Relationship between Monument Protection and Yuru-Chara: Exploring Kawaii from the Aesthetic Sensibility of Jomon Venus
Relationship between Monument Protection and Yuru-Chara: Exploring Kawaii from the Aesthetic Sensibility of Jomon Venus

Author(s): Mikiko Kojima
Subject(s): Museology & Heritage Studies, Visual Arts, History of Art
Published by: Pécsi Tudományegyetem Művészeti Kar Művészettörténet Tanszék
Keywords: yuru-chara; kawaii aesthetics; Jōmon Venus; cultural heritage; monument protection; regional mascots; archaeology; Hikone Castle; Jōmon dogū; cultural tourism
Summary/Abstract: The study examines the relationship between Japanese yuru-chara mascots, kawaii aesthetics, and cultural heritage preservation. It focuses on how cute regional mascots inspired by historical and archaeological objects can promote monument protection and public engagement with heritage sites. A central example is the Jōmon Venus, a prehistoric clay figurine from the Middle Jōmon period, whose rounded and expressive form is interpreted as an early source of Japanese kawaii sensibility. The author argues that the emotional appeal of kawaii aesthetics creates stronger public interest in historical artefacts and archaeological heritage. The paper presents successful examples such as Hiko-nyan, the mascot of Hikone Castle, which generated major tourism growth and economic benefits for the region. Other mascots, including Chi-bo, Tana, Mi-tan, and Lavie, reinterpret prehistoric Jōmon dogū figurines in modern kawaii form to connect local identity with archaeological heritage. The study emphasizes that yuru-chara mascots function not only as commercial tools but also as cultural intermediaries that make heritage sites more approachable and emotionally engaging for wider audiences. According to the article, kawaii aesthetics can revitalize neglected historical sites by encouraging tourism, merchandise sales, and community participation in heritage preservation. The author also reinterprets the phrase “Kawaii is Justice” as a symbol of how emotional attachment and aesthetic charm can contribute meaningfully to monument protection and cultural sustainability. Overall, the study concludes that the combination of kawaii culture, archaeology, and regional branding offers innovative possibilities for preserving and promoting cultural heritage in contemporary society.

• Details
• Contents