The children I met were scared, crying and causing a commotion... The 15-year-old national character 'Kumamon' [Japanese Perspective]

Appeared to Attract the Kyushu Shinkansen...
Initial Reactions Included "It's Scary"
Grew Together with Residents by Comforting Children During the Kumamoto Earthquake
Now Serves as Kumamoto Prefecture's Sales and Happiness Manager,
Greatly Boosting Local Promotion

Have you ever seen a Japanese character that looks like this, even if you don't know its name?

Kumamon lounging on the bed. It is said that he looks hopeful about receiving Valentine's Day chocolates. Kumamon Facebook.

This is Kumamon, the mascot character of Kumamoto Prefecture in the Kyushu region of Japan. Since the 'Kuma' in Kumamoto (熊本) means 'bear' in kanji, the character was designed as a bear. Japanese media such as the Yomiuri Shimbun reported that Kumamon turned 15 this year and shared stories about the character's 15th anniversary. Let me tell you the story of Kumamon, who has now entered adolescence.

Kumamon was originally created in connection with the Shinkansen high-speed train. On March 12, 2011, the Kyushu Shinkansen line opened, and at that time, Kumamoto Prefecture started a campaign to build a station and attract tourists, saying, "We can't just let the Shinkansen pass through Kumamoto." Therefore, Kumamon's official birthday on the Kumamon website is set as March 12, the opening day of the Kyushu Shinkansen.

Kumamoto Prefecture mascot Kumamon is striking a pose. Kumamon Land website.

Anyway, in 2010 during the preparations, Kumamoto Prefecture commissioned a famous local broadcast writer to create catchphrases, logos, posters, and other materials for the campaign. The writer made various candidates for approval and met with prefectural officials. At that meeting, the illustration shown as "just in case, I also made this" was Kumamon. Nowadays, we see Kumamon all the time and find it familiar and cute, but back then, when a character with an entirely black body and slanted eyes appeared, everyone was taken aback. Even though the kanji for Kumamoto includes the character for bear (熊), it was more surprising because there were no bears left in the area. There are various theories about the origin of Kumamoto's name, such as that 'kuma' once referred to rice plants, but it is not believed to be named because many bears lived there.

When the reactions were lukewarm, then Kumamoto Governor Ikuo Kamashima said, "Just in case, let's keep it," and accepted the character almost as a bonus. Moreover, since the preparation period for Kumamon was at the end of the year and the budget was limited, Kumamon appeared in a rough form.

Photo by netizen comparing the early Kumamon (left) and the current Kumamon. Agogen X.

Thus, the initial Kumamon did not have the plump and rounded appearance it has now but appeared skinny. When first shown to children at an event, they cried because they were scared. The person inside the costume was also awkward and unsure what to do, making it purely amateurish. The staff then began to think about how to revive Kumamon. They analyzed successful characters like Mickey Mouse and Hello Kitty to find improvements. As a result, Kumamon was reborn as the chubby and cute bear we know today. When explaining Kumamon to children, they say, "Originally Kumamon was skinny, but because Kumamoto has many delicious local specialties, he ate a lot and gained weight."

Kumamoto Prefecture also worked to firmly establish Kumamon's world. Kumamon was appointed as the sales manager and happiness manager of Kumamoto Prefecture. On the Kumamoto Prefecture website, Kumamon's greeting as the sales manager says, "My role is to find happy and amazing things around and let people all over the country know," and "I want to let more people know about the Kumamoto I love, mon!" Also, residents can apply to receive license plates featuring Kumamon, which has greatly boosted local pride and love for Kumamon.

Kumamon license plates that can be applied for through the Kumamoto Prefectural Office. Kumamoto Prefectural Office.

There are various behind-the-scenes stories related to this world. In 2013, when the Japanese Imperial family visited Kumamoto Prefectural Office, the Empress asked, "Is Kumamon single?" The governor, caught off guard, awkwardly replied, "Kumamon is Kumamon!" Also, because of Kumamon's rounded body, some public opinion said, "Isn't that a failed diet? He doesn't qualify as sales manager," and Kumamon was demoted to deputy. However, residents demanded, "Put him back as manager," and Kumamon was reinstated. Kumamon was also there during major local events. During the 2016 Kumamoto earthquake, when children were anxious, Kumamon visited evacuation centers first to comfort and soothe them. It's easy to see why Kumamon is loved as a local character.

Kumamon's popularity has now spread beyond the region and is loved throughout Japan. In surveys on regional character recognition, 95% of respondents said they know Kumamon, making it a famous character. Kumamon-related merchandise sales have been huge. From the start of surveys in 2011 through 2024, cumulative sales of products using Kumamon are expected to reach 1.5 trillion yen (about 14.747 trillion won). Starting yesterday, a Kumamon birth festival celebrating the 15th anniversary is being held again in Kumamoto Prefecture, where fans from all over the country will gather and interact.

Though Kumamon's life began as a "just in case, I drew this" bonus, he has worked hard as a regional character and overcome challenges, making him a self-made character.