Tokai Tsukemono officially names ‘Kyu-chan’ mascot after 64 years

Tokai Tsukemono has announced a major brand renewal for its flagship product, ‘Kyu-chan Cucumber’. After 64 years of continuous sales since 1962, the long-standing mascot character has been officially named ‘Kyu-chan’ (9 years old) as part of the eighth-generation design refresh.

In addition to the mascot's naming, the company is introducing a new sister character named ‘Ri-chan’ (7 years old). The name for the new character was selected through an internal company vote from 183 submissions.

To support the relaunch, a new television commercial featuring actor Kohei Matsushita will begin airing nationwide on August 31. The campaign aims to modernize the brand's image and expand its communication through various marketing initiatives, including social media and enhanced in-store displays.