Decoding Hello Kitty's Identity

In the US, mascots are used to pump up crowds at sporting events, or for traumatizing generations of children at Chuck E. Cheese, but in Japan it’s different. There are mascots for towns, aquariums, dentists' offices, even prisons. There are mascots in cities that tell people not to litter, or remind them to be quiet on the train. Everything has a mascot and anything can be a mascot. The reason why mascots and character culture flourish in Japan is connected with the nation’s fascinating history with mythical monsters known as Yokai.

Return of the Yokai

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