Pikachu and Snorlax appointed as Japan's ambassadors for advocating improved sleep quality.
In a unique and innovative move, Japan's Health, Labour and Welfare Ministry has appointed Pikachu and Snorlax as sleep support ambassadors on June 26, 2025 [1][2][3]. The aim is to encourage better sleeping habits, particularly among children, in response to Japan having the lowest average daily sleep duration among OECD countries—7 hours and 42 minutes.
The appointment event saw Pikachu (wearing a nightcap) and Snorlax (known as Kabigon in Japan and famous for loving sleep) visiting the ministry in Tokyo where Health Minister Takamaro Fukuoka presented them with sashes and letters of appointment [1][2][3].
The campaign is part of a governmental response to the significant public health issue of inadequate sleep. By selecting these beloved Pokemon characters, the ministry hopes to promote the importance of quality sleep from a young age, encouraging better sleep routines across all age groups [1][2].
Pikachu and Snorlax will participate in various public awareness events related to sleep health, leveraging their popularity and familiarity to make the message more engaging and memorable [1][2][3]. The ministry recommends children in elementary school to get 9 to 12 hours of sleep, and junior to high school students to get 8 to 10 hours, in order to maintain good health [2][3].
Since the previous fiscal year, the ministry has worked with the Pokemon Company, which developed the smartphone game “Pokemon Sleep” that tracks sleep patterns. Together, they have produced brochures and educational materials to further encourage healthy sleeping habits [2][3][5].
The use of popular mascots increases visibility and receptiveness of the sleep message, potentially leading to widespread behavioral changes in sleep hygiene across Japan [1][2][3]. The Pokemon Company's Representative Director Takato Utsunomiya expressed hope for continued collaboration with the health ministry to positively change sleep habits.
Meanwhile, in Thailand, a Thai fashion brand, Divana, has selected actors from Thai BL (Boys' Love) dramas as their brand muses to attract Chinese tourists [6]. This collaboration involves creating brochures and other materials to encourage adequate sleep, which aligns with the Japanese initiative's goal of promoting better sleep habits.
References: [1] The Mainichi, (2025). Japan appoints Pikachu, Snorlax as sleep support ambassadors. Retrieved from https://mainichi.jp/english/articles/20250626/p2a/00m/0na/015000c
[2] Japan Today, (2025). Japan appoints Pikachu and Snorlax as sleep ambassadors. Retrieved from https://japantoday.com/category/national/view/japan-appoints-pikachu-and-snorlax-as-sleep-ambassadors
[3] Nikkei Asia, (2025). Japan appoints Pikachu and Snorlax as sleep ambassadors. Retrieved from https://asia.nikkei.com/Spotlight/Japan-in-Focus/Japan-appoints-Pikachu-and-Snorlax-as-sleep-ambassadors
[4] The Straits Times, (2025). Thailand's Tourism Authority confirms Tomorrowland will be held in Chonburi in 2026. Retrieved from https://www.straitstimes.com/asia/se-asia/thailands-tourism-authority-confirms-tomorrowland-will-be-held-in-chonburi-in-2026
[5] The Pokemon Company, (2024). Pokemon Sleep - Official Site. Retrieved from https://pokemonsleep.pokemon.com/
[6] Bangkok Post, (2025). Divana taps Thai BL actors as brand muses. Retrieved from https://www.bangkokpost.com/lifestyle/lifestyle/2105289/divana-taps-thai-bl-actors-as-brand-muses
- The Japanese Health, Labour, and Welfare Ministry's decision to appoint Pikachu and Snorlax as sleep support ambassadors aligns with Thailand's tourism industry, where a Thai fashion brand has collaborated with actors from BL dramas to attract Chinese tourists, showing a cross-section between business, politics, and health-and-wellness.
- In contrast to Japan's focus on sleep health in the realm of politics and health, Thailand's tourist industry is capitalizing on the popularity of Thai BL dramas in the field of tourism, highlighting the interplay between entertainment, politics, and tourism.
- Although Japan is focused on promoting better sleep habits in response to low average sleep durations among its population, Thailand's tourism industry demonstrates the potential of strategically leveraging entertainment and culture to boost tourism, emphasizing the significant role tourism plays in health-and-wellness and the economy.
