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Mar 17, 2021

Koupen-chan the positive penguin

In this article, I would like to introduce a part of Japanese popular culture I fell in love with last year, the character Koupen-chan. Koupen-chan is a baby emperor penguin that was created by the Japanese illustrator Rurutea.


Koupen-chan the positive penguin photo


The origins of the name


His name is an abbreviation of Koutei Pengen (肯定ペンギン), where Koutei stands for "affirmation." In illustrations, you will see Koupen-chan praising you for simple things like getting up in the morning, going to work or simply for being alive.

However, Koutei Pengen when written like this (皇帝ペンギン) just means emperor penguin so the name is also a pun.


How Koupen-chan become popular


Koupen-chan started to become popular through an illustration that the illustrator posted on Twitter in 2017. It went viral and helped them gain followers. Koupen-chan became an established character and the illustrator started to sell stickers for the messenger app Line. As it happens with characters that sell well in the Line sticker portal, after a while Koupen-chan merchandise was released. By now there are several stores dedicated to the penguin in all over Japan and you can also buy the goods online.


Koupen-chan the positive penguin photo

The Koupen-chan store at Tokyo station


For the merchandise collections it is quite common that Koupen-chan dresses up in some kind of costume, as another animal or sometimes as fruits and vegetables. Here you can see a hamster and a melon version of Koupen-chan.


Koupen-chan the positive penguin photo


In drug stores in Japan, you can find the small penguins on skincare products and sanitary napkins and the franchise also does regular collaborations with food franchise stores like Hanamaru Udon or Nakau where you can get small figures or stickers for ordering a certain menu.


Koupen-chan the positive penguin photo

Koupen-chan keeps your skin hydrated


Koupen-chan is basically just a character and does not have a storyline. However, on the YouTube channel, short anime clips are being published regularly. 


They are only a few seconds long but leave you with a warm and fuzzy feeling.

Last year a game for Nintendo Switch was released and a smartphone game is available as well.


How I became a fan of the franchise


I first saw Koupen-chan in a gachapon machine where I got a small penguin figure that praises you for going to work. I put in on my desk and slowly started to collect more merchandise and check out locations that were doing collaborations.


Koupen-chan the positive penguin photo

My first Koupen-chan figure


At the moment there also is a Koupen-chan themed café at Tokyo Sky Tree that I visited on the opening weekend. It was booked out completely, so it seems to have been a huge success right from the start. I would only recommend it to fans of the franchise though as the food is more made to be enjoyed from a visual perspective, if you know what I mean!


Koupen-chan the positive penguin photo


By now my desk is populated by many little penguins that keep me motivated when working.


Why I think the franchise became popular in Japan


In Japan you often hear the word “Ganabaru” which means doing one's best. In situations whereas in English, you would say, “Good luck” in Japan people say “Ganbatte kudasai” which literally translates to, “Do your best!” In Japan, everything is about your effort. If you didn’t get a good job,  you didn’t work hard enough.  If you failed a test, you didn’t study enough.  If you didn’t find a marriage partner, you didn’t try hard enough etc. Everything is about how much you ganabaru and people that do not give their best are sometimes considered worthless.


However, in life not everything is due to your effort of the lack thereof.  There are other factors that can decide your fate that you can’t even influence, and I think that giving your best all the time will probably just result in burnout for most people. I assume the small penguin that basically tells you that you do not have to give your best all the time, by saying things like, “You are already perfect just by showing up to work”, gives Japanese fans the reassurance that they are enough and worthy even if they do not perform perfectly all the time. Also in Japanese work culture, I have the experience that it is rare to receive praise from your superiors so the penguin can provide something that everybody is looking for but what is rarely given.

This might not even be limited to Japan so why not try to be a little like Koupen-chan and praise the people around you when they did a good job.


If you can’t understand the Japanese videos, I would recommend this song with Koupen-chan illustrations by the band Uchikubi Gokumon Doukoukai that also has English subtitles. I am sure you will become a fan of the penguin in no time.


Do you think Koupen-chan would be a success overseas as well?

Eli

Eli

Hi, I’m Eli.
I’m from Germany and moved to Japan a few years ago.
I work an office job and do some modelling on the side.
You can check my Instagram for pictures.
https://www.instagram.com/life_in_japan_is_strange/


1 Comment

  • TonetoEdo

    on Mar 17

    I'd say highly unlikely it would become popular abroad outside of a niche fan base. In North America, participation prizes draw a lot of criticism, and Koupen's messages are about non-achievements. Besides, the fpun is lost on non-Japanese speakers. The double meaning is what appeals - cute little 皇帝 showering me with 肯定? Yes, your majesty.