Shinjo kun of Kochi Prefecture wins 2016 Yuru-Kyara Grand Prix

Yuru-Kyara Grand Prix 2016 in Ehime

Shinjo Kun of Susaki in Kochi Prefecture is congratulated by Kumamon as he wins the Yuru-Kyara Grand Prix on November 6, 2016, in Matsuyama, Japan. (All photos by Rod Walters/AFLO)

Yuru-Kyara Grand Prix 2016 in Ehime

Yuru-Kyara (Japanese cuddly cute mascot characters) are very popular in Japan and both companies and local authorities use them to promote their products and region.

Yuru-Kyara Grand Prix 2016 in Ehime

The Yuru-Kyara Grand Prix is an annual event, first held in 2010, that brings together over 1000 mascots from all over the country.

Yuru-Kyara Grand Prix 2016 in Ehime

Visitors to the event are able to vote for their favourite character and each year a winner is chosen.

Yuru-Kyara Grand Prix 2016 in Ehime

Regional characters are particularly popular and previous winners have included the black bear Kumamon promoting Kumamoto Prefecture and Gunma Chan.