Bellevue, Washington (September 18, 2024) - Last night, the City of Bellevue and Visit Bellevue proudly introduced Belle the Bobcat, its new Yuru-Chara mascot, in a heartwarming proclamation ceremony at Bellevue City Hall. The proclamation, delivered by Mayor Lynn Robinson, marked the official debut of Belle, who plays a central role in Bellevue’s first-ever overseas marketing campaign targeting Japanese travelers. This playful and “pawsitive” addition to Bellevue’s tourism efforts will also bring a touch of whimsy to local events and celebrations, while highlighting the city’s long-standing relationship with Japan.
“Belle, a bobcat native to the Pacific Northwest, is more than just a mascot – she represents our region’s natural splendor and Bellevue’s dynamic diversity,” said Brad Jones, Executive Director of Visit Bellevue. “As a key feature of our new marketing campaign, Belle offers a welcoming and playful presence for our community and visitors, connecting with our Japanese audience in a meaningful way.”
Strengthening Bellevue’s Ties with Japan
Bellevue is a minority majority city that has enjoyed a deep-rooted sister city relationship with Yao, Osaka Prefecture since 1969. Today, Japan is one of Bellevue’s top four international markets for tourism, boasting a remarkable 64% year-over-year increase in spending from Japanese visitors.
In 2024, Visit Bellevue launched its first-ever overseas marketing campaign targeting Japanese travelers. As part of this initiative, the campaign includes a fully localized Japanese microsite and Instagram, public relations efforts, the introduction of Belle the Bobcat as a Yuru-Chara, and additional initiatives designed to offer a culturally inviting and seamless experience for Japanese visitors. The initial efforts in the Japan market generated 2,571,887 consumer ad impressions, 82 top tier media placements valued at ¥8.5M, and an impactful media event in Osaka, Japan, showcasing Chef Nakajima as Bellevue’s culinary ambassador. Chef Shota Nakajima, a key figure in Visit Bellevue’s culinary tourism programming, has also been integrated into the Japanese market through the Bellevue Eats video series that launched earlier this month in both English and Japanese.
Meet Belle the Bobcat
Belle the Bobcat welcoming atmosphere for Japanese travelers and residents alike. Inspired by the incredible wildlife found in Bellevue’s parks and open spaces, Belle will soon be spotted at various Bellevue hotspots, encouraging both residents and tourists to explore Bellevue with curiosity.
Visitors can also meet Belle virtually through Belle’s Room on Visit Bellevue’s website, where her personality, favorite activities, and top recommendations for exploring Bellevue are on display. From hiking at Poo Poo Point to enjoying local dining, Belle is ready to guide guests on their next adventure in Bellevue.
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About Visit Bellevue Washington
Visit Bellevue Washington (VBW) is Bellevue’s official Destination Marketing and Management Organization (DMMO), representing the city’s hotels, the Meydenbauer Convention Center, and the Bellevue hospitality community, and is funded by the Tourism Promotion Area (TPA). A safe, walkable, and easily accessible city, Bellevue provides a vibrant fusion of welcoming hotels, restaurants, nightclubs, lively culture, outdoor recreation and world-class shopping. Surrounded by pristine natural beauty with big-city amenities, Bellevue offers a wide variety of entertainment experiences and is home to innovative global corporations. Follow Visit Bellevue on social media @visitbellevue and join the conversation.
Media Contact:
Anna Yan
Communications Manager
ayan@visitbellevuewa.com
