日本的吉祥物文化是在“萌”文化也即可爱文化的基础上发展而来的，符合日本的主流文化，因为日本有万物有灵的民族信仰，所以日本每个都道府县都拥有自己的吉祥物，是世界上拥有吉祥物数量最多的国家，也是一个吉祥物文化盛行的国家。这种文化现象的出现和流行存在多方面的原因，大体是文化价值、商业效益和政府决策三方面共同作用的结果，且在这三方面原因里面又存在其他助推因素。本文以日本最具代表性的吉祥物熊本熊为例，从这三方面出发层层分析，探讨当代日本当代吉祥物文化盛行的动因，也为研究日本文化提供一定的借鉴。

Japan's mascot culture is developed on the basis of "moe" culture, which is also the culture of love, in line with the mainstream culture of Japan, because Japan has animistic national beliefs, so each prefecture in Japan has its own mascot, is the country with the largest number of mascots in the world, and is also a country where mascot culture is prevalent. There are many reasons for the emergence and popularity of this cultural phenomenon, which are generally the result of the joint action of cultural values, commercial benefits and government decision-making, and there are other contributing factors among these three reasons. Taking the most representative mascot of Japan, Kumamon, as an example, this paper analyzes the three aspects layer by layer, discusses the motivation for the popularity of contemporary mascot culture in contemporary Japan, and also provides some reference for the study of Japan culture.