• Tue
  • Dec 23, 2014
  • Updated: 7:48pm

Fukushima nuclear accident

The Fukushima Daiichi nuclear disaster was a series of equipment failures, nuclear meltdowns and releases of radioactive materials at the Fukushima nuclear power plant in northeastern Japan, following a devastating earthquake and tsunami on 11 March 2011 which claimed nearly 19,000 lives. It is the largest nuclear disaster since Chernobyl in 1986 and only the second disaster to measure Level 7 on the International Nuclear Event Scale.

NewsAsia
JAPAN

Fukushima attempt at rebrand - Fukuppy - gets lost in translation

PUBLISHED : Monday, 14 October, 2013, 2:20pm
UPDATED : Tuesday, 15 October, 2013, 3:36pm
 

A promotional campaign by a company in Japan has raised a few eyebrows after a new mascot designed to boost the firm’s profile was given the unfortunate name Fukuppy.

The cheerful mascot - in the shape of an egg with wings and red feet - is the brain-child of Fukushima Industries Corp.

It takes its moniker from the first three letters of the company name, cobbled together with “uppy”.

Over the weekend, a picture of the new mascot was doing the rounds on Twitter, where it It led to widespread confusion it was part of a drive to simultaneously boost the disaster-hit Fukushima Prefecture’s profile and residents’ hopes, still reeling in the aftermath of the nuclear disaster of March 2011.

Officials of the Osaka headquarters of the company, which manufactures industrial cooling equipment and has offices in Hong Kong, mainland China, South Korea, Taiwan and Singapore, could not be contacted on Monday as it is a national holiday in Japan.

On its website, however, Fukuppy claims to have been born in a Fukushima Industries Corp fridge, is unsure whether it is male or female and is curious, kind and has “a strong sense of justice.”

“That’s what I think of myself, but people around me say that I’m a little bit stupid,” the flying egg says in its disarming manner. “But I’m trying to be better.”

An earlier version of the story incorrectly stated that the company was situated in Fukushima Prefecture, and that the mascot was designed to boost the region’s profile. We are happy to set the record straight. 

Share

More on this story

For unlimited access to:

SCMP.com SCMP Tablet Edition SCMP Mobile Edition 10-year news archive
 
 

 

 
 
 
 
 
7

This article is now closed to comments

fsk999
This is in fact the design for the forthcoming Tokyo Olympic mascot.
onedistrict
Now, the radioactive egg ! Fukuppy ............ ??
layleng
The word is obviously the new adjective coined to describe a proclivity for clumsiness attributed to a person who has been tasked with the responsibility for carrying out a highly technical activity that has life-threatening consequences should any errors occur. As in, "are you sure you want to put Butterfingers in charge of the nuclear reactor's emergency coolant system? He's very ****-up-py you know."
johndoe
Well done. But does it glow in the dark?
sopatch
Your correspondent doesn't read Japanese very well. The website says the egg was born in a Fukushima refrigerator--that is in one of the cooling devices it makes and not in Fukushima prefecture. The company shares its name with the President/Owner and Fukushima is a very popular name in Japan. There is NO connection to Fukushima prefecture, whose people probably doesn't need to be targeted by opportunistic journalism.
mercedes2233
I feel better already.
epprengel@gmail.com
This reminds me of a sign I saw on a truck in Germany:
" **** Transport "
;-)

Login

SCMP.com Account

or