99% Invisible

Return of the Yokai

Jun 24, 2020

Vivian Lay, a producer known for her work on Japanese mascots, discusses the uniquely vibrant mascot culture in Japan. In contrast to the US, where mascots serve specific roles at events, Japan embraces mascots for literally everything—from cities to aquariums. Lay connects this phenomenon to Japan's rich folklore, particularly the mystical yokai like Amabie, which has evolved into a symbol of protection during the pandemic. Their enduring influence on modern culture illustrates how these characters adapt while staying deeply rooted in tradition.

34:06

Creator website

Episode guests

Vivian Lay

AI Chapters

Episode notes

Intro

2min

Japan's Quirky Mascot Culture

3min

The Enigmatic World of Yokai

7min

The Legend of Amabie: A Guardian Against Plague

2min

Yokai: From Displacement to Cultural Revival

10min

Finding Comfort in Folklore Amidst Uncertainty

4min

Decoding Hello Kitty's Identity

7min

Celebrating Arts and Cultural Connections

2min

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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