<figure id="attachment_467855" class="wp-caption alignnone" style="width: 2547px;" aria-describedby="caption-attachment-467855"><a href="#" data-ident_hash="39939821"><img src="https://res.cloudinary.com/fridaydigital/image/private/t_article_image/wpmedia/2026/05/082556aa7755a7cef44de7dad0c75372.jpg" alt=""></a><figcaption id="caption-attachment-467855" class="wp-caption-text">The Yakult Swallows have maintained first place, perhaps aided by the “Tsubakuro effect.”</figcaption></figure>
<h2>A cash-cow character</h2>
While the Yakult Swallows, managed by Takahiro Ikeyama (60), have remained in strong form since Opening Day and are locked in a fierce battle for first place with last year&#8217;s league champions, the Hanshin Tigers, one figure has returned to the center of attention: the team&#8217;s mascot, Tsubakuro.
In February of last year, it was revealed that the staff member who had long portrayed Tsubakuro had passed away. Not only the team and its players, but celebrities and notable figures from various fields expressed their condolences.
“His free-spirited character was hugely popular among baseball fans. Before home games, he would perform comedy routines with flip cards alongside the stadium DJ. The act had been refined over many years, and there was naturally no one who could immediately take over that role. As a result, Tsubakuro was forced to suspend activities throughout the 2025 season,” said a former team official.
During last season, Tsubakuro’s younger sister, Tsubami, filled in as a substitute. However, at the parent company&#8217;s shareholders&#8217; meeting last June, shareholders raised questions about Tsubakuro’s future, prompting team president Tetsuya Hayashida to comment that he wanted to bring the mascot back.
“In reality, team executives were extremely cautious about Tsubakuro’s return. There simply wasn&#8217;t anyone capable of recreating his sharp, slightly mischievous personality while also balancing modern compliance standards. At the same time, Tsubakuro was known within the organization as a major revenue-generating character. Alongside Munetaka Murakami, he consistently ranked first or second in merchandise sales.
However, Murakami transferred to the MLB&#8217;s Chicago White Sox via the posting system before this season. The impact of Tsubakuro&#8217;s absence became significant. The official merchandise store near Jingu Gaien even had to close temporarily. It was said that the high rent could no longer be covered,” the same source explained.
The people who panicked most were the team&#8217;s sales staff. According to sources, they strongly urged executives to bring Tsubakuro back and presented the case that if action isn&#8217;t taken quickly, the team&#8217;s finances could be in trouble.
“Merchandise sales are a major source of revenue for any baseball club. In fact, the team was able to sign players such as Jose Osuna to a three-year contract reportedly worth ¥1.3 billion plus incentives, and Domingo Santana to a three-year deal reportedly worth ¥1.4 billion plus incentives, thanks in part to what people inside the organization called ‘Tsubakuro money.’
Without the mascot generating revenue, the budget available for player acquisitions would inevitably shrink. At this point, Tsubakuro is no longer just a team mascot,” said a team insider.
The Swallows have maintained their strong standing thanks to the performances of their younger players. Tsubakuro’s return carries significant meaning—not only for fans, but also for the club&#8217;s business operations.

 Kyodo News

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