These kawaii Japanese characters care about SDGs

While various companies struggle with promoting their sustainability activities to achieve the Sustainable Development Goals (SDGs), some have launched a collaboration with Japanese kawaii characters to introduce the SDGs. It might be a great opportunity to know the other side of these characters that you have been a fan of since your childhood.

Hello Kitty

Hello Kitty (Sanrio Co., Ltd.) has collaborated with the United Nations and launched a #HelloGlobalGoals campaign to introduce the SDGs since 2019. Anyone who has visited Japan or at least has been interested in Japanese culture may know her. Hello Kitty has led “kawaii” worldwide and has expanded her fan base since she was born in 1974. The UN aims to promote and spread the idea of the SDGs among young people through this collaboration.

Hello Kitty mainly uploads videos to her Youtube channel, explaining about the 17 goals, especially Health and Well-being (Goal 3), Quality Education (Goal 4), and Gender Equality (Goal 5) as well as Climate Change.

Doraemon

Our famous cat-shaped robot also contributes to changing the world for the better. A Japanese apparel brand Uniqlo has designated Doraemon as a global sustainability ambassador to promote “The Power of Clothing” campaign. It may not be well-known, but Uniqlo has dedicated itself to making a better world by recycling used garments into resources, donating used garments to refugees, providing employees with decent work and so on. Doraemon is now helping Uniqlo to promote its activities as well as promulgating an understanding of the 17 goals.

 

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Rilakkuma

Rilakkuma (San-X), a portmanteau of “relax” and “kuma” (Japanese for bear), was born from a desire to rest. Numerous people from kids to adults have found comfort in him as an oasis of their busy lives. Rilakkuma started a campaign to promote the SDGs in a very relaxing way, naming it “Goyururi (Japanese for lazy and relaxing) SDGs.” He calls on his fans to start where they can and keep doing whatever is good for the world. Rilakkuma introduces sustainability actions in his own words–a relaxing and easy style. Does it sound easier to practice when it says “you have to share your snacks with your friends” rather than “No Poverty”?

Sumikko-gurashi

Another kawaii character from San-X is called Ebifurai No Shippo, meaning the leftover tail of a deep-fried shrimp from Sumikko-gurashi series, which is famous particularly among children in elementary school. Having a sad past, Ebifurai No Shippo determined to encourage everyone to finish their meals completely. Ebifurai No Shippo and his friend Tonkatsu (the leftover fried pork cutlet) and Ajifurai No Shippo (the leftover tail of fried mackerel) hold billboards and wear a sash saying “no leftovers,” which can contribute to tackle food waste issue and Zero Hunger (Goal 2).

 

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While some people say it may cause misunderstanding of the SDGs to collaborate with characters, the data shows that young people in Japan are increasingly aware of the SDGs these days. The progress is not solely because of these kawaii characters’ efforts, but they surely make the SDGs familiar and enjoyable to everyone.