The Background and Vision Behind the Event.

■ The Story Behind the “Grand Prix”

During the “Local Mascot Boom” that began in 2008, characters from all over Japan actively participated in the “Yuru-chara (R) Grand Prix.” In the inaugural event, which I planned and organized, Kumamon emerged as a national hero. Even after I stepped away from its management, the Grand Prix continued to produce iconic leaders like Sanomaru, Gunma-chan, and Bary-san. During this era, the rankings served as a crucial guide for advertising agencies, leading to TV commercials and generating a massive economic impact for local regions.

Although I had moved on from the management of the original Grand Prix, I continued to follow it closely. I looked forward to seeing new heroes every year, encouraging staff whose characters struggled in the polls, and often found myself moved to tears alongside those who wept with joy at the award ceremonies.

However, the “Yuru-chara Grand Prix” officially ended in 2020. While a successor event called “Yuruburse” was launched post-pandemic, its integration with the “Metaverse” created a high barrier for entry. As a result, participation from local characters has significantly declined, leaving a void in the community.

■ The Current State of the Local Mascot Industry

Local characters operate under various structures—some belong to local governments, while others are managed by private organizations or corporations. Regardless of their management, every “Local Character” has a “home” and is deeply rooted in its community. However, despite this diversity, national exposure for these characters has significantly diminished compared to the past.

Characters managed by local governments on limited budgets face particularly tough challenges. We often hear from staff who worry that “there is no platform to promote the character they created,” or that “activities have become repetitive, making it difficult to justify the cost-effectiveness.” Recently, I have even heard voices questioning whether these characters are necessary at all. This situation fills me with a deep sense of crisis.

In the past, the Grand Prix served as a vital national stage. The act of “campaigning for votes” provided a clear objective and a metric for activity, which I believe was the driving force behind the vitality of the entire local character community.

■ Our Vision for This Event

To break through the current stagnation and revitalize character activities, we are bringing back a Grand Prix that is accessible to everyone. Our goal is to transform the way activities are evaluated into an “exciting form of entertainment” that participants truly enjoy.

In short, this Grand Prix creates a dynamic platform for both online and offline challenges. We determine the rankings by combining “Web Votes” with “Real Event Votes,” the latter reflecting the tangible energy and passion of fans who visit local venues in person.

Of course, this event is more than just a ranking system. It is a “Platform for Challenge and Exchange,” designed to rediscover the diverse charms of local characters and transform their brilliance into a powerful driving force for regional revitalization.

■ Throughout the years, numerous characters have supported their regions and delivered countless smiles.

ven at this very moment, they continue to be pillars of their communities, and we are dedicated to creating more opportunities for their incredible work to be recognized. We are also preparing exciting initiatives that will inspire the next generation of local characters to aim for the top of this Grand Prix.

While cherishing the local bonds built over the years, we will increase opportunities to communicate the value of these characters through new methods suited for the modern era. Our goal is to share their charm with the entire nation and the world.

We want to visualize the “daily hard work” of these characters as direct support from their fans. Our mission is to recreate the movement that once captivated all of Japan—evolving it into an even more powerful experience for the future.

■ Global Connections

The culture of “Local Characters,” which originated in Japan, is now crossing national borders. In Taiwan, local characters like Kaohsiung Bear (Gao Xiong Xiong) are increasingly active. In recent Japanese events, popular international characters—such as Yi Yi Momo from Hong Kong, POLCASAN from Thailand, and DDUBI from South Korea—have actively participated, sharing their experiences with the world via social media.

Since two years ago, we have been advancing global initiatives, including dispatching characters to Thailand through our association. The circle of mutual exchange is steadily expanding, and like-minded international partners have expressed their support for this project.

This Grand Prix will also be a birthplace for new encounters with corporate and international characters. Together, let’s nurture Japan’s proud “Local Character Culture” into a global phenomenon that brings smiles to the entire world.

■ Moving the Local Character Culture Forward

The current management of “Yuruburse” is entirely independent of my organization. However, they continue to provide a vital “Home” (Berth/Verse) for these characters. Our Grand Prix is by no means a rejection of their efforts, nor is it intended as a competition.

I believe both have their own essential roles: “Yuruburse” provides a cherished home, while our new Grand Prix provides a “Stage to take on challenges and transform daily activities into enthusiasm.” Both contents work together to revitalize the local character culture as a whole and elevate its appeal to new heights.

■ Closing Message

Finally, I want to share that I have always loved the sight of local characters at events everywhere, calling out together, “Please vote for me!” in their quest to win the Grand Prix. In those moments, I felt that the world of local characters—despite their diverse management and different directions—became one, united by a common goal.

While this is a ranking-style event, I believe it is a place where, with the right approach, we can shine a spotlight on everyone from many different angles. My dream is to create a space where it’s not just about competing, but where everyone can have fun and be part of an incredible wave of enthusiasm.

To make this a reality, your understanding and cooperation are essential.

On behalf of the Executive Committee, we sincerely look forward to welcoming many local characters and seeing everyone enjoy their participation in this Grand Prix.

Shinsaku Arakawa Chairman, World Local Characters Grand Prix Executive Committee