NTT Docomo a mushroom, which is quite a celebrity in Japan. He even is the hero of a Nintendo DS puzzle and platforming video game, "Boing! Docomodake DS" on 2007 and 2009; on 2016 or 2015, Nintendo put a Docomodake Mii in the app they called Miitomo, which was also released in North America, Japan and Europe. He also has a wide variety of merchandising such as cell phone straps, keychains, and plush dolls. As one type of advertising method, there are many types of Docomodakes such as mother and father, which symbolizes the plans that NTT Docomo offers. Emoji, a pictographic
Japanese mobile phone culture to or limited to Japan, lead to the term "Galápagos syndrome", as these resulting phones were dominant in the island nation of Japan, but unsuccessful abroad. This has since led to the term to refer to Japanese feature phones, by contrast with newer smart phones. , the Japanese mobile phone market is broadly divided into a high-end, consisting of smart phones (, abbreviated as or ), mid-range, consisting of feature phones ("garakei"), and a low-end, consisting of Personal Handy-phone System (PHS, or , from ). There is some overlap of market segments between low-end smart phones and high-end feature phones,