Japan's many brand mascots

Mascots from Fukushima prefecture

Hello Kitty is only the tip of the cute brand iceberg in Japan. Many prefectures, cities, companies and causes have their own cuddly mascots, adding brand personality with a high cuteness factor much appreciated in Japan. Mascots can attract attention and encourage positive attitudes, paving the way for marketing places, ideas and activities.

Recently the fifth annual mascot competition was held, with 244 mascots from around Japan (including the two shown above) competing to be named the cutest. More than 70,000 attendees posed for photos with their favourite mascots and enjoyed the festivities.

Japan's national tax agency has its own cuddly mascot, designed to promote electronic filing of tax forms. The Liberal Democratic Party is about to introduce a mascot designed for the country's new prime minister. Train lines have their own mascots, too.

Japan is home to what is possibly the only mascot school in the world, where people inside costumes learn to interact with children, how to walk and how to project kindness or evoke other feelings.

Cute may be, well, cute, but it also leaves audiences smiling, and that's a good marketing approach for any product or brand.