From “Disgusting” to “Golden Vein”–A Report on the “Myakmyak Madness,” an Unusual Enthusiasm Continuing after the Closing of the Osaka-Kansai Expo

The birth of an idol that drives the economy

The existence that was once criticized as “weird” is now being cheered as if it were an idol.

When the 2022 plan was first announced, social networking sites were flooded with confusion and ridicule. But what do you think? Once the Expo opened, the public’s opinion of the event changed drastically. The “Myakmyak Statue Installation Ceremony” held on February 21 at the Expo ’70 Commemorative Park in Suita City, Osaka Prefecture, attracted 100 times the number of visitors, and the limited-edition products and events sold out immediately.

The star of the show was Myakmyak, the official character of the 2025 Japan International Exposition (Osaka-Kansai Expo). It is truly a “Myakmyak frenzy,” a mixture of love and desire.

On February 16, the “Myakmyak Fan Appreciation Festival” was held in Osaka City. The limited number of participants, 800 for each of the day and night, was so large that the host of the event said, “The number of applicants was outrageous. When Myakmyak sashayed out of the audience seats, the audience shouted, “Myakmyak! Look at me! He’s so cute! and “He’s so cute!

Myakmyak challenged the audience to pull a tablecloth while a drum was being played and an iron koto was being played. Myakmyak even showed his service spirit by performing a snappy dance.

The ultimate highlight was the first performance of “Black Myakmyak,” which is supposed to turn black when excited. The audience was filled with a roar that could not be described as either a scream or a cheer.

The black Myakmyak was unveiled for the first time in the world at the “Myakmyak Fan Thanksgiving,” much to the delight of the fans.　”Maybe there will be more and more of them, like the Hamikuma at Universal Studios Japan (USJ).

The fans’ speculation continues.

Now is the time to enjoy characters based on their “world view. The design of Myakmyak combines the red cell motif of the Expo logo with water, symbolizing Osaka as the “City of Water. The name “Myakmyaku” expresses the hope that wisdom and culture will be passed on from generation to generation.

The Expo was said to be a “flop. In the preparation stage, there were many voices of anxiety and criticism.

However, the event has since turned out to be a success, with approximately 25.58 million people visiting the venue and sales of officially licensed products reaching 124.6 billion yen as of the end of October of last year. Needless to say, the sales of officially licensed products contributed greatly to the improvement of the Expo’s operating balance. Even after the Expo closed, the official stores remained bustling, and few would argue that Myakmyak was one of the key players in the success of the Expo.

Until recently, the collaboration with Sanrio and the black Myakmyak stuffed animals were popular, but now the “White Myakmyak” is very popular,” he says. New products come out every day, so it’s hard to keep up with them.

A housewife who is a fan of Myakmyak says with a wry smile.

On the day of the reopening of an official store, hundreds of people lined up in front of the store even before the opening of the store. Hundreds of people lined up before the store opened. No matter how beautifully the black Myakmyak products are arranged, they are always sold out in the blink of an eye,” said a store employee with a wry smile. The line behind them is silent and pressured. The sellers’ efforts are endless.

For those who have stood in line for eight hours at the Expo site, queuing is now an everyday occurrence. But as enthusiasm grows, so does friction.

Sidestepping, reselling, bringing sleeping bags…

Fans call this “Myakukatsu,” or “guessing life,” in which they participate in events and collect goods. One woman who has been to the Expo 47 times is indignant.

There are adults who yell at each other about whether or not they have or haven’t entered. I’m so angry because my children are watching.

There are also those who suspect resale.

Some people who are supposed to have all kinds of stuffed white Myakmyak toys line up from the first train every day,” said one woman. No matter how you look at it, they are probably trying to resell them.

Some people leave the line, have a meal or a coffee break, and then return without warning. Some bring sleeping bags and sleep without worrying about their surroundings. …… There was even one strong person who bought more than 50 pieces of “Shinkansen goikatai ice cream,” which had been reduced to 120 yen each during the closing sale, causing a commotion at the store.

One person in line behind him complained, and the number of items was restricted.

When information about the arrival of new merchandise is posted on social networking sites, fans rush to the store and the shelves are instantly emptied. Sometimes enthusiasm tests reason.

Looking back, at an event one year before the opening of the show, there were only a dozen or so spectators in front of Myakmyak, who was trying his best to be charming. I really felt sorry for him back then,” recalls an official. But now, Myakmyak is a popular attraction at events all over the country. One Expo watcher said, “Myakmyak is a popular attraction at events all over the country.

Myakmyak is a gold mine. It won’t lose its popularity for a while.

What was once laughed at as “weird” has now become a symbol that drives the economy. People are willing to wait in line for a long time, and if there is no upper limit, they will snatch up the entire shelf. Or is it the urge not to let go of the memory of the one-time Expo?

The Osaka-Kansai Expo Master License Office is currently discussing with the Expo Association the extension of the official merchandise sales period, which was until the end of March. Myakmyak’s heart is still beating somewhere today. It is eerie, lovely, and a bit noisy.

This frenzy, apparently, is not yet the last chapter.