Why is Kumamon so famous? The story behind the mascot

In Kumanto County, he is an inevitable presence: a heavy black bear with a often naughty but friendly expression and bright red cheeks that catch your attention like a traffic light. You will see him everywhere at the airport – immediately on government buildings, local produce and even decorative garbage trucks. This is Kumamon, a character who is bigger than lifespan, not only becoming Kumamoto but also an idol of Japan as a whole.

“He is not just a symbol of the region, but more than a strategy to drive tourism and agricultural products,” journalist Neil Steinberg wrote in a BBC article. “He is almost seen as a living entity.”

©2010 Kumamoto Kumamon

Celebrity identity

It is difficult to exaggerate the influence of Kumamon. In 2019, his merchandise sales set a new record, exceeding 150 billion yen. He has over 800,000 followers on X and over 100,000 followers on Instagram. Since its opening in 2013, his “headquarters” and gift shop Kumamon Square have welcomed over 3 million visitors, with a flow of tourists coming to Kumato County to meet with bears in person.

When he was not involved in online pranks, Kumamon was the government job for the official “Sales and Happiness Manager” of Kumamoto County – promoting the overall spirit of tourism, merchandise, cuisine, and the Kumamoto and Kyushu culture.

According to Eri Kotaka, a staff member of the Tokyo branch of Kumanto, the famous mascot often arouses enthusiastic reactions from Tokyo people. “When Kumamon appears… it’s like they see celebrities,” she said.

In some ways, Kumamon is classic Yuru Kyara Mascot, his simple, adorable design and close connection with specific areas of Japan. (“Yuru” comes from the Japanese words “Yurui” or “Wobbly” and “Kyara” and “Kyara” come from the “role” of Katakanized sor. You can find mascots for almost anything in Japan – the Metropolitan Police Department has Pipo-kun, the National Tax Service’s electronic tax system has E-TA-KUN, and Funabashi City has a gender-free Magical Pear Fairy Funassyi.

But in Yuru Kyara, Kumamon stands out. He is perhaps the most famous Yuru Kyara’s success story, and is largely considered one of the variables that have seen a massive growth in Japanese mascots over the past 15 years. Now estimated there are over 3,000 Yuru Kyaras nationwide with creative backstory and cute designs – many dream about replicating Kumamon’s secret magic.

©2010 Kumamoto Kumamon

Kumamon’s fame

Kumamon’s rise to county symbolism and international recognition is actually a bit accidental. The role was created in 2010 with the goal of promoting Kumanto County. The region is preparing for the opening of the northern part of the Kyushu Shinkansen Line, which will connect Kumamoto with major Japanese cities. To attract visitors, the county launched an event – called Kumamoto Surprise – touted its many natural and cultural assets. Kumamon is just to make a touch-up on the Kumamoto Marvel Movement logo.

At that time, Kumanto County was mainly regarded as an agricultural area. Some tourists come to visit the mountain or the Cumanto Castle, but the county is not a lot of tourist destinations, especially internationally. Kumamon changed everything.

He first made headlines with a well-planned publicity stunt, Governor Kumanto held a press conference in Osaka to announce that his special assistant – the adorable, biped-legged black bear – had disappeared. He explained that the Humph was supposed to distribute 10,000 business cards to passers-by in the city, but suddenly got tired of his mission and ran away. Such a legend was born. Kumamon caused a jaw-dropping 11.8 billion yen sales in the first six months of 2012 just two years after his official debut.

What made him so popular? His cuteness will certainly help, but it can be said that Kumamon’s personality really attracted a lot of hearts. “Although he is naughty, he is kind to children and the elderly, and I think his flexible exercise can communicate nonverbally even without words,” said Ayaka Honda, head of Kumamon branch.

Kumamon is stupid, sometimes disobedient, and has problems similar to humans. Honda continued: “He disappeared because he was tired of handing out business cards…his diet failed, so he had some human aspects.”

Seeing the success of Cumanmon, the Quimato government decided to give up the licensing fee that traditionally accompanied the popular role. In China, anyone can use Kumamon’s images for royalty-free as long as the product originates from Kumamoto or Promotion Prefecture. That’s why you see Kumamon’s face full of plastering, a library of thousands of merchandise amassed.

©2010 Kumamoto Kumamon

Connect the world, embrace one bear at a time

In addition to profitability, Kumamon also served as the gateway ambassador for international relations, and thanks to his soft charm, he established connections with various countries.

The bear has visited China, Hong Kong, Taiwan, the United States, France and Thailand to promote Japanese relations abroad. Kumamon, together with Governor Ikuo Kabashima, raised funds to rebuild Notre Dame Cathedral. He visited the American Olympic and Paralympic Training Center to inspire American athletes ahead of the 2020 Tokyo Olympics. When the 2016 magnitude 7.0 earthquake struck Kumamoto, Shanghai students and fans gathered donations and notes to encourage Kumamon and Kumamoto residents. Kumamon himself visited the disaster area to provide emotional support.

Although Kumamon celebrated his 15th birthday on March 12 this year, Kumamon showed no signs of slowing down—his next big show was at the much-anticipated 2025 World Expo, where he will join the Expo’s own mascot, Myaku-Myaku, as an official special supporter.

For many, Kumamon is not a character, but a neighbor and friend. No matter where he goes for the next 15 years, he will surely bring hugs, laughters and reminders not to take life too seriously.

©2010 Kumamoto Kumamon

For more information on Kumamon’s activities in Kumamoto County and beyond, please visit his website. You can also follow Kumamon on X and Instagram.

Kumamoto’s antenna store Ginza Kumamotokan is open daily from 11 a.m. to 7 p.m., and you can find them online or on Instagram.

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