Japan is full of yuru-chara — over 1,500 officially recognized characters. The Japanese prefecture Osaka is so overrun with them that in 2014 there was even a scare that the government would forcibly retire some of them.

Japan’s human population, however, is rapidly declining and aging, particularly in Nyango Star’s hometown, Kuroishi City, a rural farming community in Japan’s northern prefecture of Aomori. The population there is decreasing at more than two times the national average as older generations die and younger generations migrate to cities.

Yuru-chara are great for local municipalities like Kuroishi, because along with being a source of regional pride, they promote tourism and help generate revenue. That’s why Kuroishi’s mayor, Ken Takahi, thinks Nyango Star can help save the town's economy.