The craze for Japanese mascots has reached such a level that the country has now literally hundreds of these little characters. Every region, city, company, even firefighters and the army, all have their mascots.
The economic stakes have become so high that a dedicated festival was created: the Yuru Chara Grand Prix. Over the years, Yuru Chara, meaning mascots in Japanese, have become more than just marketing tools, they are now deeply rooted in the society at large.
This film delves into this singular phenomenon.