Rinkai Seminar, one of Japan’s largest cram school chains, is even kind enough to give students a good-luck-charm pencil, with “Hoping you’ll pass your exams – Rinkai Seminar” written along the shaft.
Japan’s juku, or cram schools, are a pretty good metaphor for many of the country’s societal values.
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So it would seem that rather than starting from scratch, Rinkai Seminar somehow came into possession of some unsold anime merchandise, then refurbished it to use as its good-luck charms.