What Are “Yuru-Chara” in the Fuji Area? | Meet Japan’s Local Mascot Characters

Japan is famous worldwide for its adorable characters like Doraemon and Anpanman. But have you heard of “Yuru-Chara”?

The term “Yuru-Chara” is short for “yurui mascot character”—loosely translated as “laid-back mascots.” These are local characters created to promote specific cities, towns, and regions across Japan, often serving as PR ambassadors.

In this article, we’ll introduce the unique Yuru-Chara of the Fuji area, one of Japan’s most iconic and most visited tourist destinations.

The Fuji Area includes:

• Fujiyoshida City
• Oshino Village
• Yamanakako Village
• Narusawa Village
• Fujikawaguchiko Town

What makes this region especially fun is that its mascots are full of creativity and personality. Let’s dive in and meet the charming Yuru-Chara of the Fuji area!

Fujiyoshida City | Saori-chan

Saori-chan is the PR mascot character of Michi-no-Eki Fujiyoshida (Fujiyoshida Roadside Station), located in the Fuji Area.

Her design reflects the essence of traditional Japanese “wa” culture, with her hairstyle inspired by the beautiful shape of Mt. Fuji.

At Michi-no-Eki Fujiyoshida, you’ll find a variety of original Saori-chan goods, which are popular souvenirs among visiting tourists. She plays an important role in promoting the charm of Fujiyoshida and is expected to continue as a beloved symbol of the region.

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Oshino Village | Hiichi Family

The official mascot of Oshino Village in the Fuji Area is the Hiichi Family, a warm-hearted group of seven characters: grandfather, grandmother, father, mother, older brother, older sister, and baby.

For now, they mainly appear on the official Oshino Village website, but future plans include merchandise development and appearances at local events, where they will continue promoting the charm of Oshino Village as a family.

What is “Hiichi”?
quote：https://www.vill.oshino.lg.jp/page/1600.html

The name comes from a traditional triangular cloth decoration found in Oshino Village and the Mt. Fuji area, often displayed during the Koshogatsu (Little New Year) or at private homes. These ornaments carry wishes for family safety, business prosperity, and good health.

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Narusawa Village | Narusika-kun

Narusika-kun is the mascot character of Narusawa Village in the Fuji Area. Inspired by the Japanese serow (a goat-antelope native to the region) and the village’s famous cabbage harvest, his design reflects both local wildlife and agriculture.

His sparkling starry eyes are modeled after the clear night skies of Narusawa Village, adding to his charming and memorable look.

Narusika-kun is an active presence at local events, enthusiastically promoting the village and its natural beauty. As a beloved symbol of Narusawa, he highlights the area’s connection to both rich nature and delicious highland vegetables.

Want to know more about Narusawa Village? Click here!

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Fujikawaguchiko Town | Fujipyon

Fujipyon is the cheerful and energetic mascot of Fujikawaguchiko Town in the Fuji Area. This playful rabbit character is known for being free-spirited and full of energy, often making surprise appearances at events.

Her most distinctive feature is her face shaped like Mt. Fuji, with adorable round eyes that capture everyone’s hearts.

Fujipyon was born in 2013, the same year Mt. Fuji was inscribed as a UNESCO World Cultural Heritage site, and has since become a beloved symbol of the town. With her lively personality, she actively participates in events all across Japan, winning fans not only among rabbit lovers but also among countless visitors.

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Yamanakako Village

No Official Mascot

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Summary

In this article, we introduced the unique Yuru-Chara (local mascots) of the Fuji Area.

One of the fun parts of exploring Yamanashi is spotting these mascots on souvenirs, in local shops, or even around town. For example, Narusika-kun from Narusawa Village is often featured at Michi-no-Eki Narusawa, giving you plenty of opportunities to meet him in person.

At JAPANOPIA FUJI+, we also highlight many other Yuru-Chara from across Japan in our articles.

Be sure to find your favorite mascot and come visit them here in Yamanashi Prefecture, where Mt. Fuji and its charming local characters are waiting to welcome you!

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