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regional mascots

What’s the story behind the running boy mascot in Japan?

“Emotional parking boy that can be used every day” is missing one vital thing.

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Roll cake-headed town mascot character attacked by group of men, woman inside injured

Upon arriving in Japan, one of the first things you’ll probably notice is the large army of characters being used to sell anything from services to stationary to automobiles, or giving tips on being a good citizen like when it comes to separating your trash or picking up your dog’s poop after it finishes doing its duty. Most of them are cute, but some are downright scary.

In recent years, yurukyara, literally “weaker mascot characters”, have slowly been taking over the country, with more and more cities and businesses allocating funds to coming up with the prefect representative character costume each year. Aside from being hot and stuffy inside, being a yurukyara seems like a pretty awesome job. Kids are happy to see you, people are clamoring to get a picture of you, and generally everyone loves you…

Or at least that’s the impression we got until news of a mascot character in a small Ehime Prefecture town getting attacked.

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Get ready for yuru-kyara car plates! Japan to lift ban on colourful regional license plates

In larger countries like Australia and the United States, vehicle registration is carried out at the state level. This has long allowed each state to produce distinctive designs, including slogans or iconic imagery on number plates. In little Japan, however, vehicle registration is issued by the national government, so car owners have had no option to show their local pride with a regional license plate…until now.

The Ministry of Transport has announced that from next year, local authorities will be free to put colourful character designs on car number plates. Let’s have a look at some of the potential ways to pimp your Japanese numberplate!

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