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Here’s a simplified version of the Shinjokun/Chiitan story. Shinjokun is the mascot of Susaki City, Japan, and is based on an extinct river otter that was last sighted in the area (and has a bowl of local noodles on his head). (1) 
A year ago, Chiitan, a real-life otter (center) was getting a big SNS following, and was thus invited to be an honorary tourism ambassador for Susaki. A costumed version of Chiitan (right) was then created by the same designers of Shinjokun. (2)
When the costumed Chiitan began independently releasing jackass-style slapstick videos online, many (mostly old) people mistook the character for the normally immaculately-behaved Shinjokun and Susaki City got 100+ complaints. (3)
Because of this (and some other dubious business practices by Chiitan’s management company) Susaki decided not to renew the contract of Chiitan (the real otter) as tourism ambassador.
Chiitan and Shinjokun are still friends and will continue to operate as usual, separately. (4)
Chiitan and Shinjokun are still friends and will continue to operate as usual, separately. (4)
