Chapter 215: Kumamon! Promotion Idea From Hiroshi Nohara! Promotion Methods Of The Land Of Fire!
The moment Isshin Fujiwara spoke, the warm, lively atmosphere in the private room, just heated by the delicious food and wine, felt as if it had been plunged into an ice cellar. Even the neon lights of Kumamoto City outside seemed to grow colder through the glass.
Everyone’s chopsticks froze mid-air, and they unconsciously lightened their breathing.
After all, this was a topic about the election of the Prefectural Governor and the Mayor. For ordinary citizens like them, how could they possibly get involved?
But precisely because Isshin Fujiwara was a civil servant working at the Prefectural Office, and his father was an old-school assemblyman deeply rooted in Kumamoto Prefecture.
Hiroshi Nohara, on the other hand, was a rapidly rising famous director.
That made all the difference.
Kogae Oyama was still clutching a wet wipe, intending to refill Hiroshi’s sake cup. Her hand froze in mid-air, her eyes filled with surprise. Governor Koike was the sun in Tokyo Metropolis, a prominent figure seen on television daily. How could she be involved in something as significant as an election with her own son-in-law?
Mage’s eyes widened even further, her mouth slightly agape. Her earlier excitement about not being able to buy an Akita dog was completely washed away by this sudden question.
She looked at Isshin Fujiwara, then at Hiroshi Nohara, her mind a jumbled mess, unable to comprehend any connection between the two.
The first to regain composure was Yoshiharu Oyama.
This former dean of students had spent his life dealing with textbooks and students, and his greatest strength was grasping the key points from subtle clues.
He put down his sake cup, his rough fingers stroking his chin. His brows furrowed slowly, then relaxed, his eyes first showing confusion, then a flicker of sudden realization.
“Oh… Oh!” he exclaimed, as if he had suddenly remembered something, his voice tinged with uncertainty but also an uncontrollable excitement. “Now that you mention it, I do have a faint recollection! I think I saw it on the morning news once, when “The Tale of Hachiko” was released, Governor Koike specifically went to the cinema to watch it and publicly praised the movie, saying it ‘guarded the warmth of the Japanese people’.”
He paused, tapping his fingers on the table, trying hard to recall the details. “Later… later, there were reports that when Governor Koike visited Akita Prefecture for an inspection, she specifically went to Hachiko’s hometown and even took a group photo with the local Dog Association. I even told Kogae at the time that the Governor was very approachable, actually paying attention to such minor cultural matters. Now that I think about it…”
He didn’t finish his sentence, but the meaning in his eyes was crystal clear: Hiroshi was likely involved.
“Yes, yes, yes!” Mage suddenly exclaimed, as if enlightened by Yoshiharu’s words, slapping the table so hard that the miso soup bowl in front of her almost sloshed. “I remember now! The newspaper even published a photo! Governor Koike was standing in front of Hachiko’s statue, and there were people from Tokyo Television Station next to her! I didn’t pay attention then, but now that I think about it, wasn’t my brother-in-law busy promoting “The Tale of Hachiko” at that time?”
She became more agitated as she spoke, her pace quickening considerably. “And also! Recently, the school was discussing the citizen satisfaction survey, and the teacher said Governor Koike’s approval rating had risen rapidly, by more than ten percentage points compared to the same period last year! At the time, some people said it was related to the ‘warm trend’ brought about by “The Tale of Hachiko,” saying that the public felt the Governor cared about heartwarming culture and was a good official who understood the people’s needs! So… so it really had something to do with my brother-in-law?”
As Mage spoke, her eyes sparkled as she looked at Hiroshi Nohara. The admiration in her gaze was even deeper than when they were discussing manga and movies earlier.
After all, collaborating with the Governor of Tokyo was not something just anyone could do!
All eyes now turned uniformly towards Hiroshi Nohara.
There was curiosity, expectation, and a touch of apprehensive disbelief.
Even the usually composed Isshin Fujiwara leaned forward slightly, awaiting his answer.
Hiroshi Nohara, however, appeared exceptionally calm.
He picked up the teapot in front of him and refilled the cups of Yoshiharu Oyama and Isshin Fujiwara, his movements slow and unhurried.
The warm tea swirled in the ceramic cups, creating small ripples, much like his expression at that moment – not a trace of emotion visible.
“It is true,” he said, putting down the teapot and picking up his own cup. After a gentle sip, he slowly began to speak.
His voice was not loud, but it carried a reassuring certainty. “When Governor Koike approached me, it was precisely at the time when she was preparing to launch her re-election campaign. Her team discussed with me that the public felt a too strong ‘distance’ from politicians, believing many policies were just slogans without real implementation. They wanted to find a starting point to bridge the gap with the people, and they happened to see the script for “The Tale of Hachiko.” They felt the ‘waiting’ and ‘warmth’ in this story perfectly aligned with the concept they wanted to convey.”
He paused, his finger tapping lightly on the rim of his cup. “Actually, I didn’t intend to get involved in politics at first. I am a director; my duty is to make good films. But when Governor Koike’s people spoke with me, they said something that I found quite reasonable. They said that good cultural works inherently possess the power to influence society. If that power could be used to make people feel a little warmth, to make them feel that there are still things worth protecting in this city, it wouldn’t be a bad thing.”
“After thinking about it, the story of “The Tale of Hachiko” itself involves both Akita and Tokyo – Hachiko was an Akita dog, but he waited for his owner in Tokyo for ten years. We could use this point to connect the local specialties and cultures of both regions, promoting the movie while also helping Akita Prefecture with tourism, and making Governor Koike’s image more relatable. It was a win-win-win situation, so I agreed.”
He said it so casually, as if he were discussing an ordinary task. But everyone present understood.
This was hardly “ordinary.” It was a masterful integration of culture, economy, and politics, with each thread held firmly in place.
Yoshiharu Oyama nodded repeatedly, murmuring, “Good, very good! You’re not abandoning your profession, yet you’re doing something practical. That’s true skill!”
His gaze towards Hiroshi had shifted from initial “satisfied son-in-law” to genuine “admiration.”
Fujiwara, however, did not show surprise. Instead, as if he had anticipated this answer, a knowing smile played on his lips.
He put down his teacup, tracing circles on the table with his finger. His tone was tinged with a hint of emotion. “I knew it would be like this. Last month, I attended a meeting at the Prefectural Office and discussed this matter with my colleagues from the Tokyo Metropolitan Government. They said that Governor Koike’s core strategy for this re-election was ‘cultural relatability,’ and “The Tale of Hachiko” was the most crucial move in this strategy.”
He looked up at Hiroshi Nohara, his eyes now carrying a degree of solemnity. “People within the Tokyo Metropolitan Government are saying that Hiroshi Nohara, you are responsible for at least thirty percent of Governor Koike’s approval rating, which has risen from barely passing to nearly eighty percent. After all, being able to turn a movie into a bridge connecting politicians and the public is a skill that cannot be found anywhere else in Japan.”
“Thirty percent?” Kogae Oyama gasped, almost dropping the wet wipe in her hand. “That… that’s incredible!”
Mage’s eyes widened further. “Brother-in-law, you’re even more capable than those professional political consultants!”
Hiroshi Nohara waved his hand, showing no sign of pride on his face. “You’re all too kind. It’s mainly because Governor Koike’s policies were solid from the start. I just helped find a way for the public to accept them more easily. If the policies themselves were weak, even the best movie wouldn’t help.”
Yoshiharu Oyama nodded repeatedly at his words. “Well said! One should be like this, not take credit for oneself. Hiroshi’s personality is truly different from those young people who get carried away after a little success.”
Fujiwara looked at Hiroshi Nohara’s calm demeanor, his admiration deepening. He knew that maintaining clarity, not seeking credit, and not rushing in, was true strength.
He smiled and changed the subject. “By the way, Mr. Nohara, since you’ve collaborated with Governor Koike, you must have been following the Tokyo City election, right?”
“Tokyo City election?” Yoshiharu Oyama blinked in surprise. “You mean… the election between Mayor Tanaka and your station manager, Mr. Shimazu?”
“That’s right.” Fujiwara nodded, his tone growing more serious. “The entire political scene in Tokyo Metropolis is watching this election. Mayor Mikami Tanaka has served two terms, has deep roots, and is backed by several zaibatsu. Although President Shimazu has a good reputation from his time at the television station, it’s his first foray into politics, and the challenge is significant.”
He looked at Hiroshi Nohara, his eyes probing. “I heard from friends in Tokyo that this election is full of undercurrents. Mayor Tanaka’s side is already using the media to create momentum, claiming that President Shimazu ‘doesn’t understand municipal affairs and only knows entertainment.’ Meanwhile, President Shimazu seems to have not yet found a good breakthrough. Mr. Nohara, as someone from Tokyo Television Station, and as someone personally promoted by President Shimazu, you won’t just stand by and watch, will you?”
As these words were spoken, the atmosphere in the private room changed again.
If the previous discussion about Governor Koike was merely “collaboration,” then the current discussion about the Tokyo City election directly involved their station manager’s future.
The entire Oyama family watched Hiroshi Nohara nervously, their breathing subdued.
They dared not even imagine such a level of political struggle, let alone their son-in-law potentially being involved.
Hiroshi Nohara, however, remained calm.
He picked up his chopsticks, took a piece of tuna belly placed in front of him, and chewed slowly, as if savoring the fish’s deliciousness, or perhaps contemplating his answer.
After a while, he swallowed the fish, wiped his mouth with a napkin, and a faint smile appeared on his face. “Mr. Fujiwara’s information is quite well-informed.”
He paused, his tone honest. “President Shimazu did approach me. He told me that this election wasn’t about his personal pride, but about trying to see if the ‘connection’ approach used at the television station could be applied to municipal affairs. For example, how to make it easier for citizens to give feedback, how to strengthen connections between communities – these are actually quite similar to my original intention when making “Super Change Change Change”.”
“Then you…” Misae Oyama couldn’t help but speak, her voice laced with concern. “How do you plan to help him? Will it be dangerous? I’ve heard that political struggles are very complicated.”
Hiroshi Nohara glanced at Misae, his eyes softening with tenderness. “Don’t worry, I won’t do anything risky. I’m a director; what I can do is stick to my own field.”
He looked at Fujiwara, his tone firm. “President Shimazu’s campaign team has been discussing with me about making a series of documentaries on ‘Tokyo Citizens’ Lives.’ No slogans, no propaganda, just filming the daily lives of ordinary people – office workers squeezing onto trains in the morning, the clerk at the corner convenience store, volunteers caring for the elderly in the community, and those young people who are a bit lost due to the bubble economy but are still striving to live.”
“Through these films, I want to show everyone that President Shimazu’s focus is not on abstract ‘achievements,’ but on real ‘people.’ Just like when I made ‘Late-night Diner,’ using the most realistic life experiences to touch people’s hearts.”
He smiled, his tone confident. “As for Mayor Tanaka saying I ‘only know entertainment,’ it’s not really a problem. Being able to turn ‘entertainment’ into a tool for connecting hearts is a skill in itself. Moreover, what the public wants are not grandiose slogans, but tangible warmth they can feel. I’m confident in this aspect.”
Fujiwara’s eyes lit up after listening.
He raised his sake cup and gestured towards Hiroshi Nohara. “Well said, ‘touching hearts with life’! Mr. Nohara, I’ll toast you. If President Shimazu can truly break through with this approach, then perhaps this election will hold some surprises.”
Hiroshi Nohara also raised his cup and clinked it with Fujiwara’s. “I’m just doing my best.”
After two cups of sake, the tension in the private room finally dissipated, and the atmosphere returned to its former warmth.
Yoshiharu Oyama began chatting with Fujiwara about the customs and traditions of Kumamoto Prefecture, suggesting they visit Mount Aso next time. Kogae Oyama, meanwhile, pulled Misae and Mage aside to discuss household matters, mentioning that when Hiroshi and Misae got married, they must have a proper wedding. Mage, on the other hand, was pestering Hiroshi Nohara, asking if he could take her to the Tokyo Television Station set next time, and also to the filming site of “World of the Strange.”
Hiroshi Nohara agreed to everything, interjecting occasionally, a gentle smile on his face.
Misae sat beside him, watching him interact so harmoniously with her family, her heart filled with warmth.
She knew she had chosen the right person.
This man was not only talented and responsible, but more importantly, he always handled everything in the most composed manner, ensuring everything was perfectly in order.
Yoshiharu Oyama got carried away chatting with Fujiwara and drank a bit too much.
Fueled by the alcohol, he took Kogae Oyama’s hand, lowered his voice, and murmured in her ear, “Look at these two children, Isshin is calm and composed, Hiroshi is reserved. Both are highly capable individuals. It’s truly good fortune for our Masae and Misae to find such partners.”
Kogae Oyama also smiled and nodded, her eyes full of gratification. “Yes, I used to worry about our children’s marriages, but now it seems I worried for nothing. Not only are these two young people good to our children, but they are also so accomplished. Our family’s future will surely get better and better.”
“Naturally!” Yoshiharu Oyama patted his chest, his face full of pride. “Look at Hiroshi, he’s become a department head at the television station at such a young age, and he can work with the Governor and the President. His future is limitless! Isshin is also a young talent at the Ministry of Finance, and he will surely move up. These two sons-in-law have truly brought us so much face!”
Kogae Oyama laughed at his words. “You, you only care about face. I think as long as the children are happy, that’s all that matters.”
“That’s true, that’s true.” Yoshiharu Oyama nodded repeatedly, then couldn’t help but look at Hiroshi Nohara, who was chatting with Mage in the distance, his eyes overflowing with satisfaction.
On the other side, Masae Oyama, Misae, and Mage, the three sisters, were also engaged in a lively conversation.
Masae was telling Misae some interesting anecdotes from school. Misae, in turn, shared some news about her “Future Manga Company” with Masae. Mage, interjecting from the side, playfully said that when her older sisters got married, she expected a big red envelope, and that she wanted to go to Tokyo to live with Misae and also find an internship at her brother-in-law’s television station.
“You, you always want to take advantage,” Misae said, smiling as she gently tapped Mage’s forehead. “You can intern, but you need to study hard in high school first. If your grades aren’t good, even your brother-in-law can’t just pull strings for you.”
“I know!” Mage pouted, then immediately smiled again. “I’ll definitely study hard! Once I get into a university in Tokyo, I can be with my sister and brother-in-law every day!”
Masae watched her two younger sisters bicker and giggle, a gentle smile appearing on her face.
She turned to look at Hiroshi Nohara, who was chatting with Fujiwara nearby, and felt deeply gratified. Misae had found someone who was not only capable but also doted on her. As her older sister, she could finally rest assured.
The lights in the private room were warm, and the night outside grew deeper. The lights of Kumamoto City twinkled like scattered diamonds on black velvet.
The dishes on the table were still steaming, and the aroma of sake mixed with the fragrance of food filled the air.
Hiroshi Nohara looked at the harmonious scene before him, his heart feeling warm.
It had been so long since he had transmigrated to this world. From an ordinary office worker, he had gradually reached this point, building his own career, having Misae, and now having such a group of family members who truly cared for him.
He knew that the road ahead might still hold many challenges.
The Tokyo City election, the internal dynamics of the television station, and the impending economic crisis of the bubble economy, among other things.
But he was not afraid.
Because he knew he was not walking alone.
He had Misae’s support beside him, the trust of the entire Oyama family, and the colleagues in the production department who strived alongside him.
As long as he stayed true to his original intention and did what he was supposed to do, there would be no obstacle he couldn’t overcome.
…
The warm light in the private room, coupled with the slight tipsiness from the sake, made even the air feel syrupy.
Yoshiharu Oyama was patting Hiroshi Nohara’s shoulder, talking about how beautiful the morning mist was over Mount Aso in Kumamoto. Mage was pestering Misae about whether the merry-go-round at Tokyo Disneyland was really bigger than the one at the Kumamoto amusement park, and the atmosphere was cheerful and harmonious.
At this moment, Fujiwara also seemed to have thought of something and approached him with his sake cup.
“Mr. Nohara, could I speak with you privately?” Fujiwara’s voice was lower than when they were discussing the election.
Hiroshi Nohara raised an eyebrow and gently brushed his fingertips on the tablecloth as he put down his chopsticks – he had long noticed that this civil servant from the Ministry of Finance had something on his mind. Earlier, when they were discussing how Akita Prefecture became popular due to “The Tale of Hachiko,” Fujiwara’s fingers had been constantly tapping on the rim of his cup, a telltale sign of someone deep in thought.
“Of course.” Hiroshi Nohara stood up and, as he did, he gently tucked a stray strand of hair behind Misae’s ear, his voice softening. “You all eat first, I’ll go get some fresh air with Mr. Fujiwara in the corridor.”
Misae blinked and nodded, her braids swaying gently. “Don’t talk for too long, there’s still Matsutake Mushroom Soup coming soon.”
The two walked into the corridor outside the private room. The corridor lights were a warm yellow, casting a glow on the carpet like sprinkled gold dust.
Fujiwara spoke first, his tone tinged with a hint of embarrassment but also unmistakable anticipation. “Mr. Nohara, I heard everyone talking about how “The Tale of Hachiko” made Akita Prefecture popular. I… I’ve actually wanted to talk to you about this for a while.”
He paused, then pulled a crumpled notebook from his pocket. As he opened it, densely packed writing was visible, with the top line reading “Kumamoto Prefecture Promotion Plan,” and a cross next to it.
“Although I work in the Ministry of Finance at the Prefectural Office and handle financial matters, I am also responsible for local revitalization. Kumamoto has had a tough time these past few years – Mount Aso erupts frequently, and tourists are afraid to come; our specialties are only horse meat and citrus fruits, which can’t compare to Akita’s rice or Hokkaido’s crab; young people are all moving to Tokyo, and several elementary schools in the prefecture have closed.”
Fujiwara spoke, his voice lowering, his finger gently tapping the notebook. “I’ve suggested promotional ideas to my seniors at the Prefectural Office several times, but they either say ‘no money’ or ‘the old ways are fine.’ But if the old ways were effective, Kumamoto wouldn’t be in this state. Mr. Nohara, you’re so good at creating ‘connections,’ could you think of a promotional strategy for Kumamoto too? Even if… even if it’s just a direction.”
As he said this, his head was slightly lowered, losing some of the composure of an elite within the system, making him seem more like a student seeking guidance from a teacher.
Hiroshi Nohara looked at the notebook in his hand, the pages worn and frayed. He knew that this future brother-in-law truly cared about his hometown.
At that moment, the door of the private room creaked open. Yoshiharu Oyama poked his head out, followed by Kogae and Misae, and even Mage was at the very back, her eyes shining brightly.
It turned out that when the two had stepped out earlier, Yoshiharu had been eavesdropping and immediately gathered his family when he heard “Kumamoto promotion.”
“Isshin, my boy, why don’t you say what you have to say with everyone else!” Oyama walked over, patting Fujiwara’s shoulder, his tone a mix of reproach and anticipation. “Hiroshi, you must help out! Kumamoto is our hometown, and it pains us to see it like this.”
Kogae Oyama nodded along, still holding a Japanese sweet she had taken from the private room. “Yes, Hiroshi. The last time I went back to my parents’ house, the old lady next door told me her granddaughter, who works in Tokyo, was too afraid to come back for the New Year for fear of her classmates laughing at her for being ‘from the volcano.’ If you can help Kumamoto get back on its feet, our whole family will thank you.”
Misae tugged on Hiroshi Nohara’s sleeve and whispered, “When I was little, I buried a wish charm at a shrine in Kumamoto, and I wrote ‘I hope my hometown becomes famous.’ Hiroshi, if you have a way, please help them.”
Mage also leaned in and said, standing on her tiptoes, “Yes, brother-in-law! If Kumamoto becomes popular, when I tell my classmates I’m from Kumamoto, they won’t just think of volcanoes anymore!”
The group surrounded Hiroshi Nohara, talking over each other, their faces full of anticipation under the corridor lights.
Hiroshi Nohara stroked his chin, his fingertips brushing against a bit of stubble, a smile on his lips.
In fact, when Fujiwara had mentioned Kumamoto earlier, a vague idea had already formed in his mind. Now, with everyone’s encouragement, that idea became clearer.
He smiled, leaned back against the corridor railing, and said with certainty, “If you’re talking about promoting Kumamoto, I actually have an idea.”
“Really?” Fujiwara looked up sharply, his eyes shining like stars, nearly dropping the notebook in his hand. “Mr. Nohara, please tell us quickly! What is it? Is it making a movie, or a variety show?”
Oyama also leaned forward, his ears perked. “Yes, Hiroshi, is it like filming a story about Kumamoto, like “The Tale of Hachiko”? Kumamoto has many old stories too, like the samurai from the Warring States period…”
Hiroshi Nohara shook his head, interrupting Oyama. “It’s not making a movie, nor is it a variety show.” He paused, looking at their curious eyes, and slowly said, “If we’re going to do it, we should create something that everyone will remember. Let’s start by talking about Kumamoto’s foundation. Everyone knows that Kumamoto was formerly called the ‘Land of Fire’ because of Mount Aso; and because the former lords liked bears, there are bear sculptures everywhere, and even the prefecture’s emblem has bear elements, right?”
Kogae nodded. “Yes! When I was little, I went to the shrine with Misae and the others and rubbed the noses of bear statues, saying it would bring good luck.”
“Exactly.” Hiroshi Nohara drew lightly on the railing with his finger. “Akita has Akita dogs, Hokkaido has polar bears, but what does Kumamoto have that people will immediately remember? The volcano is too dangerous, not everyone likes horse meat, and citrus fruits are common. How about… we start with the ‘bear’ and design a cute mascot character ambassador?”
“Cute mascot ambassador?” As soon as these words were spoken, the entire Oyama family was stunned.
Oyama’s mouth hung open, unable to speak for a long time, his wine glass sloshing; Kogae almost dropped the Japanese sweet in her hand.
Misae blinked and whispered, “Cute? Like… like a cartoon character?”
Mage’s eyes widened even further. “Brother-in-law, do you mean… creating a cartoon bear character? But will a cartoon character work? Will people like it?”
Only Fujiwara was not stunned. He frowned, thought for a moment, and then his eyes lit up. He snapped his notebook shut. “I know! Mr. Nohara, are you trying to learn from the United States? When I went to the U.S. for an inspection, I saw many movie characters made into plush toys, and NBA teams have their own mascots, like the Lakers’ little bear, which many children like.”
He became more excited as he spoke, gesturing in the air. “And Disney’s cartoon characters, aren’t they known worldwide because of their cute images? Are you suggesting that Kumamoto’s image ambassador should attract attention through ‘cuteness’ like these characters?”
Hiroshi Nohara nodded, his tone tinged with approval. “Mr. Fujiwara is right. Young people and children these days like cute things. Kumamoto’s impression has always been too ‘old’ – either the danger of the volcano or the seriousness of the old samurai. But if there’s a cute mascot character, it can change these old impressions. When people see this character, they will think of Kumamoto, think of the good things about Kumamoto, and gradually become willing to travel and buy Kumamoto’s specialty products.”
Fujiwara stepped forward, his tone eager. “Mr. Nohara, please explain in detail! How exactly should this character be created? Should it be an animated character, or a plush toy? Should we design a story for it?”
Oyama also reacted and slapped his thigh. “Yes, Hiroshi! Tell us quickly, what should this bear character look like? Should it wear a hat? Clothes?”
Hiroshi Nohara looked at their eager faces and smiled, then slowly said, “This character will be called ‘Kumamon.’ It’s simple and easy to remember, and you know it’s from Kumamoto as soon as you hear it. As for its appearance, it should be plump and round, to be cute. Its body should be black, its belly and face white, its eyes round, its nose big, and it should ideally have some blush on its cheeks, looking a bit silly, making people want to laugh as soon as they see it.”
He paused and added, “We should also design some minor flaws for it, like being a bit clumsy, often falling down, or forgetting things. This will make it more realistic and endearing. For example, if it gets lost while attending an event; or if it drops flyers while trying to hand them out. Such interludes will make people feel that it’s not a cold image, but a living ‘friend’.”
“And then?” Misae tugged on Hiroshi Nohara’s sleeve, her eyes full of anticipation. “Just having the character isn’t enough, right? We also need to let people know about it.”
“Of course.” Hiroshi Nohara nodded. “The first step is to finalize the image of Kumamon, create posters, plush toys, and keychains, and place them in Kumamoto’s stations, shrines, and shops, so that locals can get familiar with it first. The second step is to cooperate with television stations to produce short animations, just a few minutes long, telling stories of Kumamon’s daily life in Kumamoto, such as taking a walk under Mount Aso, eating horse meat sashimi, or helping fruit farmers pick citrus. This will not only showcase Kumamoto’s scenery and specialties but also further ingrain Kumamon’s image in people’s minds.”
He looked at Fujiwara, his tone serious. “The third step, and the most important one, is to let Kumamon ‘go out.’ Participate in events in big cities like Tokyo and Osaka, for example, taking photos with passersby at subway stations, interacting with children at schools, and even attending events in other prefectures to let everyone know that ‘Kumamoto has Kumamon.’ We can also collaborate with businesses, such as printing Kumamon on snack packaging or its pattern on clothes. In this way, Kumamon will unknowingly enter everyone’s lives.”
“More importantly,” Hiroshi Nohara paused, his eyes carrying a hint of depth, “we need to give Kumamon ‘warmth.’ For example, if someone visits Kumamoto and encounters difficulties, Kumamon can step in to help; or if there’s a public welfare activity in the prefecture, Kumamon can lead the participation. This way, when people see Kumamon, they will think of Kumamoto’s warmth, think of Kumamoto’s goodness, and gradually develop a favorable impression of Kumamoto. Compared to blunt propaganda, this kind of ‘subtle influence’ method is more effective.”
After Hiroshi Nohara finished speaking, there was a moment of silence in the corridor. Everyone looked at him, their eyes filled with surprise and excitement.
Yoshiharu Oyama had long since put down his wine glass. He gaped, unable to speak for a long time, and finally murmured, “Hiroshi… your idea is just too brilliant! How did I never think that a bear character could do so many things?”
Kogae Oyama wiped the corners of her eyes, her voice a little choked. “If it can really be like this, then Kumamoto will be saved… The fruit farmers from my hometown will no longer have to worry about their citrus not selling.”
Misae held Hiroshi Nohara’s hand, her eyes sparkling. “Hiroshi, you’re amazing! I can already imagine what Kumamon looks like, it must be very cute!”
Mage jumped up, grabbing Fujiwara’s arm. “Brother-in-law! When do we start? I want to be the first one to buy a Kumamon plush toy!”
Only Fujiwara remained silent. He frowned, his notebook flipped open again, and he scribbled quickly, the tip of his pen rustling on the paper.
After a while, he stopped writing and looked up, his eyes shining with light, his voice trembling slightly. “Mr. Nohara, this idea of yours… it’s absolutely brilliant!”
He excitedly grabbed Hiroshi Nohara’s arm. “The promotional plans I previously considered, like making documentaries or holding exhibitions, were all too cliché and no one was interested. But your Kumamon captures Kumamoto’s characteristics and also caters to current tastes – young people will like its cuteness, children will treat it as a friend, and even the elderly will find it endearing. This way, Kumamoto’s image will completely change from ‘dangerous land of volcanoes’ to ‘a place with a cute Kumamon,’ and people will naturally want to visit!”
He became more excited as he spoke, his notebook almost crumbling in his hand. “I’ll go back to the Prefectural Office tomorrow and submit this proposal! Even if my seniors at the Prefectural Office disagree at first, I will persuade them! Mr. Nohara, rest assured, I will definitely make Kumamon popular and let everyone know about Kumamoto!”
Hiroshi Nohara smiled at his excited demeanor. “Don’t rush. The plan needs further refinement, such as Kumamon’s specific image, the animation content, and the event arrangements, all of which require careful consideration. Furthermore, we need to collaborate with local businesses and television stations, and all of this takes time.”
“I know!” Fujiwara nodded, his tone full of drive. “I will take it step by step and will never be impatient for quick success. Mr. Nohara, thank you so much this time. Without you, I might still be struggling with those old proposals.”
Oyama also walked over, patting Hiroshi Nohara’s shoulder, his tone full of gratitude. “Hiroshi, you’re not just our family’s son-in-law, but also Kumamoto’s benefactor! If you ever return to Kumamoto, I’ll definitely take you to the best izakaya and let you drink your fill!”
Kogae also chimed in. “Yes, Hiroshi. If Misae ever bullies you, you tell me, and I’ll scold her for you!”
Everyone burst into laughter, and the atmosphere in the corridor became lively again.
Mage grabbed Fujiwara and started discussing whether Kumamon should wear a scarf; Oyama and Kogae were contemplating whether to find a carpenter to make a wooden sculpture of Kumamon for their home; Hiroshi Nohara looked at the harmonious scene before him, his heart feeling warm.
Mage pulled Isshin Fujiwara and they began discussing whether Kumamon should wear a scarf; Yoshiharu and Kogae were discussing whether to find a carpenter first to make a wooden sculpture of Kumamon to place at home; Hiroshi Nohara looked at the heartwarming scene before him and felt warm inside.
He knew that whether the Kumamon idea could succeed was uncertain, as it still needed approval from the Prefectural Office and would face various unpredictable issues.
But at least now, everyone saw hope and had drive—and this hope and drive might be the first step to making Kumamoto better.
Just then, the waiter in the private room poked his head out and respectfully said, “Esteemed guests, the Matsutake Soup is ready. Shall we serve it now?”
“Yes! Of course, yes!” Hiroshi immediately said, pulling everyone towards the private room. “Let’s eat and chat, and talk all about Kumamon!”
The group entered the private room, and the aroma of Matsutake Soup wafted towards them.
Hiroshi Nohara sat beside Misae, watching her take small sips of soup, her face full of a happy smile.
He suddenly felt that all the things he was doing, whether it was filmmaking or designing Kumamon, were actually for this simple happiness—to make the people around him happy, and to let more people see the beauty of life.
Isshin Fujiwara drank his soup while writing something in his notebook, occasionally looking up to discuss a few points with Hiroshi Nohara, his eyes full of drive. Hiroshi and Kogae chatted about Kumamoto’s future, their faces full of expectation. Mage, on the other hand, was drawing Kumamon’s appearance nearby; though her drawings were a bit wobbly, she was very serious.
The night outside grew deeper, and the lights of Kumamoto City sparkled like scattered diamonds on black velvet.
The warm light inside the private room enveloped the aroma of food and everyone’s laughter, forming a warm picture. Hiroshi Nohara looked at it all and suddenly had an idea.
Perhaps in the future, Kumamon would not only make Kumamoto famous but also become a link connecting more people, just like 《 Super Change Change Change 》, making people feel closer because of a cute image.
He picked up his chopsticks, put a piece of Matsutake Mushroom into Misae’s bowl, and said softly, “Eat more, to nourish your body.”
Misae looked up and smiled at him, her eyes curving into crescent moons. “You eat too, Hiroshi.”
Hiroshi Nohara nodded, looked at the Matsutake Mushroom in his bowl, then at the people beside him, his heart full of peace. He knew the road ahead was still long and there were many things to do, but as long as he had these people by his side and this love for life, nothing could defeat him.
And at this moment, perhaps in some corner of Kumamoto, someone was already looking forward to the cute image called “Kumamon” bringing a different future to this city.
PS: The updates have indeed been a bit infrequent lately, but starting tomorrow, we will resume two updates a day! Feel free to share any suggestions you have! If you like slice-of-life stories, please share your thoughts too! I’m also shamelessly asking for votes here~ Thank you very much~
