Papipu Penguins – The Iconic 80s Suntory Beer Mascots
Papipu Penguins mascots from 1980s Suntory Beer TV commercial, showcasing kawaii character design in Japanese advertising.
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Papipu Penguins – The Iconic 80s Suntory Beer Mascots
These adorable penguins were mascots for Suntory Beer in Japan during the 1980s. Papipu Penguins first appeared in TV ads and became so popular that their poignant story was turned into a movie called A Penguin's Memory (link to video above).
The story follows Mike the Penguin, a war veteran with PTSD, and Jill the Penguin, an aspiring singer. The pair fall in love but face many challenges, including love rivals and Mike’s emotional trauma.
As a child, I was captivated by these characters, both for their overwhelming cuteness and their sad, heartfelt story. I would tear up after each ad, longing for a happy ending. Adults clearly responded the same way, which helped drive engagement and, ultimately, beer sales.
Nostalgia and Cultural Impact
Papipu Penguins capture the eternal vibe of an 80s summer in Japan. Even now, when I see them, I can almost feel a light fan breeze and hear the sound of my uncle opening a can of Suntory Beer. Their charm goes beyond mere cuteness, evoking warmth, memory, and emotional connection.
Kawaii Culture in Post-War Japanese Art and Design
Kawaii, or “cute” culture, has been a central aspect of Japanese design for decades. During post-war times, manga artists and designers used playful, whimsical aesthetics to explore deeper and sometimes darker themes. Notable examples include Anpanman, an existentialist superhero made of bread, and the cat paintings by Ryuichi Yamashiro, who addressed serious societal issues through his art.
The combination of cuteness and emotional depth - from Papipu Penguins to Mister Donut merchandise, illustrates the power of kawaii design to create meaningful cultural and commercial impact.
Originally published in 2018, updated in 2025