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▼ Moomins Enjoy Enduring Popularity In Japan On Their 80th Anniversary
- Category:Event
Finland’s beloved Moomins — the fictional roundish trolls with distinctive large snouts — continue to enjoy enduring popularity in Japan as the world celebrates the 80th anniversary of the first novel’s publication.
The charming characters along with their diverse cast of companions from the series have captivated Japanese audiences for generations, appealing to both children and adults alike.
A Moomins-themed park that opened in 2019 in Hanno, Saitama Prefecture, attracts large crowds of visitors. Last year, the company managing Moomins-related licenses in Japan reported record-high sales, and the strong trend has continued into the current year.
The story of Moominvalley began in 1945 with Finnish author Tove Jansson's novel, "The Little Troll and the Big Flood." Since then, the Moomins and their friends have captured the hearts of readers around the world, not only through Jansson's books, but also through comic strips serialized in a British evening newspaper and popular anime adaptations, including those broadcast in Japan.
Even after Jansson's passing at the age of 86 in 2001, new anime inspired by her original works continue to be produced, ensuring that the magic of Moominvalley lives on for new generations.
Moominvalley Park in Hanno, located northwest of Tokyo, along with the adjacent Nordic lifestyle facility "metsa village," marked a combined total of 5 million visitors in January this year.
According to the operating company, visitor numbers have been steadily recovering since a decline during the COVID-19 pandemic. The complex now attracts a diverse range of guests, including many who are not dedicated Moomin fans.
This year, the Mori Arts Center Gallery in Roppongi, Tokyo, will host "Tove Jansson and the Moomins," an exhibition commemorating the 80th anniversary of the publication of the first Moomin novel. The exhibition will run for about two months from July 16. After its Tokyo debut, the exhibition will travel to various locations across Japan.
Moomin licensing in Japan is primarily managed by Tokyo-based Rights & Brands. According to company President Kumiko Ito, sales have been increasing steadily. "It's not just a temporary boom," Ito explained, suggesting that the Moomin stories "may resonate particularly well with the current era."
Demand for Moomin merchandise remains strong, and the number of official shops continues to grow. In May, a new Moomins-themed cafe opened in Tokyo's fashionable Omotesando district. Promotional collaborations with companies and other organizations are on the rise.
The values celebrated in Moomin tales, such as harmony with nature, acceptance of diversity and a focus on well-being, both physical and mental, strike a chord with audiences today, experts say.
Earlier this year, major paper manufacturer Oji Holdings announced a new initiative featuring the Moomin characters to promote the importance of forests. In addition, the company has incorporated Moomin designs into some of its tissue products.
For the past two years, major food company Calbee has featured Moomin characters in its advertising campaigns for potato snacks. The beloved characters also play a role in Calbee's product development and food education initiatives, helping the company communicate its commitment to environmental awareness.
Last year, Kitahiroshima, a city in Hokkaido entered into an agreement with Rights & Brands to leverage the popular Moomin brand for regional revitalization efforts.
Key initiatives under the partnership include educational programs designed to nurture emotional growth, with a focus on local resources and nature-based experiences.
Additionally, Kitahiroshima is promoting its unique local confectioneries as special gifts to donors participating in the hometown donation system for tax deductions.
Jansson grew up as part of Finland's Swedish-speaking minority, a community that made up less than 10% of the country's population. Also, as someone with a same-sex partner, she experienced life on the margins of mainstream society. Jansson began writing the Moomin novels in 1939, at a time when her homeland was being drawn into the turmoil of war.
Ito said, "At a time when it was difficult to have hope for the future, she created stories that depicted an ideal world, one that existed only in her mind and could not be touched by anyone else."
The stories "embody values that are especially important for our era, and they are often described as philosophical," she continued. "We hope that people will take the opportunity to experience these stories."
The charming characters along with their diverse cast of companions from the series have captivated Japanese audiences for generations, appealing to both children and adults alike.
A Moomins-themed park that opened in 2019 in Hanno, Saitama Prefecture, attracts large crowds of visitors. Last year, the company managing Moomins-related licenses in Japan reported record-high sales, and the strong trend has continued into the current year.
The story of Moominvalley began in 1945 with Finnish author Tove Jansson's novel, "The Little Troll and the Big Flood." Since then, the Moomins and their friends have captured the hearts of readers around the world, not only through Jansson's books, but also through comic strips serialized in a British evening newspaper and popular anime adaptations, including those broadcast in Japan.
Even after Jansson's passing at the age of 86 in 2001, new anime inspired by her original works continue to be produced, ensuring that the magic of Moominvalley lives on for new generations.
Moominvalley Park in Hanno, located northwest of Tokyo, along with the adjacent Nordic lifestyle facility "metsa village," marked a combined total of 5 million visitors in January this year.
According to the operating company, visitor numbers have been steadily recovering since a decline during the COVID-19 pandemic. The complex now attracts a diverse range of guests, including many who are not dedicated Moomin fans.
This year, the Mori Arts Center Gallery in Roppongi, Tokyo, will host "Tove Jansson and the Moomins," an exhibition commemorating the 80th anniversary of the publication of the first Moomin novel. The exhibition will run for about two months from July 16. After its Tokyo debut, the exhibition will travel to various locations across Japan.
Moomin licensing in Japan is primarily managed by Tokyo-based Rights & Brands. According to company President Kumiko Ito, sales have been increasing steadily. "It's not just a temporary boom," Ito explained, suggesting that the Moomin stories "may resonate particularly well with the current era."
Demand for Moomin merchandise remains strong, and the number of official shops continues to grow. In May, a new Moomins-themed cafe opened in Tokyo's fashionable Omotesando district. Promotional collaborations with companies and other organizations are on the rise.
The values celebrated in Moomin tales, such as harmony with nature, acceptance of diversity and a focus on well-being, both physical and mental, strike a chord with audiences today, experts say.
Earlier this year, major paper manufacturer Oji Holdings announced a new initiative featuring the Moomin characters to promote the importance of forests. In addition, the company has incorporated Moomin designs into some of its tissue products.
For the past two years, major food company Calbee has featured Moomin characters in its advertising campaigns for potato snacks. The beloved characters also play a role in Calbee's product development and food education initiatives, helping the company communicate its commitment to environmental awareness.
Last year, Kitahiroshima, a city in Hokkaido entered into an agreement with Rights & Brands to leverage the popular Moomin brand for regional revitalization efforts.
Key initiatives under the partnership include educational programs designed to nurture emotional growth, with a focus on local resources and nature-based experiences.
Additionally, Kitahiroshima is promoting its unique local confectioneries as special gifts to donors participating in the hometown donation system for tax deductions.
Jansson grew up as part of Finland's Swedish-speaking minority, a community that made up less than 10% of the country's population. Also, as someone with a same-sex partner, she experienced life on the margins of mainstream society. Jansson began writing the Moomin novels in 1939, at a time when her homeland was being drawn into the turmoil of war.
Ito said, "At a time when it was difficult to have hope for the future, she created stories that depicted an ideal world, one that existed only in her mind and could not be touched by anyone else."
The stories "embody values that are especially important for our era, and they are often described as philosophical," she continued. "We hope that people will take the opportunity to experience these stories."
- 13/7 19:05
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