Popular Japanese retail chain, Daiso, has introduced its official character, efficiently named "Daizou". This comes as part of the company's promotional activities and aims to connect with consumers on a more personal level. "Daizou" resonates with the Japanese trend of creating notable mascots for organizations, stores, and even governmental bodies. More details about the new mascot's role in the company's strategy have yet to be revealed.

In Japan, mascots or "Yuru-chara" as they are locally known, serve pivotal roles in connecting organizations, prefectures, and corporations with the public. They often represent a unifying element and have a significant social impact, creating a light-hearted and friendly identity for entities they represent. Furthermore, mascots like Daizou also fuel the economy by driving sales of merchandise branded with their image.

In the US or EU, mascots are common, but usually limited to sports teams, fast food chains, and some tech companies. The extensive use of mascots across sectors, including government bodies and cities, like that in Japan, is not as prevalent in the West.