Let the "Yuru-Chara" do the job: Japan’s Mascot Character Frenzy and its Socioeconomic Implications

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 products