MAPACA

Mid-Atlantic Popular &
American Culture Association

Kumamon, the black bear mascot for Kumamoto Prefecture has reached superstar status among yuru-kyara, the “loose characters” popping up across Japan. Since his introduction in 2010, coinciding with Japan’s Bullet Train extension to Kyuushuu and opening of Kumamoto Station, Kumamon has been stirring up buzz for his prefecture’s tourist attractions and locally grown products. Appearing in person, on Facebook, comic books, magazines, YouTube, television, and even through a widely viewed audience with the Emperor of Japan, Kumamon has exploited virtually all manner of media in promoting himself and awareness of the beauty and bounty of Kumamoto Prefecture, the place he symbolizes. As the population decreases across Japan, economies of small and medium sized cities and municipalities are finding tourism one of the major sources of economic growth. At present, yuru-kyara mascots sponsored by prefectural and municipal governments for promoting tourism have increased to over 1,500. Charming fans with his expressive body language and athletic dance moves, Kumamon won the 2011 Yuru-Kyara Grand Prix, being voted most popular among a field of 865. What may be attributed, in part, to the momentum of Kumamon’s promotional activities, in 2012 local communities in Kumamoto gained more than 30 billion yen, an amount roughly 11 times greater than the year before. This study interrogates sources of success in building awareness for a rustic locality considered off-the-beaten path, a prefecture in Japan unlikely to be on people’s destination list. In addition to creating a loveable, entertaining mascot to symbolize Kumamoto, the case is made that strategic use of multidirectional, multilayered, and multi-voiced media exposure can dramatically increase the fan base, heighten fan engagement, and generate sufficient buzz that may well translate into increased visits and greater sales.