Okayama Prefecture lies in west Japan, three and a half hours from Tokyo by bullet train. Known for its castle, 17th century garden, and folktale of Momotaro the Peach Boy, it’s a laid-back, slow-paced kind of place, so we can understand the difficulties local bus operator Ryobi Group faces in trying to promote the region as a travel destination for young people.

So Ryobi has made the cornerstone of its newest marketing campaign something young Japanese males will enjoy: a bus tour guide who’s also a cute anime idol.

Like many Japanese companies, Ryobi holds a welcome ceremony for its new employees each spring. This year, one of them was “virtual employee” Mayuse Shichihain. Dressed in a miniskirt variant of the company’s tour guide uniform and knee-high socks, Mayuse performed a song and dance routine before solemnly and humbly pledging to do her best at Ryobi.

Providing Mayuse’s speaking voice is popular anime voice actress and Okayama native Hisako Kanemoto, whose credits include the starring character of Squid Girl, along with roles in Girls und Panzer, Kokoro Connect, and Is This a Zombie? Audio clips of Mayuse saying “good morning,” “good afternoon,” and “good evening” are available on the character’s official website.

Ryobi also released a profile for their purple-haired employee, revealing that she is 20-years old, 157 cm (5 ft 2 in) tall, weighs 45 kg (99 lbs), and was born on July 31. Mayuse’s favorite foods are Muscat grapes and peaches (both of which Okayama produces in large quantities), and her favorite words are “consideration” (chujyo in Japanese) and “awareness comes through practice.”

Ryobi also announced 16 pieces of official Mayuse merchandise. Aside from obligatory items such as plastic files, postcards, and smartphone cases, 150 cm-long (4 ft 11 in) pillow cases and posters designed to stick to wet tile are on offer. Or, to paraphrase, huggy pillow covers and shower posters. Ryobi offered no statement regarding the irony of merchandise that most definitely should be used in private, being used in the promotion of a public transportation service.

▼Pillow cases
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▼Shower posters
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We’re a little surprised by Ryobi’s provocative use of pictures of one of its female employees, virtual or otherwise. Here’s what other Japanese Internet commentators had to say:

They’re selling Mayuse Shichihain merchandise? Sweet
The wait is over!!
Way too many products all at once!
I’m totally gonna use the shower poster of Mayuse-chan when I…never mind
This is kinda tasteless…
Official merchandise? Crazy!
Mayuse-chan is such a cutie
Ryobi Group should sell Miss Shichihain’s merchandise at Comic Market
The life-size stand cut-out seems a little much
Yes! Official merchandise!
Ryobi Group is going all out

Mayuse seems to be a part of Okayama Prefecture’s ongoing Moero Okayama (Passionate Cuteness) Project. We’re not sure what else Ryobi and the prefectural tourism board have up their sleeves, but in the meantime we expect plenty of people will be keeping their eyes on the ahem, actions of Ryobi’s new employee.

Related: Mayuse Shichihain Official Website
Images: Ryobi Group
[ Read in Japanese ]