Japan’s love affair with mascots is the stuff of legend. Think Kumamon’s cuddly bear vibes or Funassyi’s silly pear antics. But now, with Expo 2025 Osaka set to begin on April 13, a new contender has wobbled onto the scene: Myaku-Myaku, a googly-eyed, shape-shifting blob that’s as bewildering as it is unforgettable.

Equal parts adorable and unnerving, this official mascot has taken over Osaka’s artificial island of Yumeshima, leaving visitors and social media buzzing with one big question: who — or what — is this creature? A Cosmic Birth From a Design Competition
Myaku-Myaku’s origins trace back to a nationwide design competition launched by the Expo 2025 organizers, which drew a staggering 1,898 submissions. The winner, unveiled in March 2022, was the brainchild of illustrator Kohei Yamashita, a creative mind known for his work under the moniker “mountain mountain.” Yamashita’s design stood out amid a sea of entries, blending Japan’s love for kawaii (cute) culture with a dash of cosmic oddity.

The mascot’s name, Myaku-Myaku, is a playful nod to the Japanese term myaku-myaku, meaning “continuous” or “ceaseless.” It’s a fitting choice for an event themed “Designing Future Society for Our Lives,” which aims to connect past wisdom with future innovation. But don’t let the linguistics fool you into expecting something conventional. Myaku-Myaku is anything but.

A Shape-Shifting Symbol of Life
Picture this: a fluid blue body representing water, topped with a ring of red cells forming a “head,” complete with multiple spinning eyes and a mischievous grin. Myaku-Myaku’s amorphous form can twist, stretch and split apart, embodying adaptability and the “brilliance of life,” according to its creators. It’s said to be born from the fusion of cells and water; a 3.5-billion-year-old entity that’s somehow both ancient and futuristic.

The design has sparked endless chatter since its debut. Some call it a cosmic horror. Others see a quirky charm that’s pure Osaka. It’s unapologetic and a little weird. Love it or loathe it, Myaku-Myaku’s polarizing look has made it a star even before this year’s Expo begins. It’s popping up everywhere, from plush toys to a transformable figure unveiled by Macross legend Shoji Kawamori at Anime Japan 2025.

Myaku-myaku sneakers Mizuno
Courtesy of Mizuno

Cultural Icon: Myaku-Myaku
Myaku-Myaku is everywhere. It’s plastered across Japan Airlines’ “Myaku-Myaku Jet,” strutting its stuff in an NHK anime series (Ha-i! Myaku Myaku Desu), and even inspiring artisanal collabs, like kogei (traditional crafts) renditions made from porcelain, washi paper and tin. Also, Japanese sports brand Mizuno’s Enerzy sneakers got a Myaku-Myaku makeover, complete with red bubble soles and bulging eyes.

The mascot’s role goes beyond cute chaos, though. It’s a symbol of the Expo’s mission: to pulse with energy, connect people and spark ideas. As visitors flock to Yumeshima, the artificial island hosting the six-month event, Myaku-Myaku greets them at every turn — whether it’s posing with dignitaries or delighting kids with its wobbly antics. Even international pavilions have taken note, with the UK and US rolling out their own mascots (Pix and Spark, respectively) to join the party.

As Expo 2025 unfolds through October 13, expect Myaku-Myaku to keep shape-shifting its way into our hearts (and nightmares). Whether you find it endearing or eerie, one thing’s clear: this is no ordinary mascot. It’s a living, breathing — or at least pulsating — piece of the future. Write a tweet saying it's here to help you with the expo

Say hello to Myaku-Myaku! 🌟 This wobbly, shape-shifting mascot is here to guide you through Expo 2025 Osaka with endless energy and charm. Get ready for a future full of surprises—Myaku-Myaku’s got your back! 💙👀 #Expo2025 #MyakuMyaku #OsakaExpo

YTV

Note: This is fanmade

Yomiuri Telecasting Company: Background to the launch
In 1953 , prior to its launch in Tokyo, Nippon Television Network Corporation (hereafter referred to as "NTV") submitted an application for a broadcasting license in Osaka to the Radio Regulatory Commission . However, at the time, there were only two radio waves allocated to the Osaka area, and licenses were given to two stations, NHK Osaka Broadcasting Station and Osaka Television Broadcasting (OTV, now Asahi Television Broadcasting Corporation ), and the license for "NTV Osaka Broadcasting Station" was rejected.

The reason for the rejection was that "Nippon Television represents the Tokyo area, and broadcasting in Osaka would be 'crossing borders.'" [ note 2 ] Matsutaro Shoriki , head of the Yomiuri Shimbun and Nippon Television , applied to the Radio Regulatory Commission to establish regional broadcasting stations in Sapporo , Nagoya , and Fukuoka in addition to Osaka, but this was also rejected for the same reason . [ note 3 ]

At that time, the Yomiuri Shimbun had expanded into Osaka, and was competing fiercely with the Asahi Shimbun , the Mainichi Shimbun , and others in sales. Since Osaka Television Broadcasting was a television station established by the Asahi Shimbun, the Mainichi Shimbun, and the Asahi Broadcasting Corporation and New Japan Broadcasting (now the Mainichi Broadcasting System), Tsutomu Mitsuo , the president of the Osaka Yomiuri Shimbun (now the Yomiuri Shimbun Osaka Headquarters) at the time , was convinced that "in order to increase circulation against the two newspapers, we need to have our own affiliated television station," and the Yomiuri Shimbun also decided to create a television station with investment from the Kansai business community, centered around the Osaka Yomiuri Shimbun. Tsutomu was the representative promoter and gathered promoters from the business community.

The name of the broadcasting station was " Shin -Osaka Television Broadcasting Co., Ltd. " (abbreviated as NOTV = New Osaka Television . It was called " No-Tele "), and the founding general meeting was held in February 1957. The company building was constructed by borrowing most of the grounds of the Tenman Betsuin temple of the Otani-ha Shinshu sect in Iwai-cho , Kita-ku, Osaka (now Higashi-Tenma ) .

In October 1956, they submitted an application for a broadcasting license to the Minister of Posts and Telecommunications. In October 1957, a provisional license was issued to Shin-Osaka Television Broadcasting as a quasi-educational station (Channel 10, JOIX-TV). The company held its founding general meeting on February 12, 1958, and on August 1 of the same year, the company changed its name from "Shin-Osaka Television Broadcasting" to "Yomiuri Telecasting Co., Ltd." (abbreviated as YTV, nicknamed Yomiuri Television). On the 28th of the same month , it opened as the second commercial television station in the Kinki region, completely transferring all of the Nippon Television programs that had been networked with OTV.

The opening of Yomiuri Television resolved the dissatisfaction of sponsors of Nippon Television Network Corporation's programs, which had not been broadcast in the Kinki region due to OTV's cross-network policy. [ Note 4 ] This also contributed greatly to the increase in circulation of the Yomiuri Shimbun in western Japan .

Among the commercial television stations headquartered in Osaka (Osaka-based television stations), it is the only one that does not have capital from a Kansai private railway , and its capital is composed of Yomiuri Shimbun Group and Nomura Securities affiliates . [ Note 5 ]

Network transition
August 28, 1958 - Launched. As the first station in the Nippon Television Network, it declared itself a "station network station." Since then, Nippon Television has consistently been the main broadcaster of all programs.
April 1, 1966 -News network NNN was launched and the station joined.
June 14, 1972 - Joined the NNS, which was launched on this day.
chronology
The original company building (part of it) was demolished around 1990, and the site is currently used as a parking lot as of 2021 (October 1989, Higashitenma, Kita-ku, Osaka City)
The original company building (part of it) was demolished around 1990, and the site is currently used as a parking lot as of 2021 (October 1989, Higashitenma, Kita-ku, Osaka City)

The second-generation company building before the logo change (March 2006)
The second-generation company building before the logo change (March 2006)

The second-generation company building after the logo change (from autumn 2007 to 2019. The black building is the Osaka Tokio Marine & Nichido Building)
The second-generation company building after the logo change (from autumn 2007 to 2019. The black building is the Osaka Tokio Marine & Nichido Building )

Yomiuri Television's broadcasting equipment transport vehicle (Hino Profia) with the new "ytv" logo painted on it
Yomiuri Television's broadcasting equipment transport vehicle ( Hino Profia ) with the new "ytv" logo painted on it
November 26, 1956 - Application for a 10 kW television broadcasting license [ 7 ] .
1957 (Showa 32)
January 14 - The founding office is opened within the Osaka Yomiuri Shimbun (now the Yomiuri Shimbun Osaka Headquarters) . [ 7 ]
October 22 - Preliminary license issued.
1958 (Showa 33)
February 12 - Shin-Osaka Television Broadcasting Co., Ltd. inaugural general meeting [ 7 ] .
February 13 - With investment from the Osaka Yomiuri Shimbun and others, the company is established as a quasi-educational station , the Shin-Osaka Television Broadcasting Co., Ltd. (NOTV). Registration completed . [ 7 ]
August 1 - Company name changed to "Yomiuri Television Broadcasting Corporation" (YTV).
August 3 - Test radio signal transmission from 12:17 p.m. [ 7 ]
August 16 -Test broadcasts begin [ 7 ] .
August 20 - Full license issued (call sign: JOIX-TV, call name: Yomiuri Television) [ 7 ] .
On August 28th, at 9:00am , the station started broadcasting from 2-36 Iwai-cho, Kita-ku, Osaka (later changed to "1-8-11 Higashitenma" due to a change in the name of the town in response to the implementation of the residential address system ) ( Osaka's second station). The station was launched by transferring Nippon Television (NTV) programs that had been networked with Osaka Television Broadcasting (OTV, now Asahi Television Broadcasting Corporation ). As the first Nippon Television affiliate, it announced that it would become a "station network station" (the forerunner of full network stations) . [ Note 6 ]
January 8, 1959 (Showa 34) - Early morning broadcast begins (from 8:00 a.m. [ note 7 ] [ 7 ] )
1960 (Showa 35)
January 20 -Application for an experimental color television station license [ 7 ] .
February 15 - A 2-inch color VTR manufactured by RCA is introduced . [ 8 ] [ 9 ]
March 31 - Three color video cameras are installed. A full-scale system is in place to prepare for the start of color broadcasting. [ 9 ]
September 2 - At 2:20 p.m., a color broadcast test signal was transmitted. [ 7 ] [ 10 ]
September 10 - After passing the inspection by the Ministry of Posts and Telecommunications Kinki Radio Regulatory Bureau, regular color television broadcasting begins at 1:15 p.m. [ 7 ] (the first in the Osaka area, along with NHK Osaka Broadcasting Station and Asahi Television Broadcasting Corporation) . [ Footnotes 8 ] [ 11 ] In addition, the first color spot broadcasting in Japan also begins. [ 10 ]
October 21 - RCA color television cameras are installed. In-house production of color programs begins. [ 10 ]
November 21 - RCA studio color cameras are introduced. [ 12 ]
November 30 - The company completes the conversion of its Studio 3 broadcasting equipment to color. [ 12 ]
December 4 - The color broadcast vehicle is completed. [ 12 ]
December 13 - Broadcast of "Your Color Show", the first music program in Western Japan to be shot with a studio color camera. [ Notes 9 ] [ 11 ] [ 12 ]
June 10, 1962 – Nippon Telegraph and Telephone Corporation's microwave simultaneous television network line becomes the first to be colorized (high-standard) on the Hokuriku down route (Tokyo → Hokuriku → Osaka). This allows Nippon Television to broadcast color simultaneously. [ 13 ] [ 14 ]
1963 (Showa 37)
April 1 - The Tokaido route (Osaka → Nagoya → Shizuoka → Tokyo) of Nippon Telegraph and Telephone Corporation's microwave simultaneous television network line is converted to high-standard color . [ 15 ] This makes it possible to simultaneously broadcast in color to Nippon Television.
December 1 - The Tokaido down route of Nippon Telegraph and Telephone Corporation's microwave simultaneous television network is converted to color (high standard). [ 16 ]
1964 (Showa 39)
February 2 - A color camera is brought to the Takarazuka Revue and the "Takarazuka Revue 50th Anniversary Performance - Invitation to the Review" is broadcast in color. [ 17 ]
March 8 - The Osaka Grand Sumo Tournament is broadcast in color for the first time. [ 16 ]
August 28 – On this day, which marks the sixth anniversary of the station's launch, the station will broadcast six and a half hours of color programming as "Color Campaign Day." [ 17 ]
August 28, 1965 – On this day, the seventh anniversary of the station's launch, the station broadcast seven hours of color programming a day, including the in-house produced "Victor Kayo Show," as "Color Campaign Day. " [ 18 ]
1967 (Showa 42)
April 1 - Programming and production agreement (NY Agreement) signed with Nippon Television Network Corporation.
October 11 - A Toshiba Ampex 2-inch high-band VTR (VR-2000) is purchased and installed. [ 19 ]
November 1 - The Bureau is changed from a quasi-educational bureau to a general bureau . [ 20 ]
1970 (Showa 45)
March 14 - In commemoration of the Osaka Expo , which had its opening ceremony on this day, the station became the host and broadcasting station for " The Japan World Expo Begins, " the first joint production and simultaneous broadcast by all commercial television stations affiliated with the Japan Commercial Broadcasters Association at the time. [ Footnote 10 ] [ 21 ]
October 4 - " I Want to Go Far Away " begins broadcasting.
1978 (Showa 53)
September 20 - 1-inch VTR is introduced. [ 22 ]
September 22 - The company obtains a preliminary license for practical test broadcasting of audio multiplex broadcasting . [ 22 ] [ 23 ]
September 30 - The company obtains a full license for the practical test broadcasting of audio multiplex broadcasting . [ 23 ] [ 24 ]
October 1 - Test broadcasting of audio multiplex broadcasting begins (second after Nippon Television Network Corporation. However, initially, only bilingual broadcasts were available via the Internet, and stereo was only available through the company's own transmission, including video feed). [ Note 11 ] [ 22 ] [ 23 ] [ 25 ]
November 11 - The first stereo broadcast of a self-produced program on this day was the live broadcast of "Game 10 of the Japan-US Baseball Series" from Nishinomiya Stadium . [ 23 ] [ 26 ]
December 31 - On this day, the show " Pink Lady Sweat and Tears of New Year's Eve 150 Minutes!! " aired nationwide on Nippon Television , and was the first to be broadcast in stereo via the Internet. [ 22 ] [ 27 ]
1979 (Showa 54)
March 19 - Starting from this day, the live Nippon Television program " NTV Kohaku Uta no Best Ten ," which is broadcast every Monday, becomes the only regular simultaneous internet program to begin broadcasting in stereo (the other programs began broadcasting in stereo on August 8 of the same year). [ 28 ]
August 1 - The company began broadcasting its self-produced nationwide program " 2-ji no Wide Show " in stereo over simultaneous internet lines on the same day. [ Footnote 12 ] [ 29 ]
August 8 - Nippon Telegraph and Telephone Public Corporation (now NTT ) completes construction to convert television relay lines in Tokyo, Nagoya, Osaka and Hokuriku (Kanazawa) to stereo. [ 30 ] [ 31 ] As a result, the company begins full-scale stereo broadcasting via its own Internet lines.
In the early 1980s, Sanrio appointed "Toppy and Cuppy" as mascot characters, designed by Shinichi Emura, and these characters were used for about 10 years . [ 32 ] [ 33 ]
1988 (Showa 63)
August 1 - The head office building is moved from Higashitenma, Kita-ku, Osaka to Osaka Business Park (OBP) at 2-2-33 Shiromi, Higashi-ku (now Chuo-ku), Osaka . The 10 mark begins full-scale use.
April 1, 1989 ( Heisei 1) - Clear Vision broadcasting begins.
1993 (Heisei 5)
June 6 - " Osaka Honwaka TV " begins broadcasting.
October 21 - " Downtown DX " begins broadcasting.
January 8, 1996 - Detective Conan begins broadcasting.
1998 (Heisei 10): Appointed "I Need-kun" as a pet character. (At that time, there was a slogan called "I Need 10").
July 1, 2000 - The mascot character "TV-yan" (a character based on a television cathode ray tube. The design was later slightly changed in 2002) was unveiled. The character is a blue TV with a yellow screen. The character appears on screen and on the network's website. In 2002 he got a dog-like sidekick known as Telepochi
2003 (Heisei 15)
July 13 - " Takaji's Sokomade Itte Iinkai " begins broadcasting.
December 1st -Yomiuri Digital Television (JOIX-DTV, 14ch) begins broadcasting on terrestrial digital broadcasting . At the same time as the start of regular broadcasting, the operation of an analog/digital integrated master is also started (the master manufacturer is also changed from NEC to Toshiba ).
2004
May 24 - The "Yomiuri Television" ending logo is modified to include a image of TV-yan next to it
July 29th - August 7th, 2005 - A large-scale event called " Tempozan 10 Days Exciting Treasure Island " was held at Tempozan Harbor Village .
July 31, 2006 - " Information Live Miyaneya " begins broadcasting.
August 2006
August 3: Test broadcasts for new programming and potential events for the upcoming year are planned, enhancing audience engagement.
December 2006
December 1-25: Christmas Fair in Osaka
A festive event hosted by Yomiuri Television's mascots, "TV-yan" and "Telepochi," takes place at various locations in Osaka, featuring activities, entertainment, and special programming related to the holiday season.
January 2007
January 1: New Year programming begins, featuring specials and highlights from the previous year.
March 2007
March 31: Concludes the fiscal year with a review of key programming success, ratings, and audience engagement metrics. Future programming strategies are discussed for the upcoming year, focusing on improving viewer involvement and expanding broadcast offerings.
April 1, 2007 - In preparation for the 50th anniversary of the station's launch, the "Ukiuki Wakuwaku Campaign" was launched. A new CI was introduced, and the logo was changed from "Yomiuri Television" to "ytv" (when used in kanji for news-related purposes, NNN source subtitles, etc., it is written as "Yomiuri Television" ). The third mascot character, " Ukiki the Monkey", was also born on this day.
2009 (Heisei 21)
March 30 - " Kansai Information Network ten! " begins broadcasting.
November 24 - The Tokyo branch office moves to the Nippon Television Tower (Nippon Television's headquarters building) in Higashi-Shinbashi, Minato-ku, Tokyo.
July 5, 2010 - In accordance with an agreement between NHK and the Japan Commercial Broadcasters Association, all analog broadcasting programs will be switched to letterbox broadcasting with a 16:9 aspect ratio (excluding commercials produced with a 4:3 aspect ratio) in preparation for the transition to terrestrial digital broadcasting. Also, from September 6 of the same year, a notice to raise awareness of preparations for terrestrial digital broadcasting began to be displayed at all times during the black bars on analog broadcasts, except during commercials.
2011 (Heisei 23)
July 24 - Analog broadcasting ended at noon on this day. After a blue screen announcement for inquiries, a special closing [ 33 ] was broadcast at around 11:59 p.m., and at 11:59:59 p.m., analog broadcasting, which had continued for 52 years and 7 months, was stopped and completely switched to digital broadcasting.
Narration was provided by announcer Akiyoshi Hagiwara. The footage includes an aerial shot of the Higashitenma building at the time of the station's launch, followed by the Yomiuri TV opening parade, the Higashitenma building in the 1980s, the Ikomayama steel tower, and an aerial shot of the second-generation building in 2011 (upper and lower floors with the new CI and communication antenna), followed by the logo at the end. The narration is as follows:

" Yomiuri Television, which began broadcasting in August 1958, has been delivering analog broadcasts for 52 years and 11 months. In 2003, terrestrial digital broadcasting was introduced. Today, the analog broadcasting that has supported us for so long will come to an end. Starting tomorrow, digital broadcasting will stand on its own, but Yomiuri Television will continue to walk this path alongside you all. JOIX-TV, Yomiuri Television. "
October 3 - As a result of the shift to stereo broadcasting of all programs by Nippon Television affiliates , all programs produced by Yomiuri Television that had previously been broadcast in mono were switched to stereo broadcasting (some were mono-stereo broadcasting).
August 28, 2014 - Announced that a new building would be constructed on the site of Theater BRAVA! (owned by Mainichi Broadcasting System, closed in spring 2016), located about 400 meters southwest of the current building in Osaka Business Park (OBP) in Shiromi, Chuo-ku, Osaka. The new building is located on the northeast side of Osaka Castle , and has a land area of ​​12,487 square meters, about 1.5 times the size of the current building. Construction of the new building will begin in the fall of 2016, with the aim of starting operations on August 28, 2019, the anniversary of the station's founding. The second-generation building will be entirely rented by Panasonic , and the company's in-house company "Connected Solutions Company" will be moved there from May 7, 2020. [ 34 ] The name was also changed to " ytv Kyobashi Building ."
2018 (Heisei 30)
April 2 - New mascot characters " Shinoby " and "Ninmaru" are born. Shinoby is a boy ninja dressed like a yellow cat, Ninmaru is his brown dog
June 22 - The company becomes a non-issuing company . [ 35 ]
September 1, 2019 - Broadcasting begins at the third-generation building (1-3-50 Shiromi, Chuo-ku, Osaka) . [ 36 ] [ 37 ] At the same time, the "NNS Standard Broadcasting System" service begins . [ 38 ]
2022 (Reiwa 4)
April - The electricity used at the headquarters, YTV Kyobashi Building, and Ikoma Transmitter Station is switched to essentially 100% renewable energy . [ 39 ]
2025 (Reiwa 7)
April 1 - Yomiuri TV, Chukyo Television Broadcasting, Fukuoka Broadcasting, and Sapporo Television Broadcasting merge to form Yomiuri Chukyo FS Holdings (FYCSHD). Yomiuri TV becomes a subsidiary of FYCSHD . [ 40 ] [ 41 ] On the same day, Yomiuri Telecasting Co. , Ltd. changes its name to Yomiuri Telecasting Co., Ltd. Write a news article April 23 2025, Shinoby was spotted visiting the Expo today

Shinoby Spotted at Expo 2025 Osaka, Delighting Visitors with Ninja Charm

Osaka, April 23, 2025 — The excitement at Expo 2025 on Yumeshima island received an extra burst of energy today as Shinoby, the beloved ninja-themed mascot of Yomiuri Telecasting (ytv), made a surprise appearance, enchanting visitors of all ages.

Dressed in his signature yellow cat-like ninja outfit, Shinoby wandered through the bustling Expo grounds, posing for photos, engaging with families, and showcasing his playful agility. Fans and attendees were quick to capture and share the special Tokyo-based mascot’s visit on social media, where #ShinobyAtExpo2025 quickly trended throughout the day.

Originally introduced by ytv in 2018 to represent fun and youthful energy, Shinoby’s presence at the event highlights the growing synergy between regional broadcasters and Japan’s most significant cultural and technological showcases. “We’re thrilled to have Shinoby here at Expo 2025,” said a Yomiuri Telecasting spokesperson. “His visit helps bridge Osaka’s vibrant community spirit with the innovative future the Expo represents.”

Shinoby’s visit coincides with Expo 2025’s mission to foster creativity, connection, and a blend of tradition and advanced technology — values that deeply resonate with the ninja mascot’s blend of cultural heritage and playful modernity.

Visitors also had the chance to meet Shinoby’s trusty companion Ninmaru, adding to the lively atmosphere and family-friendly fun. The appearance is expected to continue over the coming days, making it a must-see attraction for both local residents and international guests.

Expo 2025, running until October 13, continues to draw millions eager to embrace cutting-edge technology, cultural displays, and now, the charm of iconic mascots like Shinoby.

For images and more information on mascot appearances at Expo 2025, visit the official Expo website or Yomiuri Telecasting’s social media channels.
Write about Expo events