YataLogic’s analysis
The key point of this case
Distinguish business areas through characters’ roles and appearances, helping people recognize the scope of services.
From official information
Officially documented uses
- The official explanation describes Pacho as a prince from the Land of Fire, with a face shaped like the Japanese character for fire and a body colored like a gas flame.
- Mizu-Pacho comes from the Land of Water to help people with plumbing problems, with a face shaped like the Japanese character for water.
- Tokyo Gas introduced Mizu-Pacho when it fully entered the plumbing repair business in 2022.
- A 2023 repair-service commercial showed Pacho and Mizu-Pacho rushing to address plumbing problems.
YataLogic’s view of the challenge
Which challenge does this relate to?
When Tokyo Gas offers electricity and plumbing repairs as well as gas, users may find it difficult to distinguish which problem they can take to which service.
Roles identified by YataLogic
The character’s job
- Assign fire, electricity and water to different characters
- Embed each area of responsibility in the name, face and physical design
- Connect a problem with the repair service through advertising scenes
Application ideas from YataLogic
How could another business apply this?
For companies with several businesses, assign responsibilities by function and express the differences through names and appearances.
Where is it used?
Official Pacho site, profiles and repair-service commercials
What could you measure?
These are example measures for your own application, not reported performance figures from the featured company.
Can users identify whether a problem concerns gas, electricity or plumbing?
Sources
- View the official page (opens in a new tab)www.tokyo-gas.co.jp
Source checked: 2026-09-02
Status documented in the source: Current example