Chapter 222: Kumamon On Prefectural Station! Sweeping All Of Kumamoto Prefecture! Reaching All Of Neon!
“Managing Director Takada.” Hiroshi Nohara pressed the answer button.
“Mr. Nohara! You finally picked up the phone!” Toshihide Takada’s unusually excited voice came from the other end of the line. The rustling of paper could be heard in the background. “I just watched a program on Kumamoto Prefectural TV. That cartoon character called Kumamon is absolutely fascinating!”
Hiroshi leaned against the glass of the telephone booth, his fingertips unconsciously rubbing the phone’s buttons, a hint of a smile in his tone. “Managing Director Takada, you’ve seen the short films? I didn’t expect you to notice so quickly.”
“How could I not pay attention?” Toshihide Takada’s voice was full of admiration. “Director Sakata was also mentioning you yesterday, saying you’ve come up with a very interesting promotional plan in Kumamoto and that I should keep an eye on it. This morning, I specifically asked my secretary to record Kumamoto Prefectural TV’s news. I just finished watching the three short films and laughed so hard I sprayed tea everywhere! That little bear is just too cute—its round body, two rosy cheeks like a child’s face, and it always trips when it walks! It can fall into a fruit basket trying to pick up a citrus fruit. Its clumsy appearance when haggling is more amusing than any comedian on the streets of Tokyo!”
He paused, his tone becoming more serious:
“Honestly, Mr. Nohara, in my many years in the film and television industry, I’ve seen at least eighty, if not a hundred, cartoon characters, but one with such ‘worldly life’ as Kumamon is a first. It’s not some perfect hero character; it makes mistakes, it embarrasses itself, it’s even a bit silly, but it’s precisely this ‘imperfection’ that makes it relatable. My wife usually doesn’t like watching cartoons, but when she passed by the living room just now and saw Kumamon drop a taiyaki, she couldn’t help but laugh and asked when this little bear would be on Tokyo TV.”
Listening to Toshihide Takada’s praise, Hiroshi couldn’t help but smile. “You are too kind. I just feel that promotion doesn’t always have to be grand; sometimes, a down-to-earth image is more easily accepted. The design of Kumamon is intended to make people feel that it’s like a neighbor living next door—a bit clumsy but very kind. This is how we can shorten the distance with the audience.”
“You’re absolutely right!”
Toshihide Takada’s voice was full of agreement. “Do you know? I just showed the short films to Kouta Asano and Soji Ashikaga. Those two are usually so arrogant, but after watching, they both couldn’t help but say, ‘This character design is brilliant.’ Asano even said that if Kumamon’s story were made into a heartwarming unit drama, it would surely move many people. Ashikaga was even more direct, saying he wants to include Kumamon in his next historical film, even if it’s just a cameo, it would add a lot of fun.”
His tone held a touch of emotion:
“Mr. Nohara, your design talent is truly admirable. From the urban legends of An Shizhi to the profound intent of Seven Samurai, and now the cute image of Kumamon, you always find the most precise entry point in different genres. This Kumamon, from conception to shooting the short film, only took about three or four days, right? In such a short time, to design such a well-rounded character and produce such an interesting short film—no one else could have done it.”
Hiroshi held the phone, a smile spreading within him.
Aside from his arrogance, Toshihide Takada was also known for his rigor, even harshness. Receiving such praise from him was indeed not easy.
“It’s actually not entirely my credit,” Hiroshi’s tone remained humble. “Minister Yamada of the Kumamoto Prefectural Office and Isshin Fujiwara provided a lot of help. The filming team was also very cooperative. And the local residents, their smiles and feedback are what give Kumamon more vitality.”
“You are always so humble,” Toshihide Takada chuckled helplessly, though with a hint of admiration in his voice. “But I won’t overlook your talent just because of your modesty. Based on my many years of experience, this Kumamon will definitely be a huge hit in Japan. Look at young people nowadays; they love new and interesting things. Kumamon’s short films are both funny and heartwarming, perfectly suiting their tastes. Moreover, its image is very suitable for merchandise—plush toys, keychains, T-shirts, even snack packaging. As long as its likeness is printed on them, they will surely sell well.”
He paused and added, “I’ve already spoken with Deputy Director Asumi, and he also feels Kumamon has great potential. He even said he’ll suggest to Director Sakata that Kumamon’s short films be broadcast during the prime advertising slots of Super Change Change Change. You know how high the ratings are for Super Change Change Change now. As soon as it appears on this program, it won’t be long before everyone in Japan knows that Kumamoto has a cute little bear.”
Hearing this, Hiroshi also felt a sense of anticipation.
Super Change Change Change, being a variety show he produced and arguably the hottest in Japan right now, covered a very wide audience. If Kumamon’s short films could be inserted into this program, it would undoubtedly be like adding wings to its promotion.
“Then thank you very much to you and Deputy Director Asumi for your support.” Hiroshi’s tone was sincere. “I believe that with Tokyo TV’s support, Kumamon will surely be loved by more people.”
“You don’t need to thank us; this is all well-deserved,” Toshihide Takada’s voice held a touch of gratification. “You’ve made so many contributions to Tokyo TV. An Shizhi, World of the Strange, Super Change Change Change—which of them hasn’t achieved both critical acclaim and high ratings? Now, by helping Kumamoto with its promotion, you not only boost the local economy but also enhance Tokyo TV’s influence. It’s a win-win situation.”
He changed the subject, his tone becoming more urgent. “Oh, Mr. Nohara, please mail the master tapes of the short films to Tokyo TV as soon as possible. I’ve already spoken with the Technical Department and asked them to prioritize your master tapes, aiming to have them broadcast on Super Change Change Change next week. I can’t wait to see the reaction of Tokyo audiences when they see Kumamon!”
Hiroshi nodded quickly. “Don’t worry, I’ll contact the production company first thing tomorrow morning and have them send the master tapes. It won’t delay the broadcast.”
“That’s good.”
Toshihide Takada’s voice was full of satisfaction. “One more thing, I think Kumamon doesn’t have to be limited to short films. Look at all the interesting little clips of it; they can definitely be expanded into live-action comedy unit dramas. Five minutes per episode, focusing on its daily life in Kumamoto—helping fruit farmers pick citrus, haggling with street vendors, or even causing trouble at the prefectural office. This can showcase Kumamoto’s local customs and traditions while allowing the audience to understand the character more deeply. If you have this idea, Tokyo TV can provide you with production funds and a broadcast platform.”
Hiroshi’s heart stirred.
Managing Director Takada’s idea coincided perfectly with his own.
In his past life, he had seen countless funny short videos and GIFs of Kumamon online—Kumamon on the street doing the wrong moves during a calisthenics routine, it helping store clerks and messing up the merchandise, or it handing out flyers in Tokyo streets to promote Kumamoto’s local specialties, only to have the flyers blown away by the wind.
These clips were all full of fun. If adapted into a unit drama, they would surely attract many viewers.
“Managing Director Takada’s idea is excellent.” Hiroshi’s tone held a hint of excitement. “I also think there’s a lot that can be explored with Kumamon. For example, we could film it promoting the Aso Volcano area, but it gets so engrossed in sightseeing that it almost falls into the crater; or film it participating in Kumamoto’s traditional festivals, but it mistakes the ritual bells for toys and causes a lot of jokes. These stories can showcase Kumamoto’s characteristics and highlight Kumamon’s cuteness. It would definitely be popular as a unit drama.”
“That’s wonderful!” Toshihide Takada’s voice was full of surprise. “I knew you would have ideas! Then it’s settled. When you return to Tokyo, we’ll discuss the unit drama’s production plan in detail. I’ll communicate with Director Sakata for you and try to get the project approved as soon as possible.”
Hiroshi quickly thanked him. “Then I’ll trouble you, Managing Director Takada. If the unit drama can proceed smoothly, I will do my best to make it a success.”
“You don’t need to be so polite with me,” Toshihide Takada’s voice was gentle. “You are a talent of Tokyo TV, and we naturally support your ideas. Alright, I won’t keep you any longer. Please mail the master tapes as soon as possible. If you have any problems, call me anytime.”
“Okay, thank you, Managing Director Takada.” Hiroshi hung up the phone.
He leaned by the telephone booth, watching the streetlights gradually illuminate the street, his heart filled with a sense of peace.
Managing Director Takada’s recognition was not only an affirmation of Kumamon but also of his work.
With Tokyo TV’s support, Kumamon’s promotion would surely proceed more smoothly, and Kumamoto would welcome a different future because of this cute little bear.
Just then, a familiar voice called from behind him, “Hiroshi, you’re on the phone here? We’ve been looking for you for a long time.”
Hiroshi turned and saw Misae and Mage walking quickly towards him, holding two Kumamon plush toys—made of black fabric with two red cheeks sewn on, they looked endearingly clumsy.
“Why are you two here?” Hiroshi smiled and walked towards them, his gaze falling on the plush toys. “Did you make these toys? They’re really cute.”
Misae handed him one of the plush toys, her voice full of excitement. “Yes! Mage and I have been making this all afternoon, wanting to give you a surprise. By the way, who were you just talking to on the phone? You talked for so long.”
“It was Managing Director Takada from Tokyo TV.” Hiroshi took the plush toy, his fingertips gently touching the cheeks. “He saw the Kumamon short films and liked them very much. He even said he wants to broadcast the short films on Super Change Change Change and even wants to support us in making a unit drama.”
“Really?” Misae and Mage’s eyes widened simultaneously, their voices full of surprise.
Mage hugged her plush toy and said with a skip, “Super Change Change Change! That’s my favorite show! If Kumamon can appear on it, everyone in the country will know about it! Then I can tell my classmates at school that this cute little bear is from our Kumamoto. How proud would that be!”
Misae also excitedly grabbed Hiroshi’s arm. “That’s wonderful! People from the manga club were asking me when Kumamon would be seen in Tokyo. Now there’s finally news. When the short films are broadcast on Super Change Change Change, I must show them all how cute our Kumamoto bear is.”
Hiroshi looked at their excited expressions, his heart feeling warm.
He lowered his gaze to the plush toy in his hand and recalled Toshihide Takada’s words. Suddenly, he felt that this small Kumamon carried not only the mission of promoting Kumamoto but also the expectations and hopes of the people around him.
“Oh, Hiroshi,” Misae suddenly remembered something and took a slip of paper from her pocket. “Mom called earlier and said she made your favorite salmon ochazuke for dinner, so we should go back early. Also, Sister Masae is back and has something to discuss with you.”
Hiroshi nodded. “Then let’s hurry back. We shouldn’t keep Auntie and Masae-san waiting.”
The three of them started walking towards the Oyama family home. The streetlights had all lit up, and the warm yellow light spilled onto the stone path, creating a sense of coziness.
Mage, hugging the Kumamon plush toy, hummed a song as she walked; Misae occasionally shared amusing stories from the manga club with Hiroshi, her tone full of happiness.
Hiroshi held the plush toy in his hand, listening to their conversation, a smile constantly on his lips.
As they neared the Oyama family home, Hiroshi suddenly remembered something and said to Misae, “Tomorrow I’m going to the production company to mail Kumamon’s short film master tapes. Do you want to come with me? We can also take a look at the doll-making process. If you like it, we can make more and give them as gifts to everyone at the manga club.”
Misae’s eyes lit up, and she immediately nodded. “Yes, yes! I’ve long wanted to see how dolls are made! Mage, do you want to come too?”
Mage quickly nodded. “I want to go! I want to tell the people at the production company to make the Kumamon dolls even cuter, preferably the kind you can hug to sleep!”
Hiroshi looked at their expectant faces, feeling full of anticipation himself. He knew that as Kumamon’s promotion became smoother, more interesting things would happen in the future.
All he could do was carry the expectations of the people around him and tell Kumamon’s story to more people.
When they returned to the Oyama family home, dinner was already prepared.
Takao Oyama was serving the last bowl of salmon ochazuke onto the table. Yoshiharu Oyama sat by the low table, holding a newspaper, which featured an article about Kumamon. Masae Oyama sat beside him, holding a notebook, seemingly jotting down something.
“Hiroshi, you’re back!” Takao Oyama smiled and waved when she saw them. “Hurry and wash your hands, let’s eat. The salmon ochazuke is just made, still hot.”
Hiroshi, Misae, and Mage quickly washed their hands and sat at the dining table. Masae Oyama put down her notebook and looked at Hiroshi, her tone serious. “Hiroshi-kun, when I came back today, I met Isshin Fujiwara. He told me about Kumamon. I think this character has great potential, and I want to organize a promotional event at school to let students know about Kumamon. What do you think?”
Hiroshi nodded. “That’s a great idea! The students at school are all young people and are very open to new things. If we can promote it at school, it will surely make more people aware of Kumamon. If you need any help, just ask.”
Masae Oyama nodded with a smile. “That’s wonderful! I plan to hold a Kumamon-themed art exhibition at school next week, where students can draw their interpretation of Kumamon, and we’ll play some short films. I might need your help preparing some materials, like posters and flyers.”
“No problem.” Hiroshi picked up a bowl of salmon ochazuke, took a sip, and sighed comfortably as the warmth slid down his throat. “When I go to the production company tomorrow, I’ll have them print some posters and flyers too. I guarantee it won’t delay your event.”
Yoshiharu Oyama put down his newspaper and looked at their enthusiastic discussion, a smile involuntarily appearing on his lips. “I never thought a small cartoon character could get everyone so motivated. Hiroshi, you’ve done a great deed for our Kumamoto.”
Hiroshi smiled, looked at the salmon ochazuke on the table, and then thought of Toshihide Takada’s call that afternoon, his heart filled with peace. He knew that as long as the people around him continued to support him, Kumamon would surely become popular, and Kumamoto would become better and better because of this cute little bear.
After dinner, Hiroshi returned to the art studio on the second floor, holding the Kumamon plush toy, and sat at the low table.
He turned on the desk lamp, took out a stack of drawing paper from his briefcase, and began to draw storyboards for the Kumamon unit drama—scenes of Kumamon promoting the Aso Volcano area, scenes of it haggling with street vendors, and clips of it helping an old lady pick up oranges.
The pencil rustled on the paper, and one interesting scene after another took shape.
The night outside grew darker, but the light in the studio remained bright. Hiroshi looked at Kumamon on the drawing paper, his eyes full of anticipation.
With the short films broadcast on Super Change Change Change and the unit drama progressing, this cute little bear would eventually win the hearts of more people and become Kumamoto’s most shining business card.
And he would continue to carry the expectations of the people around him and use his abilities to make the world warmer and more beautiful.
…
The mornings in Kumamoto Prefecture are always shrouded in a light mist. The warm yellow light of the convenience store has just pierced through the thin fog, and the lighthearted background music is already playing on the small television next to the checkout counter.
Ryota Sato, a junior high school student in a navy blue school uniform, stuffed the last bite of his onigiri into his mouth, his fingers still stained with seaweed flakes. His gaze, however, was captivated by the black figure that suddenly appeared on the screen—its round body like freshly baked dorayaki, two red blush marks exuding cuteness, it was tiptoeing to reach snacks on the top shelf, its tail unconsciously swaying left and right.
“Hey! Look at this little bear!” Ryota poked his classmate Kenta Takahashi, who was heating milk next to him, his voice full of surprise.
Kenta rubbed his sleepy eyes and leaned over, about to complain, “What are you looking at cartoons for so early in the morning,” when he saw the little bear on the screen holding a bag of dog food as if it were biscuits, and “woofing” twice at the puppy picture on the packaging.
The convenience store clerk, suppressing a smile, walked over and pointed to the “Pet Food Section” sign on the shelf. The little bear froze for two seconds, its ears drooping “swish,” the dog food in its paws fell to the ground with a “pat,” and it turned to run, only to trip over its own round belly and fall flat on its back.
“Hahaha! This bear is too clumsy!” Kenta sprayed milk onto the counter, drawing the attention of the clerk and other customers.
He hurriedly wiped the table with tissues, but his eyes never left the screen. “What’s its name? Is it a newly released animated character?”
“I don’t know, I didn’t see the name clearly just now.”
Ryota stared at the subtitles in the corner of the TV. After the clumsy bear picked up the dog food and put it back on the shelf, and then hopped out of the convenience store with a bag of citrus hard candy, he finally saw the subtitles that read, “Kumamon—A cute envoy from Kumamoto.”
He immediately took out the notebook from his school bag and quickly wrote down the three characters “Kumamon.” “I’ll ask at the arcade after school; maybe someone knows!”
At the entrance of the convenience store, Keisuke Tanaka, who sold taiyaki, was setting up his iron rack. The sweet aroma of red bean paste wafted from the oil pan, but he couldn’t help but glance into the store—the laughter of the customers earlier was so lively that it made him extremely curious.
When the last student left, he quickly put down the spatula in his hand and hurried to the checkout counter. “Kobayashi-san, could you play that short film of the little bear again?”
Misaki Kobayashi at the checkout counter smiled and pressed the replay button. “Mr. Tanaka finds it cute too, doesn’t he? Five people have asked me about it this morning. This is a new promotional short film being broadcast by the prefectural station. I heard it will be shown before and after the news every day.”
The screen lit up again. The little bear was gesturing towards Tanaka’s taiyaki stall—it made an “eighty” gesture with its paws, then pointed to its empty stomach, its round eyes full of expectation.
Tanaka looked at the little bear on the screen and suddenly felt an extraordinary sense of closeness. “Isn’t this the ‘bear’ that came to buy taiyaki from me yesterday? I thought it was some student club activity at the time, but I didn’t expect it to be the prefectural station’s promotional image!”
“Really?” Misaki raised her head in surprise. “It bought taiyaki yesterday?”
“Of course!” Tanaka recalled yesterday’s scene and couldn’t help but laugh. “It wanted two taiyaki but only gave me eighty yen. I told it ‘the cost isn’t even covered,’ and it sulkily squatted on the ground drawing circles. In the end, I gave it an extra one. It jumped for joy, but after a few steps, it fell. The taiyaki rolled all over the ground, but it insisted on picking them up and blowing on them before eating. I found it cute just watching.”
As they were talking, Mrs. Tanaka came over with a lunch box. Just as she was about to ask, “Why haven’t you started selling yet today?”, she saw the little bear on the screen helping an old lady pick up oranges, pushing out the oranges that had rolled near the car wheels, and almost falling into the fruit basket itself.
The lunch box in her hand “pat” soundly on the counter, her voice full of surprise. “This little bear is too lovable! If Keiko saw it, she’d definitely clamor for a plush toy!”
“Keiko is in kindergarten this year, isn’t she?” Misaki said with a smile. “A kindergarten teacher came in to buy something earlier and also asked me where to buy Kumamon merchandise, saying the children have been clamoring to watch this short film.”
Mrs. Tanaka immediately took out her pager from her wallet. “I must quickly tell Mrs. Sato next door. Her daughter loves this kind of cute cartoon character the most. By the way, Tanaka, can we put up a Kumamon poster at our stall? It might attract more children to buy taiyaki!”
Tanaka’s eyes lit up, and he quickly nodded. “That’s a great idea! I’ll go to the prefectural office this afternoon and ask if I can get some posters!”
At the same time, in the Publicity Department office of Kumamoto Prefectural Office, the phone had already started ringing incessantly.
Ichiro Yamada had just finished a consultation call from a kindergarten when another call immediately came in. The familiar cheerful voice came from the handset: “Yamada-san! This is Suzuki from Jonan Elementary School! Can you send us a few copies of the Kumamon short film that was broadcast this morning? The children are discussing it during self-study class; they didn’t even hear the school bell ring!”
“Teacher Suzuki, please don’t worry. We are currently compiling requests.” Ichiro Yamada smiled as he recorded in his notebook. “We will deliver copies of the short film to various schools this afternoon, along with posters and flyers. We guarantee it won’t delay the children’s viewing.”
After hanging up, Ichiro Yamada was about to take a sip of water when Isshin Fujiwara rushed in with a stack of documents, sweat beading on his forehead. “Minister Yamada! I just received a call from the prefectural station. They said the ratings for the news segment from 7 to 9 this morning increased by 40% compared to usual! They also said many viewers called, asking when they could see Kumamon’s short film again!”
“40%?!” The water glass in Ichiro Yamada’s hand almost fell on the desk. He quickly put down the cup, took the ratings report from Isshin Fujiwara, looked at the prominent red numbers, and said in disbelief, “It’s only been broadcast for half a morning, and it’s already increased this much? When we promoted tourism to Aso Volcano before, the ratings only increased by a maximum of 5%!”
“More than that!” Isshin Fujiwara handed him another document. “The data just sent over by the Statistics Department says that not only viewers in Kumamoto are watching, but people from Fukuoka and Nagasaki are also adjusting their signals to watch. Someone from Fukuoka Prefectural Office called me just now, asking if we could lend them Kumamon’s short film to broadcast, saying local viewers are asking, ‘Where can I see this cute little bear?'”
Other colleagues in the office also gathered around, looking at the numbers on the report with excitement.
Nanako Takahashi, who was responsible for poster design, still held a brush in her hand, her voice full of excitement. “I knew Kumamon would be popular! Yesterday, when I was designing the poster, I redrew its blush marks several times, always feeling they weren’t cute enough. Now, it seems everyone likes this clumsy appearance!”
“Isn’t that so!” Kenta, responsible for merchandise development, chimed in, holding a freshly made Kumamon keychain sample. “This morning, I took the samples to the convenience store downstairs, and they were snatched up in no time. Even the manager pre-ordered fifty from me, saying he’ll sell them at the checkout counter!”
Ichiro Yamada looked at the lively scene in the office and suddenly remembered what Hiroshi Nohara had said a few days ago—”Promotion doesn’t always have to be grand; sometimes, a down-to-earth image is more easily accepted.”
At the time, he was half-skeptical. Now, looking at the ratings report and his colleagues’ excited expressions, he truly understood the meaning of those words.
“Fujiwara-kun, go to the prefectural station now and tell them to adjust Kumamon’s short films to prime time broadcasts, at least five times a day.” Ichiro Yamada’s tone was decisive. “Also, tell the Statistics Department to increase manpower and focus on statistics for other regions, especially the Kansai region. If we can open up the Kansai market, it will be too important for our Kumamoto’s promotion! And this will also be a political achievement for us!”
“Okay! I’m going now!” Isshin Fujiwara quickly nodded and rushed out of the office with the documents.
Ichiro Yamada watched his retreating back, then picked up the Kumamon keychain from the desk, his fingertips gently stroking the red blush marks, and a smile crept onto his lips.
He took out his mobile phone, dialed Hiroshi Nohara’s number, and said excitedly, “Mr. Nohara! Guess what? Kumamon’s short films are a hit! The prefectural station’s ratings have increased by 40%, and people from other prefectures are adjusting their signals to watch. Even Fukuoka Prefectural Office has come to borrow the short films!”
Hiroshi Nohara’s gentle voice came from the other end of the phone. “Is that so? It seems people quite like this little bear.”
“More than just like it!” Ichiro Yamada said excitedly. “People at the convenience store said this morning that customers are asking where they can buy Kumamon merchandise; school teachers are also calling for short film copies for the children; and businesses in neighboring areas want to cooperate with us to put up posters and sell merchandise. Mr. Nohara, you are truly amazing! Such a small cartoon character has such a great influence!”
“This is not solely my credit,” Hiroshi Nohara’s voice held a hint of a smile. “It’s the support from your prefectural office, the efforts of the filming team, and most importantly, the people of Kumamoto. They are willing to accept this image and share it with those around them, which is the key to Kumamon’s popularity.”
Ichiro Yamada listened, his heart filled with emotion.
He had been in publicity work for many years, and this was the first time he had encountered such a popular promotional image. In the past, promoting tourist routes and specialty products always required a lot of time and funding, with unsatisfactory results. Yet, just a few short films of Kumamon had caused such a huge reaction. Behind this was Hiroshi Nohara’s precise understanding of audience psychology and his deep understanding of Kumamoto’s local culture.
“Oh, Mr. Nohara,” Ichiro Yamada suddenly remembered something, his tone full of anticipation. “People from the Statistics Department say that many people still don’t know about Kumamon. Should we film a few more short films? For example, have Kumamon visit attractions like Aso Volcano and Kumamoto Castle, which can showcase Kumamoto’s characteristics and introduce it to more people.”
“We can.” Hiroshi Nohara’s voice held a hint of approval. “But this time, we can involve the audience. For example, we can launch a ‘Day in the Life of Kumamon’ collection campaign, where residents can film their interactions with Kumamon or suggest scenes they want to see. We will then select interesting ideas to film. This will increase audience participation and bring Kumamon closer to everyday life.”
“That’s a great idea!” Ichiro Yamada’s eyes lit up. “I’ll discuss it with my colleagues in the Publicity Department tomorrow and finalize the event plan as soon as possible. By the way, is there any news from Tokyo TV? You mentioned earlier that you wanted to broadcast short films on Super Change Change Change. If it can be on that program, audiences all over the country will see Kumamon!”
“Managing Director Takada has already contacted me and asked me to mail the master tapes as soon as possible,” Hiroshi Nohara’s voice was gentle. “They said it can be broadcast during the prime advertising slot of Super Change Change Change next week, and then more people will know about Kumamon.”
“That’s wonderful!” Ichiro Yamada was so excited he almost jumped. “With Tokyo TV’s support, Kumamon will surely become popular all over Japan! Then Kumamoto’s economy will definitely improve, and fruit farmers’ oranges and merchants’ specialty products will all be sold!”
After hanging up the phone, Ichiro Yamada looked at his busy colleagues in the office, then at the gradually dispersing mist outside the window, his heart full of hope.
Kumamon’s story was just beginning, and this cute little bear would eventually bring Kumamoto’s warmth into more people’s hearts.
Meanwhile, in a hospital in Kumamoto Prefecture, Head Nurse Masako Matsumoto was pushing a treatment cart down the hospital corridor when she suddenly heard bursts of laughter from a patient room.
She frowned, thinking the patient was being noisy, and was about to push the door open when she saw the old woman in bed 702 pointing at the television, her eyes squinted shut with laughter, and the caregiver next to her covering her mouth, her shoulders shaking.
“Grandma, what are you watching? You’re so happy.” Masako Matsumoto entered the room and followed the old woman’s gaze to the television. The screen was playing a short film of Kumamon helping an old woman pick up oranges—the little bear was painstakingly pushing the oranges that had rolled to the side of the road back, carefully wiping off the dust with its paws, and then bowing clumsily as it handed the oranges to the old woman.
“Masako-san, look at this little bear!” The old woman grabbed Masako Matsumoto’s hand, her voice full of joy. “It’s as cute as my grandson, and it helps people pick oranges. It’s much better than those cartoons that only fight!”
Masako Matsumoto couldn’t help but smile as she looked at the little bear on the screen.
She remembered seeing some young nurses discussing Kumamon at the nurses’ station during her night shift yesterday. At the time, she thought it was a cartoon character that children liked, but she didn’t expect even the old grandmother to like it so much.
“This is called Kumamon, it’s a new promotional image from our prefectural station,” Masako Matsumoto said with a smile. “It’s broadcast before and after the news every morning and evening. If you like it, when I’m on duty next time, I’ll bring my phone and record it, so you can watch it whenever you want.”
“Really? That’s wonderful!” The old woman excitedly grabbed Masako Matsumoto’s hand. “My grandson works in Tokyo. If he sees this little bear, he’ll definitely like it too. Next time he calls, I must tell him to also watch our cute Kumamoto bear!”
As Masako Matsumoto left the room, she saw several young nurses gather around, holding drawing paper. “Head nurse, have you seen Kumamon? We just drew its likeness and want to post it at the nurses’ station to cheer up the patients.”
Masako Matsumoto looked at the endearingly clumsy bear on the drawing paper and nodded. “That’s a good idea! Not only at the nurses’ station but also next to the TV in every patient room, so everyone can see this cute little bear. By the way, do you know where to buy Kumamon plush toys? The old woman in bed 702 likes it very much, and I want to buy her one.”
“We asked people at the prefectural office this morning, and they said the plush toys will be available next week and will be sold at the hospital’s convenience store.” One nurse said excitedly. “We’ve already pre-ordered more than ten, not just for patients but also for our colleagues in the department. Seeing Kumamon during night shifts will surely make us feel less tired!”
Masako Matsumoto looked at the nurses’ happy faces, her heart feeling warm.
The atmosphere in the hospital is always oppressive, and patients and their families are under great stress. Kumamon’s appearance is like a ray of sunshine, bringing joy and warmth to everyone.
In the afternoon, in a company in Kumamoto Prefecture, employees were on their lunch break.
Normally, everyone would either sleep with their heads on their desks or read newspapers, but today they were all gathered around the TV in the meeting room, waiting to watch Kumamon’s short film.
“It’s here, it’s here!” one employee pointed at the screen, their voice full of anticipation.
On the screen, Kumamon, wearing a suit and tie, entered a company office.
It mimicked the employees, sitting in front of the computer, but didn’t know how to turn it on. It randomly pressed the keyboard with a “pat pat” sound, accidentally crashing the computer.
The employee next to it, suppressing a smile, taught it how to turn it on. But the little bear mistook the mouse for a toy, grabbed it, and spun it around on the desk, causing everyone to laugh heartily.
“This little bear is too realistic!” A young employee who had just joined the company said with a smile. “On my first day at work, I didn’t know how to use the company computer either. It’s exactly like me!”
“Isn’t that so!” Manager Sato Sanmichi of the department also said with a smile. “Yesterday, my son asked me if Kumamon [Truncated: Max tokens]
“Manager Sato, can our company also cooperate with the Prefectural Office to have Kumamon film a promotional short film?” a staff member suggested. “Everyone likes this little bear now. If our company’s promotional film features it, it will definitely attract more customers!”
Sanmichi Sato’s eyes lit up, and he nodded: “That’s a good idea! I’ll contact Director Yamada at the Prefectural Office this afternoon to see if we can cooperate. If we can get Kumamon to film a short film at our company, it will not only increase the company’s visibility but also boost the employees’ morale. It’s killing two birds with one stone!”
Everyone agreed, discussing the content of the short film, and the meeting room was filled with laughter and joy.
Sanmichi Sato looked at everyone’s excited expressions, and his heart was also full of emotion.
Recently, the company’s performance hasn’t been very good, and the employees’ morale has been quite low. Kumamon’s appearance was like a heart stimulant, helping everyone regain their vitality and enthusiasm.
In the evening, the streets of Kumamoto Prefecture gradually became lively.
Office workers leaving work, students coming from school, and elderly people taking a stroll were all discussing Kumamon. The television in front of the convenience store was crowded with people, all waiting to watch the latest short film; toy store owners were calling the prefectural office one after another to pre-order Kumamon merchandise; restaurants also launched “Kumamon Set Meals,” attracting many customers.
In the Statistics Department of the Prefectural Office, staff members were still busy. They looked at the ever-increasing ratings data with excitement on their faces.
“Department Head! The ratings in Fukuoka have gone up again! They’ve reached 15%!” an excited staff member exclaimed.
“Excellent!” Department Head Kentaro Suzuki said, looking at the data report, his tone full of gratification. “Not just Fukuoka, but the ratings in Nagasaki and Saga are also rising. At this rate, people in the entire Kansai region will know about Kumamon before long!”
“Department Head, should we compile the data and send it to Tokyo TV?” another staff member suggested. “Let them see Kumamon’s influence, and perhaps they’ll increase the number of short film insertions.”
Kentaro Suzuki nodded. “Alright! Compile it now and send it to Tokyo TV as soon as possible. Also, tomorrow we need to send more staff to collect nationwide ratings. I want to know just how popular Kumamon can become!”
The staff members immediately got to work, and the sound of keyboards filled the office.
Kentaro Suzuki watched the streetlights gradually light up outside the window, his heart full of expectation.
Kumamon’s success was not just a success in promotion, but a success for Kumamoto’s culture.
This adorable little bear would eventually bring Kumamoto’s unique characteristics and warmth to the entire country and the world.
Meanwhile, at the Oyama Family Home, the warm light in the living room cast a soft glow on the wooden floor. Hiroshi Nohara, just having washed his hands and emerged from the kitchen, saw three Kumamon plush toys piled on the sofa.
Two were sewn by Misae and Mage using black fabric, their crooked blush marks exuding cuteness. The third was a sample that Isshin Fujiwara had brought that afternoon; its round belly was stuffed with fluffy cotton, and a small citrus pattern was embroidered on its paws.
However, without exception, they were all very cute.
“Hiroshi, look! They’re about to broadcast another Kumamon short film!” Misae said, hugging the largest plush toy and excitedly beckoning towards the TV screen.
Mage held a small plush toy up to her face, tilting her head like Kumamon, which made Takao Oyama burst into laughter.
As the background music on the TV began, Yoshiharu Oyama put down the newspaper he was holding, his gaze involuntarily drifting to the screen.
Kumamon was seen wearing a washed-out striped apron, standing by a food stall in front of Kumamoto Castle, clumsily helping the owner knead dough.
Flour was all over its face, obscuring the original red blush marks so only two small circles remained. It paid no mind and tossed the kneaded dough into the air, but missed catching it. The dough hit its forehead with a “thwack,” causing the tourists in front of the stall to double over with laughter.
“This little bear is just too amusing!” Yoshiharu Oyama couldn’t help but exclaim, tapping his fingers rhythmically on his knees. “Yesterday, I went to the market, and old Sato, who sells oranges, was complaining to me that young people now ask ‘Would Kumamon like this variety?’ when buying oranges. His business has even improved quite a bit.”
“Isn’t that the truth!” Takao Oyama came over with a plate of freshly cut apples and placed it on the tea table. “This morning, I went to the shrine to pray, and I saw so many children wearing Kumamon paper hats. The priest said they were just sent from the prefectural office, and now, people coming to pray insist on taking one before they leave.”
Misae took a bite of apple, her eyes sparkling as she looked at Hiroshi. “Hiroshi, since everyone likes Kumamon so much, could we film some longer short films? For example, have Kumamon participate in Kumamoto’s traditional festivals, dancing with the dragon dance troupe. It would surely be very fun!”
Mage nodded in agreement, resting her head on Hiroshi’s arm. “Brother-in-law, brother-in-law, I also want Kumamon to go to school! Last time, my classmates saw the short film and all asked if Kumamon could come to the cultural festival. If it could come, we’d definitely win first prize!”
Hiroshi ruffled Mage’s hair, his gaze falling on the television.
Kumamon was currently helping the owner hand roasted senbei to tourists. It didn’t forget to sneak a piece into its own mouth, but senbei crumbs fell on its apron. It frantically tried to brush them away with its paws, only scattering more crumbs everywhere.
With a sense of pure foolishness and a comical atmosphere, it was extremely hilarious.
“That’s a great idea,” Hiroshi said with a smile, picking up the notebook from the tea table. His pen tip lightly traced across the paper. “We can film a ‘Kumamon’s Four Seasons’ series. In spring, have it go to the foot of Mount Aso to see cherry blossoms. In summer, help fruit farmers pick citrus. In autumn, learn to make persimmon cake with an old woman. And in winter, build a snowman in front of Kumamoto Castle. Film a five-minute short for each season. This will not only showcase Kumamoto’s scenery but also let everyone see more of Kumamon’s adorable side.”
“Wonderful!” Misae immediately leaned over, pointing to the blank space on the notebook. “Can I help you draw the storyboards? I just learned how to draw cartoons yesterday, and I’m sure I can make Kumamon look even cuter!”
Yoshiharu Oyama watched the children’s excited faces, his lips curving upwards involuntarily. He picked up the tea bowl from the table and took a sip, his tone full of gratification. “Hiroshi, what you’re doing is a great service to our Kumamoto. In the past, when outsiders mentioned Kumamoto, they only knew about the volcano and samurai. Now, with Kumamon, people think of cuteness and warmth. This is more effective than any promotion.”
Hiroshi looked at his family and then at Kumamon on the TV, still busy taking photos for tourists. He suddenly felt an exceptional sense of peace.
The night deepened outside, and the distant sound of occasional dog barks could be heard. The laughter in the living room and the background music from the TV intertwined, like a warm song.
