For sure, charming mascots and sweet little characters are undoubtedly the key to selling products in Japan. Dairy manufacturer Chichiyasu became aware of its cute character Chiibou’s potential. And, as part of a re-branding process, they gave it more importance. It even became the symbol of the company! A concept now rewarded with a G-Mark. But you probably already know that in Japan, there is a whole universe of cutsie cute characters, trying to lure you into buying all manner of products.