Anyone who's ever visited Japan knows that mascots are practically everywhere, from tiny shops to major corporations. These adorable (and sometimes quirky) characters aren't just for show; they're brand ambassadors, boosting recognition and giving businesses a distinct identity.
However, a recent stir on Japanese X (formerly Twitter) has put one such mascot in the spotlight – and not for good reasons. The character in question is Harashima Rojami, the official face of Rogers, a supermarket chain originating in Saitama Prefecture. A disgruntled user took to social media to criticize a standee of Rojami displayed inside a store, sparking a viral debate.
The whole kerfuffle kicked off when a user posted, "This supermarket's official character is seriously gross. Please, let it get canceled and disappear already." They went on to complain that the character not only emphasizes her "huge bust" but also sports numerous outfits, finding it utterly baffling why a supermarket catering to the general public would use such an 'otaku-bait' design.
For those unfamiliar, let's get you up to speed on Rogers supermarket's mascot, Harashima Rojami. She's been around since the 1990s, with her presence officially expanding to all Rogers stores nationwide around 2018. She even became the face of the supermarket's private brand, "mykai," and her design was officially trademarked in 2019.
The character was actually drawn by "Mr. Harashima," an employee of Hokushin Shoji, the company behind the supermarket. Her art style has a distinct, nostalgic 1980s manga vibe, characterized by her exaggerated large bust and shiny, long black hair. You can spot her almost everywhere within the supermarkets.
Many netizens quickly pointed out that Harashima Rojami has been around for decades, and her presence in Rogers stores has been widespread for years. They questioned why someone would suddenly complain about the character being "gross," suggesting it was a deliberate attempt to chase clout and stir up controversy. One user retorted, "Why should this character be removed just because of your personal preference?" Another critic fired back, "If you don't like the supermarket, just don't go. Why try to rally everyone to boycott and hate the character?"
Even a Rogers employee chimed in, offering, "Feel free to ask any questions, I work there." They confirmed that new illustrations of the character are still being released, and life-sized standees are common, proving she remains a prominent official mascot.
They also highlighted that despite her "busty" design, promotional images generally avoid depicting obvious cleavage – a key characteristic. Historically, the consensus has been that her design walks a fine line, "just barely avoiding controversy." Even foreign tourists have expressed affection for the character, making the "gross" accusation baffling to many.
Of course, social media attacks like this are nothing new. But given that this character has been around for so long, suddenly being targeted for 'cancellation' left many netizens scratching their heads. They slammed the original poster for being completely out of touch, pointing out that Rojami is a seasoned mascot, active for over 30 years!