IP business賞、初開催 企業2社が募集背景を語る

What happened

The first IP business Award was held, with two sponsoring companies—Yanmar Brand Asset Design and Japan Post Bank—sharing their motivations for participating. Yanmar noted that its long-established character "Yan-bo Ma-bo" has declining recognition among younger generations despite broad awareness in older age groups. Japan Post Bank, which delivers services through post offices nationwide, sought to boost corporate recognition through the award.

Why it matters

Both companies view IP and content as increasingly important areas for Japan's future, yet face distinct challenges in building or sustaining brand awareness. For manufacturers and financial institutions operating in Japan, the award signals a shift toward recognizing creative approaches to character and IP activation as a strategic business tool.

What to watch

The inaugural award received 401 total submissions. The two companies highlighted how they are rethinking the value and potential of their own IP assets—Yanmar's established character and Japan Post Bank's newly created character "Hariccho"—suggesting where corporate sponsorship priorities may be shifting in the IP sector.