Sustainability of Municipal Mascot Characters:

Case Study on Kumamoto Prefecture PR character Kumamon

Abstract

Regarding the public policy value of municipal characters, while their direct economic impact is important, their sustainability is crucial in terms of municipal branding. Therefore, this study summarizes the 10-year history of Kumamon's activities since its inception and the phenomenon it has engendered. It has become apparent that after a first boom due to the rapid spread of royalty-free illustration use among businesses nationwide and a second boom due to reconstruction assistance after the 2016 Kumamoto earthquake, Kumamon is now firmly established as a driving force in regional revitalization. Based on nationwide recognition and likability, Kumamon has achieved such awards as being ranked No. 1 in likability among all mascot characters for five consecutive years. Kumamon is universally well-liked regardless of region, gender, or age. Analysis of survey results show that Kumamonʼs activities, as represented by its royalty-free status, have attracted peopleʼs empathy and led to Kumamon being able to establish a firm connection with people. From the perspective of sustainable activities, the author believes that the conversion of this “empathy” into “connection” and its deepening would make Kumamonʼs activities more sustainable.