| Starting from the Mascots at Aichi World Expo |
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| Date:26/08/2006 |
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By Expo Brand Management Center
Abstract: Japan is known
as one of the countries keen on using mascots, which can be seen in almost all
Japanese industries, corporations, products or events. The staging of World Expo
2005 Aichi Japan is no exception. Among all the publicity and souvenirs, the
images of expo mascot "Jungle Boy", Kiccoro and "Jungle Grandpa", Morizo, are
seen everywhere, far exceeding the use of the official emblem.
The publicity
and use of the 2005 Aichi World Expo mascot Jungle Boy and Jungle Grandpa is the
vivid embodiment of the advanced Japanese Mascot cultures: among more than one
hundred licensed souvenirs merchandized at 2005 Aichi World Expo., including
fluffy toys, badges, stationery, key rings, cell phone chains, pins, stickers, T
shirts, towels, handkerchief, handbags, umbrellas, tea cups, alarm clocks, and
even porcelain (Seno in Aichi Prefecture is famous for porcelain production),
most are designed and made by modeling after the style and feature of the
mascots. The communicative potential of the mascots is fully tapped. What's
more, it is the first time that the distributors are designated to publicize the
mascots. The patent-leasing business was also conducted. In addition, among the
official means of publicity of the Aichi World Expo, the mascots have appeared
frequently on posters, promotional handbooks and in various related promotional
activities, showing the potential to replace the official emblem. It is believed
that in the 184 days after the opening ceremony on March 25th, the two mascot
images of Aichi World Expo will appear more frequently, more actively before the
whole world, vividly inviting people from around the world to participate and
make joint efforts to achieve the goals of the Aichi World Expo.
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