Yesterday, after Shanghai Xiaoyuan Jiang Ranxin won the championship, one of her "complaints" rushed to the hot search. It turned out that after the game, the little girl saw a huge Olympic plush mascot outside the field, and when she wanted to take a group photo, she was told that she had to pay 5,000 yen, and she was frightened and immediately shrank back. "This is probably the most unpopular mascot for the champions." Many people joke about this.
Picture said: Because it costs money, Jiang Ranxin did not take a photo with the Olympic mascot The topic rushed to the hot search
Although the Olympic Games were questioned before the opening, from the opening ceremony to various Buddhist epidemic prevention, few people said badly about the pair of mascots of the Tokyo Olympic and Paralympic Games.
The blue Olympic mascot "Miraitowa" and the pink Paralympic mascot "Someity" look a bit like a pair of brothers and sisters. Miraitowa's name is a combination of the Japanese words "mirai (future)" and "towa (forever)", and Someity's name comes from a popular cherry blossom variety, "somei yoshino" and the English phrase "so mighty" (so mighty). Miraitowa's design is inspired by the Japanese proverb that means to learn old things and acquire new knowledge from them. Someity has a cherry blossom haptic sensor, and its cherry blossom antenna can send and receive messages from the mind, reflecting the indomitable spirit and inner strength of Paralympic athletes.
Photo: Tokyo Olympic mascot Xinhua News Agency
Olympic mascots are conventional, but in fact, "everything can be a mascot" has long become a trend in Japan. Take the train, there is a train mascot; eat an old hotel, the boss takes out a hotel ragdoll mascot; even on the day of arrival in Tokyo, the city transportation hub where the reporter took has its own white bear mascot with a white fat and driver's hat.
Behind everything there is a mascot, it is the popularity of Japanese cute culture, and it is more promoted by economic interests.
Japanese people have long been familiar with the design of mascots. In Japan, almost all 47 prefectures, as well as companies and institutions, have their own anthropomorphic mascots. Mascots not only play a role in image publicity, but also use all kinds of tricks to make their mascots into people's lives. As a result, the mascot culture that developed in the fertile soil of anime culture gradually developed into a trend that blew from Japan to the world.
Photo: Tokyo Olympic mascot doll Xinhua News Agency
Increasing the commercial integration ability of mascots is also an important means of promotion.
In Japan, there is one of the most expensive bears, Kumamoto Kuma. Since 2013, the "Minister Bear", who owns his own office, has consistently topped The Championship of Japan's Most Beloved Mascot. Between 2011 and 2013, Kumamoto Kuma brought 124.4 billion yen (7.27 billion yuan) to Kumamoto Prefecture, including tourism and advertising effects equivalent to 9 billion yen.
Mascots are part of anime culture, through new cultures such as anime and games to achieve branding, expand international influence, and make soft power a driving force for economic growth – from this point of view, Japan's mascot culture ambitions are not small. (Xinmin Evening News special correspondent Li Ranran Tokyo Today)