Social and Political Use of ‘Kawaii’: The Case of Yadon and the Kagawa Prefecture
Yadon ヤドン is the Japanese name of Slowpoke, one of the 151 Pokémon belonging to the first generation of small monsters. Pokémon is a brand and media franchise that began as a game created by Satoshi Tajiri in 1995 and has been extremely successful all around the world ever since. Pokémon has become one of the most prevalent trends in contemporary Japanese popular culture and has grown into a valuable partner for collaborations and advertisement. Especially in Japan, pocket monsters are strategically chosen as mascots for brands, events, special envoys or even governors. One example is the nomination of Pikachu (together with Hello Kitty) as a representative of the Expo Osaka in 2025. Pikachu’s title as ‘Special Envoy’ was officially announced during a press conference on September 28, 2017. Another instance, in which a Pokémon is used in political and social matters, concerns the Kagawa Prefecture and will be presented below.
An Example of Scientific Research on the Phenomenon of Pokémon
In recent years, Pokémon have been studied as a phenomenon of Japanese popular culture; many a scholar has published books about their cultural and economic relevance in Japan. One such example is the work written in 2016 by the anthropologist and historian Shin’ichi Nakazawa 中沢新一 (1950–). The book is entitled The Mythology of Pokémon and investigates the invisible mechanisms that made these fictional creatures so popular. It explains the psychoanalytical and mythological reasons for Japanese people to relate these monsters to their cultural upbringing, as well as the additional features which make this product fascinating for Westerners. The author’s arguments are based on anthropological theories such as the one expressed by the French ethnologist Claude Lévi-Strauss (1908–2009) in his book The Savage Mind written in 1962. According to The Savage Mind, human beings exhibit untamed behaviour related to their instinctive wild nature that Lévi-Strauss describes in terms of a primitive and savage mind. This notion of wild and savage is strongly present in the concept of Pokémon, where the creatures are found in the wild and caught (hunted) with a tool: the Poké Ball. What makes the whole idea even more appealing and likable by a larger audience is the fact that most of the creatures look cute – kawaii. What I discuss in this article is an example of the social use of a Pokémon and its kawaii features by showing how Slowpoke was instrumentalised by Kagawa prefecture.
Slowpoke, Yadon ヤドン in Japanese, from the animated series Pokémon.
Yadon as Empathy Generator, Commercial Tool and Political Strategy
In 2018, on April Fools’ Day, the Kagawa Prefecture Tourism Association released a new video on their YouTube profile. It was a four-minute announcement of the new name of the prefecture along with the nomination of a new governor. Kagawa is a Japanese prefecture typically known for their delicious udon (a type of thick, wheat-flour noodle), which makes it an ideal destination for domestic and foreign tourists. The video starts with a speech by the Tourism Department Chief who announces the new name of the prefecture, Yadon-ken, which translates into Slowpoke-prefecture. Next, the newly appointed governor (chiji 知事) Slowpoke is welcomed on the stage for an official talk. The hippopotamus-like creature does not say a word and the commentator states that ‘沈黙は金’ (silence is golden), while praising it to be ‘all about action’ rather than words. Finally, they introduce brand-new items dedicated to Slowpoke, such as ‘Yadon no Udon’ ヤドンのうどん (the udon of Slowpoke) as well as other snacks and gadgets. It is undeniable that this video evokes a feeling of cuteness in the viewer: the design of the creature – round, pink, with wide vacant eyes and curled ears – as well as its naïve and harmless manners. Furthermore, Yadon is clumsy and does not seem to be particularly drawn to verbal communication or specific physical interactions; it is merely standing there in the guise of a kawaii governor for Kagawa prefecture.
Kagawa Prefecture Tourism Association: An announcement from Udon-ken（April 1, 2018).
Despite initially being an April Fool, it seems like the advertisement campaign and the events (serving mainly entertainment) organized in the name of Slowpoke and the Yadon prefecture are numerous and still ongoing. The official website of the Yadon project (Yadon Paradise in Kagawa ヤドンパラダイスin香川) and their official Twitter channel, supported by the Kagawa Prefectural Government, announce the monthly events and inform about the release of new Yadon brand products. An official announcement from April 2018, prominently placed on their website, states that Yadon is now an executive member of the promotional team for Kagawa prefecture.
There are many reasons why we should consider this social phenomenon an empathy generator. Through a series of links with the concept of cuteness – kawaii – the Kagawa Prefectural Government created an environment where Yadon stands as the cute representative of their prefecture. The fact that Yadon sounds very similar to their famous udon is an indicator of the humorous attempt of combining a cute visual experience with a gourmet experience. The udon they sell under the Yadon brand are bicolour: half white and half pink, the colours of Slowpoke. In fact, in the Pokémon world, Slowpoke tails (the so-called おいしいシッポ) are considered one of the most sought-after delicacies, which is why the figure of Yadon fits well into a region known for its traditional tasty dishes. Eating together is a social act and enjoying a cup of Yadon no Udon at the same table enhances the empathy of the group towards the same product presented by a cute mascot. Another example of empathy generation is the implementation of 17 unique personalised manholes in cities all around the Kagawa prefecture. Each manhole has a unique design that features Yadon and a characteristic spot in the city or in the region surrounding it. For example, the manhole in Takamatsu shows Yadon lying in front of a bridge resembling the Engetsuki Bridge, a popular scenic spot in the countryside. Tourists and travellers enjoy finding these manholes and taking pictures which they post on social media, blogs, and in videos. During the past two and a half years, Kagawa prefecture has created a strong social and commercial image for their prefecture around the figure of Yadon with the subtle intent of maintaining group harmony by generating emotions (of cuteness) and creating a strong commercial brand.
Pokémon vending machine in Kagawa Prefecture released by ITO EN in 2021. There is one special feature about them: the vending machines become free of charge in case of emergency, which happens often in Japan due to natural disasters (such as earthquakes or tsunami).
Moreover, the kawaii presence of Yadon is occasionally employed by the Kagawa government during some events entrusting it with the role of a leading promoter of the prefecture during press conferences, political gatherings, and social events. It is, thus, part of the political strategy of the prefecture to appear as a cute, harmless government in the eyes of its citizens and to soften the serious and resolute approach usually taken when dealing with political matters. In this regard, the presence of kawaii is strategically enacted by political and commercial bodies in order to reduce the distance between corporations and clients and to present politicians as non-threatening and likeable. Instead of confronting and arguing, the instrumental and profitable presence of such cute mascots in a political environment transforms political authority into a fetish of consumption while entertaining the masses and dispelling negative associations.
Japan is one of those countries where mascots are used in all instances. They are representatives of commercial brands, political parties, prefectures, cities, events, and much more. Instead of transmitting a feeling of awkwardness and mistrust, which would most likely happen in many European countries, it is a fundamental tool for creating a sense of social coalition and for establishing a community around it. The advantages are also economic (the sale of products branded with the mascot) and political (the mascot conceals or denies the issue of authority). The case of Yadon and Kagawa prefecture is a clear example of how the government – in collaboration with the Tourism Association – managed to institute a symbol of cuteness that derives from an internationally popular media franchise, which cleverly works as an empathy generator, commercial tool and political strategy.
Written by Luigi Zeni