Japan is famous for its gotouchi yuru-chara (ご当地ゆるキャラ) – cute, cuddly mascots created by towns, cities or prefectures to showcase local pride. These characters often star in local festivals, tourism ads, and even on product packages. In fact, “Yuru-chara” are officially designed by local governments to promote local products and tourism. Every region has its own. For example, Kumamon (熊本県), Funassyi (船橋市), and Gunma-chan (群馬県) became famous nationwide. You’ll see yuru-chara on brochures, posters, T-shirts and snacks everywhere.
- Tourism & Promotion: Many yuru-chara tour events to greet visitors and fans.
- Local Products: You’ll find their faces on regional souvenirs and packaging, linking the character to local treats and crafts.
- Festivals & Events: Mascots often appear in parades or photo-ops at regional festivals, attracting families and publicity.
Meet Shimanekko (しまねっこ), Shimane’s Official Mascot
Shimane Prefecture’s own mascot is Shimanekko (しまねっこ) – sometimes affectionately spelled “Shimanecco” in English. She’s a cheerful yellow cat character who embodies Shimane’s culture and landmarks. According to Shimane’s tourism board, Shimanekko is a cat “dressed as a Shinto shrine”, complete with a miniature shrine roof for a hat and a sacred shimenawa rope around her neck. In other words, Shimanekko’s design directly evokes the famous Izumo Taisha shrine in Shimane. A few fun facts about Shimanekko’s design and role:
- Shrine Roof Hat: Shimanekko wears the Izumo Taisha shrine’s distinctive roof on her head.
- Shimenawa Scarf: She sports a shimenawa (sacred straw rope) around her neck, a symbol often seen at Shinto shrines.
- Friendly Personality: Her age and gender are unspecified – just a smiling, friendly cat who loves Shimane. She appears at many local events in Matsue and beyond.
Together, these features make her instantly recognizable. In short, Shimanekko is “bright and cheerful,” and you’ll spot her everywhere in Shimane’s tourism efforts. (For more details, check out Shimanekko’s official profile on Shimane’s tourism website しまねっこの部屋.)
Shimanekko on Souvenirs and Local Goods
Shimanekko is a hit with visitors, and she pops up on many Shimane souvenirs and products. Her cute image helps promote local specialties. For example, take Shimanekko Ningyoyaki, a little custard-filled cake shaped like a cat. The box (pictured below) is bright yellow with Shimanekko’s face on it – even the inside of the box has a map of Shimane. These fluffy Ningyoyaki cakes (made by Nakaura Shokuhin) are sold as Shimane souvenirs, and kids and adults love that they look like tiny Shimanekko figures.
Another popular treat is “Shimanekko Quiz Challenge” cookies. This boxed set of bite-sized cookies comes with Shimane trivia printed on each packet, along with Shimanekko’s smiling face. (For example, one cookie wrapper asks “How many types of sea turtles live in Shimane?”) It’s a fun way for visitors to learn about Shimane while snacking. In general, you’ll find Shimanekko on anything from printed magnets and keychains to T-shirts and plush toys. The official Shimane tourism shop (and even airport shops) carries all sorts of Shimanekko-themed goods – a friendly keepsake of your Shimane visit.
From Tourism to Packaging: Shimanekko Everywhere
Shimanekko isn’t just for sweets – she’s woven into Shimane’s branding. In fact, the Shimane tourism board encourages businesses to use Shimanekko’s design on their products and publicity materials. The idea is to raise awareness of the mascot and of Shimane itself. So local companies often feature her in marketing. One exciting example: Matsue-based food maker Nakataka Co., Ltd. (famous for Izumo soba buckwheat noodles and Matsue ramen) will soon put Shimanekko on its packaging. The new ramen and soba packages will proudly display the cat mascot, linking Nakataka’s products to Shimane’s identity (and delighting fans of local character collaborations). This kind of collaboration is a natural fit – after all, Shimanekko’s image on a package instantly signals “authentic Shimane” to shoppers.
Looking around Shimane, you really see Shimanekko everywhere: at train stations, in guidebooks, even dancing in advertisements. For travelers interested in Japanese culture, spotting these mascots is part of the fun. To learn more, check out Shimane’s official tourism sites – for example, the official Shimanekko profile page on the Shimane tourism website – and keep an eye out for this adorable cat when you visit Shimane!
Sources: Official Shimane tourism information and local goods guides.