Pan-Pacific Conference XXXIV. Designing New Business Models in Developing Economies

Cultural exchange made between Japan and Latin America led by characterized
ancient cultural heritage as a Friendship Ambassador
Tomoyuki Nozawa
ASATSU-DK INC. (ADK)
nozawa@adk.jp
ABSTRACT
While Latin American countries are located
geographically the furthest from Japan, Japan expects to
reinforce the relationship with these countries as the
supplier for abundant resources and foods.
Peccary, created in 2012 by characterization of ancient
Ecuadorian clay figure collected by the grandfather of the
director of Latin America Art Museum in Japan, received
spotlight in Japan and Ecuador. Cultural and economic
exchanges utilizing Japanese character culture has
already started towards 100th anniversary of Ecuador and
Japan's diplomatic relations in 2018, and the trend is also
expanding in other countries such as Colombia,
Dominica, El Salvador and Israel.
In this paper, activities of Peccary are focused and the
cultural and economic meanings and results are
discussed.
I Introduction
- Relationship between Japan and Latin America -
Bizen City, Okayama Pref. is a regional city known for
the production of "Bizen ware" with a history of over
1000 years. When late Mr. Seiichi Morishita, a
businessman from Bizen City, visited Latin America on
business, he has been attracted by the charm of ancient
American cultural relic and has started collecting local
earthenware which has a rustic taste similar to that of his
hometown. He has opened the BIZEN Latin America Art
Museum in 1975 to show to the public his collection of
ancient civilizations from 10 countries in Latin America
including Inca Maya Azteca.
People’s interest in ancient American culture in Japan
has been triggered by the famous "El Cóndor Pasa"
covered by Simon & Garfunkel in 1970 and
unprecedented supernatural boom represented by UFO
and ESP at the time of the museum opening. It also
coincides with the period when TV animation and drama
for children incorporating the idea of Inca civilization
and El Dorado legend has been broadcasted in Japan.
The supernatural boom has gradually calmed down while
Japanese interests in Latin American culture has certainly
continued.
II Birth of "Peccary", Latin America Art Museum
PR mascot
BIZEN Latin America Art Museum has been suffering
from attracting visitors due to inconvenient access to the
museum and poor recognition while it is the only Latin
American archeological museum with many precious
remains displayed in Japan.
In order to solve the problem, Mr. Yasuyuki Morishita,
the grandson of Seiichi Morishita and graduate of
National Autonomous University of Mexico has given
birth on October 9, 2012 to "Peccary" being applied the
model of Javelina Ancient clay figures made in Ecuador
around Cholera culture (1200 BC ~ 200 BC) from its
collection as a museum PR mascot (Figure#1).
"Peccary" has marked a debut by participating in local
Figure#1 Ecuadorian Ancient clay figure,
"Peccary" illustration, costume
(From left to right)
mascot event "Yuru-Chara summit in Hanyu 2012", the
biggest such event in Japan and has attracted audiences’
attention with its distinctive appearance unlike other
characters. The plot of "Peccary" found in Ecuador and
brought to Japan by "Captain José", disguised by its birth
parent Morishita dressed in captain costume has soon
become a topic on nationwide TV news and WEB.
Its unexpected abilities of beautiful singing referred to as
"angelic singing voice" and trilingualism of Spanish,
Japanese and English, has also contributed to its success
and fans have shared its image through SNS and movie
sites every time it appears at major events such as
documentary program on national broadcasting TV, and
serving as a host for local mascot event "ANIKURI" held
exclusively at Okayama Pref. Zoo. From 2013 to 2015,
the number of WEB searches and SNS posting of
"Peccary" has increased (Figure#2).
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