ABSTRACT
What does a mascot have to do with authenticity? For some Japanese cities, there is the hope that a city mascot (Yuru-kyara) might be an inexpensive, low barrier means of promoting their communities, in a way that also resonates with local citizens. There is also the related hope that a mascot might compensate for a lack of perceived authenticity. This chapter discusses the mascot phenomenon in Japan, and examines its link to authenticity as well as its success (or not) in promoting the city to visitors from outside.
