Kumamon Explained

Kumamon is a mascot created by the government of Kumamoto Prefecture, Japan. It was created in 2010 for a campaign created to draw tourists to the region after the Kyushu Shinkansen line opened.[1] Kumamon subsequently became nationally popular, and in late 2011, was voted top in a nationwide survey of mascots, collectively known as yuru-chara, garnering over 280,000 votes.[2] [3] Following his success in the contest, Kumamoto earned in merchandising revenue for the first half of 2012, after having only earned throughout all of 2011.[4] [5] Kumamon enjoys tremendous popularity throughout the world.

Economic impact

In just two years, Kumamon has generated US$1.2 billion in economic benefits for his region, including tourism and product sales, as well as US$90 million worth of publicity, according to a recent Bank of Japan study.[6] Sales of Kumamon items have reached ¥29.3 billion in 2012, up from ¥2.5 billion in 2011.[7] The Bank of Japan also estimated that Kumamon generated in revenue during a two-year period starting from 2011.[8]

Success

A large part of Kumamon's success can be attributed to its cuteness. The unusual marketing strategy of free licensing is also behind Kumamon's commercial success, since the Kumamoto prefecture grants usage rights for free to anyone as long as their products promote goods and services from the prefecture. Furthermore, in 2018, the Kumamoto prefecture decided to allow foreign businesses to use Kumamon, aiming to expand Kumamon to the world.[9]

Cultural impact

This mascot has a minor cameo in the 2014 video game Yo-Kai Watch 2, and made an appearance in , following the main characters (Whisper, Nate, and Jibanyan) around. It also gained internet popularity when images of Kumamon, usually around large fires, were captioned with "Why? For the glory of Satan, of course!".[10] The Kumamoto Prefecture has taken this well, but has more carefully restricted official photography of the mascot.

Since 3 September 2018, Kumamon has embraced a new identity as a YouTuber.[11] Videos in Japanese have been uploaded onto its YouTube account every Monday.[12]

See also

External links

Notes and References

  1. Web site: Top Ten Japanese Character Mascots . Finding Fukuoka . 2012-01-13 . 2013-02-16.
  2. Web site: Japan's #1 Mascots: Kumamon, Bary-san, and Nishiko-kun . Japan Probe . 2011-11-28 . 2013-02-16 . dead . https://web.archive.org/web/20130621064526/http://www.japanprobe.com/2011/11/28/japans-1-mascots-kumamon-bary-san-and-nishiko-kun/ . 2013-06-21 .
  3. Web site: Kumamoto Mascot "Kuma-mon" Won First Prize | Tenkai-japan:Cool Japan Guide-Travel, Shopping, Fashion, J-pop . Tenkai-japan . 2013-02-16.
  4. Web site: Brasor . Philip . Mascots bear cash for local authorities . The Japan Times . 2013-01-13 . 2013-02-16.
  5. Web site: Wakabayashi . Daisuke . Isn't That Cute? In Japan, Cuddly Characters Compete - WSJ.com . Online.wsj.com . 2012-12-25 . 2013-02-16.
  6. News: Cuddly bear Kumamon becomes a marketing superstar in Japan. February 24, 2014. South China Morning Post. 2017-07-27.
  7. News: The Branding of Kumamon: The Bear That Stole Japan's Heart. Fuji. Moeko. Jun 28, 2013. 6 May 2015. The Wall Street Journal.
  8. Web site: Brasor . Philip . Can a solo career help a mascot stand out? . The Japan Times . 2014-04-15 . 2014-04-20.
  9. News: Kumamoto Prefecture decides to allow foreign firms to use its Kumamon bear brand . 4 January 2018 . The Japan Times . https://web.archive.org/web/20180104182110/https://www.japantimes.co.jp/news/2018/01/04/business/kumamoto-prefecture-decides-allow-foreign-firms-use-kumamon-bear-brand/ . 2022-07-30 . 2018-01-04 . dead.
  10. Web site: Osaka Overrun For The Glory Of Satan, Of Course!. Kotaku Australia. Pedestrian Group. 1 March 2016. Brian. Ashcraft. Surrey Hills, Australia. en. 7 January 2021.
  11. Web site: 1-й эпизод Kumamon TV. YouTube. 3 September 2018. 17 March 2021. ja.
  12. Web site: Iconic Japanese mascot Kumamon to become YouTuber. The Japan Times. 22 August 2018. 17 March 2021.