Hello Kitty may be Japan’s reigning queen of cuteness, but she is far from the only mascot with mass appeal. Japan has long mastered the art of crafting endearing characters that walk the line between marketing tools and beloved cultural icons. From fuzzy bears to space-faring robots, many mascots could rival Hello Kitty’s fame with just a little more global love.
Some mascots were created to represent cities, companies, or products; others were born in manga or anime and took on lives of their own. They span generations and genres, offering comfort, humor, and identity to their fans. Here are 10 Japanese mascots who deserve just as much attention and merchandise as Hello Kitty herself.
10
Doraemon
Character by Shin-Ei Animation; Based on the Manga by Fujiko F. Fujio
Doraemon is not just a mascot, he is a cultural institution. Created in the late 1960s, this blue robotic cat from the 22nd century travels back in time to help Nobita, a hopelessly unlucky boy. With his pocket full of futuristic gadgets, Doraemon offers practical solutions with heartwarming results, making him a role model for friendship and perseverance.
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His status in Japan is enormous, yet internationally, he hasn’t quite matched Hello Kitty’s branding success. Despite being featured on airplanes, national campaigns, and even as an ambassador for Japan, Doraemon remains somewhat underrated in Western pop culture. His charming design and positive message make him a prime candidate for global mascot superstardom.
9
Kumamon
Character by Kumamoto Prefecture; Designed by the Government’s Local PR Team
Kumamon may have started as a local tourism mascot for Kumamoto Prefecture, but he has since become a national phenomenon. His simplistic black bear design, red cheeks, and deadpan expression have made him a favorite on everything from rice bags to billboards. He has singlehandedly revitalized regional pride and generated billions in revenue.
Unlike Hello Kitty, Kumamon leans into his awkwardness, which only adds to his appeal. His goofy dance moves and viral social media presence prove that a mascot does not need to be overly polished to win hearts. If adorable relatability were a competition, Kumamon would be on the podium right next to Hello Kitty.
8
Pusheen
Character by Claire Belton; Originated from the Webcomic “Everyday Cute”
Though technically born from American web comics, Pusheen has been lovingly embraced by Japan’s mascot culture due to her kawaii-friendly aesthetic. This gray tabby cat spends her time eating snacks, taking naps, and living her best lazy life. With minimal lines and round features, she’s the embodiment of cozy cuteness.
Pusheen has inspired plush toys, apparel, and even themed cafés, yet she still feels somewhat niche compared to Hello Kitty’s larger than life presence. Her wholesome energy and universal appeal suggest she has what it takes to rise even higher in the ranks of beloved mascots, especially among those who live for the soft girl lifestyle.
7
Domo
Character by NHK Enterprises; Created by Tsuneo Gōda
Domo is what happens when a monster-like absurdity is mixed with quiet, endearing weirdness. Originally created as a mascot for Japan’s public broadcaster NHK, this brown, open-mouthed creature quickly became a cult favorite. His fuzzy texture, rectangular shape, and toothy expression are instantly recognizable, even if no one really knows what he is.
Domo’s oddball charm could help him reclaim the spotlight he deserves.
What sets Domo apart is his personality. He is chaotic but never threatening, silly but somehow sincere. He appeals to both children and adults, especially those with a taste for the surreal. In a world oversaturated with saccharine mascots, Domo’s oddball charm could help him reclaim the spotlight he deserves.
6
Chiikawa
Character by Doga Kobo; Based on the Manga by Nagano
Chiikawa may look like a typical blob-shaped mascot, but these pastel-toned critters come with an unexpected emotional depth. Originating from a manga series, Chiikawa and friends often face minor existential crises wrapped in cuteness. Their silent struggles with daily life, work, and fear resonate with young adults navigating a stressful modern world.
The contrast between their squishy designs and emotional nuance makes them feel uniquely authentic. Chiikawa merchandise is already wildly popular in Japan, but their storytelling potential and distinct tone set them up for international breakout success. They are the mascots for an anxious generation as they are rcuddly on the outside, contemplative on the inside.
5
Hikonyan
Character by the City of Hikone; Inspired by Hikone Castle’s 400th Anniversary
Hikonyan is the ultimate success story of local mascot branding. Designed to commemorate the 400th anniversary of Hikone Castle, this samurai-helmet-wearing white cat quickly became a sensation. With his sweet demeanor and historical ties, he helped revive tourism and the economy in a small city, which is no small feat for a costumed feline.
His appeal lies in blending traditional Japanese history with the eternal cuteness of cats. Hikonyan frequently appears in live events, waving to children and striking poses like a true celebrity. He may not have Hello Kitty’s global reach yet, but he is arguably more culturally grounded, and just as adorable.
4
Rilakkuma
Character by San-X; Created by Illustrator Aki Kondo
Rilakkuma, which literally means “relaxed bear,” might be Japan’s most chill mascot. This lazy, honey-colored bear shows up uninvited to a young woman’s apartment and proceeds to do… absolutely nothing. His love of lounging, snacking, and avoiding responsibility makes him a relatable figure in an overworked society.
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Though not as aggressively commercial as Hello Kitty, Rilakkuma has carved out a devoted following. His mellow vibe, combined with beautifully soft merchandise, makes him the mascot equivalent of a warm blanket. In an age of hustle culture, Rilakkuma is a plush protest, and fans love him for it.
3
Milk and Mocha
Characters by LINE Corporation; Designed by Jaems Phumphitphibul
Milk and Mocha are a gentle, loving bear couple who first gained traction in digital stickers and comics. Milk, the white bear, is shy and affectionate, while Mocha, the brown bear, is more assertive yet deeply caring. Together, they embody the kind of wholesome romance that’s hard to resist.
Their tender interactions and minimalistic style have made them a hit on social media, particularly among those who adore slow-paced, emotionally affirming content. Despite their growing fanbase, they remain underexposed in Western markets. With the right push, Milk and Mocha could easily melt hearts across the globe.
2
Bubu and Dudu (aka Browny & Bear)
Characters by B.Duck Studio; Popularized via Animated Stickers
Bubu and Dudu, also known in some regions as Browny and Bear, represent a slightly snarkier, sassier take on cute mascots. These two characters are inseparable lovers who love to tease each other while clearly sharing a deep bond. Their antics often play out in chat stickers and animated shorts that have viral potential.
Their designs are soft and expressive, perfect for conveying a wide range of emotions with minimal effort. While they have not yet hit Hello Kitty–level brand saturation, their dynamic duo energy gives them the kind of buddy appeal that could make them a household name in the right media landscape.
1
Totoro
Character by Studio Ghibli; From the Film My Neighbor Totoro by Hayao Miyazaki
Totoro is not just a mascot, he is a cinematic legend. First introduced in Studio Ghibli’s My Neighbor Totoro, this large, fluffy forest spirit embodies nature, wonder, and childhood magic. With his giant grin and umbrella-riding charm, Totoro has become an unofficial ambassador of Japanese animation.
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While Totoro enjoys widespread recognition, he is still more closely associated with film than as a merchandising icon like Hello Kitty. But with plushies, statues, and even buses modeled after him, Totoro has quietly become a beloved figure worldwide. His serene energy and enduring appeal make him a strong contender for the mascot crown.
Created by
Yuko Shimizu
First Film
Hello Kitty: Cinderella (1989)
Latest Film
Hello Kitty in The Sleeping Princess (1991)
First TV Show
Hello Kitty’s Furry Tale Theater (1987)
Latest TV Show
Hello Kitty: Super Style! (2022)
AloJapan.com