Kumamon

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File:Map of Japan with highlight on 43 Kumamoto prefecture.svg

Kumamon {{nihongo||くまモン}} 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.{{cite web|url=http://findingfukuoka.com/2012/01/13/top-ten-japanese-character-mascots/ |title=Top Ten Japanese Character Mascots |publisher=Finding Fukuoka |date=2012-01-13 |accessdate=2013-02-16}} 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.{{cite web |url=http://www.japanprobe.com/2011/11/28/japans-1-mascots-kumamon-bary-san-and-nishiko-kun/ |title=Japan's #1 Mascots: Kumamon, Bary-san, and Nishiko-kun |publisher=Japan Probe |date=2011-11-28 |accessdate=2013-02-16 |url-status=dead |archive-url=https://web.archive.org/web/20130621064526/http://www.japanprobe.com/2011/11/28/japans-1-mascots-kumamon-bary-san-and-nishiko-kun/ |archive-date=2013-06-21 }}{{cite web|url=http://www.tenkai-japan.com/2011/11/29/kumamoto-mascot-kuma-mon-won-first-prize/ |title=Kumamoto Mascot "Kuma-mon" Won First Prize | Tenkai-japan:Cool Japan Guide-Travel, Shopping, Fashion, J-pop |publisher=Tenkai-japan |accessdate=2013-02-16}} Following his success in the contest, Kumamoto earned {{JPY|11.8 billion}} ({{USD|120 million}}, {{GBP|79 million}}, {{Euro|93 million}}) in merchandising revenue for the first half of 2012, after having only earned {{JPY|2.5 billion}} ({{USD|26 million}}, {{GBP|17 million}}, {{Euro|20 million}}) throughout all of 2011.{{cite web|last=Brasor |first=Philip |url=http://www.japantimes.co.jp/news/2013/01/13/national/mascots-bear-cash-for-local-authorities/#.UR9sEmfpxj4 |title=Mascots bear cash for local authorities |publisher=The Japan Times |date=2013-01-13 |accessdate=2013-02-16}}{{cite web|last=Wakabayashi |first=Daisuke |url=https://www.wsj.com/articles/SB10001424127887323717004578156610405635572 |title=Isn't That Cute? In Japan, Cuddly Characters Compete - WSJ.com |publisher=Online.wsj.com |date=2012-12-25 |accessdate=2013-02-16}} 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.{{Cite news|url=http://www.scmp.com/news/asia/article/1433821/cuddly-bear-kumamon-becomes-marketing-superstar-japan|title=Cuddly bear Kumamon becomes a marketing superstar in Japan|date=February 24, 2014|work=South China Morning Post|access-date=2017-07-27}} Sales of Kumamon items have reached ¥29.3 billion in 2012, up from ¥2.5 billion in 2011.{{cite news|url=https://blogs.wsj.com/japanrealtime/2013/06/28/the-branding-of-kumamon-the-bear-that-stole-japans-heart/|title=The Branding of Kumamon: The Bear That Stole Japan's Heart|last1=Fuji|first1=Moeko|date=Jun 28, 2013|accessdate=6 May 2015|agency=The Wall Street Journal}}

File:くまもんグッズ (21349147228).jpg

The Bank of Japan also estimated that Kumamon generated {{JPY|123.2 billion}} in revenue during a two-year period starting from 2011.{{cite web|last=Brasor |first=Philip |url=http://www.japantimes.co.jp/news/2014/04/19/national/can-a-solo-career-help-a-mascot-stand-out/ |title=Can a solo career help a mascot stand out? |publisher=The Japan Times |date=2014-04-15 |accessdate=2014-04-20}}

Success

A large part of Kumamon's success can be attributed to its cuteness. The unusual marketing strategy of free licensing has also contributed to Kumamon's commercial success; Kumamoto Prefecture grants usage rights for free to any individual group as long as the products promote goods and services from the prefecture. In 2018, this license was extended to foreign businesses, with aims to both boost worldwide recognition and increase tourism to the prefecture. Governor Ikuo Kabashima has said that he "want[s] to spread the Kumamon brand to the world."{{cite news |url=https://www.japantimes.co.jp/news/2018/01/04/business/kumamoto-prefecture-decides-allow-foreign-firms-use-kumamon-bear-brand/ |title=Kumamoto Prefecture decides to allow foreign firms to use its Kumamon bear brand |date=4 January 2018 |publisher=The Japan Times |archive-url=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/ |access-date=2022-07-30 |archive-date=2018-01-04 |url-status=dead}}

Cultural impact

File:Kumamoto 01-635.jpg train (2024)]]

File:大相撲川崎場所 2017 (33234083763).jpg (sumo wrestler) wearing a Kumamon mawashi]]

This mascot appears in a minor cameo in the 2014 video game Yo-Kai Watch 2, and made an appearance in Yo-kai Watch: The Movie, following the main characters (Whisper, Nate, and Jibanyan) around. Kumamon has gained popularity as an internet meme when images of the character, usually around a large bonfire, were captioned with text reading "Why? For the glory of Satan, of course!".{{cite web|url=https://www.kotaku.com.au/2016/03/osaka-overrun-for-the-glory-of-satan-of-course|archive-url=https://web.archive.org/web/20160302105241/http://www.kotaku.com.au/2016/03/osaka-overrun-for-the-glory-of-satan-of-course/|url-status=dead|archive-date=March 2, 2016|title=Osaka Overrun For The Glory Of Satan, Of Course!|website=Kotaku Australia|publisher=Pedestrian Group|date=1 March 2016|first=Brian|last=Ashcraft|location=Surrey Hills, Australia|language=en|access-date=7 January 2021}}

Since 3 September 2018, Kumamon began regularly in-character videos uploading to its YouTube account.{{cite web|url=https://www.youtube.com/watch?v=eex4VY3ryHs|title=1-й эпизод Kumamon TV|publisher=YouTube|date=3 September 2018|accessdate=17 March 2021|language=ja}}{{cite web|url=https://www.japantimes.co.jp/news/2018/08/22/national/iconic-japanese-mascot-kumamon-become-youtuber/#.W9ThARNKiCQ|title=Iconic Japanese mascot Kumamon to become YouTuber|publisher=The Japan Times|date=22 August 2018|accessdate=17 March 2021}}