Asian Games Mascot HONOHON Sparks Debate as Some Viewers Call It ‘Creepy’

NAGOYA, Japan, Sept. 20, 2026— The official mascot of the Aichi-Nagoya Asian Games has become an unexpected topic of discussion during the opening days of the Games, with some social media users describing its appearance as “creepy,” “strange” or even resembling a “horror doll.”

The mascot, namedHONOHON, was designed for the 20th Asian Games, which are being held in Japan from Sept. 19 to Oct. 4. While organizers intended the character to represent passion, sports and unity, its unusually large eyes, red facial markings and distinctive ears have divided online opinion.

Why Does HONOHON Look So Unusual?

HONOHON has a bright red body, extremely large eyes and ears shaped like the traditionalShachihoko, a tiger-fish creature associated with the Aichi-Nagoya region.

The red markings around its eyes are inspired byKumadori, a style of makeup used in Japanese Kabuki theater. According to the official mascot description, the design also draws on the historical culture of the “Kabukimono,” eccentric samurai associated with the region.

For some viewers, however, the combination of oversized eyes, red markings and the tiger-fish-inspired ears creates an unusual visual effect.

Images and videos of HONOHON have circulated on Chinese-language social media, where some users have compared the mascot to a “creepy doll” or described its appearance as unsettling. Other users have defended the design, arguing that its unusual appearance makes it highly recognizable.

The reactions illustrate how differently mascot designs can be perceived across audiences and cultures.

The Official Meaning Is Quite Different

Behind the unusual appearance is a much more positive concept.

The Aichi-Nagoya organizing committee says HONOHON was “born” from the passionate feelings of athletes and combined with the Shachihoko, regarded as a guardian symbol of Aichi-Nagoya.

Its name comes from “Honoho,” a word associated with the image of a rising flame. The organizers deliberately gave the character the friendlier-sounding name HONOHON.

The mascot has no gender and is described as newly born. Its birthplace is listed as “inside the hearts of athletes,” while its personality is curious and hardworking.

Its large eyes are intended to symbolize its ability to watch sporting competitions across Asia, while its Shachihoko-like ears are said to hear the laughter of children and cheers for athletes.

Its mission is to help bring people together through the Asian Games under the slogan“IMAGINE ONE ASIA.”

From “Creepy” to Highly Recognizable

Mascots are designed to create an emotional connection with audiences, but unusual designs can sometimes generate reactions that designers did not necessarily anticipate.

HONOHON is particularly distinctive because it does not follow the conventional cute-animal mascot formula. Its large eyes and theatrical red markings give it a much stronger visual identity.

The character has also been integrated into the Games' visual system. HONOHON appears in a series of 59 sports pictograms covering the 43 sports and 71 disciplines featured at the Aichi-Nagoya Asian Games.

That means the mascot is not simply a promotional character. It has become part of the overall visual language of the Games.

A Mascot That Has Started Its Own Conversation

The debate surrounding HONOHON also demonstrates how quickly visual designs can take on a life of their own once they reach social media.

For some people, the mascot's oversized eyes and Kabuki-inspired makeup make it look mysterious or even unsettling. For others, those same features represent Japanese culture and give the mascot a memorable personality.

Neither reaction changes the official intention behind the design.

The organizers describe HONOHON as an athlete, supporter and cheerleader whose purpose is to spread enthusiasm and encourage people across Asia to come together through sport.

As competition continues in Nagoya, HONOHON will remain one of the most visible symbols of the Games.

Whether audiences see it as cute, unusual or slightly creepy, one thing is already clear:the Aichi-Nagoya Asian Games mascot has succeeded in getting people talking.