Japan is a nation filled with numerous characters, and new ones are continually being created. While iconic characters like Hello Kitty and Cinnamoroll have maintained their popularity and recognition for decades, there are new characters rapidly gaining popularity through active social media engagement. One such character is 'Gaopowerroo,' who debuted in 2022 and impressively ranked 21st in the '2024 Sanrio Character Awards.' Let's explore how modern characters communicate with their fans using Gaopowerroo as an example.

New Character 'Gaopowerroo' Thrives Among Veteran Icons

Many people have beloved characters from their childhood that they still adore as adults. Characters like Hello Kitty, who celebrated her 50th anniversary, enjoy widespread popularity due to their long history and the cherished memories they hold for many people.

In this year's 'Sanrio Character Awards,' organized by Sanrio, the top ten spots were dominated by long-established characters with over 20 years of history. This highlights the challenges new characters face in breaking into the top ranks without the advantage of a long history.

Despite this, Gaopowerroo, who debuted in 2022, achieved a remarkable 21st place, showcasing a rapid rise in popularity. Gaopowerroo is a young dinosaur living on Omurice Island (real name: Pawaru). The island is also home to his ghostly best friend, Nezumi Piyo, and other small creatures.

"Although Pawaru is a child, he's very powerful because he's a dinosaur. He positively channels his natural strength to play with everyone and solve problems. He met Nezumi Piyo when he lifted a rock to save him after he got crushed. Many fans are drawn to the contrast between Pawaru's cute appearance and his powerful nature, as well as his slightly silly traits," said the Sanrio Production Team.

Typically, merchandise is crucial for expanding a character's fanbase. However, since Gaopowerroo's debut on X (formerly Twitter) in 2022, there have been no merchandise releases. Instead, the character has gained fans primarily through social media, using illustrations, comics, and hand-drawn animations.

The creation process for Gaopowerroo also differed significantly from traditional Sanrio characters.

"Gaopowerroo was born from a collaborative experimental project between Sanrio and CHOCOLATE Inc. to explore new character development methods. Instead of introducing a fully-developed character, we launched Gaopowerroo on social media and refined him based on the feedback we received. This experimental approach aimed to convey not only the character's design but also its story and world through social media," explained the Sanrio Production Team.

Though often mistaken for a cat due to his appearance, Gaopowerroo has two horns on his head, not cat ears. He has many cute features, like a fluffy belly and soft pink paw pads. However, Gaopowerroo captivates fans not only with his looks but also with his heartwarming relationships and humorous interactions with friends, adding depth to his character and world.

"Many social media responses highlight how seeing Pawaru energizes them. Short videos featuring singing and dancing have become addictive for fans, prompting us to start TikTok and YouTube accounts to focus more on video content. The hand-drawn animation's less excessively cute style has attracted a significant male fanbase," noted the Sanrio Production Team.

While visual appeal is instantly communicative, conveying a character's backstory typically takes time. For example, it likely took years for Hello Kitty's height (the equivalent of five apples) to become widely known after her debut 50 years ago.

In today's crowded character market, capturing core fans with just visual appeal is challenging. A multi-faceted approach using illustrations, comics, and animations on social media has clearly contributed to Gaopowerroo's rapid rise in popularity.

Social media is an effective tool for gathering data due to its wide reach. However, data is not always positive, and managing a character's fanbase healthily can be a double-edged sword.

"Although this project is based on 'growing the character based on social media feedback,' focusing solely on numbers can obscure what’s truly important. It's crucial to consistently convey the essence of what the designer intended for Gaopowerroo, even when managing social media," emphasized the Sanrio Production Team.

Though Pawaru doesn't speak in the manga or anime, sub-characters provide context and act as bridges to the audience. The designer explained:

"Pawaru, being a young dinosaur, primarily communicates with roars like 'Gao Gao.' While the 'little creatures' can speak Japanese, they often chatter in their own language. Despite different languages, they can still communicate because they are friends."

Fans are increasingly drawn to Gaopowerroo's world, where different appearances and languages don't hinder sharing joy, caring for each other, and even laughing together when Pawaru's power surprises them.

Reflecting his rising popularity, Gaopowerroo merchandise is finally being released. The first pop-up shop is now open in Harajuku, Tokyo, at 'Harajuku Box' until July 30. The shop offers merchandise, video displays on large screens, and photo spots. It's exciting to see how Gaopowerroo, born from social media, is expanding into the real world.

Source : ORICON NEWS