Japan's clumsy city mascots generate billions in yearly revenue
By intentionally designing characters to be clumsy and vulnerable, Japanese cities have tapped into a deep psychological instinct that turns fuzzy mascots into billion-dollar icons.
In Japan, the most successful brand ambassadors are not sleek or cool, but intentionally awkward. These local mascots, known as yuru-chara, are designed with wobbly walks and oversized heads to trigger a nurturing instinct in adults. This psychological trick is immensely profitable; the bear mascot Kumamon has generated over 1.3 trillion yen in revenue since his debut in 2010.
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