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

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The number of WEB searches and SNS posting of In June 2014, "Peccary" has held a charity music concert
Figure#2 WEB Search (by Google Trends) and SNS posting (by Kuchikomi@kakaricho) on "Peccary"
100
80
60
Jan-2013
Documentary program "Story of struggling Latin American
Yuru-Chara" is broadcasted nationwide on NHK
Nov-2012
"Yuru-Chara Summit in Hanyu" first participation
and Coverage on major TV programs
Jun-2014
"Hiroko Moriguchi × Peccary Charity
Live" at Hanno, Saitama Pref. celebrating
the 25th anniversary of SANE
Search
SNS posting
Dec-2015
Hosted "ANIKURI", the world's
first mascot event at exclusivly
reserved Zoo
40
20
0
*Total by week. Standardized the week with the highest number as 100
"Peccary" has decreased along with slowing down of
"Yuru-Chara" boom after 2016, and awareness of
"Peccary" remains at a low level at 4% nationwide and
10% in local Okayama as of February 2017. However,
the likability is particularly high at 66% among those
who are aware of "Peccary", especially attracting strong
support from adult group ranging from 35-49 years old
male and female and the high social networking group
(Figure#3).
Figure#3 Awareness and Likability of "Peccary"
Aware
ness
Based on "Peccary"
Awareness
Likabil
ity
Core-
Likability
Men and women 3-
74 year old
4.0 65.9 10.4 4500
〔Demographics Profile〕
Men 20-34 9.7 61.4 11.4 452
Men 35-49 5.3 76.5 5.9 318
Women 20-34 4.3 73.7 15.8 446
Women 35-49 3.3 80.0 10.0 303
〔Social technographics Profile〕
Creators 14.2 74.3 25.7 247
Critics 14.2 78.8 9.1 232
〔Geographics Profile〕
Okayama Pref. 10.0 71.4 28.6 70
Hiroshima Pref. 2.7 33.3 0.0 111
Kagawa Pref. 9.4 100.0 0.0 32
Ehime Pref. 9.8 50.0 25.0 41
*ADK character power research 2016-2017 (Conducted
on 4,500 men and women between 3-74 years old
nationwide in February 2017)
III Acting as Bridge between Japan and Latin
America
In the spring of 2013, Ecuadorian media has warmly
welcomed home "Peccary" in national costume nestled in
the Andean Plateau and has broadcasted it favorably
when "Peccary," self-claimed "Yuru-Chara Ambassador
of Ancient Ecuador" visited Ecuador. The documented
records of the visit have been put together and published
as a fan book in Japan. The book helps promote Ecuador.
n
with Japanese pop music singer, Hiroko Moriguchi and
local mascots to commemorate the 25th anniversary of
SANE, an NPO that supports children in needs in
Ecuador. Ecuadorian Ambassador and Embassy staff has
also attended such events and collaborated to convey
local attraction and specialties of Ecuador. Towards the
100th anniversary of diplomatic relations between Japan
and Ecuador in 2018, "Peccary" keeps itself busy by
collaborating with local mascots to release CD album,
holding charity concerts and promoting "Exhibition of
ancient Ecuador time" in Japan.
IV Observation
Following five factors can be stated why Peccary’s rapid
increase of number of core Japanese fans, and welcoming
by Ecuadorian.
1. There is an atmosphere of accepting mascots in Latin
America as people believe in "animism" that all
things have spirits from ancient times, and cultural
and spiritual fundamentals are similar to Japanese.
2. In Japan, admiration and interest for Latin American
ancient civilization and nature continues since 1970s.
3. At the time of Peccary’s birth in 2012, Japan has
been at the height of feverlish "Yuru-Chara" boom
when TV programs, newspapers and WEB news
covered new unique mascots every time one
appeared.
4. "Peccary" has created "Clay Figure Club” and given
Clay Figure Club name to Twitter followers,
performed daily interactive exchanges, released
newsletter and carried out interexchange with fans
and dispatched information continuously.
5. "Peccary" has attracted overseas fans with its movies
of singing Spanish and English songs, and has
differentiated itself from other amateurish local
mascots by professional singing performances on
stages.
Director Morishita has already announced 22 mascots
incorporating motifs of from his Latin American
collections naming "Peccary and Friends" (Figure#4),
among which three mascots of Columbia, Dominica, El
Salvador and their costumes have been introduced in
193