WAFUU.COM Launches Mochi Mascot as Cross-Border E-Commerce Platform Expands Global Reach
Japanese cross-border e-commerce platform WAFUU.COM introduces Mochi, an official mascot character designed to embody 'A tiny happiness from Japan' as the company continues expanding its international shipping network to 125 countries.
Japan's Cross-Border E-Commerce "WAFUU.COM" Unveils Official Mascot Character "Mochi"
QRESTIA Inc., the Tokyo-based company behind cross-border e-commerce platform WAFUU.COM, has unveiled Mochi, a new official mascot character representing the platform's mission to deliver Japanese products and culture to a global audience.
The character, featuring a soft, rounded silhouette and gentle expression, was created to embody the simple joy of discovering Japanese products. Mochi's debut video is now available on the dedicated website at https://mochi.wafuu.com/, where visitors can explore the character's profile, origin story, design details, and gallery.
Strategic Move in Growing Market
The mascot launch comes as WAFUU.COM operates within Japan's rapidly expanding cross-border e-commerce sector, valued at $58.4 billion in 2026 and projected to reach $199.1 billion by 2035, representing a compound annual growth rate of 14.60%. Japan currently ranks fourth globally for e-commerce, accounting for 7.5% of the global market.
The introduction of Mochi aligns with a well-established Japanese business tradition. Mascot characters, known as yuru-chara or yurukyara, are widely employed across Japan by companies, government offices, and municipalities as promotional tools. The character business generates nearly $16 billion annually in Japan, demonstrating the significant marketing power of these mascots.
Platform Growth and Expansion
WAFUU.COM, launched in October 2022 by QRESTIA Inc., has experienced substantial growth since its inception. The platform reached over 300,000 members and followers by its second anniversary in 2024. The company, founded in 2016, operates a portfolio of e-commerce sites delivering Japanese stationery, character goods, hobby items, snacks, cosmetics, and lifestyle products to international customers.
The platform has aggressively expanded its global footprint, growing from 70 countries to 107 destinations in March 2025 with the addition of 37 new shipping locations. The network now encompasses 125 countries and regions, with support for 21 languages and multi-currency payments. In March 2025, WAFUU.COM also introduced cryptocurrency payment options, accepting 16 different cryptocurrencies through 83 wallets and 22 exchanges.
Character Integration Plans
Mochi will appear throughout WAFUU.COM's digital presence and customer touchpoints, including the website, social media channels, seasonal campaigns, email newsletters, and package inserts. The official website will feature regularly updated seasonal visuals and content.
QRESTIA Inc. has made a press kit available to media outlets, content creators, and partners, including transparent and white-background character assets, profile information, and logo lockups.
Hidemasa Fukada, President and CEO of QRESTIA Inc., stated that Mochi was designed to convey warmth without words. He expressed the company's aspiration to develop the character into one recognized and appreciated internationally, noting that Mochi represents more than product sales—it aims to make the discovery of Japanese culture through WAFUU.COM a more enjoyable experience.
The mascot's official YouTube channel has been launched at https://www.youtube.com/@mochi_wafuu, where additional content will be shared. Interested parties can contact QRESTIA Inc. at mochi@wafuu.com for inquiries.