She quickly became very popular in Japan, and was called "the shining star of losers everywhere" (負け組の星, makegumi no hoshi), for continuing to run with all her heart, despite her seemingly endless losing streak.

[6] In September 2003, the Kōchi Prefecture Horse Racing Association introduced a service wherein they would stamp the word on any betting ticket related to Haru Urara.

O-mamori were also created from mane and tail hairs that were said to have fallen out during brushing, but production was soon halted, due to concerns expressed by animal welfare groups.

The race ended in disappointment, but not surprise: despite being ridden by Japan's premier jockey, Yutaka Take, Haru Urara earned her 106th consecutive loss, placing 10th among 11 horses running.

Numerous products using Haru Urara's name or image have been produced, including stuffed toys, key rings, mobile phone straps, stickers, stamps, train tickets, rice, shochu, hats, T-shirts and bras.

[14][22] Biffy Clyro's 2021 album The Myth of the Happily Ever After features a track inspired by Haru Urara, sharing her name, written about optimism and joy in the face of failure.