“Those who do not know Watahan supermarket learn about us through Watapi and our holding company. It’s such an excellent sales partner,” said Naoko Tabara, a sub-unit manager at Watahan.
For many businesses, successful mascots like Watapi generate publicity and revenue for the brands they represent.
A few, however, have gone on to generate massive economic impact.
KUMAMON: FROM MASCOT TO MEGASTAR
Kumamon is one of the most recognisable mascots in Japan. It won the Yuru-Chara Grand Prix in 2011, helping propel it to national fame.
The wide-eyed black bear from Kumamoto Prefecture, on Japan’s southwestern Kyushu island, is a constant presence across the region.
Appearing on signboards, shopfronts, local products and souvenirs, the character has helped draw visitors off the usual tourist trail.