Marketing Superstar Kumamon Generates Huge Economic Impact
Kumamon is a mascot created by the government of Kumamoto Prefecture. The beloved, cuddly Japanese character has generated huge economic benefits, and has also become a marketing superstar for merchandises. Simon Lee shared his insights into the success of Kumamon with Bloomberg Businessweek/Chinese.
On 14 April 2016, a 6.2 magnitude earthquake hit Japan’s southernmost island of Kyushu, toppling buildings and sending residents rushing into the streets. Hundreds of aftershocks continued for days, killing 49 people, injuring 1,500 and forcing tens of thousands to leave their homes.
News about the earthquake spread immediately around the globe on social media networks. The phrase “R u ok Kumamon?” were repeated thousands of times on Twitter.
Kumamon is a yuru-kyara (translated as “mascot” in the West) created by the government of Kumamoto Prefecture in 2010. The Kumamon fever has struck other prefectures and cities in Japan and even outside of Japan. In just two years, Kumamon has generated 123 billion yen in economic benefits for Kumamoto Prefecture, including tourism and product sales, and more than 9 billion yen worth of publicity, according to a recent Bank of Japan study. Last year, sales of Kumamon related consumer products have surpassed 100 billion yen, as compared to 64.3 billion yen in 2014, which is 1.5 times more. The sales of Kumamon merchandise in markets outside of Japan such as Hong Kong, Taiwan and Thailand also reached a record of 2.14 billion yen.
The key reasons for Kumamon’s success are free licensing and promotion of the character which has been used in national campaigns and all sorts of products. Its generic design also appeals to a wide audience.
In an interview with Bloomberg Businessweek/Chinese, Simon Lee, Assistant Dean (Undergraduate Studies) and Senior Lecturer of School of Accountancy at The Chinese University of Hong Kong Business School, said that “since there is no copyright for the use of the character, products featuring the Kumamon mascot are not only sold in Kumamoto Prefecture, but also in other Japanese cities and prefectures such as Osaka, Tokyo, Fukuoka and more. Kumamon related products can be seen everywhere in Japan.”
Kumamon has frequently appeared in TV episodes and videos which has become more than a symbol for Kumamoto Prefecture, and also more than merely a strategy to push its tourism and farm products. The mascot has become a cartoon character with its own personality.
“Generally, a mascot does not have any stories, but the government of Kumamoto Prefecture successfully builds Kumamon’s cute and naughty personality through episodes with a continuous story line. This low-cost but effective way to attract a mass audience to follow its stories has gradually increased Kumamon’s exposure. Through a soft-sell and indirect approach to promote Kumamon, the government of Kumamoto Prefecture can make a big impression on a tiny advertising and marketing budget while avoiding potential negative feelings from consumers by hard selling the black bear mascot. Ultimately, Kumamon’s attractiveness has been enhanced,” Lee said.
Please click on the images below for more details in the original story written in Chinese.
Source: Bloomberg Businessweek/Chinese
Date published: 18 May, 2016
