Talks in progress on overseas marketing of ‘Kumamon’

Mari Ichinomoto, deputy director of the overseas business support team in the prefecture’s international affairs division, said the move was part of a proactive strategy to combat the counterfeiting of Kumamon products in some markets, especially China.
Kumamoto prefecture currently provides “non-exclusive” rights free of charge to business vendors in 13 countries around the world, who are able to sell, distribute and manufacture Kumamon products in their own markets. The aim is to promote the awareness and popularity of Kumamon as well as Kumamoto prefecture on the global stage.
“Now, we have seen Kumamon fake products appear in mainland China. We are quite worried about fake things that will damage the Kumamon brand,” Ichinomoto said.
“In Thailand, we have a very good partnership with Saha Group, which [is very careful] about watching for Kumamon fake goods.” 
She said Kumamoto prefecture two years ago signed a memorandum of understanding with ICC International, a unit of Saha Group, to popularise Kumamon popularity in Thailand.
She said the prefecture had started promoting Kumamon overseas a few years ago. 
Taiwan was the first to host a Kumamon promotion, which was held at 5,000 7-Eleven shops three years ago, followed by Hong Kong and Macau, where promotions were held twice two years ago at 358 Circle K shops. The promotions attracted a lot of Kumamon fans in both Taiwan and Hong Kong.
Ikuo Kabashima, governor of the prefecture, said Kumamon was created in 2011 with the aim of raising awareness and interest in Kumamoto, a major city on the west coast of Kyushu island. The “black bear” mascot helps promote Kumamoto as a travel destination, and not a passageway to somewhere else. 
He said Kumamon was now Japan’s most popular bear, “attracting a diverse range of people, from children to adults who are charmed by his plump, black body, red cheeks, and wide-open eyes”. 
“Among lots of municipal PR mascot characters from all around Japan, he won first place in a nationwide popularity vote in 2011. Ever since, Kumamon has appeared in numerous places, including events and product campaigns, rising to the seat of Japan’s representative mascot character that transcends prefectural boundaries.”

Key to success 
Kabashima said Kumamon’s success was based on his attractiveness. 
“Everybody is able to love, to be [close to] and to be friends with Kumamon. As a representative of Kumamoto, Kumamon helps promote positive recognition of Kumamoto city among people around the world. 
“After [the launch] in 2011, sales of Kumamon products increased effectively from 2.5 billion yen in the first year to about 10 billion yen in 2015, and up to 12.8 billion yen last year,” which is nearly Bt4 billion.
The number of foreign tourists arriving in Kumamoto reached 697,330 in 2015, of whom 19,860 were from Thailand. However, the number of inbound tourists dropped to 507,860 last year because of powerful earthquakes that hit the city in April. The number of tourists from Thailand decreased to about 14,880 last year.
“In December last year alone, the number of Thai travellers to Kumamoto dropped sharply to only 1,000, down from 2,000 posted in December 2015. I would like the number of tourists from Thailand to Kumamoto to recover this year and to stand at the same level of 2015,” Kabashima said.
He said he would like other countries to come up with their own creative ideas on the promotion and support of Kumamon in their markets. Without any royalty charges, the city aims to spread Kumamon around the world. 
In Thailand, ICC International has been collaborating with Kumamoto prefecture to import, produce and distribute Kumamon goods in the Kingdom since 2015. Kumamon counters have been opened at leading department stores in Bangkok, together with launch of an online channel. 
Viritpol Chaithavornsathien, vice president of Kumamon Thailand, said the company’s promotion of the character in the Kingdom would focus mainly on marketing, particularly in collaboration with other brands and organisations that are interested in Kumamon. The company will also place importance on online shopping to serve people upcountry.
“Kumamon is an extraordinary character, unlike others in the marketplace. He has a solid background and incredible charm that attracts people of all ages. We foresee that Kumamon will fit in with Thai people’s taste and perform well in the Thai market,” Viritpol said. 
 “This year, we will focus more on connections between Kumamon and our customers by means of activities that they can join to have fun together throughout the year. They must be highly creative activities that no one has ever provided before to make Thai fans feel most special.”