Chapter 228: Kumamoto Prefecture’s Opportunity! Isshin Fujiwara’s Chance! Hiroshi Nohara’s Talent Shines!
In the television station’s office area next to the Kumamoto Prefectural Office, the morning light had just cast dappled shadows on the floor through the blinds, and the discussions from the production department were already louder than the clicking of the printer.
Deputy Station Manager Kinoshita gripped the newly compiled ratings report, his knuckles turning slightly white from the force, but he couldn’t hide the excitement in his voice. He slapped the report onto the conference table, the edges of the paper curling up: “Everyone, take a look! Our station’s ratings for the morning news slot have surged to 12.3%! You have to remember, last month at the same time, it was only 5.8%. That’s more than double!”
Kiyoharu Takahashi, the senior director sitting on the outermost side, adjusted his reading glasses and traced the advertising slot data after the morning news on the report. His voice was filled with disbelief: “It’s not just the morning! In the lifestyle information program at 9 AM, we inserted a 30-second short clip of Kumamon teaching how to make tonkotsu ramen. The average ratings for those five minutes directly exceeded 10%, a full 4 percentage points higher than the same time last week! Viewer letters piled up half a drawer this morning, all asking, ‘When will Kumamon appear next?'”
“The noon slot is even more impressive!”
Aya Suzuki, a female assistant who had joined the company less than half a year ago, held a stack of viewer postcards, her cheeks flushed with excitement. She held up the topmost card, which depicted a crooked little bear: “After the noon news, as soon as the short clip of Kumamon giving blessings with a strawberry daifuku finished playing, the main switchboard was jammed with calls! One mother said her daughter insisted on going to the supermarket to buy the same kind of strawberry daifuku after watching it, and she even demanded to see ‘the bowing bear.’ The overall ratings for the noon slot also rose to 9.7%, only 0.3% lower than Kyushu TV’s noon variety show!”
Yuta Tanaka, the director responsible for the afternoon children’s program, leaned in, pointing to the program data for “15:00-16:00” on the report. His tone carried a hint of pride: “Our afternoon animation reruns, which had been hovering around 6% before, jumped directly to 8.1% yesterday after we added a short clip of Kumamon reminding viewers to ‘look into the distance to protect their eyes after watching.’ The Parent-Teacher Association even sent a fax to praise us, saying this reminder was more effective than ten times what teachers say.”
Deputy Station Manager Kinoshita listened to everyone’s reports, but the smile on his face gradually faded. He pointed heavily at “6.2%” for the evening slot, his tone filled with regret: “It’s a shame, still no improvement in the evening. The prime-time drama ratings barely exceeded 5%, which can’t compare to Kyushu TV’s samurai drama at all. Our station can only compete in the morning, noon, and evening news slots; other broadcast segments are still too far behind.”
At this point, everyone also sighed in unison.
Kiyoharu Takahashi put down the report and said, “Don’t be too anxious, Deputy Station Manager. The main reason is that the three news programs broadcast the same national news simultaneously. Viewers can watch the content anywhere, so they naturally prefer the channel that shows Kumamon clips after the news. But for other time slots’ programs… they are either old, outdated lifestyle dramas or repeated old variety shows that audiences have grown tired of.”
“Exactly!” Aya Suzuki neatly stacked the postcards, her voice tinged with a hint of grievance: “Last time I recommended our station’s evening variety show to a friend, she directly said, ‘Besides Kumamon, what else is there to watch on your station?’ I couldn’t even refute her.”
Yuta Tanaka also nodded, “It would be great if we had good programs like Tokyo TV’s 《 World of the Strange 》, even a new children’s segment would be better than constantly replaying old animations.”
As everyone was talking, light footsteps echoed from the office doorway, and Publicity Minister Ichiro Yamada and Isshin Fujiwara walked in side-by-side.
Ichiro Yamada had just finished listening to their discussion. He placed his briefcase on the table and said with emotion, “I’ve heard everything you’ve said. The changes brought by Kumamon have exceeded expectations. Our station’s average daily ratings in the Kyushu region are now solidly second, only 1.2 percentage points behind Kyushu TV. Who would have thought this just three months ago?”
Isshin Fujiwara, holding the viewer survey data just compiled by the prefectural office, added, “The prefectural office has also received many feedbacks. Some travel agencies said inquiries about traveling to Kumamoto have increased by 30% recently, and Kumamon dolls at nearby shops have been out of stock three times. This image designed by Hiroshi-san has truly revitalized the name ‘Kumamoto’.”
Deputy Station Manager Kinoshita’s eyes lit up, and he immediately turned to Isshin Fujiwara, his voice clearly filled with expectation: “Isshin-san, you’re related to Hiroshi Nohara, can you… can you ask him to help our station create a program too? Like 《 Super Change Change Change 》, even a short segment would be fine! With him overseeing it, the program quality would surely be guaranteed, and then we might even surpass Kyushu TV!”
The moment he said this, the office fell silent, all eyes focused on Isshin Fujiwara.
Kiyoharu Takahashi even leaned forward, clutching a pen as if ready to jot down program ideas at any moment.
However, Isshin Fujiwara shook his head with a wry smile, his fingertips unconsciously rubbing the edge of the survey data: “I’ve had that thought before. Last week, when I visited the Oyama Family Home, I specifically observed Hiroshi-san’s state. Even on his days off, he spends six hours drawing manga, with manuscripts for 《 Yu Yu Hakusho 》, 《 Doraemon 》, and 《 Late-night Diner 》 piled on his desk. He even revises storyboards while eating. I really couldn’t bring myself to ask – his burden is too heavy.”
“A heavy burden? How heavy can it be?” Deputy Station Manager Kinoshita was about to press further when Kiyoharu Takahashi tugged his arm.
The seasoned director cleared his throat, his voice full of admiration: “Deputy Station Manager, you haven’t been following Tokyo TV’s activities. The matters Hiroshi Nohara-san is managing now would shock you – the animated series 《 An Shizhi 》 is still running, and he has to give the final review for every episode’s storyboard; for the drama 《 World of the Strange 》, he has to approve three unit drama scripts weekly, and he also decides the casting for the live-action 《 Late-night Diner 》; although the variety show 《 Super Change Change Change 》 is managed by Section Chief Kei Tanaka, he still has the final say on important segment designs.”
Aya Suzuki, holding the postcards, added in a small voice, “Last week I read the 《 Asahi Shimbun 》, and it said he just finished the follow-up documentary for 《 Seven Samurai 》 and is also preparing for the preliminary research for 《 The Tale of Hachiko 》. Not to mention manga, 《 Yu Yu Hakusho 》 is a top hit in 《 Weekly Shonen Jump 》, 《 Doraemon 》 sold fifty thousand copies in its first week of volumes, and 《 Late-night Diner 》 has even been translated into English and sold overseas… He alone is practically half the production bureau.”
Shota Sato, an intern who had just joined, stared with wide eyes, almost dropping the pen in his hand: “Goodness! So many things? Does he have enough time to sleep? I used to think 《 Super Change Change Change 》 was made by a team, I didn’t realize he was the core… No wonder the show’s creativity is so novel. Anyone else wouldn’t have come up with the idea of ‘imitating Tokyo Tower’s lighting with their body.'”
Deputy Station Manager Kinoshita finally understood. The report slipped from his hand onto the table unnoticed, and his voice was filled with shock: “So… so he has to manage so many things? I only knew he was a famous director, I didn’t realize his manga was also so amazing… My grandson watches 《 Doraemon 》 every day, he says he wants to be like Nobita when he grows up, and he even asked me ‘does Doraemon’s pocket really exist?'”
“It’s more than just that.”
Isshin Fujiwara sighed and spread the survey data on the table: “The prefectural office wants to collaborate with him on a tourism promotional film for Kumamoto, Shueisha wants him to adapt 《 Doraemon 》 into an animation, and even the Ministry of Education has approached him. He now receives over a dozen calls a day, and his pager rings from morning till night. Even Misae-san says he’s sometimes still revising scripts at two or three in the morning.”
The office fell completely silent, with only the clicking of the printer echoing in the air.
Deputy Station Manager Kinoshita looked at the ratings data on the report, then recalled his earlier expectant tone, a hint of embarrassment on his face: “It was my fault for being presumptuous… I didn’t realize Hiroshi Nohara-san was so busy, we really shouldn’t trouble him further.”
Ichiro Yamada gently patted Deputy Station Manager Kinoshita’s shoulder, his tone comforting: “Don’t be too disappointed. Kumamon is already a great gift he’s given to our Kumamoto Prefectural Station. With this image, our news segments can maintain stable ratings, and the revenue from merchandise can subsidize production costs. What we need to do next is to make good use of the Kumamon IP, such as developing more short clips or collaborating with local businesses for offline events to gradually build an audience base.”
He paused, his gaze sweeping over everyone in the office, his tone becoming resolute: “I’ve already applied for special funds from the prefectural office and plan to launch a series of short films next month called ‘Kumamon Takes You Around Kumamoto,’ two episodes per week, five minutes each, taking viewers to attractions like Mount Aso and Kumamoto Castle, and also promoting local gourmet food. Although it won’t be produced by Hiroshi Nohara-san himself, we can draw inspiration from his creative approach – touching the audience with warm stories and bridging the distance with a cute character.”
Deputy Station Manager Kinoshita’s eyes lit up, and he immediately picked up a pen and circled on the report: “This is a great idea! We could have Kumamon ‘get lost’ in the short film and be helped by local residents, which would showcase the attractions and reflect Kumamoto’s human touch. Takahashi-san, with your extensive experience, how about you be the director for these short films?”
Kiyoharu Takahashi immediately nodded, his eyes behind his reading glasses full of drive: “No problem! I’ll start writing the filming plan right away, aiming to begin shooting next week!”
Aya Suzuki also raised her hand, her voice filled with excitement: “I can be in charge of the audience interaction segment! Let viewers vote on where Kumamon should go next and collect their stories, perhaps they can be used in the short films!”
Yuta Tanaka stroked his chin, thoughtfully saying, “I think we can add a short segment called ‘Kumamon Learns Dialects,’ like teaching viewers Kumamoto’s ‘hello’ and ‘thank you.’ It would be fun and also spread local culture; children would definitely like it.”
Seeing everyone’s renewed vigor, Ichiro Yamada showed a smile on his face.
He picked up a Kumamon doll from the table and gently placed it in the center of the conference table: “Everyone, Hiroshi Nohara-san has given us a great start. From now on, it’s up to our own efforts. I believe that as long as we create content with heart, one day, Kumamoto Prefectural Station can become number one in the Kyushu region, and even make a name for itself across Japan!”
Isshin Fujiwara looked at the lively scene before him and couldn’t help but smile.
He recalled seeing Hiroshi Nohara drawing the Kumamon manga in his study yesterday at the Oyama Family Home – under the desk lamp, the man in casual wear was intently adding reflective details to Kumamon’s red vest, a faint smile on his lips.
He understood then that Hiroshi Nohara’s success was not only due to his talent but also because he always hid “warmth” in his works –
Whether it was a bowl of miso soup in 《 Late-night Diner 》 or Kumamon’s clumsy bow, it touched the softest part of people’s hearts.
The sunlight outside the office grew warmer, falling on the Kumamon doll through the blinds, giving its round ears a golden edge.
The discussions in the production department resumed, but this time filled with hope – about the filming locations for the short films, about the forms of audience interaction, about how to make Kumamon more popular, everyone was speaking freely, as if they could already see the future of the television station.
Deputy Station Manager Kinoshita picked up the report and drew an upward arrow next to the “6.2%” for the evening slot, muttering, “Once ‘Kumamon Takes You Around Kumamoto’ airs, our evening ratings will surely rise! Kyushu TV will be anxious then!”
Kiyoharu Takahashi was already writing the filming plan, the sound of his pen scratching on paper intermingling with the voices of discussion, creating the most vibrant morning for Kumamoto Prefectural Station.
And the man who started it all, Hiroshi Nohara, might be in his study at the Oyama Family Home at this moment, conceiving a new story for his next manga – he didn’t know that the “warmth” seed he had sown had already quietly sprouted on the land of Kumamoto.
…
But after discussing this, Ichiro Yamada seemed to recall something. After parting ways with the prefectural station staff, he pulled Isshin Fujiwara outside.
Isshin Fujiwara was still tidying up his things and was a bit confused at this moment.
“Isshin-kun! This way!”
Ichiro Yamada leaned against the door of a black Toyota Crown, the briefcase from the prefectural office in his left hand, and jingled a silver car key in his right. A small Kumamon charm on the keychain glinted in the sunlight: “Governor Muto has always been very concerned about Kumamon. We need to go report the latest situation of Kumamon to him. This is a rare opportunity for his attention.”
“Go to Governor Muto to report?”
Upon hearing this, Isshin Fujiwara looked up and carefully tucked the last data disc into his dark gray briefcase.
It contained complete data that had been organized with the television station’s editing team until 3 AM last night, clearly marking the age demographics of viewers for each short clip.
He quickly walked to the car, and as he pulled open the door, he reminded, “Minister Yamada, the data discs are in the glove compartment on the passenger side. When you report, you should emphasize the audience response during the noon slot. The clip of ‘Kumamon Visits the Horse Meat Market’ received nearly two hundred more viewer letters than last week.”
“Don’t worry, I know what I’m doing.”
Ichiro Yamada started the car, the low growl of the engine exceptionally clear in the quiet parking lot. He casually turned on the radio, and the broadcast of Kumamoto Prefectural morning news was playing: “…Yesterday, sales of Kumamon merchandise reached a new record high. The dolls in major department stores across the prefecture are almost sold out, and manufacturers are urgently restocking…”
“Listen to this, the popularity isn’t just for show,” Ichiro Yamada said with a smile, turning up the volume and lightly tapping the steering wheel to the rhythm: “Governor Muto has been mentioning ‘Kumamon’ every day recently. Last week, at a prefectural office meeting, he said he wants to make this image Kumamoto’s ‘new calling card’.”
Isshin Fujiwara looked out the car window. Breakfast shops on both sides of the street had already opened, with wooden signs displaying “Tonkotsu Ramen” and “Oden,” exuding a lively atmosphere. Occasionally, students in school uniforms rode past on bicycles, their baskets holding notebooks with Kumamon patterns.
He suddenly remembered a phone call with Magee the day before yesterday, where Magee said that Mage had specifically asked a classmate to bring a Kumamon pencil case from Kumamoto city and showed it off in her school bag every day.
“However, the Governor’s emphasis on Kumamon isn’t just about boosting tourism.”
As the car pulled out of the parking lot, Ichiro Yamada suddenly lowered his voice, a hint of depth in his eyes: “Next year is the Governor’s re-election year. The current economic data for Kumamoto isn’t looking good. Agricultural exports have dropped by 12% compared to last year, and two more textile factories have closed down. The Governor is eager to achieve something noteworthy – the popularity brought by Kumamon can be used as a ‘people’s livelihood card’.”
Isshin Fujiwara’s fingers paused on his briefcase.
He had worked in the Ministry of Finance at the prefectural office for five years and understood the implications of the word “re-election” all too well.
Masao Muto had served in Kumamoto for eight years, and his reputation wasn’t bad, but when Governor of Tokyo Metropolis Ryuichi Koike inspected last year, he had subtly mentioned that “local development needs to focus more on innovation.” This remark had been a constant thorn in Governor Muto’s side.
“But I’m from the finance department after all.”
Isshin Fujiwara frowned, his tone hesitant: “I only have a superficial understanding of the publicity work processes, like the approval of activity budgets and supervision of fund usage. I can handle those. But if you ask me to plan election campaigns, like how to organize offline events or maintain media relations, I definitely can’t – if I mess it up, it might even implicate the Governor.”
The car stopped at a red light. Ichiro Yamada turned his head to look at him, a smile playing on his lips: “Isshin-kun, you’re being too modest. Precisely because you understand finance, you are the most suitable candidate. Think about it, how much money will election campaigns cost? Venue rentals, material production, media placements – none of these can bypass the Ministry of Finance. If you coordinate from the middle, you can ensure that funds are spent wisely and also ensure that the publicity department doesn’t ‘waste money’ on frivolous things – Governor Muto values exactly this about you.”
He pulled out a pack of Seven Stars cigarettes from his suit’s inner pocket, took out one, but didn’t light it, twirling it between his fingers: “Moreover, the promotion channels in the publicity department are much faster than in the finance department. If you help the Governor with the re-election campaign, and he successfully gets re-elected, you might even be transferred to the General Policy Bureau. Then you’ll be dealing with the core affairs of the prefectural office, which is much better than staring at ledgers every day.”
The light turned green, and Ichiro Yamada stepped on the accelerator, the car smoothly merging into the traffic flow.
Isshin Fujiwara looked at the Kumamoto Castle walls flashing by the window, and suddenly had some different thoughts.
He remembered his father, Motomaru Fujiwara, often saying, “Opportunity favors the prepared.” Perhaps this was truly an opportunity not to be missed.
The off-white exterior of the prefectural office building was particularly striking in the morning light. Two meter-tall Kumamon dolls were already placed next to the stone lions at the entrance, attracting passing staff to stop and take pictures.
As the two entered the lobby, they saw Kobayashi, Governor Muto’s secretary, hurrying to meet them: “Minister Yamada, Fujiwara-san, the Governor is already waiting for you in his office. He specifically instructed not to announce your arrival and to go straight in.”
Upon opening the door to the Governor’s office, the first thing that caught their eyes was the panoramic map of Kumamoto hanging on the wall. The positions of various cities and towns were marked in red on the map, and several Kumamon promotional posters were also attached next to it.
Masao Muto sat in his black leather chair, holding a document. Seeing them enter, he immediately put down the document and pointed to the sofa opposite: “Please sit. Did you just come from the television station? Did you encounter any traffic jams on the way?”
“Thank you for your concern, Governor. The journey was smooth.”
The two bowed simultaneously. Ichiro Yamada took the briefcase from Isshin Fujiwara’s hand and placed it on the tea table: “We’ve brought the latest ratings report and audience feedback. Would you like to take a look first?”
“Let’s hear the data first; I can understand it more clearly.”
Masao Muto leaned back in his chair, his fingers lightly tapping the desktop, his gaze fixed on Isshin Fujiwara: “Isshin-kun, you’ve had the most interaction with Hiroshi Nohara-san. You go first.”
Isshin Fujiwara immediately stood up, his tone respectful yet not timid: “Replying to the Governor, according to the latest statistics from the television station, the broadcast performance of Kumamon-related short clips last week is as follows: The ‘Kumamon Teaches Breakfast’ clip, inserted during the morning news slot （ 7:00-7:30 ）, had an average rating of 12.8%, an increase of 1.3 percentage points from last week, with female viewers aged 25-45 accounting for 62%;”
“The ‘Kumamon Visits the Horse Meat Market’ clip, inserted at 12:15 noon, had an average rating of 14.2%, with the peak reaching 16.7%, setting the highest record for our prefectural station this year;”
“The ‘Kumamon Eye Protection Reminder’ clip after the children’s program at 3 PM also increased its ratings from 7.9% last week to 8.5%. The Parent-Teacher Association even sent a fax to commend us, saying it was very helpful for children’s eye protection education.”
He paused, then took out a stack of viewer letters from his briefcase and presented them to Masao Muto:
“These are the viewer feedbacks received last week, a total of 427 letters. Among them, 89% of the letters stated that ‘because of Kumamon, I’ve started paying attention to Kumamoto’s attractions and food,’ and 132 viewers inquired ‘if there are any Kumamon-themed travel routes.’ Travel agencies have also reported that inquiries about traveling to Kumamoto have increased by 35% month-on-month, especially from family tourists from Tokyo and Osaka, who all want to bring their children to see ‘the bowing bear’.”
Masao Muto picked up a letter. On the letter paper was a drawing of a crooked Kumamon, with “I want to eat strawberry daifuku with Kumamon” written in pencil next to it. The signature was “Hanako Suzuki, Second Grader, Kumamoto Municipal Elementary School.”
He looked at the drawing, the corners of his mouth involuntarily turned upwards, and he looked up at the two of them: “Very good. These numbers are even better than I expected. Hiroshi Nohara-san is indeed talented. When I saw his 《 Seven Samurai 》 before, I felt he had a precise grasp of ’emotional resonance’ – Kumamon’s popularity is key because it captured the points of ‘cuteness’ and ‘relatability’.”
Ichiro Yamada immediately chimed in:
“Governor, your wisdom is profound! I’ve already discussed with the publicity department and we plan to combine Kumamon’s promotion with your election campaign. For example, next month we’ll organize a ‘Kumamon Visits the Community’ event, where it will deliver loving bento boxes to nursing homes in various cities and towns, and organize drawing competitions in elementary schools, while also promoting your policies on elderly care and education over the past few years. We will also launch a ‘Kumamon Limited Tourism Package,’ where tourists who purchase the package will receive a commemorative badge with your name on it, which will not only boost tourism but also increase your exposure.”
“This is a good idea.”
Masao Muto nodded, his gaze turning to Isshin Fujiwara: “Isshin-kun, I want you to join my campaign team as well, primarily responsible for the review and supervision of activity funds. You have many years of experience working in the Ministry of Finance and are familiar with financial procedures, which will help avoid ‘misappropriation of funds.’ Also, since you have a close relationship with Hiroshi Nohara-san, it will be convenient for communication if we need him to help design new Kumamon content in the future.”
Isshin Fujiwara was taken aback. He hadn’t expected Governor Muto to invite him so directly.
This was not only recognition of his abilities but also a rare opportunity for promotion. After all, most members of Governor Muto’s campaign team were senior officials from the prefectural office and local assemblymen. Someone like him, joining before the age of thirty, was almost unheard of.
He immediately stood up and bowed deeply: “Thank you for your trust, Governor! I will definitely do my utmost to carry out the fund review work and will not disappoint your expectations!”
“No need to be so formal.”
Masao Muto waved his hand and took a document from his drawer, handing it to Isshin Fujiwara: “This is the activity schedule drafted by the publicity department. Please take a look, and if there’s anything unsuitable, feel free to let me know. By the way, next time you meet Hiroshi Nohara-san, please talk to him and see if he can design some new Kumamon content, such as a series of short films introducing my policies on agriculture, education, and healthcare over the past few years – no need to be too deliberate, just integrate the policies into the stories. For example, Kumamon visiting a newly built agricultural cooperative or experiencing new medical equipment at the prefectural hospital.”
“Yes! I will communicate with Hiroshi-san as soon as possible.” Isshin Fujiwara took the document, his fingertips brushing over keywords like “agricultural revitalization” and “medical security,” already contemplating how to approach Hiroshi Nohara.
Masao Muto suddenly coughed lightly, his tone becoming somewhat subtle: “However, when you talk to Hiroshi Nohara-san, absolutely do not mention that this is related to my election campaign.”
Isshin Fujiwara froze, a look of confusion on his face: “Why? Hiroshi-san isn’t someone who would refuse to help. If it’s something beneficial to Kumamoto, he would definitely be willing to support it.”
Ichiro Yamada chuckled beside him, patting Isshin Fujiwara’s shoulder: “Isshin-kun, you’re still too young. Hiroshi Nohara-san is a big figure from Tokyo, a third-class director at Tokyo TV, and he has his own production department. His manga is also a top hit at Shueisha, with very high standards. If we directly say ‘we want your help promoting the election campaign,’ he might feel we’re exploiting him – after all, he has personal connections with Tokyo Governor Ryuichi Koike, and if this gets out, it could affect him negatively.”
Masao Muto also sighed, his fingers lightly stroking the Kumamon doll on the desk: “Yamada is right. Kumamoto is considered a remote territory. Whether we can win re-election smoothly ultimately depends on the attitudes of Tokyo Metropolis and Tokyo City. Currently, Tokyo Governor Ryuichi Koike and Tokyo City Mayor Mikami Tanaka are in a fierce dispute, and no one knows who will end up in power. Hiroshi Nohara-san has the resources of Tokyo TV behind him. We cannot let him feel that we are forming factions, otherwise, if there’s a change in leadership in Tokyo later, our prefectural office’s work will be difficult to carry out.”
Isshin Fujiwara finally understood.
He had only been thinking about how to carry out the publicity activities, but had not considered the complex political relationships behind them.
Hiroshi Nohara’s connections in Tokyo were indeed extensive. Not only had he attended the Tokyo Culture Festival with Ryuichi Koike, but he also had a close personal relationship with Tokyo TV President Yoshihiro Shimazu. If these people found out that Kumamoto was using Hiroshi Nohara for election promotion, it would indeed bring unnecessary trouble.
“I understand.” Isshin Fujiwara nodded solemnly and carefully folded the document, placing it in his briefcase: “When I communicate with Hiroshi-san, I will only mention Kumamoto’s cultural promotion and tourism development, and will not mention the election at all. For example, I’ll tell him ‘we want to shoot a series of short films introducing Kumamoto’s agricultural and healthcare achievements to attract more people to live and work in Kumamoto.’ This way, it will achieve the promotional effect without making him resistant.”
Masao Muto smiled with satisfaction, picked up the matcha on the desk, and took a sip: “Very good, you handle matters with prudence, and I am very reassured. For the next period, please work a little harder, balancing your primary duties at the Ministry of Finance with your responsibilities for the campaign team. If you need any coordination from the prefectural office, tell me or Yamada directly, and we will fully support you.”
“Yes! Thank you, Governor!”
Isshin Fujiwara bowed again, his heart filled with drive. He looked at the Kumamon doll on the desk and suddenly felt that this adorably naive little bear was not only Kumamoto’s mascot but might also become an important opportunity for his career development.
When they left the Governor’s office, the hallway was already bustling. Staff members were rushing with documents, and occasionally they could hear them discussing the “new Kumamon short films.”
Ichiro Yamada patted Isshin Fujiwara’s shoulder, his tone filled with a hint of relief: “Work hard, Isshin-kun. Governor Muto values you highly. If you can help him get re-elected smoothly this time, your future will be limitless.”
Isshin Fujiwara nodded, his gaze falling on a Kumamon poster on the hallway wall – in the poster, Kumamon wore a red vest, holding a “Kumamoto Welcomes You” sign, smiling particularly cutely.
He suddenly remembered Hiroshi Nohara’s words: “Good works should connect people and places, allowing more people to feel the warmth of a place.”
Now it seemed that Kumamon had achieved this.
And what he needed to do next was to turn this “warmth” into a force driving Kumamoto’s development.
Upon returning to his office at the Ministry of Finance, the phone on his desk rang.
Isshin Fujiwara picked up the handset, and Magee’s gentle voice came through: “Isshin, do you want to come home for dinner tonight? Mom made your favorite tonkotsu ramen, and she also wants to discuss the souvenir arrangements for the engagement banquet with you.”
The corners of Isshin Fujiwara’s mouth curved upwards unconsciously, and his tone softened: “Okay, I’ll be back after work. By the way, Magee, have you contacted Misae? I wanted to ask her if Hiroshi-san has any free time recently; I have something about Kumamon’s promotion I want to discuss with him.”
“Misae told me yesterday that Hiroshi-kun will be returning to Tokyo next week,” Magee’s voice carried a hint of regret. “After all, Hiroshi-kun only has a half-month vacation, and it’s almost over.”
Isshin Fujiwara also pursed his lips, and an idea immediately formed in his mind: “I understand, I’ll head over now.”
After hanging up the phone, Isshin Fujiwara sat at his desk and opened the activity schedule given by Governor Muto.
Sunlight streamed through the window onto the paper, gilding the words “Community Activities” and “Tourism Packages.”
He picked up his steel pen and wrote “Discuss short film matters with Hiroshi Nohara over the weekend” next to “Fund Review.” The rustling sound of the pen tip across the paper was like a prelude to the busy days ahead.
He knew that the next few months would be tough, as he would have to balance his primary duties at the Ministry of Finance with the affairs of the campaign team, as well as coordinate communication between the television station, the production team, and Hiroshi Nohara.
But he knew even better that this was a rare opportunity –
Not only could he contribute to Kumamoto’s development but also achieve his professional aspirations.
Just as Hiroshi Nohara proved his directorial skills with 《 Seven Samurai 》 and won readers’ affection with 《 Doraemon 》, he would use this promotional campaign to prove his own abilities and carve out a niche for himself in the prefectural office.
At 3 PM, Isshin Fujiwara received a call from the publicity department, stating that they had contacted three nursing homes and two elementary schools in Kumamoto City, and the community activities for next month could proceed as scheduled.
He noted the time and location in his notebook and then called the television station to confirm the filming progress of the Kumamon short films.
Everything was proceeding in an orderly fashion, just as he had anticipated.
However, before the end of working hours, Isshin Fujiwara left the office early to discuss matters arranged by Governor Masao Muto with Hiroshi Nohara.
He needed to organize his thoughts to have a good talk with Hiroshi Nohara!
…
In the afternoon, at the Oyama Family Home.
A faint scent of osmanthus wafted from the courtyard. Hiroshi Nohara sat on the tatami mats under the corridor, holding an HB pencil, working on storyboards for the Kumamon suit-play for Isshin Fujiwara.
On the manuscript paper, the little bear in the red vest was brandishing a wooden sword, “dueling” with a villain, its movements clumsy but endearing.
Isshin Fujiwara sat opposite him, holding the just-printed script for the suit-play, occasionally pointing at the storyboards and suggesting revisions: “Hiroshi-san, could you have Kumamon trip and then pull out a dorayaki from its pocket and stand up here? Children would surely enjoy such a small accident.”
Hiroshi Nohara looked in the direction he pointed, added a small dorayaki drawing next to the storyboard with his pen tip, and said with a smile: “Certainly. But be mindful of the suit actor’s range of motion; don’t let them overexert themselves. Last time, during the filming of the promotional short, the actor playing Kumamon said that their vision was blocked when bending down to pick things up, so markers needed to be placed on the ground in advance.”
“I’ve noted that!”
Isshin Fujiwara quickly made annotations on the script, his [Truncated: Max tokens]
“It’s fine. I need to draw manga anyway, so changing the theme will actually help me relax,” Hiroshi Nohara put down his pencil, picked up the green tea on the desk, and took a sip. His gaze fell on Mage playing in the courtyard.
The little girl was holding a Kumamon doll, playing “role-playing” with the neighbor’s child, muttering, “I am the righteous Kumamon, and I will protect everyone.”
Mischievous and extremely cute.
“Oh, right, the prefectural office wants to discuss something with you.”
Isshin Fujiwara put down the script and said cautiously, “After Governor Muto saw the promotional short film for Kumamon, he felt that this character could be developed into Kumamoto’s ‘cultural calling card’ and wants to ask for your help in designing a complete IP development plan, including merchandise, offline events, and even Kumamon’s ‘character story’. The Governor said that if the plan is approved, the Prefectural Office is willing to allocate special funds and establish a dedicated operational team.”
He said that with great unease.
And did not expose anything about the election.
Upon hearing this, Hiroshi Nohara tapped his storyboard lightly, pondered for a moment, and then said, “The character design and story can revolve around ‘Kumamon searching for his hometown.’ Let him start from Kumamoto Castle and travel to places like Mount Aso and Kurokawa Onsen, encountering different people and events. This will showcase Kumamoto’s local customs and culture, and also make the character more three-dimensional. For merchandise, besides the usual plush toys and stickers, we can also develop ‘Kumamon limited edition’ local specialties, such as strawberry jam with a little bear design and tonkotsu ramen seasoning packets. This will not only boost the economy but also ensure tourists remember Kumamoto.”
“This is a great idea!”
Isshin Fujiwara’s eyes lit up, and he quickly took out his notebook to record: “For offline events, we can organize a ‘Kumamon Parade,’ having actors in costume interact at schools and shopping malls, and also host a ‘Kumamon Drawing Contest’ inviting children to participate. This will increase audience engagement.”
And all of this can be linked to the election.
Isshin Fujiwara said with emotion, “This can be done every quarter!”
Hiroshi Nohara nodded and added, “We also need to control the ‘tone’ of the IP. Kumamon’s core is ‘cuteness’ and ‘warmth,’ so it can’t be overly commercialized, nor can it exhibit behaviors that don’t align with its character. For example, it can’t endorse tobacco or alcohol products, and interactions must remain polite. Even if a child playfully tugs its ears, it should respond in a gentle way—details are what make a character enduring.”
“You’ve thought of everything!”
Isshin Fujiwara closed his notebook, his tone full of admiration: “I’ll organize your ideas into a plan and submit it to Governor Muto tomorrow. If the plan is approved, the Prefectural Office will officially send an invitation for you to serve as the ‘Kumamoto Culture Consultant,’ and we’ll have to trouble you to put in more effort then.”
Hiroshi Nohara smiled and shook his head: “I’m just providing some ideas; the actual execution still relies on the Prefectural Office and the operation team. By the way, Misae’s ‘Future Manga Company’ has recruited a lot of new talent recently. If the IP development needs support with manga or illustrations, they can be involved – the manga artists in the club are very talented. The illustrations they did for 《Doraemon》 previously received great feedback from readers.”
“That’s great!” Isshin Fujiwara said excitedly, “This will not only reduce costs but also provide opportunities for local young people. Governor Muto will definitely be pleased. I’ll get in touch with the Prefectural Office’s promotion department when I get back to finalize the cooperation details.”
“YOOOHU~” As the two were chatting, Mage’s joyous shout suddenly came from the courtyard.
The little girl held up a Kumamon doll and ran to the veranda, presenting it to Hiroshi Nohara like a treasure: “Brother-in-law! Look! I made a new hat for Kumamon! I made it with cherry blossom petals, isn’t it pretty?”
Hiroshi Nohara took the doll and looked at the small hat made of pink petals, he couldn’t help but laugh: “It’s beautiful! Mage, you’re so creative. If this idea were used in a Kumamon short film, it would definitely be very popular.”
Hearing the compliment, Mage immediately puffed out her chest and proudly said, “Really? Then I’ll make clothes for Kumamon too! Clothes with strawberry patterns, clothes with star patterns, so it can wear new clothes every day!”
Watching the scene before him, Isshin Fujiwara suddenly had an idea. He leaned over to Hiroshi Nohara and whispered, “Hiroshi-san, why don’t we have Mage participate in the ‘Kumamon Costume Design Contest’? The theme would be ‘Design New Clothes for Kumamon,’ and she could be a ‘Special Guest Junior Judge.’ This would not only encourage her but also add buzz to the competition.”
Hiroshi Nohara paused for a moment, then smiled and nodded: “That’s a good idea, Mage will surely be very happy. But we need to explain to her in advance that judges must be fair and impartial and cannot show favoritism towards a work just because she likes it – she needs to understand that responsibility is more important than interest.”
Mage, unaware that she was about to become a “Special Guest Junior Judge,” was holding her doll and discussing with a neighbor’s child about “playing Kumamon hide-and-seek in the park tomorrow.”
Sunlight filtered through the branches of the osmanthus tree, casting dappled light on her. The little girl’s laughter mingled with the cicadas’ chirping in the courtyard, exuding pure childlike innocence.
Watching this scene, Hiroshi Nohara picked up his pencil and added an image of “Kumamon and children holding hands and playing in the park” on the last page of his storyboard draft.
Amidst the “swish-swish” sound of the pencil tip on paper, he suddenly felt that perhaps this was the meaning of creation – not just to produce excellent works, but to bring happiness and hope to people with heartwarming stories.
