Few fictional characters in Japan are as laid-back in their overall approach to life as Rilakkuma.

Created by stationery producer San-X in 2003, the brown bear has attracted a loyal following over the years, rising through the ranks to sit alongside such established characters as Hello Kitty and Doraemon in terms of exposure at home and abroad.

According to statistics, the Rilakkuma brand has been featured on more than 16,000 products, attracting revenue of ¥250 billion by the end of 2016.