COLUMN「全国を旅する「イヤヤン」」 | 消費者庁

This page is a column about "Iyayan," the Consumer Agency's image character. Introduced in 2018 to increase awareness of the consumer hotline 188, which had only 6.6% recognition, Iyayan is a butterfly mascot whose catchphrase is "I hate giving up without complaint!" Selected through public competition, Iyayan travels nationwide teaching people about the 188 hotline when they face consumer troubles. The author highlights the importance of passionate staff, organizational culture embracing young employees' ideas, and supporter engagement. While digital transformation advances, the essential role of connecting consumers with consumer life centers remains unchanged.