Message from “Kumamon” loved around the world

That guy with a stubby black body, bright red cheeks, and an unhateful smile, yes.”Kumamon”. It was born in 2010 as a PR character for Kumamoto Prefecture, and now its range of dispatch extends beyond prefectures and countries, and is gaining popularity all over the world. What was the reason for that? We spoke with Mr. Hiroki Takeda of the Kumamoto Prefecture Governor's Office Kumamon Group (at the time of the interview). It seems to be “Kumamon's subordinate.”

――First, could you tell me about the relationship between Mr. Takeda and Kumamon

I am a member of the department in charge of Kumamon, a subordinate of Kumamon, and the person in charge of overseas dispatch.

――Are you a subordinate

Kumamon has a position called “Sales Manager and Happiness Manager.” Kumamoto prefecture is composed of the governor, vice governor, and department manager from above, so in fact, Kumamon is pretty clever. If you were to compare it to a general company, would it be just a director? The Kumamoto Prefectural Office doesn't have a sales department or department (laughs).

――Kumamon has been active across countries, but since when? Please also tell me the purpose

After domestic awareness was raised, activities began overseas, including France, in 2013. It's not limited to overseas, but the biggest purpose is to promote Kumamoto Prefecture. In addition to that, we have set a mission to “bring surprise and happiness to everyone.” They are good at dancing, and they have them watch “Naughty Kumamon” for a bit and remember Kumamon and Kumamoto Prefecture. where did it come from!? I think the introduction of this feeling is unique even as a character.

――With the exception of the COVID-19 pandemic, you have participated in JAPAN EXPO every year since 2013. Have you had any feedback or results

I wasn't able to go 3 times in '20 to '22 due to COVID-19, but when I went to '23, I saw him for the first time in a long time! ' “I've been waiting!” There was a lot of response. There were many people who gathered on the stage where Kumamon appeared, and everyone wanted a Kumamon-shaped sun visor “Mon Visor,” so I realized that Kumamon is very popular.
The French person we interviewed said, “I love Kumamon, so next time I go to Japan, I will definitely go to Kumamoto Prefecture,” and I also heard other voices saying “I went to Kumamoto.” There were also people wearing Kumamon pattern socks, and I couldn't believe it. Being able to see such a situation in real life gives me food for thinking about the next promotion, and I'm really happy to be in a position to support Kumamoto's PR characters.

――The Japan Expo in 2016 was a time when the Kumamoto earthquake occurred about 3 months ago, and it was very impressive. There was Tanabata during the exhibition, so they put up bamboo sticks and had visitors write strips of paper as a booth to support the earthquake disaster in Kumamoto. Even though it doesn't mean that if you write it, you won't get anything, the visitors hung it on bamboo because they wanted to cheer them on. The 2000 strips we had prepared were out of stock on the 3rd day of the event. Kumamon was popular even before that, so I thought it was iconic. Do you feel that popularity is spreading overseas other than France

Yes. In Asia, awareness is very high, mainly in China, Hong Kong, Taiwan, etc., and there are times when the distance is close, so there are many opportunities to be invited.
Speaking of Europe, there are multiple collaborations with major companies. Crystal brand “Baccarat”, kitchenware “Le Creuset”, “Steiff” known for teddy bears, etc. The cosmetics manufacturer “L'Occitane” is continuously collaborating, and they are devoting part of their sales to afforestation in Kumamoto. There are also other companies that donate a portion of their sales to Kumamoto Prefecture.
However, there are many Japanese people who don't know that it is popular and well known overseas. I often explain it in public and private, but it's hard for people to believe it because they say “that's a lie.”

――Are there any difficulties in participating in the Japan Expo

Opportunities to go to Europe will inevitably be relatively limited. Since it is an administrative organization, people are also asked “why do they go there?” The Japan Expo is a place where many people who are very interested in Japan gather, and it is clear that there is a proper stage there. I'm honored to be asked to be dispatched, and it's easy to explain why I'm going as a PR for Kumamoto.
In that sense, if the schedule is decided with plenty of time, it will be even easier to make plans, and the effects of visiting France can be maximized, so I'm thankful.

[I also recommend this article] →[Case Study] Stained glass from Japan, just like a painting itself, brought to Paris

――I think there are many people who are looking forward to that stage. It's hard to communicate that closely with guests, so isn't it a special place even in that sense

Maybe so. Opportunities to meet a live Kumamon are limited, even for residents of Kumamoto prefecture. It's interesting that the stubby thing moves so much to the music, and it's nonverbal (nonverbal communication). Everyone looks at me with a smile even if they don't understand the language.

――Now that awareness has increased, how do you feel about participating in the Japan Expo

I would like to promote more and more in order to gain new fans. Maybe it's okay to walk around the venue even more. Promotions to Europe that make use of the Japan Expo are very effective, so I hope that it will spread not only to participants who love Japan, but also to others.

(Interviewer: Japan Promotion Editorial Office/Interview 2024/1)

‍