General Recruitment Starts June 2026! New Character Development Project Launched: 'Mirai Kawaii Project ~Kawaii wa Mugen~'

KIDDY LAND Co., Ltd. (President & Representative Director: Takahiko Tsumura; Headquarters: Chiyoda-ku, Tokyo; hereinafter 'KIDDY LAND'), Fuji Television Network, Inc. (President & Representative Director: Kenji Shimizu; Headquarters: Minato-ku, Tokyo; hereinafter 'Fuji TV'), and Fuji Consumer Products LLC (CEO: Jiro Miyamichi; Headquarters: Minato-ku, Tokyo) have jointly launched a new character development project, 'Mirai Kawaii Project ~Kawaii wa Mugen~', and will begin accepting public submissions from Sunday, June 7, 2026.

Mirai Kawaii Project

'Mirai Kawaii Project ~Kawaii wa Mugen~' is a new character IP initiative by public recruitment, led by KIDDY LAND, which operates the 'Kawaii' mecca KIDDY LAND Harajuku Store celebrating its 80th anniversary, and Fuji TV, which has adopted a new corporate philosophy aiming to 'spread the passion born from one person's love throughout the world'.

Japan's character industry is projected to reach approximately ¥2.8492 trillion in fiscal 2025. KIDDY LAND's sales have also been increasing, from ¥33.7 billion in fiscal 2024 to ¥40.9 billion in fiscal 2025.

This project, rather than being a single company's initiative, holds the potential to broadcast Japan's proud character industry on a global scale through media collaboration. The birth of a character via public recruitment embodies the dream of turning each individual's passionate ideas into reality.

The theme is 'never-before-seen kawaii characters,' aiming to create new forms of cuteness that do not fit existing definitions.

Screening and application status will be featured in the segment 'What is 'kawaii'?' within Fuji TV's program 'Pachi Pachi Run Run'. After character selection, award-winning works/characters are planned for commercialization and sale at KIDDY LAND.

What is 'kawaii'?

● Application Guidelines ●

[Eligibility]
1. Professionals and amateurs welcome; no experience or awards required.
2. No age limit. Minors under 18 may apply with consent of a legal guardian (parent, etc.). If a minor applies, they are deemed to have obtained such consent.
3. Individual applications only; corporations, organizations, or groups cannot apply.
4. Those involved in this project are not eligible.

[Application Period]
・First round: Sunday, June 7, 2026 – Sunday, August 16, 2026
・Second round: To be announced separately.

[How to Apply]
Apply via the official 'Pachi Pachi Run Run' website application page.

[Submission Specifications]
1. Submitted works (including their names) must be unpublished and original, created by the applicant specifically for this project.
2. Works must be created solely by the applicant; works generated in whole or in part using generative AI or similar technology are not eligible.
3. Selected works must be submitted in the format and method specified separately by the company.

[Selection Process]
1. Works will be strictly screened by a selection committee.
2. First-round selection is scheduled around August 2026; second-round selection around November 2026.
3. Results will be notified to successful applicants, and the selected works and applicants' names (or pen names) may be published on the project's official website.
4. Inquiries regarding the selection process will not be answered. Unsuccessful applicants will not be notified.
5. If an applicant or work violates or potentially violates these rules, the application may be disqualified or the adoption invalidated.

[Contact]
pachipachirunrun@fujitelevision.onmicrosoft.com

[Application Page]
https://s1.fujitv.co.jp/safe/pachipachirunrun/miraikawaii/kiyaku.html

● Program Overview ●

'Pachi Pachi Run Run' – Fuji TV Network, Sundays at 6:15 a.m.

When children wake up,
they hear the sound of eyes opening with a 'pachi pachi'.
When children wake up,
there is a joyfully unexplained 'run run'.

'Pachi Pachi Run Run' creates excitement in children's mornings.

An experimental program full of fun, slightly edgy content with educational aspects that parents and children can watch safely.

The joy of challenge. The delight of discovery. The excitement of moving your body.

A children's entertainment program that connects two generations: nostalgic for parents and fresh for kids.

Program website: https://www.fujitv.co.jp/pachipachirunrun/
Program X: https://x.com/pachi2run2
Program Instagram: https://www.instagram.com/pachipachirunrun
Program YouTube: https://www.youtube.com/@pachipachirunrun
Program TikTok: https://www.tiktok.com/@pachipachirunrun