A supermarket chain in Japan has been involved in an intense controversy after the rediscovery of its official mascot. What began as a simple promotional illustration, ended up becoming the target of criticism from users on social networks, especially feminists, who consider that the figure promotes an inappropriate image for a family environment such as a supermarket.
The figure in question, known as Rojami, belongs to the Rogers discount store, whose main branch is located in Saitama Prefecture. Although the character has been around since 2016, her online visibility exploded when a post on the social network Twitter/X. He called it disgusting and openly requested that the company remove it.
Rogers mascot Rojami divides opinion in Japan
The controversy began when a user posted an image of Rojami along with a blunt message on Twitter/X.
Honestly, the fact that this is the official mascot of a supermarket is disgusting. I want it cancelled because of the negative reaction it generates.
The post quickly surpassed 35 million views in Japan, prompting an avalanche of reactions. Most of the criticism focused on the character’s provocative design, pointing out that her tight-fitting clothes, exaggeratedly curvaceous figure and overly prominent frame were inappropriate for an environment where food is sold and people of all ages attend.
Among the more radical responses were those who claimed that illustrations of this type could even violate food safety regulations. This by being in close proximity to edible products. Some notable comments include:
- This is problematic for a supermarket. This kind of art doesn’t go with food. And if management is okay with this, one wonders what kind of standards they have for food handling.
- This simply looks like graffiti you would find in a bathroom.
- They should not impose their personal tastes in a space where children and the elderly watch.
The general criticism is that the figure of Rojami in Japan represents an unnecessary image that has no place in a public space such as a supermarket, where visual neutrality is usually the norm.
Rogers Defenders
However, not everyone agrees with the idea of canceling the character. Many users came out in defense of the store and its mascot, appealing to creative freedom, the tradition of eye-catching characters in Japan’s culture and the low relevance of the subject in everyday life.
Some of the most prominent messages of support were:
- There are only 18 Rogers stores left, so if you hate the character that much, just don’t go. Do your shopping elsewhere.
- Most buyers are too busy to worry about drawings anyway.
- Neither men nor women look that closely. Everyone is entitled to like it or not, but to say things like ‘burn it’ or ‘make it go away’ – that’s just irresponsible and harmful.
- Frankly, I think the number of people complaining is extremely small. Most don’t give it a thought.
It was even shared that the character was registered in 2016, and that its implementation started in a single store. But it expanded due to its positive reception. For many, the idea of considering the design in this way is overkill.
An old Japanese custom in the eye of the storm
In Japan, the use of mascots and anime characters as the public image of stores, municipalities and institutions is nothing new. From post offices to government campaigns. It is common to use cartoon characters with striking visual styles. Sometimes female, as a marketing tool and emotional connection with the public.
This case has reignited the discussion about when a design stops being adorable and becomes fanservice. Particularly in a context where standards of what is offensive or inappropriate vary drastically between generations and cultures.