The slovenly Ima represents our current world, whereas Mirai represents a potential world where people make “cool choices” that contribute to mitigating the effects of anthropogenic climate change.
Japan’s Ministry of the Environment is employing a pair of moe mascot characters to raise awareness with younger audiences about the dangers of climate change.
The two characters are named Kimino Ima and Kimino Mirai, and their names are pun of the Japanese phrases for “Your Present” and “Your Future”.