Most people are familiar with Japanese icons like Pokémon, Mario, and Hello Kitty. But if you actually visit Japan and take a stroll through its streets, you’ll encounter characters you’ve never seen before in the most unexpected places—from bank counters and construction site signs to police stations and local government offices.
For instance, the police have “Peepo-kun,” and various municipalities have mascots like “Kumamon” or “Chi-ba kun.” In Japan, it’s perfectly normal for official and public spaces to have their own cute mascots. But why has the culture of creating world-conquering characters taken such deep root here? The answer lies hidden in Japan’s history and spiritual DNA.
Peepo-kun
Kumamon
Chi-ba kun
“Eight Million Gods” and Modern-Day Mascots
One major factor behind Japan’s character boom is its religious background. In Japan’s indigenous religion, Shinto, there is the concept of Yaoyorozu no Kami—the belief that “eight million gods” (or spirits) inhabit everything. There’s even the idea of Tsukumogami, where old tools eventually acquire a soul and come to life. This spiritual mindset leads directly to today’s “Yuru-chara” (laid-back mascots).
Tsukumogami,
Tsukumogami
Take “Hikonyan,” a mashup of a samurai helmet and a cat, or “Funassyi,” the hyperactive pear fairy of Funabashi City. Giving a personality to a building or a piece of fruit might seem quirky, but to the Japanese, it’s essentially the modern-day version of personifying spirits and folklore monsters.
Hikonyan
Funassyi
The Roots: Yokai and Ukiyo-e
The Japanese love for characters actually dates back to the “Yokai” (monsters/spirits) and Ukiyo-e prints of the Edo period. Back then, people gave shape to the threats of nature or the mysteries of daily life by imagining them as Yokai. These creatures weren’t just scary; they were often drawn with a sense of humor and charm, making them Japan’s original “characters.”
Ukiyo-e masters like Katsushika Hokusai and Utagawa Kuniyoshi entertained the public by drawing anthropomorphic animals and bizarre monsters. Centuries ago, Japanese people had already built a culture of enjoying these “character-like entities” as both entertainment and relatable icons.
Yokai
The Strength of “Symbolism” and “Empty Space”
Japan’s legendary characters share a unique strength. Take Hello Kitty, for example. The fact that she has no mouth is an intentional use of “empty space”—it allows the observer to project their own emotions onto her. When you’re sad, she looks sad; when you’re happy, she seems to be smiling with you.
The same applies to Mario and Pikachu. Much like how Ukiyo-e used a few simple lines to capture a subject’s essence, the art of “symbolism” makes these characters instantly recognizable worldwide. Even Doraemon, an “underdog” robot who isn’t perfect but always tries his best, taps into a universal sense of relatability.
From “Familiarity” to “Deep Empathy”
Lately, characters have moved beyond being just “cute” or “aspirational” to becoming voices for the struggles of modern life. The current sensation in Japan, “Chiikawa,” follows tiny creatures who work hard labor and tremble in the face of an unfair reality, yet keep pushing forward. By wrapping the grit of daily life in a “Kawaii” exterior, these characters earn deep empathy from adults who feel, “That’s exactly how I feel.”
The “Heisei Girl” Revival
While new characters are born every day, Japan also loves a good comeback. Currently, the “Heisei Girl” (Heisei Jyoji) trend is taking over. This refers to the girls who grew up during the Heisei era (1989–2019). Think of it as the Japanese version of the Y2K aesthetic.
Millennials are feeling nostalgic, Gen Z thinks it’s “retro-cute,” and together they are driving a massive boom in stickers and stationery. Much like Pokémon cards, stickers of these era-defining characters are being traded among fans.
San-X Characters:
Characters like Kogepan,Tarepanda—which every student in the 90s and 2000s knew—are back in a big way through collabs and Gachapon.
Narumiya Brands:
Pop-fashion brands like Angel Blue and Mezzo Piano were status symbols back in the day (with T-shirts costing over $100!). Their bright, “gap-moe” cuteness is being rediscovered by a new generation.
Tamagotchi:
It’s evolved to have color screens and wireless communication, but the fact that it’s a physical device rather than a phone app gives it a special “object value” that feels fresh again.
Retro Sanrio:
It’s not just Kitty anymore. Characters like Keroppi, Hangyodon, and Pochacco are seeing a huge surge in popularity with retro-style merchandise.
In Japan, characters aren’t just “drawings.” They are born from a deep cultural and religious well and evolve alongside the people.
From the Yokai of the Edo period to the Pokémon of the Heisei era and the Chiikawa of today, characters are essential partners. Like the “eight million gods,” they live alongside us, share our daily struggles, and serve as a universal language across generations. This deep, personal bond is the true secret behind why Japan remains the ultimate “Character Superpower.”