Atsugi is famous for the fish “ayu” (あゆ/鮎) a species of the smelt family (in fact the fair is called “Ayu Matsuri”) and for its pork so the event’s mascot, Ayu-koro-chan is, of course, a pig with a fish on its head – I imagine the reverse would had been quite difficult.
(For a bigger version of this picture both in color and black and white, check my "Japan Arekore" set on Flickr)
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