ABSTRACT
This chapter analyzes the creation, uses, and meanings ascribed to Kumamon, who represents Kumamoto Prefecture in western Kyushu and is arguably the most popular of the yuru kyara (mascot characters) trending across Japan. As part of the “Kumamoto Surprise” campaign intended to call attention to Kumamoto, Kumamon has enjoyed enormous success across Japan, and his image decorates a variety of goods and foods. He has also promoted Kumamoto abroad as various Japanese regions have marketed their charms overseas to attract tourism. Yet Kumamon has his critics and detractors, and his image has been put to unintended uses. This chapter argues that Kumamon’s successes and misinterpretations provide insight into the cultural literacy needed to understand and appreciate yuru kyara.
