McDonald's Japan debuts quirky anime mascot to promote limited-time burgers

[KeyboardKitty]

Image: McDonald's Japan

 

McDonald's Japan is adding an anime twist to its marketing strategy with the introduction of Imadakedabuchitabemi, affectionately known as "Dabuchi," a unique character designed to promote their latest burger offerings. The mascot's distinctive name translates to "Only now, try eating a double cheeseburger," with "dabuchi" being the Japanese word for "double cheese."

The character has already caught the attention of both anime enthusiasts and fast-food lovers. Sporting McDonald's signature red and yellow colors, "Dabuchi" appears in a company visor and matching jacket, with eye-catching pigtails that embody the anime aesthetic. Her constant companion, a tiny hamster wearing a headset, adds an extra layer of charm to her character design. Since October 23, she has been the face of McDonald's new Garlic Onion Dabuchi and Spicy Dabuchi burgers across various advertising platforms.

This isn't McDonald's Japan's first venture into anime-inspired marketing, following their successful Genshin Impact collaboration that featured game characters on their packaging. While "Dabuchi" isn't replacing the iconic Ronald McDonald, she joins a growing roster of McDonald's Japan mascots. The purple mascot Grimace is also making headlines as McDonald's Japan launches the Blueberry Yogurt Flavored Grimace Shake today, a variant of the popular purple shake that took the U.S. by storm during Grimace's birthday celebration in 2023.

 

Imadakedabuchitabemi has sparked varied reactions among Japanese social media users. While many embrace her energetic presence and kawaii (cute) appeal, others find humor in her unusually long name. Despite mixed opinions, McDonald's strategy appears to work as "Dabuchi" continues to generate buzz around their new menu items.

The fast-food giant hopes this kawaii character will help boost burger sales, proving once again that in Japan's competitive fast-food market, the way to customers' hearts might be through an adorable anime mascot. Now, who's ready to practice pronouncing Imadakedabuchitabemi while waiting in the drive-thru?

 

 

• https://www.tokyoweekender.com/entertainment/anime-and-manga/mcdonalds-debuts-its-own-anime-girl-mascot/#:~:text=Japanese netizens can't stop,try eating a double cheeseburger.”
• https://www.dexerto.com/food/mcdonalds-japan-reveals-new-anime-style-mascot-with-bizzare-name-2963856/
• https://soranews24.com/2024/10/24/mcdonalds-japan-debuts-new-anime-girl-mascot-character-with-incredibly-long-name/