There are local characters in Japan called "yura kyara" ("weak" or "laid back" characters). They often promote local businesses or produce. And being Japanese characters, they're generally cute.
So to promote Yubari melons, which are generally seen as being "cute" as well as often expensive, you'd think the yura kyara would be cute. You'd be wrong.
The Melon Bear character is TERRIFYING. And the character has a Facebook page dedicated to scary-assed photos. Besides frightening small children, this mascot even tussles with rival yura kyara.
If the prices of Yubari melons don't scare the crap outta ya, this mascot will!