The Tokyo Olympics Committee made this decision at the end of the previous edition of the Olympic and Paralympic games which took place at Rio de Janeiro, Brazil.
Iconic character Son Goku of the popular anime Dragon Ball has been chosen as brand ambassador for the upcoming Olympic and Paralympic games in Tokyo, Japan.
His co-ambassadors are Naruto, Luffy from One Piece, Sailor moon, Astro boy, amid others. According to organisers, using popular anime is in part a way to attract the attention of the younger population as well as valorising the country’s influence on modern culture.
A brand ambassador, according to sources, is someone hired by an organisation or institution to represent a brand in a positive light, hence increasing brand awareness and sales.
Basically, it is a celebrity or influencer who plays this role, with the aim of using promotional strategies to reinforce customer-product service relationships, touching a large audience to consume more products. Today, this term has gone beyond celebrity branding to personal branding.
Japanese Prime Minister Shinzo Abe talked on the importance of Japanese culture during the Rio games in 2016, precisely at the end of the ceremony. Several products with the selected anime characters are already made available.
It should be noted that during such an event, every country, if not majority of them, has a brand ambassador, as well as several companies. This includes their marketing strategies too.
For the previous games in Rio, popular athletes America’s Michael Phelps served as brand ambassador for Omega, the watch company. Jamaica’s Usain Bolt also served as brand ambassador for Hublot, another watch company.
The sporting session will run through July 24 to August 9, with 206 nations to perform in 50 disciplines.
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