Any first-time visitor to Japan may experience a bit of cuteness overload, as it is quite common for Japanese companies, government agencies, and even the military to use cute characters or mascots in their promotional material. Many Western visitors find it odd and amusing that even the most serious organisations release publications covered in cheerful mascots. Today, cuteness—or “Kawaii” culture—has become a defining part of Japan’s identity. Characters that Westerners might associate with children’s books have instead become a mainstay of Japan’s pop culture scene.
Astro Boy was one of the first Japanese television series to feature the cartoon style we now know as anime. Astro first hit Japanese TV screens in 1963, later being dubbed into English and broadcast worldwide. The crime-fighting robot boy remains hugely popular in Japan, especially among the Otaku (anime geeks) of Akihabara.
Hello Kitty is probably Japan’s most famous character worldwide, and she and her friends are hugely popular across Japan. Developed by Sanrio in 1974, Hello Kitty has been joined by a host of family and friends, including her boyfriend, Dear Daniel, and her realistic pet cat, Charmmy Kitty. Needless to say, Hello Kitty merchandise is a massive industry in Japan.
In Japan, almost every corporation has a cute mascot, and NHK TV’s mascot is an odd, brown monster known as Domo or Domo-kun. He originally appeared in stop-motion shorts during NHK’s promotional segments, but he later gained worldwide popularity thanks to the internet. Domo lives in an underground cave with an old rabbit named Usajii, and he has a strange habit—he tends to pass wind when upset.
Laugh is a blue dog that serves as the mascot of Fuji TV. While he isn’t as famous as NHK’s Domo-kun, Laugh is a familiar sight around Odaiba in Tokyo, where the Fuji TV headquarters is located. If you visit on weekends, you might even get a photo with him.
The Pokémon series features a vast array of characters, but even those unfamiliar with the franchise can usually recognise Pikachu. The yellow, electric mouse often plays a central role in Pokémon’s marketing. Pikachu stores electricity in his cheeks, which is why he’s often depicted on video game covers with sparks flying.
Doraemon is a beloved character in Japan, though he hasn’t achieved the same international fame as some others. Doraemon is a blue and white robotic cat who has travelled back in time to help a schoolboy named Nobita Nobi. First appearing in 1969, he was officially named Japan’s first “anime ambassador” in recent years.
Miffy is a small female rabbit who is often mistaken for a Japanese character, likely due to her visual similarity to Hello Kitty. In reality, Miffy was created by Dutch cartoonist Dick Bruna. She is immensely popular in Japan, where she can be found on everything from stuffed toys to ATM cards.
Rilakkuma, whose name translates to “Relax Bear,” is a light brown bear with a white tummy and snout. He is one of San-X’s most successful characters, and since his 2003 debut, Rilakkuma merchandise has been selling like hotcakes across Japan.
Godzilla is Japan’s most famous movie monster, first appearing in the 1954 film “Godzilla”. Essentially a gigantic dinosaur, Godzilla possesses atomic powers and can spew radiation from his mouth. It’s interesting to note that Godzilla’s destructive and radioactive abilities were heavily influenced by the post-war fears following the atomic bombings of Hiroshima and Nagasaki.
One of Japan’s most beloved children’s characters, Anpanman is a superhero with a head made of anpan (a sweet red bean bun). Created by Takashi Yanase in 1973, Anpanman fights evil while offering his own head to feed the hungry—only for his creator, a baker named Uncle Jam, to bake him a new one. Anpanman is immensely popular among young children, and his face can be seen on everything from toys to snacks, clothing, and even trains. The franchise has also inspired a long-running anime series and an enormous range of merchandise, making him one of Japan’s most recognisable characters.
