The Japan Character Award was established in 2009 to promote the value of the licensing business and to contribute to a sustainable growth of the field. Each year it selects the best domestic licensed brands and characters and holds an award ceremony and an exposition.
The Promotion Licensee award is given to the licensee (company or product) that has had the most significant results in advertisement or sales campaigns involving characters.
“Welcome to Char’s McDonald’s.” is a limited-time campaign that started on Wednesday, June 22, 2022, where McDonald’s Japan collaborated with Char Aznable from Mobile Suit Gundam. In addition to six types of collaboration food items, the design of the packaging and cups those items came in was based on Char’s Mobile Suit. Char also appeared in the TV commercial, and the campaign featured the AR content “Gundam 100 Characters Test,” as well.
The campaign was praised as including plenty of elements that fans could enjoy, which was the reason for the award.
The main reason for the award was that the campaign included plenty of elements that fans of the character could enjoy. It was an unexpected collaboration, but the element of color made the company and the character match in a powerful way. It was a campaign that fans themselves wanted to talk about and spread around, and even the use of words in this promotion was perfect.
Held by Character Brand Licensing Association
Supported by the Ministry of Economy, Trade and Industry
Joint Sponsorship: RX Japan Ltd.
Special Cooperation: Hong Kong Trade Development Council, Asian Licensing Association
Cooperation:：Character Databank Co.
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