This is a mascot character promoting Hakata, Fukuoka City, Fukuoka Prefecture. It's modeled after mentaiko (spicy cod roe) and is described as a kind-hearted gentleman. It also has a tendency to get upset when called "tarako" (another word for cod roe). There's an urban legend that your wish will come true if you have your head patted with the rice paddle it holds. It has an original dance called "Mentaiko-so," which it apparently dances in the streets of Fukuoka.