ららぽーとで見つかる「可愛い・おしゃれ」な新作ムーミングッズ！

日本ではムーミンをはじめとした外国の絵本や童話の絵柄を施したキャラクターグッズが人気です。
ららぽーとでも雑貨店で大人可愛いムーミングッズが並んでいます。



最近では海外からのお客様も多くなりました。今回の記事では、母の日のプレゼントや自分へのご褒美とそしてお土産にぴったりなムーミンの商品を特集しました。最後に外国のお客様向けに日本でムーミンが人気な理由をお話ししています。

Cute and stylish new Moomin goods to be found at Lalaport!

In Japan, Moomin and other character goods with illustrations from foreign picture books and fairy tales are popular.
At Lalaport Numazu, you can also find a lineup of cute Moomin goods in the general merchandise store on the 3rd floor.

Recently, many of our customers come from overseas. In this article, we feature Moomin products that are perfect as Mother's Day gifts, treats for yourself, and souvenirs. Finally, for our foreign customers, we discuss why the Moomins are so popular in Japan.

















アート系ブランドである「ムーミン」への関心は、日本でも着実に高まっていましたが、2021年にわずか1年で71％増という爆発的な伸びを見せました。その後も人気は衰えず、現在では15～79歳の年齢層におけるブランド認知度が86％となり、ポケモンと肩を並べています。
また、日本における国際的・古典的キャラクターの認知度ランキングでは、外国人の間では第3位です。日本人の間では8位です。



ムーミン・キャラクターズは、フィンランド建国100周年を機に、日本の文化施設と連携し、年間を通じて記念イベントを開催します。ムーミンキャラクターズは、日本の文化施設と協力し、フィンランドの100周年を記念したイベントを開催します。また、日本市場向けに開発された新しいムーミン人形劇ミュージカルや、全国の百貨店でのムーミンイベントやアクティビティも予定されています。


ムーミントロール・フィンランド

フィンランド国外初となるムーミンのテーマパークが、首都圏の宮沢湖畔にオープンしました。フィンランド語で「森」を意味するMetsäは、「ムーミンゾーン」と「パブリックゾーン」の2つのゾーンで構成されます。ムーミンゾーン」ではムーミン一家の世界に浸ることができ、「パブリックゾーン」ではムーミンの作者トーベ・ヤンソンが愛したフィンランドの雰囲気と自然を再現することを目的としています。











ムーミンは、北欧の芸術や文学の世界から生まれたというユニークな位置づけで、日本でも人気があります。ムーミンの価値観は世界共通ですが、ブランドの成り立ちやフィンランドの文化、生活習慣など、日本のファンが興味を持つ点はたくさんあります。ムーミンが誕生した文化的背景への関心が、フィンランド100周年記念の機会を最大限に生かし、トーベ・ヤンソンの生涯についてファンの方々にさらに知っていただくという戦略につながったのでしょう。

ららぽーと沼津店にいらした品格のある高齢の女性と娘さんにインタビューしたところ、話によると北欧からいらしたようです。それで筆者ナナイはムーミンについて尋ねました。の方はこのように話していました。「トーベの作品で探求された愛、寛容、冒険というテーマが、世界中で共鳴され続け、新しい国や文化に受け入れられていることをとても誇りに思います。来年は何が起こるか、とても楽しみです。」

アジアにおけるムーミンキャラクターの人気は、日本だけにとどまらず、タイ、中国、韓国にも及んでいます。フィンランドと日本以外で初めてオープンしたムーミンベーカリー＆カフェは香港にあり、2016年4月にはバンコク、5月にはソウルにもオープンしています。






























According to the National Character Survey conducted in October 2019 by the Japan Research Center, a private research firm, only Hello Kitty, Moomin, and Winnie the Pooh exceeded 90% recognition among 1,200 men and women aged 15-79.

The survey shows that Moomin is the most recognized character from overseas and that a wide range of ages are aware of its existence.
Related Link] The 6th NRC National Character Survey (Japan Research Center)


It all started with the novel "The Little Troll and the Big Flood," written by Finnish author Tove Jansson (who died in 2001 at the age of 86) in her native Swedish in 1945. This year marks the 75th anniversary of the appearance of the Moomins, who are a little slender compared to today's Moomins.

Tove has visited Japan twice.

Tove Jansson was born in Helsinki in 1914 to a sculptor father and a painter mother. She started out as a painter and worked on political satirical cartoons, but in 1945, she published her first work, which became the prototype for the Moomin series. In 1966, he won the International Andersen Award, and in 1970, "November in the Moomin Valley," the last book in the series, was published. She continued to create many works for adults, including the autobiographical novel "The Sculptor's Daughter," until her later years.

Moomin first appeared in Japan in 1964. Winter in the Moomin Valley" was included in Kodansha's "The Complete New World Literature for Boys and Girls" as part of the Northern Europe volume. According to Kodansha, the following year, 1965, "Tanoshii Moomin Ichika" was published. We will delve deeper into the book's history in the next issue.

Then, in 1969, the Fuji Television network began broadcasting the animated series "Moomin. Coincidentally, the first broadcast of "Moomin" was on the same day as the first broadcasts of "Sazae-san" and "Haxion Daimao".

After another broadcast in 1972 on the Fuji Television network, "The Delightful Moomin Family" began airing on the TV Tokyo network in 1990. It can be said that the Moomins permeated Japan with this animated series.

A 59-year-old man from Kita Ward, Tokyo, who watched the animated series when he was in elementary school, analyzes his past: "Unlike today's fashionable Moomins, I think I liked the Moomins because they were a bit raunchy and fairy-tale-like," he says. Even as he grew up, Moomin remained on his mind, with the man saying, "When my children were small, I let them read them in books. When my grandchildren get a little older, I want to go to Moomin Valley Park (in Hanno, Saitama)." The content has become something that can be enjoyed by all three generations.

In 2005, Tove Jansson's birthday, August 9, was designated as "Moomin Day. Since the original story does not specify Moomin's birthday and the release date of the first edition of "The Little Troll and the Big Flood" was also unknown, the date was decided upon after much deliberation and wisdom by all concerned.

Our goal is to "de-characterize" the book.

Having traced the history so far, where are the Moomins headed today?

We interviewed a representative of Rights and Brands, the company that manages Moomin's domestic licensing (translation and publishing rights, theme parks, and performing arts are handled by a separate company).

It may be easier to understand if we say that the company also operates the official website and social networking services. the company that has been the copyright agent in Japan for nearly 30 years is the parent company of Moomin Characters Oy Ltd. of Finland, which holds the overall copyright, as well as Moomin Valley Park a relatively new company established in 2018 as a joint venture between three companies: Moomin Monogatari, which operates the Moomin Valley Park, and Moomin Characters Oy Ltd.
Moomin changed direction around 2012.

The company decided to "go back to its roots" in response to the passage of time since the airing of the animated series and requests from Moomin Characters Oy Ltd. They decided to stop merchandising products from the animated series and limited themselves to illustrations from the novels and comics. The animated Moomins were colored, but the Moomins from the novels and comics were white. As a result, the opportunities to see the colored Moomins were drastically reduced.

The popularity of the sophisticated and "fashionable" Moomins emerged, especially among adults, as the demographic that watched the cartoons had grown up and also rode the wave of the Scandinavian boom of the time. Ms. Nishfuji says, "Tove Jansson was a linguistic and sexual minority. The pictures that she drew best expressed the appeal of the Moomins, and on the occasion of the 100th anniversary of her birth in 2014, Tove's humanity came to attention and her artistic quality was once again appreciated, which I believe is why she gained support," she says.

Rather than "character products," Moomin's basic goal is to create "fashionable" products that fit into daily life, like Finnish-born Marimekko and Arabia. The goal is "Scandinavian design" with a "departure from characters. For this reason, they do not use designs with a large "MOOMIN" beside the illustration.

On the other hand, it also coexists with what is expected of ordinary characters such as stuffed toys.

In 2019, "Moomin Valley Park" will open, and a new animated film "The Moomin Valley and Its People" (NHK BS4K) will begin airing. In addition, the "Moomin Exhibition," which will exhibit a total of approximately 500 original drawings and sketches from the collections of the Moomin Museum and other museums in Finland, will begin a two-year tour, making this a very busy year for fans.

Around 2012-2018, when the company was going the adult route, no products for children were made, but in 2019, with the start of the animation, sales of school bags and other products began. Even some mass merchandisers, which previously could not place products, began to sell them. Mr. Nishifuji explains the reason for turning his attention to children as well, "We began to focus on attracting new fans through the opening of theme parks and the anime, not only to boost Moomin's popularity, but also to keep it from dying out.

The size of the domestic market has increased nearly six-fold from approximately 8 billion yen in 2010 to 45 billion yen over the past 10 years. Japan's share of the global market is now about 40%, the same as in Scandinavia. Incidentally, outside of Scandinavia and Japan, most of the remaining market is held by the United Kingdom, where the serialization of the manga began in a London newspaper in 1954, and by Asia, excluding Japan.

Each character in the Moomin Valley has his or her own personality, but they accept each other and value diversity. This is a world where any problems can be addressed with words of wisdom. While soothing, it is also sprinkled with social satire. While preserving such a worldview, it is likely that the love in Japan will grow even deeper.