YataLogic’s analysis
The key point of this case
Connect iyaya, a Japanese expression of distress or refusal, with 188 as a cue to start seeking advice.
From official information
Officially documented uses
- 188 is a nationwide number that guides callers to a nearby consumer affairs consultation service and helps them take the first step toward advice
- Iyayan is a butterfly whose catchphrase rejects suffering in silence and whose role is to tell people in difficulty about 188
- Official materials include images of taking a call, raising a hand, offering support and celebrating a resolution, as well as issue-specific banners and videos
YataLogic’s view of the challenge
Which challenge does this relate to?
After encountering dangerous products, aggressive sales approaches or contract problems, people may hesitate because they do not know whether the issue warrants consultation, whom to call or what first step to take.
Roles identified by YataLogic
The character’s job
- Express people’s distress through iyaya
- Use the iyaya = 188 wordplay to make the advice number memorable
- Show the first step from encountering a problem to contacting a consultation service
Application ideas from YataLogic
How could another business apply this?
Express the feelings of people unsure whether they may seek advice in a short phrase, alongside contact details.
Where is it used?
Consumer Hotline 188 publicity, banners and videos
What could you measure?
These are example measures for your own application, not reported performance figures from the featured company.
- Choose to call 188 when unsure about a consumer problem
- Explain that 188 directs callers to a nearby consumer affairs consultation service
Sources
- View the official page (opens in a new tab)www.caa.go.jp
Source checked: 2026-09-02
Status documented in the source: Current example