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From Papier-mâché to Pop Culture Icon: The Enduring Story of Peko-chan and Fujiya Corporation
Location: Gumyoji, Minami Ward, Yokohama, Japan
Timestamp: 17:39・2024/04/09
Fujifilm X100V with 5% diffusion filter
① ISO 800 for 1/250 sec. at ƒ/2
② ISO 800 for 1/250 sec. at ƒ/2
Classic Negative film simulation
Fujiya Corporation, a century-old family business based in Tokyo, is renowned for its delectable confectioneries and iconic life-size mascot dolls known as Peko-chan, which proudly stand in front of Fujiya chain confectionery stores nationwide.
The company's founder embarked on a pivotal journey to the United States to study Western confectionery techniques and manufacturing processes. Upon his return to Japan the following year, he established a second shop, styled after a soda fountain, where he not only served coffee but also showcased his confectionery creations.
Founded in 1910 in Motomachi, Yokohama, Fujiya began as a modest venture that steadily expanded its reach. By the mid-20th century, it had established over eight new stores across Yokohama and Tokyo, signaling its growing prominence in the confectionery market.
In 1963, Fujiya experienced a significant leap forward with the implementation of franchising, a move that fueled its expansion even further. Notably, in 2010, the company proudly celebrated its centennial anniversary, marking a century of excellence in crafting delightful treats.
Peko-chan, the beloved mascot of Fujiya, made her debut in the 1950s as a papier-mâché doll adorned in traditional Japanese attire—a reflection of post-war cultural norms.
Her endearing expression, characterized by a playful tongue sticking out and a swaying head, captivated the hearts of many. However, her popularity led to frequent handling by fans, resulting in damage to her delicate papier-mâché structure. Incremental repairs became unsustainable, prompting a transition to more durable materials.
Over the years, Peko-chan evolved not only in material but also in her roles. Initially dressed in handmade clothes reflecting contemporary fashion trends, she eventually expanded her presence beyond the confines of Fujiya stores. From corporate ambassadorships to appearances in TV commercials and fashion magazines, Peko-chan became an enduring cultural icon.
In the 1950s, more robust models with wobbling heads were introduced, delighting children with interactive features. Subsequent iterations saw subtle changes, such as blue eyes, inspired by diverse cultural influences.
Fast forward to the 21st century, and Peko-chan's legacy endures. The “Peko-chan Exhibition” at the Hiratsuka Art Museum in Kanagawa Prefecture showcased her nostalgic charm, while the modern mascot—a hardened plastic and enamel rendition—remains a ubiquitous marketing symbol in Japan. Adorned in her trademark yellow T-shirt and red overalls, life-sized Peko-chan dolls continue to greet customers outside Fujiya stores nationwide.
For over 45 years, the Gumyoji branch of Fujiya has been a cherished fixture in the community. If you find yourself in the vicinity, I highly recommend paying a visit to sample their renowned strawberry sponge cake—an exquisite treat that epitomizes Fujiya's commitment to culinary excellence.
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