Manga and animé's Doraemon is new Uniqlo Global Sustainability Ambassador

By

Sandra Halliday

Published
Mar 22, 2021

Fast Retailing’s Uniqlo brand has appointed an interesting new Global Sustainability Ambassador with Doraemon, the manga/animé cat-type robot character taking up the post. 

Now rendered in green (rather than his usual blue), he will “engage in sustainability initiatives” with LifeWear Special Ambassador Haruka Ayase and other Uniqlo Global Brand Ambassadors Roger Federer, Kei Nishikori, Shingo Kunieda, Gordon Reid, Ayumu Hirano, and Adam Scott.

The green character “will help convey the many ways in which Uniqlo materialises its sustainability message of Changing our future through the power of clothing”.

Koji Yanai, the parent company’s Group Senior Executive Officer, said: “We believe that the impact of the Covid-19 pandemic, social transformations, and evolving consumer attitudes make it more important than ever to collaborate with customers and other stakeholders in driving positive social change.”

Doraemon may be deeply rooted in Japanese pop culture, but he has a high-profile all over the world and so could be a strong choice to spearhead the company’s marketing around green initiatives, especially for young people. 

The retailer said that as Global Sustainability Ambassador, Doraemon, “who has travelled back in time, will help create a better future for the world by presenting the brand's sustainability initiatives in fun and easily understandable ways”.

Rendering Doraemon and the Uniqlo logo in green “underscores the company's determination to accelerate its sustainability efforts”, we’re told.

Doraemon Sustainability Mode will feature in Uniqlo stores around the world, the brand's websites, and other channels.