Photo: YouTube/tsulunos
lifestyle

Gunma Prefecture’s mascot brought in an estimated ¥71.3 billion last year

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By Shannon, SoraNews24

There seems to be a mascot for almost everything in Japan–including train gap monsters–and besides looking cute, some of them can be pretty profitable. Gunma Prefecture’s Gunma-chan, an adorable horse character, is one of these. In the last year alone, all things Gunma-chan related were estimated to bring in 71.3 billion yen in revenue.

Gunma Prefecture has amped up its PR in the last few years, developing the Gunma-chan brand even further. A few ways this has been done is through social media platforms like TikTok, as well as more traditional media, like the Gunma-chan anime that aired on Japanese TV.

▼ Some episodes are available on YouTube as well.

And of course, there are all sorts of physical Gunma-chan goods available for purchase at sightseeing locations across Gunma–and at the occasional non-Gunma location as well. You can find Gunma-chan keychains, plushies, and snacks galore. The character also appears in real life from time to time at places like prefectural events.

▼ Gunma-chan also stans PewDiePie.

Gunma-chan’s fame does not come without occasional controversy, though. Some episodes of the Gunma-chan anime were actually pulled from airing due to viewer complaints, including one about horse racing that some suspect was trying to promote gambling.

All in all, though, the Gunma-chan brand seems to be a profitable one for the prefecture, and it’s not going anywhere anytime soon. If you stop by Gunma Prefecture, keep an eye out for Gunma-chan–though we don’t think you’ll have a hard time finding it.

Sources: NHK via Golden TimesTwitter/@nhk_news

Read more stories from SoraNews24.

-- Episode of Gunma-chan anime deemed not suitable for children and shelved

-- Gunma-chan candy is adorable, probably as sweet as the mascot’s national championship

-- Gunma Prefecture’s adorable mascot dances into our hearts and travel plans 【Video】

© SoraNews24

©2022 GPlusMedia Inc.

3 Comments
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Maybe other prefectures should take a page or two from Gunma's books on promotion, I was reading how people in Saga were for example expecting some benefit from the mini-boom of an animated series centered in the prefecture but I have seen nothing to justify that optimism, a well designed and promoted prefectural mascot can apparently do wonders instead.

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Very good for the Japanese brotherhood of mascots..

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Why would I want to go anywhere where "PewDiePie" goes ?

That poses a Reputational Risk issue to the prefecture... https://www.svg.com/191519/the-shady-side-of-pewdiepie/

It would be far better to promote the individual areas of interest, based upon interest, rather than who went there beforehand, and may have been paid to do so... in reality.

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