How to create an icon – The story of Kumamon

Kumamoto Prefecture, located in Southern Kyushu, shares borders with Fukuoka and Kagoshima. It is renowned for its garlic tonkotsu ramen, horse meat dishes, fried chicken wings, and beautiful castle. Kumamoto is conveniently accessible via the Kyushu Shinkansen, making it an easy destination for travellers. It boasts beautiful mountains and Mt. Aso the regions active volcano which can be visited. Kumamoto is a prefecture perfect for those who love the outdoors. There are a multitude of campsites, horse riding treks and rambling routes one can explore. 

Recently, I took a trip to the prefecture over a long weekend and unexpectedly encountered an idol—an icon I had only seen briefly on various products in my area. Who is this legend? What is the story behind them, and why have they gained popularity so quickly, unlike any other? Today, I will be exploring Kumamon!

Standing at 5 feet tall with glossy black fur and red cheeks, Kumamon holds the official title of Happiness Manager and is 15 years old as of this year. Kumamon's birthday is on March 12, just one day after my own. Kumamon greeted the first Shinkansen to arrive at Kumamoto station. And you can find Kumamons bench in the station. Its personality is described as cheeky and friendly. The name "Kumamon" means "person from Kumamoto," and recently, Kumamon gained an additional role as the Sales Manager for the prefecture, further enhancing its credentials.

The design of Kumamon is popular and can be found on various items, posters, and in locations around the prefecture. You can spot Kumamon at tourist spots, sporting a fashionable lineup of outfits and featured on a plethora of merchandise. Kumamon even has its own square, which anyone can visit to meet the legend and admire its moves on the dance floor.

Kumamon was created alongside the launch of the new shinkansen line to Kumamoto as part of the Kumamoto surprise campaign. The goal was to use this lovable mascot to promote regional products and provide a cute reason for people to visit the prefecture. Within just a year of its debut, Kumamon achieved significant recognition when it was voted the top mascot in the 2011 Yuru-chara competition, an annual event to crown the best mascot. This was only the beginning of Kumamon's success story; its journey was just starting to unfold.

Kumamon represents a life many of us can only dream of immense wealth, international stardom, and global travel. In just the first half of 2012, Kumamon generated an impressive 11.8 billion yen from merchandise sales. The Bank of Japan has estimated that Kumamon's total earnings reached 123.3 billion yen within the initial years following the bear's creation. Such figures are beyond what many can imagine.

Kumamon has truly become a global icon, embarking on journeys to numerous countries and expanding a massive fan base along the way. This beloved bear can be followed on most social media platforms, allowing fans from around the world to connect with him and experience his adventures.

So, why did Kumamon explode in popularity in a country that is already filled with mascots? Every prefecture in Japan has at least a few mascots, and towns and districts often have their own as well. For example, my prefecture of Saga has at least five mascots. While mascots are a normal part of life in Japan, very few have achieved the level of fame that Kumamon has. There are even stories of mascots being discontinued when funding runs low, and in one case, a mascot from Saga was banned in connection with a scandal. The world of mascots is quite intense.

The primary reason I believe behind Kumamon's success is its free licensing marketing strategy, which allows individuals and companies to use Kumamon's image to promote services, goods, or merchandise from Kumamoto Prefecture. In 2018, this licensing was extended to international companies as well, further expanding Kumamon's reach and recognition. The rationale behind this strategy is that Kumamon's brand would spread more rapidly, and it has clearly been effective. Even outside of the prefecture, Kumamon can be seen across Japan. For instance, during a recent bus ride home to Saga after a long weekend, I noticed the familiar figure staring back at me from the bus. I also visited a local convenience store and spotted those recognizable eyes looking at me from the ice cream section.

I personally find the mascots a bit creepy; perhaps it’s the eyes that unnerve me, or maybe it’s the fact that they sell t-shirts featuring the bear's face in an almost mugshot style. A few of my friends agree that the deadpan eyes contribute to this unsettling feeling. Recently, the bear went viral in a meme showing Kumamon sitting by a fire with the caption, “Why? For the glory of Satan, of course!” Kumamon has made numerous appearances online, on TV, and in anime. The bear also released a workout DVD promoting staying healthy and fit in the comfort of one’s own home.

In 2016, a powerful magnitude 6.2 earthquake struck the region, followed by several days of aftershocks and another significant earthquake measuring 7.0. Kumamoto experienced extensive damage and a tragic loss of life. News spread quickly, prompting an outpouring of love and concern from people far and wide. For the first time, Kumamon's numerous social media accounts went silent, causing fans to worry about the beloved character. Many began to wonder where Kumamon was during this difficult time and soon realized that they needed to show their support for him and his friends. Donations and letters of support poured in from around the community.

Kumamon's fan base is vast, and one of my favourite stories is when the bear met Empress Michiko at her request during the imperial couple's visit to the region. She reportedly asked the bear, "Are you single?" It’s unclear how Kumamon responded, but that might be a wild conspiracy for another time! Who knows who Kumamon is dating, if anyone? Perhaps another prefecture's mascot? Let your imagination run wild!

Now, let’s talk about big companies and Kumamon's birthday celebrations! Get ready to be even more jealous, because the merchandise and gifts this bear has received are truly jaw-dropping.

The list is extensive—100,000 items long! Therefore, I have chosen a few of my personal favourites to share with you.

First, a representative from Honda presented Kumamon with his own scooter, decorated in the bear's likeness. Additionally, there is a train featuring Kumamon's image that operates within Kumamoto, alongside another train showcasing a loveable mascot, Kuro the dog. Kumamon even has his own plane, the Kumamon 737, as well as buses adorned with his design.

In an impressive collaboration, the German toy maker Steiff released a limited run of 1,500 Kumamon bears, which reportedly sold out in just five seconds, making those bears incredibly rare and pricey. Furthermore, the famous camera company Leica created a Kumamon camera that sells for $3,300—a bargain compared to the next item!

Tokyo Jewellers crafted a gold statue of Kumamon, which retails for a staggering $1 million.

Kumamon has essentially become an entity of its own, like Hello Kitty, but without the backing of a major brand. Today, Kumamon stands as its own brand! People view this character as a source of comfort and cuteness, leading them to purchase a variety of merchandise. Teddy bears, known for their popularity around the world, evoke feelings of nostalgia for many. Many children cuddle with a teddy bear at night because the darkness can be frightening, especially when parents are away or working. Choosing to represent Kumamon as a teddy bear has proven to be a successful decision, as it fosters feelings of empathy and comfort.

Japan is a country with a culture of kawaii or cute. Every prefecture has at least one or many mascots promoting different towns or the prefecture. My own prefecture has about 5 the most famous is Muppi. But none can compare to the fame Kumamon has built. On my journey back to my home after my Kumamoto weekend I noticed the bus had Kumamon posters. Even days after when I hit up the convenience store, I spotted several products promoting Kumamons 15th birthday. The bear is a mascot who has transcended Kumamoto and infiltrated the world. This success story if one of inspiration how in 15 years the mascot aided a financially struggling prefecture.

If you visit the prefecture of Kumamoto, I hope this blog entry has given you some context behind the bear. Even if Kumamoto is not on your itinerary the bear will find you.