The "2025 Osaka World Expo" is set to officially kick off this April, and the crowds are already looking massive. Plus, its official mascot, "Myaku-Myaku" (ミャクミャク), is absolutely crushing it with a slew of collaborative merchandise, sparking a buying frenzy.
Myaku-Myaku, once slammed as "ugly" when first revealed, is now an absolute sensation! Not only does its merch fly off shelves faster than you can say "Expo!", but at the event venue, fans are lining up for over two hours just to snap a photo with it. The picture book author Kohei Yamashita, who designed Myaku-Myaku, recently sat down with Japanese media outlet Josei Jishin to chat about his thoughts on the mascot, its initial design, and the Expo itself.
Kohei Yamashita isn't just a designer; he's also a prolific picture book author. His design was chosen from a whopping 1,898 entries, but when it was first unveiled in March 2022, the internet went wild with criticism, calling it "terrifying," "super gross," and "something that would make kids cry."
Yamashita chuckled, "Honestly, even I thought it was a bit weird at first (laughs). But the original logo itself was so impactful and memorable, so when I designed the character, I slowly chipped away at the 'weirdness' and injected a touch of 'cuteness.' The trick was not to make it *too* cute – finding that balance was tough. If people first go 'Huh?' and then later think 'Aww, it's cute!', then I know I've succeeded."
Beyond its "creepy-cute" charm, Myaku-Myaku is packed with clever design details. Things like the subtle tweaks to its pupil placement and size, the mouth design, and even some seemingly random poses actually hide thoughtful emotional expressions. Its colors match the logo, making it easy to roll out merchandise, and the mouth design was even considered for future mascot costumes, ensuring the wearer could see out.
▼ With over 6,800 officially licensed Myaku-Myaku products, sales have already rocketed past 11 billion JPY in just two months since the Expo's opening.
▼ And collaborations? They're everywhere! IPs big and small are all clamoring to team up with Myaku-Myaku.
Born in Kumamoto and raised in Kobe, Yamashita has a deep emotional connection to the 1970 Osaka Expo, especially Taro Okamoto's "Tower of the Sun," which holds extraordinary significance for him. Inspired by the face on the back of the Tower of the Sun, he incorporated an "eye" onto Myaku-Myaku's tail – a direct homage to Okamoto.
Yamashita recalled designing Myaku-Myaku during the height of the pandemic, when the Expo's fate was uncertain and his picture book work had stalled. He spent a month sketching daily, discussing ideas with his family, and ultimately chose his favorite from hundreds of designs to enter the competition, hoping the character would bring people strength.
Regarding Myaku-Myaku's current popularity, Yamashita shared, "Just recently at Tokyo Station, I saw a child hugging a Myaku-Myaku plushie, absolutely beaming. I almost blurted out, 'Hey, I designed that character!' (laughs). That moment was pure bliss."
Now, Myaku-Myaku is like a child who has left home to forge its own path, loved and shaped by countless others. Yamashita laughed, "My childhood dream was to have my drawings on a postage stamp. I never imagined Myaku-Myaku would not only appear on stamps but also on commemorative coins, airplanes, and even become the official Expo character. This is truly a once-in-a-lifetime opportunity, and I'll definitely be applying this experience to my future creations."
Regardless of how the Expo itself is ultimately judged, the mascot Myaku-Myaku has undeniably become a historically significant symbol. Its journey from initial backlash to explosive popularity truly showcases the fun and unexpected nature of design.
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via： 女性自身