Is simply "using" IP meaningless?

My name is Mizoguchi, and I usually work in project management.
Many of you have probably seen successful examples of using IP (intellectual property), especially characters and other works, on television and elsewhere.

However, when companies actually try to create their own character, they face the challenge of realizing its difficulties. Even after creating a mascot costume, producing posters and promotional items, and actively promoting the character both internally and externally, it's not uncommon for the character to be almost completely forgotten after six months.
You might think, "But I went to all the trouble of creating it," but creating or using a character doesn't directly lead to success.
So, what is truly important in that situation?

This time, I'll talk about my experience in utilizing characters and works.

 

Did that character not catch on?

First, the starting point is to determine what stage the character or work is currently at and what purpose it will be used for.
There are all sorts of characters and works; some are nationally popular, others are characters that are just starting to gain recognition, and some are even original mascot characters created by our own company.
If it's a popular work, you can expect it to attract customers, and if it's your own character, there's a possibility it can be nurtured as a corporate asset.

What I consider important is being able to clearly explain "why that particular work, and why that particular character."
Using something simply because it's popular or because you created it won't allow your work or character to reach its full potential.
It's important that the work itself conveys a unique value and allows viewers to feel its connection to the place or company it represents.

Utilizing characters isn't just about choosing characters; it's also about designing experiences that allow people to feel a connection with the characters and the places they're in.
I myself have come to realize its importance through my involvement in numerous projects.

 

Beloved characters grow through relationships.

Manga series that have built long-standing relationships with their respective regions are a good example of this.
Works and characters that become the subject of pilgrimages by fans, or that are deeply rooted in a region and beloved by its residents, naturally have a connection between the world of the work and the memories of the region.
It is because of the welcoming relationship with the local community that visitors can naturally accept the experience.

What these examples have in common is that the reason "why it's here" is conveyed naturally.
Popular works have the power to attract people, but without that connection, only the work and its characters will remain in people's memories.
If the experience ends with just the memory of "I met that character," it doesn't contribute to the value of that place or brand.

The same applies to our own company's characters.
Characters that employees aren't interested in are unlikely to spread outside the company. What kind of company do you want to be, and what do you want customers to feel through that character?
First and foremost, one indicator of a company character's development is that employees empathize with it and develop an attachment to it to the point where they think, "I'd like to buy merchandise if it were available."

If you're considering using famous works or characters, it's a good idea to clarify whether they could be replaced by other characters or whether there's a compelling reason to use them in this particular work.
If similar effects can be expected with other characters, there might be room to reconsider the plan.

If you're developing your own company character, why not take some time to reconsider "what do we want our customers to feel through this character?"
Will everyone involved be able to understand and appreciate that sentiment? If you find yourself struggling to find the right words, it's worth pausing and thinking about it.

I believe that characters and spaces only gain value when they are loved. That's why I want people to seriously consider the "reason for using" them.