Chapter 216: It’s Kumamon! Cute Kumamon! Kumamoto Prefecture’s Signature Kumamon!
Morning light streamed through the wooden lattice window, casting dappled spots of light in the living room of this over 500-square-meter detached house in downtown Kumamoto City.
The servant’s footsteps on the tatami were as light as feathers. As soon as she placed a cup of warm milk on the mahogany low table, the sliding door at the end of the second-floor corridor was pulled open with a “swish.”
Fujiwara Isshin, dressed in a neatly ironed dark navy loungewear, his hair meticulously combed, descended the stairs with a gentle gait, exuding the calmness characteristic of a civil servant.
As soon as he reached the center of the living room, the servant bowed respectfully, “Second Young Master, good morning.”
Fujiwara Isshin nodded slightly, his gaze sweeping over his parents seated at the low table—his father, Fujiwara Motomaru, wore a dark gray kimono and held a purple Asahi Shimbun newspaper, his brow furrowed as if pondering something; his mother, Fujiwara Temari, was stirring the miso soup in her bowl with a small silver spoon. Seeing him descend, she immediately put down her spoon and smiled, “Isshin, come sit quickly. Breakfast is just warmed, it will get cold if you don’t eat soon.”
Fujiwara Motomaru then raised his head from the newspaper, his eyes landing on his son, his tone flat but carrying an undeniable authority, “Sit down. How was the family banquet at the Oyama’s yesterday?”
Fujiwara Isshin sat down by the low table, and the servant quickly handed him a bowl and chopsticks.
He picked up his chopsticks, first placing a piece of pickled radish for each of his parents, then slowly began to speak, “Everyone in the Oyama family was very kind. Uncle Yoshiharu, despite being the dean of students before, had no airs and chatted with me a lot about old times at Kumamoto Junior High; Aunt Kogae was also very hospitable, and her temari sushi was delicious. My younger sisters Misae and Mage were also very lively.”
Fujiwara Temari’s eyes curved as she listened. She put down her soup bowl, her tone full of gratification, “I knew the Oyama family had good family values. When your Uncle Yoshiharu was the dean of students at Kumamoto Junior High, he managed the students impeccably, and his own children were raised to be polite. Oh, right,”
Her tone shifted, and a hint of gossip entered her eyes, “How did you get along with that child Mage? Was it awkward?”
Fujiwara Isshin’s hand paused as he picked up food. The tips of his ears turned slightly red, but his tone remained steady, “Miss Mage is very quiet and doesn’t say much, but she is very thoughtful. Yesterday, I accidentally spilled sake on my sleeve, and she quietly handed me a clean wet wipe and explained to Uncle Yoshiharu that it wasn’t my carelessness, but that the cup was too slippery.”
He paused and added, “She also talked to me a lot about the history of Kumamoto, knowing more than I do. It’s evident she reads a lot, and she’s a very virtuous young woman.”
“Oh my!” Fujiwara Temari immediately turned to Fujiwara Motomaru, her eyes shining like stars, “Did you hear that? I told you Mage is a good girl, steady and thoughtful, the perfect match for our Isshin! You hesitated when I first suggested marrying into the Oyama family, but now you believe me, right?”
Fujiwara Motomaru put down his newspaper and tapped his fingers lightly on the tabletop. His tone finally softened, “I’ve already inquired about this eldest daughter of the Oyama family. Many people say that Mage learned cooking and needlework from her mother since childhood, and she helps take care of her two younger sisters after school. She is indeed a good, traditional girl.”
He looked up at Fujiwara Isshin, his eyes now carrying a certain seriousness, “Isshin, you are twenty-eight this year, not young anymore. A girl like Mage is meant for marriage, not like those superficial girls who only know how to dress up. If you think she’s suitable, then decide soon, don’t drag your feet.”
Fujiwara Isshin put down his chopsticks, leaned slightly forward, and said earnestly, “Father, I know. Miss Mage is indeed a good girl. I am willing to get to know her better and strive to determine our relationship soon.”
As soon as he said this, Fujiwara Motomaru and Fujiwara Temari exchanged a look, seeing surprise in each other’s eyes.
You see, they had introduced quite a few girls to Fujiwara Isshin before, either daughters of prefectural councilmen or heiresses of large company owners, but he would either refuse citing “busy work” or never contact them again after a single meeting. This time, he actually took the initiative to say he was willing to get to know Mage better—it was as if the sun had risen in the west!
Fujiwara Temari was so excited she almost knocked over her miso soup. She quickly steadied herself and then placed another piece of grilled fish on Fujiwara Isshin’s plate, “Good, good, good! It’s good that you’re willing to get to know her! Ask Mage out more often from now on, go for a stroll around Kumamoto Castle, or soak in the hot springs at the foot of Mount Aso to deepen your affection. If you need money, tell Mom, and Mom will give it to you!”
Fujiwara Motomaru also nodded, his tone filled with gratification, “It’s good that you’ve come to your senses. Although our Fujiwara family is well-respected in Kumamoto, our family line is not strong, and your elder brother is always working in Kansai and Kyoto. The family affairs will depend on you in the future.”
His tone shifted, becoming serious, “Your elder brother recently told me that he is preparing to join the Liberal Democratic Party and wants to transfer to Tokyo for work through party connections. He will likely return to Kumamoto very infrequently in the future. The connections and influence I have in the House of Representatives, as well as my position as an assemblyman, will be passed on to you. You are the key figure in our Fujiwara family who will remain in Kumamoto. You must support the future of the family and can no longer be as frivolous as before.”
Fujiwara Temari sighed, her tone full of worry, “Yes, Isshin. If you don’t get married soon, those collateral branches of the family will start to stir. Your second uncle’s son has been going to the prefectural office every day, trying to get close to those assemblymen. Isn’t he trying to snatch your assemblyman position after your father retires? If you get married soon and have a stable family, those collateral branches won’t dare to be so presumptuous.”
Fujiwara Isshin’s expression darkened. Of course, he knew the family situation.
Although the Fujiwara family was a prominent clan in Kumamoto, it was divided into the main family and over a dozen collateral branches. While they appeared harmonious on the surface, they were secretly competing. His second uncle’s son, Fujiwara Kenichi, had always considered himself more capable than Isshin and had repeatedly stated in public that Isshin “only knows how to study, not how to handle human relations.” If Isshin remained unmarried and lacked prominent achievements, those collateral branches would surely unite to oust him from the position of heir.
He took a deep breath and bowed deeply to Fujiwara Motomaru and Fujiwara Temari, “Father, Mother, I know your worries. Please rest assured, I will get along well with Miss Mage, determine our relationship as soon as possible, and strive to get married by next spring. In the future, I will also focus more on my work and strive to achieve some accomplishments, so as not to give those collateral branches any opportunity.”
Seeing his determination, Fujiwara Motomaru and Fujiwara Temari breathed a sigh of relief. Fujiwara Temari then served Fujiwara Isshin another bowl of miso soup, “Quickly drink it while it’s hot, don’t let it get cold. Don’t rush about the marriage, take your time. The most important thing is to get along well with Mage.”
Fujiwara Isshin picked up his soup bowl and took a sip. Suddenly, he remembered something and put down the bowl, saying, “Oh right, Father, Mother, at the Oyama family’s banquet yesterday, I also met Hiroshi Nohara.”
“Hiroshi Nohara?” Fujiwara Motomaru and Fujiwara Temari were both stunned.
Fujiwara Motomaru frowned, his tone puzzled, “You mean that famous director from Tokyo Television Station? The one who filmed purple An Shizhi, purple World of the Strange, and purple Seven Samurai? I remember the newspaper said he’s the boyfriend of the Oyama family’s second daughter, Misae. What? He was there yesterday too?”
Fujiwara Temari also nodded, her tone full of surprise, “I was chatting with Mrs. Sato next door a few days ago about him. She said Hiroshi Nohara is amazing. He became a department head at Tokyo Television Station at such a young age, and even started his own production department. His movies and TV dramas are very popular. I didn’t expect him to be at yesterday’s banquet.”
Fujiwara Isshin nodded, “Yes, yesterday’s banquet was specifically to welcome him back to Kumamoto. Uncle Yoshiharu said that he’s very busy with work in Tokyo and rarely returns to Kumamoto. He specifically took time out this time to meet with the Oyama family and discuss marriage matters.”
He paused and added, “Uncle Yoshiharu also said that because I am Miss Mage’s boyfriend, he specifically called me over so I could get to know Hiroshi Nohara. Since we’ll all be family in the future, we can look out for each other.”
Fujiwara Motomaru raised an eyebrow, his tone carrying a hint of amusement, “Oh? So, the Oyama family considers you a prospective son-in-law? Otherwise, they wouldn’t have specifically invited you to meet Hiroshi Nohara. It seems Xiaoshan Yoshiharu is quite satisfied with you as a son-in-law.”
Fujiwara Temari also smiled, “Of course. Our Isshin is a civil servant in the Ministry of Finance at the prefectural office, young and promising, and handsome too. How could the Oyama family not be satisfied? But speaking of which,”
Her tone shifted, and curiosity entered her eyes, “How did your conversation with Hiroshi Nohara go? What kind of person is he? Is he as amazing as they say on television?”
Fujiwara Isshin put down his soup bowl, his tone serious, “Hiroshi Nohara is even more impressive than I imagined. He looks very young, about my age, actually four years younger than me. But he speaks and acts very calmly, not at all rash. Yesterday we talked a lot about movies and TV dramas. He has a deep understanding of Japan’s film and television industry, and even analyzed the industry’s development trend in the current economic climate. He spoke so articulately, more professionally than those veteran directors who have worked at television stations for decades.”
He paused and added, “I also discussed Kumamoto’s promotion with him. He said Kumamoto’s current problem is that it lacks a memorable characteristic. It’s either volcanoes or horse meat, too ordinary. He suggested that I start with ‘cute pets’ and design a unique cartoon character for Kumamoto, perhaps called ‘Kumamon,’ to attract the attention of young people and children with a cute image, so that Kumamoto can become popular.”
Fujiwara Motomaru’s eyes lit up as soon as he heard this, “Kumamon? That’s a good idea! I’ve discussed promotion plans for Kumamoto with people at the prefectural office before. They either suggest making documentaries or holding exhibitions, all too cliché, no one wants to watch. Promoting with a cartoon character is a novel approach.”
He looked at Fujiwara Isshin, his tone filled with anticipation, “Did Hiroshi Nohara say anything else? Are there any specific plans?”
Fujiwara Isshin nodded and explained the design concept and promotional methods of Kumamon that Hiroshi Nohara had told him yesterday to Fujiwara Motomaru and Fujiwara Temari, including Kumamon’s image, animation content, event arrangements, and so on.
Fujiwara Motomaru became more and more excited as he listened, tapping his fingers lightly on the tabletop, his tone agitated, “Great! This plan is excellent! It captures Kumamoto’s characteristics and caters to current preferences. Young people like cute things, and children are willing to buy merchandise, so Kumamoto’s recognition will surely increase! Isshin, organize this plan tomorrow and submit it to the prefectural office’s publicity department, and try to get it approved as soon as possible!”
Fujiwara Temari also nodded in agreement, “Yes! If this Kumamon becomes popular, Kumamoto’s tourism revenue will surely increase significantly. Then you’ll have achievements in the prefectural office, and those collateral branches won’t be able to say anything. Isshin, you must get along well with Hiroshi Nohara. He is capable, and perhaps he can help our family in the future.”
Fujiwara Isshin nodded, agreeing with his mother’s words.
Hiroshi Nohara not only possessed talent but also connections. Getting along well with him would be beneficial for his future work and family matters.
Just then, the servant walked over, holding a pager, and respectfully handed it to Fujiwara Isshin, “Second Young Master, your pager is ringing. It’s from the prefectural office.”
Fujiwara Isshin took the pager and pressed it. The screen displayed a line of text: “Report to the Ministry of Finance office at the prefectural office immediately for an emergency meeting.”
He frowned, put down the pager, and said to Fujiwara Motomaru and Fujiwara Temari, “Father, Mother, there’s an emergency meeting at the prefectural office, I have to leave. I won’t have breakfast, please eat slowly.”
Fujiwara Motomaru nodded, “Go, be careful on your way. After the meeting, remember to organize the Kumamon plan and don’t delay.”
Fujiwara Temari also instructed, “Drive slowly on your way, don’t rush. If the meeting ends late, call home, and Mom will save you food.”
Fujiwara Isshin responded, turned, and quickly went upstairs to change clothes.
Watching their son’s hurried back, Fujiwara Motomaru and Fujiwara Temari exchanged a look, both seeing relief in each other’s eyes.
Fujiwara Temari sighed, “Our Isshin has finally grown up and knows how to worry about family matters. He used to think work was most important and didn’t care about marriage. Now, not only is he willing to get along with Mage, but he’s also thinking of contributing to Kumamoto. It’s truly wonderful.”
Fujiwara Motomaru nodded and picked up the newspaper in his hand, but no longer looked at it. His eyes held a hint of anticipation, “I hope this Kumamon plan will be successful. If it is, our Isshin’s position in the prefectural office will be more stable, and his prospects of taking over my assemblyman position will be more assured. Oh, by the way…”
His tone shifted, carrying a note of seriousness, “You go to the Oyama house this afternoon and chat with Kogae, ask her about Mage and Isshin’s affairs, and see if they can be settled soon. It would be best if they could get engaged by the end of the year and marry in the spring.”
Fujiwara Temari smiled and nodded, “Okay! I’ll go this afternoon! I’ll also chat with Kogae about Hiroshi Nohara and ask him if he’s interested in cooperating with our family. If he can help promote Kumamon, that would be even better.”
Fujiwara Motomaru nodded, said nothing more, and picked up the newspaper again, but the corners of his mouth couldn’t help but curl up—he had a premonition that the Fujiwara family’s good days were coming.
Meanwhile, Fujiwara Isshin had already changed into his suit and was walking out of the house quickly with his briefcase.
The car slowly started, and Fujiwara Isshin leaned back against the seat, but his mind kept replaying what Hiroshi Nohara had said yesterday.
He felt that Hiroshi Nohara was not only a talented director but also a visionary person.
If the Kumamon plan were successful, it would not only make Kumamoto popular but also allow him to establish a firm foothold in the prefectural office. It was a win-win situation.
He took out his pager and sent a message to a colleague in the Ministry of Finance at the prefectural office, “After the meeting, please help me compile Kumamoto’s tourism data and specialty sales data from recent years. I have a use for it.”
After sending the message, he leaned back against the seat, closed his eyes, and began to conceptualize in his mind the specific image of Kumamon that he had already envisioned during his conversation with Hiroshi Nohara yesterday—a chubby body, black fur, a white belly and face, round eyes, a big nose, and two red blush marks on its cheeks, looking silly but very cute.
The more he thought about it, the more feasible he found the image, and the corners of his mouth couldn’t help but curl up.
This is very cute.
The car soon arrived at the entrance of the prefectural office. Fujiwara Isshin got out and quickly walked into the prefectural office building.
He knew that the upcoming meeting might be tricky, but he was prepared. He not only had to present the Kumamon plan at the meeting but also persuade the leaders of the prefectural office to support him, so that the plan could be implemented as soon as possible.
This was not only for Kumamoto, but also for himself and the future of the Fujiwara family.
As he entered the prefectural office building, Fujiwara Isshin bumped into Yamada Ichiro, the minister of the publicity department of the prefectural office.
Yamada Ichiro, clutching a crumpled document, quickly walked up to Fujiwara Isshin.
The white hair at his temples was flecked with stray strands, and the cuffs of his dark navy suit were worn and frayed, but it couldn’t hide the urgency in his eyes. This publicity minister, who was nearing retirement, had been so worried about Kumamoto’s publicity plan lately that he hadn’t even had time to eat breakfast. “Isshin, you’re finally here!”
Yamada Ichiro patted Fujiwara Isshin’s arm, his voice low but filled with anxiety, “Look at this data. Last month, Kumamoto’s tourist numbers dropped by another five percent, and citrus orders are down by thirty percent compared to last year. If this continues, let alone revitalizing the local economy, even the publicity budget allocated by the prefectural office will be cut!”
He thrust the document in his hand at Fujiwara Isshin. The paper was filled with densely packed numbers, many circled in red, and at the bottom, a hastily scrawled note read, “New plan needs to be formulated in conjunction with the Ministry of Finance as soon as possible.”
“I’ve discussed this with the old colleagues at the prefectural office several times, and they all say that the publicity department can’t do it alone. We need you, the Ministry of Finance, to act as a liaison—you’re familiar with the presidents of trading companies and can attract sponsorship; you also have financial data and know where to invest the money. What do you think, should we discuss this properly?”
Fujiwara Isshin took the document and paused his fingertips on the line indicating “decrease in tourist numbers.”
After talking with Hiroshi Nohara about the Kumamon plan yesterday, he had stayed up all night reviewing three years of tourism data and had already identified the problem: Kumamoto’s publicity had always revolved around “volcanoes” and “samurai culture.” Young people found it old-fashioned, and family tourists were afraid of volcanic dangers. If they didn’t change their approach, things would only get colder.
He looked up at Yamada Ichiro, his tone calm but confident, “Minister Yamada, you’re right, the publicity department alone can’t do it. But don’t worry, I am already responsible for coordinating some local publicity work in the Ministry of Finance. As long as it’s for the good of Kumamoto, I will cooperate fully. And…”
He paused, seeing the urgency in Yamada Ichiro’s eyes deepen, and then continued, “When I was talking to someone yesterday, I came up with a new idea that might solve the current dilemma.”
“A new idea?” Yamada Ichiro’s eyes lit up, and he gripped Fujiwara Isshin’s arm even tighter, “Quick, tell me! Is it like Akita making movies, or like Hokkaido building theme parks? As long as tourists come, we can try any method!”
As they walked to the entrance of the publicity department’s office, Yamada Ichiro simply pulled Fujiwara Isshin inside and shut the door.
He was afraid that other colleagues might overhear, and if the idea wasn’t mature, he’d be called “daydreaming” again.
The office was piled high with several boxes of citrus fruits, sent by farmers asking for help with publicity. The skin was a little wrinkled, which was heartbreaking to see.
Fujiwara Isshin sat on a folding chair, first poured a cup of hot tea for Yamada Ichiro, and then slowly began, “Minister Yamada, what do you think young people are most receptive to these days? Serious historical documentaries, or cute and interesting things?”
Yamada Ichiro was taken aback. He stroked his chin and thought, “It’s definitely cute things! My granddaughter sleeps hugging a cartoon plush toy every day, and even has three plush keychains hanging on her schoolbag. But our Kumamoto… apart from volcanoes and samurai, what cute things do we have to show?”
“We do,” Fujiwara Isshin leaned forward, his tone carrying a hint of excitement, “Our Kumamoto was formerly known as the ‘Land of Fire,’ but the prefecture’s emblem features a bear, there are bear statues in the shrines, and even the elderly say ‘bears are the guardian deities of Kumamoto’—why don’t we start with ‘bears’ and create a cute pet image?”
“A cute pet image?” Yamada Ichiro’s hand holding the teacup paused mid-air, the steam blurring his glasses, “You mean… like Disney’s Mickey Mouse? But how much would that cost? Our prefectural office’s budget…”
“It doesn’t have to cost too much,” Fujiwara Isshin interrupted him and took out a sketch paper from his briefcase—he had drawn it at home last night based on the ideas Hiroshi Nohara gave him. Although the lines were rough, a round black bear could be clearly seen: the belly and face were white, the eyes were round, and there were two red blush marks on its cheeks, looking silly.
“Look, it’s called ‘Kumamon’,” he pointed at the image on the paper, his tone becoming more confident, “We don’t need to make complex animations. First, print posters and put them up at stations and shrines, then make some small plush toys to give to children who visit; then cooperate with local convenience stores to have Kumamon appear on snack packaging; we can also have staff wear costume suits and take photos with tourists at the foot of Mount Aso—young people like to take pictures and share flyers, and children like to hug plush toys while wandering around. In this way, Kumamoto’s fame will gradually spread?”
He paused and added, “I also researched NBA information from the United States. Their teams all have mascots, like the Los Angeles Lakers’ bear, which not only livens up the atmosphere but also generates revenue from merchandise sales. Our Kumamon can do the same, such as selling T-shirts and keychains with its image, or even collaborating with fruit farmers to print Kumamon on citrus gift boxes. This will not only promote local specialties but also allow tourists to remember Kumamoto.”
Yamada Ichiro leaned over to look at the sketch paper, his finger gently poking the bear’s blush marks. The doubt in his eyes slowly turned into surprise, “This… this bear actually looks quite cute! My granddaughter would definitely clamor for a plush toy if she saw it. But will young people like it? Don’t they all like handsome idol stars?”
“Don’t underestimate the power of ‘cute’,” Fujiwara Isshin smiled, took out a magazine from his briefcase, flipped to the entertainment section, and pointed at the report, “Look, ‘healing’ is popular in Tokyo recently. Young people are stressed from work and like to watch cute things to relax. Why was Hiroshi Nohara’s purple Late-night Diner so popular? It’s because the stories within are warm and healing. Our Kumamon follows the same path—it doesn’t need to sing or dance. Just by acting silly and greeting tourists, it can make people happy, and then they’ll be willing to come to Kumamoto.”
Speaking of Hiroshi Nohara, Yamada Ichiro’s eyes shone even brighter, “You mean that famous director from Tokyo Television? His purple The Tale of Hachiko brought Akita Prefecture to life!”
Fujiwara Isshin didn’t go into detail about their relationship, but just nodded, “I’ve always felt that Kumamoto’s promotion is too cliché and needs a method that young people like. This Kumamon idea actually borrows from his ideas—after all, Hiroshi Nohara also said in an interview, ‘Good promotion isn’t about forceful pushing, but about making people willingly remember.’ I think that’s very insightful.”
Yamada Ichiro put down his teacup, picked up the sketch paper, and looked at it back and forth. The corners of his mouth couldn’t help but turn upwards, “Great! This idea is great! It’s much more practical than making documentaries! I’ll report this to the leaders of the prefectural office right away and try to get the budget approved! Oh, by the way…”
He suddenly remembered something, looked up at Fujiwara Isshin, his eyes carrying a hint of emotion, “Isshin, you usually deal with numbers in the Ministry of Finance, how did you suddenly come up with such a ‘cute’ idea? This doesn’t sound like your usual approach—you’ve always been so pragmatic and calm, calculating costs and benefits before doing anything.”
As he spoke, he chuckled and patted Fujiwara Isshin’s shoulder, “Could it be that your brother, Fujiwara Kazumasa, who works in the Kansai Kyoto Prefectural Government, came up with it? I heard he’s very good at cultural promotion in Kyoto. Last year’s Kyoto Cherry Blossom Festival was planned by him, and tourist numbers increased by twenty percent compared to previous years!”
Fujiwara Isshin couldn’t help but give a wry smile at this. His elder brother was indeed remarkable, smarter than him since childhood, always ahead of him in studies and work.
The elders in the family always said, “Kazumasa is the pride of the Fujiwara family,” and even the old leaders at the prefectural office knew, “There is Fujiwara Kazumasa in Kansai; he is a master of promotion.”
He shook his head, pushed the sketch paper towards Yamada Ichiro, and said earnestly, “It wasn’t my brother’s idea, I figured it out myself. After talking with Mr. Hiroshi Nohara yesterday, I spent half the night reviewing materials before I confirmed that this approach was feasible. Actually…”
He paused, his voice lowering slightly, “I also want to do something practical for Kumamoto. As you know, I’ve been in the Ministry of Finance for five years, always dealing with financial statements, and I don’t have any outstanding achievements. Now that Kumamoto’s economy is in such difficulty, if I can help everyone with this plan, it would be considered me doing my part.”
Yamada Ichiro looked at his earnest expression and felt a surge of emotion—he used to think Fujiwara Isshin was an “elite in a greenhouse,” who got into the Ministry of Finance through family connections and had never suffered hardship. But now it seemed this young man cared about Kumamoto and was willing to calmly think of solutions, which was rare.
However, at this moment, Yamada Ichiro’s fingers gripping the sketch paper suddenly stopped. His fingertips brushed the lines of the bear’s blush marks, and he unconsciously lightened his breathing.
He took off his glasses, wiped the moisture from the lenses with his sleeve, and when he put them back on, his eyes were filled with disbelief and urgency, and his voice even rose slightly, “Isshin, you just said… this idea is related to Mr. Hiroshi Nohara?”
The boxes of citrus fruits piled in the office still exuded a faint fruity aroma, but no one was paying attention to them now.
Fujiwara Isshin looked at Yamada Ichiro’s suddenly brightened eyes and knew that this old minister must have remembered the influence of purple The Tale of Hachiko. He nodded, his tone carrying a hint of admiration, “Yes, yesterday I attended a banquet at the Oyama family’s home and happened to meet Mr. Nohara. He is the boyfriend of the Oyama family’s second daughter, Misae, and came back to Kumamoto this time to visit his elders. While dining, we discussed the current situation in Kumamoto, and he mentioned the idea of ‘breaking stereotypes with a cute pet image.’ I pondered it for half the night before sorting out the specific plan for Kumamon.”
“The Oyama family’s son-in-law?” Yamada Ichiro’s hand holding the sketch paper almost fell to the table. He leaned forward, his chair scraping loudly on the floor, “The Oyama family, your girlfriend’s family!? I didn’t expect their second son-in-law to be that Hiroshi Nohara from Tokyo Television! The one who stirred up the animation circle with purple An Shizhi, made urban legends a trend with purple World of the Strange, and directed purple Seven Samurai, which was hailed as the ‘new pioneer of samurai films’?”
The more he spoke, the more excited he became, his fingers tapping rapidly on the tabletop, “And that purple Super Change Change Change! My wife watches it on TV every day, saying it makes neighbors willing to greet each other—last time Mrs. Sato next door even learned from the show and made an ‘Ultraman transformation’ prop for her grandson, bringing him to my house to show off!”
Fujiwara Isshin couldn’t help but smile at Yamada Ichiro’s appearance.
Normally, at the prefectural office, this old minister always had a stern face, and even his speech carried the seriousness of an “old-school civil servant.” It was the first time he had seen him so excited.
He nodded in confirmation, “It’s him. Mr. Nohara looks young, only twenty-four, but he is very calm in his speech and actions. Yesterday, when we talked about Kumamoto’s publicity, he didn’t give a plan directly, but first asked me, ‘What is Kumamoto’s most unique yet most overlooked symbol?’ I told him ‘bear,’ and then he followed up with the idea of ‘using a cute image to bridge the distance.'”
“Twenty-four years old!” Yamada Ichiro gasped and slapped his thigh, “Such great ability at such a young age! When I was twenty-four, I hadn’t even been to the prefectural city much!”
He picked up the sketch paper again and looked at it carefully, the surprise in his eyes deepening, “You know, this Kumamon’s appearance really has Hiroshi Nohara’s style—aren’t his films like this? They look simple, but they always touch people’s hearts. purple Late-night Diner could make people cry over a bowl of char siu rice, and this little bear might just make people remember Kumamoto!”
He suddenly remembered something, looked up at Fujiwara Isshin, his tone filled with urgency, “Right! Did Hiroshi Nohara say if he could help if we really made this Kumamon? For example… for example, could he film a short animation for Kumamon, or mention it on purple Super Change Change Change? If he helped, this matter would be half done!”
Fujiwara Isshin picked up his teacup and took a sip, suppressing the excitement in his heart, “I didn’t dare to ask directly yesterday, as it was just a preliminary idea. However, Mr. Nohara did say, ‘Good cultural symbols need everyone to nurture them,’ and that if Kumamoto could create something memorable, he wouldn’t mind helping to promote it—after all, he is also a son-in-law of Kumamoto in a way, and he definitely wants Kumamoto to get better and better.”
“Half son-in-law!” Yamada Ichiro’s eyes lit up even more. He carefully folded the sketch paper and put it in his suit’s inner pocket, as if it were a treasure, “This is great! With his words, this matter has prospects! You don’t know, last time Akita Prefecture relied on his purple The Tale of Hachiko, and now Akita dog plush toys are sold out, and even Akita’s rice and sake have become bestsellers—I have an old colleague working at the Akita Prefectural Office who bragged to me last month that their county’s fiscal revenue has increased by nearly ten percent, all thanks to the tourism boom brought about by that movie!”
As he spoke, he couldn’t help but sigh, tapping his fingers lightly on the tabletop, “I used to think ‘cultural promotion’ was intangible, not as practical as building a road or a factory. But the Akita incident woke me up—good cultural works can bring a place to life! Look now, everyone in Japan knows that ‘there is a Hachiko in Akita waiting for its owner.’ Couples go to Akita to take wedding photos, parents bring their children to see the Hachiko statue, and even company team-building events are held in Akita—this is not just a movie, this is finding a ‘living signboard’ for Akita Prefecture!”
Fujiwara Isshin listened, his heart also filled with emotion.
He only knew that purple The Tale of Hachiko had good box office returns, but he never expected it to have such a significant impact on Akita Prefecture.
He recalled Hiroshi Nohara’s words about “connection” yesterday and suddenly understood, “Mr. Nohara said, ‘Good works are not isolated; they can connect people and places, and people with people.’ purple Hachiko connected Akita and Tokyo, connected the audience with the emotion of ‘guardianship,’ and thus had such a great influence. If our Kumamon can achieve this, perhaps it can also become a ‘connecting symbol’ for Kumamoto, like Hachiko.”
“You’re right!” Yamada Ichiro nodded heavily, his tone full of agreement, “Just as you said, Kumamon doesn’t need to do anything else. As long as ‘seeing it makes people think of Kumamoto, and thinking of Kumamoto makes them want to come and see,’ that’s enough! I’ll go and report this to the leaders of the prefectural office right away and try to finalize the plan today—if we can launch it before the cherry blossom season, we might even attract a wave of cherry blossom viewing tourists!”
As he spoke, he was about to get up, but stopped at the doorway and looked back at Fujiwara Isshin, his eyes carrying a note of seriousness, “Isshin, thank you so much this time. If Kumamon succeeds, you will be a hero of Kumamoto! In the future, [Truncated: Max tokens]
Isshin Fujiwara quickly waved his hands, “Minister Yamada, you are too kind. I only did what I should have done. And this matter still requires your careful attention, as you have extensive experience in the publicity department and know how to implement the plan.”
Yamada Ichiro laughed and patted his shoulder, “We’ll help each other! It’s all for Kumamoto!”
He clutched the sketch, his steps light as he left the office, even the frown that had been on his brow for months smoothing out—the publicity problem that had troubled him for months finally had a breakthrough, how could he not be happy?
Only Isshin Fujiwara remained in the office. He looked at the cherry blossom trees in front of the prefectural office building outside the window. Tiny buds had already appeared on the branches, and he suddenly had an expectation: when the cherry blossoms bloomed, perhaps he would see tourists holding Kumamon plush toys, taking photos under the cherry blossom trees.
Just then, his pager rang. It was a message from the Ministry of Finance office at the prefectural office: “The Department Head wants you back immediately for an emergency meeting regarding the local fiscal budget.”
Isshin Fujiwara put away his pager and stood up, straightening his suit jacket—there were many things to do next, coordinating budgets with his colleagues from the Ministry of Finance, helping Minister Yamada prepare proposal reports, and confirming the details of Kumamon with Hiroshi Nohara…
He walked to the door, glanced back at the box of citrus on the table, and suddenly had an idea: perhaps he could cooperate with the fruit farmers, print Kumamon’s image on the citrus gift box, and attach a small card saying, “Sweet citrus recommended by Kumamon” — this would help the farmers solve their sales channels and make Kumamon’s image more widely remembered.
Thinking of this, the corners of his mouth couldn’t help but turn up, and he quickly walked out of the office—he had to tell Yamada Ichiro about this idea as soon as possible to make the Kumamon plan even more complete.
In the corridors of the prefectural office building, staff members bustled about, each with a hint of fatigue on their faces. After all, the economic situation in Kumamoto was not good, and everyone was under a lot of pressure.
But Isshin Fujiwara felt full of energy. He knew that as long as everyone worked together, Kumamoto would surely get better and better.
He walked to the doorway of the Ministry of Finance office, took a deep breath, and pushed the door open to go inside.
The new challenge has just begun.
The meeting lasted all afternoon, mainly discussing adjustments to the local fiscal budget, which included the publicity department’s budget application.
When Yamada Ichiro submitted the Kumamon proposal, the leaders at the prefectural office were initially hesitant, thinking that “promoting with a cartoon character” was too risky and that the money would be better spent on more “practical” things.
But Yamada Ichiro argued strenuously, not only presenting the tourism data for Akita Prefecture but also showing the leaders the sketch of Kumamon drawn by Fujiwara Isshin, saying, “Look at this little bear, isn’t it adorable! Young people will surely like it! And we don’t need to spend too much money; let’s start by making some small merchandise to test the waters. If the results are good, we can increase our investment – this is a sure-win deal!”
Fujiwara Isshin added from the side, analyzing Kumamon’s costs and revenue: “According to data analysis from the Ministry of Finance, if Kumamon can drive a five percent increase in tourist numbers, it will bring nearly one billion Yen in tourism revenue to Kumamoto, as well as boost local product sales and employment—this is much more cost-effective than investing money in infrastructure construction that yields slow results.”
The leaders looked at the sketch paper and listened to their analysis, and finally agreed: “Then let’s allocate a portion of the budget to test the waters. If the results are good, we’ll increase the budget later.”
Hearing this, Yamada Ichiro and Isshin Fujiwara breathed a sigh of relief—Kumamon’s plan had finally taken its first step.
After the meeting ended, the sky had already darkened. Lights began to turn on one by one in the Prefectural Office building, like stars in the night sky.
Yamada Ichiro pulled Fujiwara Isshin to an izakaya near the prefectural office and ordered several dishes to go with a pot of sake.
“Cheers!” Yamada Ichiro raised his beer mug, his eyes full of smiles: “Congratulations on our Kumamon plan passing!”
Fujiwara Isshin also raised his beer mug and clinked it with his: “Cheers! I hope Kumamon lives up to expectations and makes Kumamoto popular!”
The aroma of sake spread in his mouth, carrying a slight warmth of intoxication. Yamada Ichiro took a sip of sake, then remembered something, and said with a touch of emotion: “By the way, did you know? Tokyo Governor Ryuichi Koike’s approval ratings have risen again recently. I heard it’s due to the influence of 《 The Tale of Hachiko 》 – the public thinks he pays attention to culture and is a good official who understands people’s livelihoods.”
Isshin Fujiwara paused for a moment: “I’ve heard of it, but I didn’t expect the influence to be so great.”
“Isn’t that the truth!” Yamada Ichiro put down his beer mug, his tone tinged with envy: “Akita Prefecture made a comeback with a movie, and the Tokyo Metropolitan Government won hearts through cultural promotion. If our Kumamoto could become popular with Kumamon, maybe the Prefectural Governor’s approval ratings would rise, and then our Prefectural Office’s days would also get easier.”
He paused and lowered his voice, as if sharing a secret: “I also heard from a friend in Tokyo that during this Tokyo City election, Governor Koike even helped Yoshihiro Shimazu – Shimazu is stepping down from his position as president of Tokyo Television Station to run for Mayor of Tokyo City, right? Governor Koike not only helped him build connections but also gave him a campaign idea called ‘Information Cocoon’.”
“Information cocoon?” Isshin Fujiwara frowned, it was the first time he had heard this term: “What does that mean?”
Yamada Ichiro shook his head, his tone tinged with confusion, “I’m not sure either. I heard it’s quite a fresh idea, one that allows voters to see only Yoshihiro Shimazu’s strengths and ignore his weaknesses. But my friend said this idea was actually proposed by Hiroshi Nohara—this Hiroshi Nohara, what can’t he do? Filmmaking, producing variety shows, and now he’s even giving advice on political campaigns, truly a genius!”
“Did Mr. Nohara suggest it?” Isshin Fujiwara’s eyes widened in surprise. Yesterday, when he chatted with Hiroshi Nohara, he only knew that he was going to help Yoshihiro Shimazu make a documentary related to his campaign, but he never expected that the campaign strategy itself would come from him.
Yamada Ichiro nodded. “My friend works at the Tokyo Metropolitan Government Building, so the news should be accurate. You say this Hiroshi Nohara, at such a young age, has such great ability. His future is truly limitless! It’s our good fortune that Kumamoto can be connected to him.”
Isshin Fujiwara felt a sense of admiration, thinking that Hiroshi Nohara not only possessed talent but also foresight, achieving success in different fields. Such individuals were indeed rare.
He suddenly recalled Hiroshi Nohara’s words about “connection” from yesterday. Perhaps an “information cocoon” was also a form of “connection”—connecting Yoshihiro Shimazu with the voters’ needs, making it easier for voters to accept his concept.
With this thought, his respect for Hiroshi Nohara grew even more. This man could always solve the most complex problems in the simplest ways.
The warm light of the izakaya spilled over them, and the aroma of sake mixed with the fragrance of grilled chicken, creating an exceptionally warm atmosphere.
Ichiro Yamada was enthusiastically discussing the Kumamon promotion plan, talking about cooperating with Tokyo television stations to create short Kumamon animations. Isshin Fujiwara listened intently, occasionally offering his own ideas.
The night outside grew deeper, and the lights of Kumamoto City twinkled like scattered diamonds on black velvet.
Looking at the lights outside, Isshin Fujiwara suddenly had a firm idea: he was determined to make Kumamon successful and let more people know and love Kumamoto. This was not only for the people of Kumamoto but also to live up to Hiroshi Nohara’s trust.
He raised his beer mug and clinked it with Ichiro Yamada again. “Minister Yamada, let’s work together to make Kumamon an image loved throughout Japan!”
Ichiro Yamada smiled and nodded. “Yes! Let’s work together!”
As the sake went down his throat, warmth spread through his entire body. Isshin Fujiwara knew that the road ahead might be difficult, but as long as everyone worked together, there would be no insurmountable obstacles.
And Kumamon was the beam of light illuminating Kumamoto’s future.
