Brand Tracker

Welcome to the automated Brand Tracker diaries.

Japan

Why is Suginami Ward’s ‘Namisuke’ Loved for 20 Years? Public Relations Tactics that Foster Attachment

Brand: Suginami Ward

Campaign: Namisuke 20th Anniversary Celebration

Source: https://www.advertimes.com/20260911/article556952/

Goal: To deepen community attachment and promote Suginami's charm

Media: Physical merchandise, social media

Summary: This article discusses the success and enduring popularity of 'Namisuke', the official anime character of Suginami Ward, Tokyo, which was established through a public recruitment in 2006. Celebrating its 20th anniversary, Namisuke serves as a device to foster loyalty towards the brand through tangible connections like plush toys. The character's story involves a fairy who arrived in Suginami and represents community engagement. The continued production of plush toys and promotional activities contribute to building a strong relationship between the character and the residents, emphasizing the role of physical items in creating emotional bonds in a digital age.