Japan to Market Customs Mascot Merchandise

The Japanese Finance Ministry has initiated plans to permit the production and sale of merchandise featuring Custom-kun, the official mascot of the country's customs department. This initiative aims to enhance public familiarity with customs operations through the distribution of character-themed products, including plush toys and stationery.

Custom-kun, who was introduced in 1993, takes inspiration from the drug detection dogs employed at customs facilities and is characterized by his distinctive rounded shape. Previously, items featuring Custom-kun were given away for free at public relations events, though they primarily reached audiences already interested in customs matters.

A ministry representative stated that selling Custom-kun merchandise at airports and ports could facilitate interactions with a broader audience, including those who might not have previously engaged with customs services. By making these goods available as souvenirs, the ministry hopes to reach new segments of the public.

In line with this initiative, the Finance Ministry launched an Instagram account for Custom-kun in October, showcasing images of plush toys participating in various travel experiences and events. The ministry aims to encourage public participation in an Instagram campaign coinciding with the merchandise launch, inviting fans to share their experiences once the Custom-kun toys become available for purchase.

This marketing strategy reflects a growing trend among government agencies to leverage popular culture and character branding to foster a more approachable image and enhance public engagement with official services. Through the sale of Custom-kun goods, the Finance Ministry hopes to build a positive connection with the public, making customs not only more relatable but also a part of memorable travel experiences.