Yakult’s Tsubakuro: From Savage Penguin to Kid-Friendly Mascot? Inside the Team’s Revival Plan

A loss too great to bear

Since Yakult announced the passing of a longtime team staff member who had supported the mascot “Tsubakuro” for many years, the situation on the ground has become unexpectedly chaotic.

“I had heard that his recovery would be difficult, but to think he would pass away so soon it’s just too painful.”

A former Yakult Swallows player who knew the staff member well struggled to find words as he mourned the passing of the person who had supported the beloved mascot, Tsubakuro.

“Tsubakuro had been staying in Okinawa to liven up the Swallows’ first-team spring camp in Urasoe, which began on February 1. He also participated in an event with team alumni before collapsing around the time of his return to Tokyo. His daily blog updates stopped on February 3, and by the 6th, the team announced that he would be taking an extended leave due to health issues.

There were already many scheduled appearances, such as the open games starting in late February, but all were canceled, raising concerns. The team’s official announcement on the 19th about the passing of Tsubakuro’s suit actor was an unusual move in itself, which speaks volumes about just how beloved Tsubakuro was.”

Tsubakuro’s popularity was also evident in merchandise sales. Related goods were selling like hotcakes, even surpassing those of regular players.

“During the off-season, it had become a tradition for Tsubakuro to host dinner shows alongside SoftBank’s Harry Hawk and Chunichi’s Doala. His annual contract renewal was also a valuable source of entertainment in the news-thin off-season. Additionally, licensing revenue from the character was significant. For now, his younger sister, Tsubami, will fill in at ballpark events, but it’s unclear how long that will continue.” (the same source)

The organization wants to honor the late staff member while also bringing back Tsubakuro—one of its key revenue sources—as soon as possible. However, it’s proving to be far from simple.

“Tsubakuro’s immense popularity stemmed from his unique act—a mix of a relaxed mascot persona with sharp, witty black humor delivered through clever flip-board performances. This required quick thinking and improvisation. The handwriting on his sketchbook had a distinctive style, which would be extremely difficult to replicate.

Because of this, the team is considering a major shift—changing his entire character concept. Internally, there is talk of rebranding him as a more child-friendly character, ensuring compliance with modern standards while making him more accessible to a wider fan base. Another idea being floated is to create an entirely new mascot from scratch.” (team official)

Even after the staff member’s passing, tributes from players, prominent alumni, and celebrities continue to pour in. The loss is simply immeasurable.