Most countries that are campaigning for the Olympics and other international sporting events use an animated character to represent their campaign. For the FIFA World Cup in 2018/22, Japan has chosen to use a brand that has already been created and used for an unrelated purpose.
Astro Boy, a movie character, has been chosen by Japan as the official brand for its FIFA World Cup bid. This is particularly interesting because Japan is intentionally choosing a character that will appeal to children now. These children will be the adults that are going to be watching the FIFA World Cup by the time the games occur. They are intentionally choosing a brand that will grow with its fans. According to Phil Butler,
Japan is very proud of the Astro Boy character because he a lovable and carries a hopeful message. Japan's choice of Astro Boy is significant because he wasn't developed for the sole purpose of the FIFA World Cup, but is being taken from a movie studio.
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