Overview

The Tokoname Tourism Association is launching a year-long 'Tokonyan 20th Anniversary Year' campaign from August 1, 2026, to July 31, 2027, to commemorate the 20th birthday of 'Tokonyan,' Tokoname City’s most famous maneki-neko (beckoning cat), on March 28, 2027.

June 11 marks 100 days before the 2026 Aichi-Nagoya Asian Games and Asian Para Games. Tokoname, the home of maneki-neko, welcomes many Asian visitors daily who come to see or purchase these figurines. Using this timing when many visitors are expected, the association aims to use the anniversary year to link to increased tourism, visitor circulation, and consumption across Tokoname.

Tokonyan has been beloved by many tourists as a guardian of the 'Ceramics Walk.' Rather than just a commemorative event, the 20th anniversary will be developed as an effort to enliven the area with 'All-Tokoname' cooperation involving local businesses, tourism facilities, and the community.

About the guardian cat 'Tokonyan'

Tokonyan is a giant maneki-neko set up on March 28, 2007, to watch over Tokoname, the city of pottery. It is famous for its giant face, 3.8 meters tall and 6.3 meters wide, and is a key photo spot representing Tokoname, popular among visitors from Japan and abroad.

Campaign Schedule

① Original merchandise production/sales (planned for Summer 2026) - Tokonyan x Chubu Centrair International Airport collaboration goods - Tokonyan x Hello Kitty collaboration goods

② Collaboration with local businesses Planned development of limited menus and products in partnership with local eateries and businesses. Participating businesses include Tokoname.com, Craft Kobo Clear, Umioto Kitchen, Okuramochi, and Hills house second, among many others.

③ Tokonyan Light-up Special light-up planned for one week from December 18 to December 25, 2026, marking 100 days before the birthday.

④ SNS Campaign SNS giveaway campaign planned to start from February 22, 2027 (Cat Day).

FACT BOX

  • Source: PR TIMES
  • Category: キャンペーン