants in the 2014 Grand Prix, over ten times the amount in the first contest. 1168 entries consisted of ''gotōchi-chara'' (local characters), and 531 were corporate or "other" characters. Results were announced on the 3rd November with over one million votes going to the winning mascot, ''Gunma-chan''. There were about 2.3 million votes in total.<ref>{{cite web|script-title=ja:ゆるキャラ®グランプリ2014 ランキング一覧|url=http://www.yurugp.jp/vote/result_ranking.php|website=ゆるキャラ®グランプリ|accessdate=23 October 2014|language=Japanese}}</ref><ref>{{cite web|script-title=ja:ゆるキャラグランプリとは？|url=http://www.yurugp.jp/about/|website=Yuru-chara Grand Prix official website|accessdate=28 October 2014|language=Japanese}}</ref>
There were 1,727 entrants in the 2015 Grand Prix, over ten times the number in the first contest. 1092 entries consisted of ''gotōchi-chara'' (local characters), and 635 were corporate or other characters. Results were announced on 23 November with 50.57 million total internet votes (over twice the number of votes in 2014) and almost seven million votes going to the winning mascot, ''Shusse Daimyō Ieyasu-kun''. Around 77,000 people attended the awards event in [[Hamamatsu]].<ref>{{cite web|script-title=ja:ゆるキャラ®グランプリ2015 ランキング一覧|url=http://www.yurugp.jp/vote/result_ranking.php|website=ゆるキャラ®グランプリ|access-date=23 October 2015|language=ja}}</ref><ref name=yahoo-gp2015>{{cite web|title=家康くん天下統一 ゆるキャラＧＰ浜松でご当地Ｖ|url=http://headlines.yahoo.co.jp/hl?a=20151124-00000054-nksports-soci|website=Yahoo! Japan News|access-date=24 November 2015|language=ja}}</ref>


{| class="wikitable" style="text-align:center"
{| class="wikitable"
|-
|-
! Year !! Entrants !! Winner
! Year !! Entrants !! Winner
|-
|-
| 2010 || 169 || {{Nihongo4|[[Hikonyan]]|ひこにゃん}} ([[Hikone, Shiga]])
| 2010 || 169 || [[Hikonyan]] ([[Hikone, Shiga]])
|-
|-
| 2011 || 349 || {{nihongo4|[[Kumamon]]|くまモン}} ([[Kumamoto Prefecture]])
| 2011 || 349 || [[Kumamon]] ([[Kumamoto Prefecture]])
|-
|-
| 2012 || 865 || {{nihongo4|[[Barysan]]|バリィさん}} ([[Imabari]])
| 2012 || 865 || {{Interlanguage link multi|Barysan|ja|3=バリィさん}} ([[Imabari, Ehime]])
|-
|-
| 2013 || 1580 || {{nihongo4|[[Sanomaru]]|さのまる}} ([[Sano, Tochigi|Sano]])
| 2013 || 1,580 || {{Interlanguage link multi|Sanomaru|ja|3=さのまる}} ([[Sano, Tochigi]])
|-
|-
| 2014 || 1699 || {{nihongo4|[[Gunma-chan]]|ぐんまちゃん}} ([[Gunma Prefecture]])
| 2014 || 1,699 || [[Gunma-chan]] ([[Gunma Prefecture]])
|-
| 2015 || 1,727 || {{Interlanguage link multi|Shusse Daimyō Ieyasu-kun|ja|3=出世大名家康くん}} ([[Hamamatsu, Shizuoka]])
|-
| 2016 || 1,421 || {{Interlanguage link multi|Shinjou-kun|ja|3=しんじょう君}} ([[Susaki, Kōchi]])
|-
| 2017 || 1,158 || {{Interlanguage link multi|Unari-kun|ja|3=うなりくん}} ([[Narita, Chiba]])
|-
| 2018 || ?|| {{Interlanguage link multi|Kapal (mascot)|ja|3=カパル|lt=Kapal}} ([[Shiki, Saitama]])<ref>{{cite news |title=Saitama city's Kaparu beats out organized voting to win grand prix title at annual mascot contest |url=https://www.japantimes.co.jp/culture/2018/11/19/entertainment-news/saitama-citys-kaparu-beats-organized-voting-win-grand-prix-title-annual-mascot-contest/ |access-date=4 November 2019 |work=The Japan Times |date=19 November 2018}}</ref>
|-
| 2019 || ?|| {{Interlanguage link multi|Arukuma|ja|3=アルクマ}} ([[Nagano Prefecture]])<ref>{{cite news |title=Chubby Nagano Prefecture bear beats nearly 800 other characters to win annual mascot competition |url=https://www.japantimes.co.jp/news/2019/11/04/national/chubby-nagano-prefecture-bear-beats-nearly-800-characters-win-annual-mascot-competition/ |access-date=4 November 2019 |work=The Japan Times |date=4 November 2019}}</ref>
|-
|2020
|?
|{{Interlanguage link multi|Takata no Yume-chan|ja|3=たかたのゆめちゃん}} ([[Rikuzentakata, Iwate]])<ref>{{Cite web |title=Yuru-Chara® Grand Prix |url=https://www.yurugp.jp/en/ranking/?year=2020 |access-date=2024-09-10 |website=www.yurugp.jp}}</ref>
|}
|}
In 2023, the event was rebranded to {{nihongo4|'''Yuruverse'''|ゆるバース|yurubāsu}} and a partnership was announced with Spiral.AI, a [[generative artificial intelligence]] company, with plans to "enable voice-communication in the [[metaverse]]" and for mascots to engage with audiences as [[VTuber|VTubers]].<ref>{{Cite web |title=ゆるキャラグランプリ公式サイト |url=https://www.yurugp.jp/jp/news/?id=1121 |access-date=2024-09-10 |website=www.yurugp.jp}}</ref>


=== Records ===
=== Records ===
''Yuru-chara'' gatherings have been involved in creating two [[Guinness World Records]]:
''Yuru-chara'' gatherings have been involved in creating two [[Guinness World Records]]:
* Largest mascot dance: 134 mascots danced together in [[Huis Ten Bosch (theme park)|Huis Ten Bosch]] theme park in 2013.<ref>{{cite web|title=Largest Mascot Dance|url=http://www.guinnessworldrecords.com/world-records/5000/largest-mascot-dance|website=Guinness World Records|accessdate=23 October 2014}}</ref>
* Largest mascot dance: 134 mascots danced together in [[Huis Ten Bosch (theme park)|Huis Ten Bosch theme park]] in 2013.<ref>{{cite web|title=Largest Mascot Dance|url=http://www.guinnessworldrecords.com/world-records/5000/largest-mascot-dance|website=Guinness World Records|access-date=23 October 2014}}</ref>
* Largest gathering of mascots: 376 mascots at the 4th annual {{nihongo4|Yuru-chara Summit in [[Hanyū, Saitama|Hanyū]]|ゆるキャラさみっとin羽生}}, 2013.<ref>{{cite web|title=Largest Gathering of Mascots|url=http://www.guinnessworldrecords.com/world-records/6000/largest-gathering-of-mascots|website=Guinness World Records|accessdate=23 October 2014}}</ref>
* Largest gathering of mascots: 376 mascots at the 4th annual Yuru-chara Summit in [[Hanyū, Saitama|Hanyū]], 2013.<ref>{{cite web|title=Largest Gathering of Mascots|url=http://www.guinnessworldrecords.com/world-records/6000/largest-gathering-of-mascots|website=Guinness World Records|access-date=23 October 2014}}</ref>


== Features ==
== Features ==
[[File:しまねっこ.jpg|thumbnail|Shimanekko, tourism mascot of [[Shimane Prefecture]] is a yellow cat, with a roof on its head resembling those at the historic [[Izumo-taisha]] [[shinto shrine|shrine]]]]
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''Yuru-chara'' try to portray some aspect of the place they are representing, be it local produce, a historical figure or legend, local wildlife, architecture or geography. This is often incorporated into their physical appearance in an amusing or unusual way, e.g. Fukkachan (pictured above) has two [[leek]]s sprouting out of its head (leeks being a popular product of [[Fukaya, Saitama|Fukaya]]). Their name may also be a [[play on words]], such as with [[Kumamon]].


⚫
''Yuru-chara'' try to portray some aspect of the place they are representing, be it local produce, a historical figure or legend, local wildlife, architecture or geography. This is often incorporated into their physical appearance in an amusing or unusual way, e.g. Fukka-chan (ふっかちゃん), mascot of [[Fukaya, Saitama|Fukaya]] has two [[green onion]]s sprouting out of its head (green onions being a popular product of Fukaya). Their name may also be a [[play on words]], such as with [[Kumamon]].
⚫
In public appearances, most ''yuru-chara'' are silent, and usually act in a playful or childish manner. Some exceptions include [[Funassyi]]<ref name=cnn-funassyi /> and {{nihongo3|small middle-aged man|ちっちゃいおっさん|Chicchai Ossan}} who do talk in character,<ref>{{cite web|last1=Kracker|first1=David|title=Get Loose With Japan’s Yuru-Chara|url=http://www.mtv81.com/features/specials/get-loose-with-japans-yuru-chara/|website=MTV 81|accessdate=27 October 2014}}</ref> but neither are officially affiliated with any local government.

⚫
In public appearances, most ''yuru-chara'' are silent, and usually act in a playful or childish manner. Some exceptions include [[Funassyi]]<ref name=cnn-funassyi /> and {{nihongo3|small middle-aged man|ちっちゃいおっさん|Chicchai Ossan}} who do talk in character,<ref>{{cite web|last1=Kracker|first1=David|title=Get Loose With Japan's Yuru-Chara|url=http://www.mtv81.com/features/specials/get-loose-with-japans-yuru-chara/|website=MTV 81|access-date=27 October 2014}}</ref> but neither are officially affiliated with any local government.


=== Merchandise ===
=== Merchandise ===
Many ''yuru-chara'' have various associated merchandise as an alternative source of income. These typically include [[stuffed toy]]s, [[keychain]]s, sticker sets for [[Line (application)|Line]] (a popular [[instant messaging]] system in Japan) and [[stationery]].<ref>{{cite web|title=ゆるキャラ®グランプリ 公式ショップ|url=http://yuruchaland.jp}}</ref> As an acknowledgement of the large adult fanbase of ''yuru-chara'', there are also some more adult-oriented products such as [[sake]]<ref>{{cite web|script-title=ja:山丹正宗　バリィさんの寝ざけ|url=http://yamatan.shop-pro.jp/?pid=21194118|website=Yamatan Masamune|accessdate=27 October 2014|language=Japanese}}</ref> and themed [[credit card]]s.<ref>{{cite web|title=Kumamon Visa card|url=https://www.smbc-card.com/camp/a2679/index.jsp|website=Sumitomo Mitsui Card|accessdate=27 October 2014|language=Japanese}}</ref>
Many ''yuru-chara'' have various associated merchandise as an alternative source of income. These typically include [[stuffed toy]]s, [[keychain]]s, sticker sets for [[Line (application)|Line]] (a popular [[instant messaging]] system in Japan) and [[stationery]].<ref>{{cite web|title=ゆるキャラ®グランプリ 公式ショップ|url=http://yuruchaland.jp}}</ref> As an acknowledgement of the large adult fanbase of ''yuru-chara'', there are also some more adult-oriented products such as [[sake]]<ref>{{cite web|script-title=ja:山丹正宗 バリィさんの寝ざけ|url=http://yamatan.shop-pro.jp/?pid=21194118|website=Yamatan Masamune|access-date=27 October 2014|language=ja}}</ref> and themed [[credit card]]s.<ref>{{cite web|title=Kumamon Visa card|url=https://www.smbc-card.com/camp/a2679/index.jsp|website=Sumitomo Mitsui Card|access-date=27 October 2014|language=ja}}</ref>


=== Music ===
=== Music ===
''Yuru-chara'' often have a theme song with related dance routine, such as Kumamon's {{nihongo3||くまモン体操|Kumamon Taisō}} which has seen over 2.6 million views on [[YouTube]].<ref>{{cite web|script-title=ja:くまモン体操|url=http://www.youtube.com/watch?v=sBBZop5j6D0|website=YouTube|accessdate=27 October 2014|language=Japanese}}</ref> [[Funassyi]] has also released two [[novelty single]]s in 2013 and 2014.<ref>{{cite web|title=Funassyi discography|url=http://www.universal-music.co.jp/funassyi/discography|website=Universal Music Japan|accessdate=27 October 2014|language=Japanese}}</ref> A band also formed in 2013 called {{nihongo4|{{ill|ja|GCB47}}|ご当地キャラクター・バンド・よんじゅうなな|gotōchi character band yonjū-nana}} - the name being a play on the group [[AKB48]] and the number of [[prefectures of Japan|prefectures in Japan]] - which consists of six ''yuru-chara'' who play instruments live in costume and singer/guitarist Yohsuke Ishida. They have also released a single,<ref>{{cite web|script-title=ja:きゃらきゃら天国|url=http://www.tkma.co.jp/jpop_release_detail/gotouchi.html?rid=4519|website=Tokuma Japan Communications|accessdate=27 October 2014|language=Japanese}}</ref> and often perform at ''yuru-chara'' events.<ref>{{cite web|title=Yohsuke Ishida Personal Web|url=http://www.yohsuke-i.net|language=Japanese}}</ref>
''Yuru-chara'' often have a theme song with related dance routine, such as Kumamon's {{nihongo3||くまモン体操|Kumamon Taisō}} which has seen over 2.6 million views on [[YouTube]].<ref>{{cite web|script-title=ja:くまモン体操|url=https://www.youtube.com/watch?v=sBBZop5j6D0|website=YouTube|access-date=27 October 2014|language=ja}}</ref> [[Funassyi]] has also released two [[novelty single]]s in 2013 and 2014, and an album in 2014.<ref>{{cite web|title=Funassyi discography|url=http://www.universal-music.co.jp/funassyi/discography|website=Universal Music Japan|access-date=27 October 2014|language=ja}}</ref> A band also formed in 2013 called {{nihongo4|{{Interlanguage link multi|GCB47|ja}}|ご当地キャラクター・バンド・よんじゅうなな|gotōchi character band yonjū-nana}} - the name being a play on the group [[AKB48]] and the number of [[prefectures of Japan|prefectures in Japan]] - which consists of six ''yuru-chara'' who play instruments live in costume and singer/guitarist Yohsuke Ishida. They have also released a single,<ref>{{cite web|script-title=ja:きゃらきゃら天国|url=http://www.tkma.co.jp/jpop_release_detail/gotouchi.html?rid=4519|website=Tokuma Japan Communications|access-date=27 October 2014|language=ja}}</ref> and often perform at ''yuru-chara'' events.<ref>{{cite web|title=Yohsuke Ishida Personal Web|url=http://www.yohsuke-i.net|language=ja}}</ref>

=== Video games ===
In 2014, [[Bandai Namco Games]] released the [[video game]] {{nihongo4|''Gotōchi Testsudō: Gotōchi-chara to Nipponzenkoku no Tabi''|ご当地鉄道 ～ご当地キャラと日本全国の旅～|Local Railway: A journey through Japan with gotōchi-chara}} on [[Nintendo 3DS]] and [[Wii U]].<ref>{{cite web|title=ご当地鉄道 ～ご当地キャラと日本全国の旅～|url=http://gotouchitetsudou.bngames.net|website=Bandai Namco Games|access-date=25 January 2015|language=ja}}</ref> It is a [[sugoroku]]-style [[party game]] where players travel around Japan and encounter ''gotōchi-chara'' (120 are featured in the game) along with local products and specialities. The character {{nihongo||おじゃポン|Ojapon}} was created to promote the game, and was entered into the 2014 Yuru-chara Grand Prix.

Funassyi and Kumamon have made appearances in 2014 releases of the ''[[Taiko no Tatsujin]]'' video games. Kumamon also featured in the 2014 3DS game [[Yo-Kai Watch|Yo-Kai Watch 2]].


==See also==
==See also==
*[[Kumamon]]
*[[Chibi (slang)]]
⚫
*[[Choruru]]
*[[Funassyi]]
*[[Funassyi]]
*[[Hikonyan]]
*[[Hikonyan]]
*[[Costumed character#In Japan|Kigurumi]], costumed characters
⚫
*[[Choruru]]
*[[Sento-kun]]
*[[Kumamon]]
*[[Mayumaro]]
*[[Mayumaro]]
*[[Shimanekko]], the mascot character for [[Shimane Prefecture]]
*[[Local hero (Japan)]]


==References==
==References==
{{reflist}}
{{reflist|30em}}


==Further reading==
==Further reading==
*{{cite book|last1=Alt|first1=Matt|last2=Yoda|first2=Hiroko|title=Hello please : helpful and kawaii characters from Japan|date=2007|publisher=Chronicle|location=San Francisco, Calif.|isbn=0811856747}}
*{{cite book|last1=Alt|first1=Matt|last2=Yoda|first2=Hiroko|title=Hello please : helpful and kawaii characters from Japan|date=2007|publisher=Chronicle|location=San Francisco, Calif.|isbn=978-0811856744}}
*{{cite book|last1=Harrison|first1=Edward & John|title=Fuzz & fur : Japan's costumed characters|date=2010|publisher=Mark Batty|location=New York|isbn=193561312X|edition=1st ed.}}
*{{cite book|last1=Harrison|first1=Edward & John|title=Fuzz & fur : Japan's costumed characters|date=2010|publisher=Mark Batty|location=New York|isbn=978-1935613121|edition=1st}}


==External links==
==External links==
{{Commons category|Mascots of local government of Japan}}
{{Commons category|Yuru-chara}}
*[http://www.japantravelinfo.com/popculture/yuru.php Japan National Tourism Organization - Yuruchara]
*[http://www.japantravelinfo.com/popculture/yuru.php Japan National Tourism Organization - Yuruchara]
*[http://www.yurugp.jp/ Yuru-chara Grand Prix official website] (in Japanese)
*[http://www.yurugp.jp/ Yuru-chara Grand Prix official website] (in Japanese)
*[http://kigurumisummit.org/index.html Japan Local Character Association] (in Japanese)
*[http://kigurumisummit.org/index.html Japan Local Character Association] (in Japanese)
*[http://localchara.jp/ Gotōchi-chara Catalogue] (ご当地キャラカタログ, in Japanese)


[[Category:Mascots]]
[[Category:Japanese mascots]]
[[Category:Japanese mascots]]
[[Category:Advertising characters]]
[[Category:Advertising characters]]

Latest revision as of 05:57, 6 October 2024

Yuru-chara (Japanese: ゆるキャラ, Hepburn: yuru kyara) is a Japanese term for a category of mascot characters; usually created to promote a place or region, event, organisation or business. They are characterized by their kawaii (cute) and unsophisticated designs, often incorporating motifs that represent local culture, history or produce. They may be created by local government or other organizations to stimulate tourism and economic development, or created by a company to build on their corporate identity. They may appear as costumed characters (or kigurumi) at promotional events and festivals. Yuru-chara has become a popular and lucrative business, with character-driven sales reaching nearly $16 billion in Japan in 2012.[1]

Popular yuru-chara include Kumamon, Funassyi, and Chiitan, who have gained international recognition and have reached celebrity status in Japan.[1][2]

Etymology

[edit]

The name yuru-chara is a contraction of yurui mascot character (ゆるいマスコットキャラクター, yurui masukotto kyarakutā). The adjective yurui (緩い) generally means "loose", but in this application it has a number of connotations including "gentle" or "weak",[3] "laid-back",[1] light-hearted or "unimportant".[4]

The term gotōchi-chara (ご当地キャラ, gotōchi-kyara), meaning "local characters", has also become popular in reference specifically to local mascots,[5] which is the large majority of yuru-kyara.

Concept

[edit]

The term was coined by illustrator and cultural critic Jun Miura [ja] in the early 2000s, and despite the negative connotations the title has been embraced by fans and promoters.[3] Miura has stated that there are three main requirements that make a yuru-chara:[6]

  1. It must convey a strong message of love for one's hometown or local region
  2. The character's movements or behaviour should be unique and unstable or awkward
  3. The character should be unsophisticated or laid-back (yurui) and lovable

Some of these imply that the mascot must exist in kigurumi form.

Yuru-chara are often designed by amateur artists, and many designs are seen as naive or poorly executed,[7] or can appear to oversimplify what they represent.[8] These characteristics generally add to their appeal,[4] but occasionally can cause the opposite reaction: The unveiling of Sento-kun in 2008 created a lot of negative publicity, since he was regarded as "ugly" and even "blasphemous".[9]

These "amateurish" or flawed aspects are what set yuru-chara apart from professionally created corporate mascots (e.g. Domo-kun), professional sports mascots (such as those of Nippon Professional Baseball teams), and commercially oriented characters such as Hello Kitty and Rilakkuma - all of which are also commonplace in Japan.

Popularity

[edit]

The popularity of mascots like yuru-chara in Japan has been linked to historical emotional bonds to non-human characters, such as in ancient polytheism.[2] There are also many different yōkai in Japanese folklore, and certain types of yōkai such as kappa and tanuki have been the basis for several yuru-chara designs.

Although the concept had been around for some time, the start of the "yuru-chara boom" is credited to Hikonyan,[4] who was created in 2007 to mark the 400th anniversary of the founding of Hikone Castle and created a significant increase in tourism and merchandise sales for castle and the city.

Since then, the number of yuru-chara increased throughout the country. Festivals and other events dedicated to these mascots were created, such as the Yuru-chara Matsuri (ゆるキャラまつり) held in various locations since 2008. Some mascots have also appeared in international conventions, such as Funassyi and Kumamon in the 2014 Japan Expo in Paris, France; and a small group in the 2014 Japan Matsuri in London.[10]

Gotōchi-chara Catalogue (ご当地キャラカタログ, gotōchi kyara katarogu) is an online database which collects information about gotōchi-chara, yuru-chara and local heroes from user submissions. In October 2014 it surpassed 3,000 character entries.[11]

The proliferation of yuru-chara in certain regions has been perceived to be problematic by some people. In 2014, the Osaka government expressed concern that there were too many local mascots, and it was diluting brand identity.[2]

Chiitan, an unofficial mascot for Susaki, Kōchi Prefecture, became popular due to its chaotic and often violent behavior, which generated significant controversy.[12]

Yuru-chara Grand Prix

[edit]

2010 saw the start of the Yuru-chara Grand Prix (ゆるキャラグランプリ, yuru kyara guranpuri), an annual event where the most popular mascot is determined by public voting. Previous winners include Hikonyan and Kumamon.

There were 1,727 entrants in the 2015 Grand Prix, over ten times the number in the first contest. 1092 entries consisted of gotōchi-chara (local characters), and 635 were corporate or other characters. Results were announced on 23 November with 50.57 million total internet votes (over twice the number of votes in 2014) and almost seven million votes going to the winning mascot, Shusse Daimyō Ieyasu-kun. Around 77,000 people attended the awards event in Hamamatsu.[13][14]

Year Entrants Winner
2010 169 Hikonyan (Hikone, Shiga)
2011 349 Kumamon (Kumamoto Prefecture)
2012 865 Barysan [ja] (Imabari, Ehime)
2013 1,580 Sanomaru [ja] (Sano, Tochigi)
2014 1,699 Gunma-chan (Gunma Prefecture)
2015 1,727 Shusse Daimyō Ieyasu-kun [ja] (Hamamatsu, Shizuoka)
2016 1,421 Shinjou-kun [ja] (Susaki, Kōchi)
2017 1,158 Unari-kun [ja] (Narita, Chiba)
2018 ? Kapal [ja] (Shiki, Saitama)[15]
2019 ? Arukuma [ja] (Nagano Prefecture)[16]
2020 ? Takata no Yume-chan [ja] (Rikuzentakata, Iwate)[17]

In 2023, the event was rebranded to Yuruverse (ゆるバース, yurubāsu) and a partnership was announced with Spiral.AI, a generative artificial intelligence company, with plans to "enable voice-communication in the metaverse" and for mascots to engage with audiences as VTubers.[18]

Records

[edit]

Yuru-chara gatherings have been involved in creating two Guinness World Records:

Features

[edit]

Yuru-chara try to portray some aspect of the place they are representing, be it local produce, a historical figure or legend, local wildlife, architecture or geography. This is often incorporated into their physical appearance in an amusing or unusual way, e.g. Fukka-chan (ふっかちゃん), mascot of Fukaya has two green onions sprouting out of its head (green onions being a popular product of Fukaya). Their name may also be a play on words, such as with Kumamon.

In public appearances, most yuru-chara are silent, and usually act in a playful or childish manner. Some exceptions include Funassyi[1] and Chicchai Ossan (ちっちゃいおっさん, small middle-aged man) who do talk in character,[21] but neither are officially affiliated with any local government.

Merchandise

[edit]

Many yuru-chara have various associated merchandise as an alternative source of income. These typically include stuffed toys, keychains, sticker sets for Line (a popular instant messaging system in Japan) and stationery.[22] As an acknowledgement of the large adult fanbase of yuru-chara, there are also some more adult-oriented products such as sake[23] and themed credit cards.[24]

Music

[edit]

Yuru-chara often have a theme song with related dance routine, such as Kumamon's Kumamon Taisō (くまモン体操) which has seen over 2.6 million views on YouTube.[25] Funassyi has also released two novelty singles in 2013 and 2014, and an album in 2014.[26] A band also formed in 2013 called GCB47 [ja] (ご当地キャラクター・バンド・よんじゅうなな, gotōchi character band yonjū-nana) - the name being a play on the group AKB48 and the number of prefectures in Japan - which consists of six yuru-chara who play instruments live in costume and singer/guitarist Yohsuke Ishida. They have also released a single,[27] and often perform at yuru-chara events.[28]

Video games

[edit]

In 2014, Bandai Namco Games released the video game Gotōchi Testsudō: Gotōchi-chara to Nipponzenkoku no Tabi (ご当地鉄道 ～ご当地キャラと日本全国の旅～, Local Railway: A journey through Japan with gotōchi-chara) on Nintendo 3DS and Wii U.[29] It is a sugoroku-style party game where players travel around Japan and encounter gotōchi-chara (120 are featured in the game) along with local products and specialities. The character Ojapon (おじゃポン) was created to promote the game, and was entered into the 2014 Yuru-chara Grand Prix.

Funassyi and Kumamon have made appearances in 2014 releases of the Taiko no Tatsujin video games. Kumamon also featured in the 2014 3DS game Yo-Kai Watch 2.

See also

[edit]

References

[edit]
  1. ^ a b c d "How a hyperactive, dancing, talking pear became a Japanese obsession". CNN. Retrieved 16 October 2014.
  2. ^ a b c McKirdy, Euan. "Japanese cuteness overload could result in mascot cull". CNN. Retrieved 16 October 2014.
  3. ^ a b "Hikone mascot convention: Japan's most plush summit". CNN Travel. Retrieved 16 October 2014.
  4. ^ a b c Brasor, Philip. "The obsession over those dumbed down cute mascots". The Japan Times. Retrieved 16 October 2014.
  5. ^ 2013年新語・流行語大賞トップテン「ご当地キャラ」]. 新語・流行語大賞公式サイト (in Japanese). Retrieved 16 October 2014.
  6. ^ みうらじゅんインタビュー 「最近、俺自身がゆるキャラになってる？」. Oricon Style (in Japanese). 27 November 2009. Retrieved 16 October 2014.
  7. ^ Hughes, Felicity (22 January 2010). "Naive yuru kyara win hearts across Japan". Japan Pulse (The Japan Times). Retrieved 22 October 2014.
  8. ^ Koringo. "5 Yuru-chara (ゆるキャラ) to meet while in Japan". doq creative port. Retrieved 22 October 2014.
  9. ^ "Nara Mascot Controversy". Japan: Love and Hate Story of the Mascot Character, “Sento-kun”. Global Voice. 22 April 2008. Retrieved 2010-09-10.
  10. ^ "Yurukyara® Show". Japan Matsuri. Retrieved 28 October 2014.
  11. ^ "登録キャラ数が3,000キャラを突破！". ご当地キャラカタログ (in Japanese). Retrieved 25 January 2015.
  12. ^ Debczak, Michele. "A Rogue Otter Mascot Named Chiitan is Terrorizing Tourists and Wreaking Havoc in Japan" Mental Floss. January 28, 2019. Retrieved June 23, 2019.
  13. ^ ゆるキャラ®グランプリ2015 ランキング一覧. ゆるキャラ®グランプリ (in Japanese). Retrieved 23 October 2015.
  14. ^ "家康くん天下統一 ゆるキャラＧＰ浜松でご当地Ｖ". Yahoo! Japan News (in Japanese). Retrieved 24 November 2015.
  15. ^ "Saitama city's Kaparu beats out organized voting to win grand prix title at annual mascot contest". The Japan Times. 19 November 2018. Retrieved 4 November 2019.
  16. ^ "Chubby Nagano Prefecture bear beats nearly 800 other characters to win annual mascot competition". The Japan Times. 4 November 2019. Retrieved 4 November 2019.
  17. ^ "Yuru-Chara® Grand Prix". www.yurugp.jp. Retrieved 2024-09-10.
  18. ^ "ゆるキャラグランプリ公式サイト". www.yurugp.jp. Retrieved 2024-09-10.
  19. ^ "Largest Mascot Dance". Guinness World Records. Retrieved 23 October 2014.
  20. ^ "Largest Gathering of Mascots". Guinness World Records. Retrieved 23 October 2014.
  21. ^ Kracker, David. "Get Loose With Japan's Yuru-Chara". MTV 81. Retrieved 27 October 2014.
  22. ^ "ゆるキャラ®グランプリ 公式ショップ".
  23. ^ 山丹正宗 バリィさんの寝ざけ. Yamatan Masamune (in Japanese). Retrieved 27 October 2014.
  24. ^ "Kumamon Visa card". Sumitomo Mitsui Card (in Japanese). Retrieved 27 October 2014.
  25. ^ くまモン体操. YouTube (in Japanese). Retrieved 27 October 2014.
  26. ^ "Funassyi discography". Universal Music Japan (in Japanese). Retrieved 27 October 2014.
  27. ^ きゃらきゃら天国. Tokuma Japan Communications (in Japanese). Retrieved 27 October 2014.
  28. ^ "Yohsuke Ishida Personal Web" (in Japanese).
  29. ^ "ご当地鉄道 ～ご当地キャラと日本全国の旅～". Bandai Namco Games (in Japanese). Retrieved 25 January 2015.

Further reading

[edit]
  • Alt, Matt; Yoda, Hiroko (2007). Hello please : helpful and kawaii characters from Japan. San Francisco, Calif.: Chronicle. ISBN 978-0811856744.
  • Harrison, Edward & John (2010). Fuzz & fur : Japan's costumed characters (1st ed.). New York: Mark Batty. ISBN 978-1935613121.
[edit]
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