© 2010 Kumamoto Prefecture

The Royalty-Free Strategy of

“KUMAMON”

1

Vice Governor

Kumamoto Prefectural Government

Shinichi MURATA

© 2010 Kumamoto Prefecture

2

○What is the royalty-free strategy ?

～ To promote a region by new character

business style, beyond the existing

business style to date～

○What is “KUMAMON Universe"?

～To spread surprise and happiness

all over the world ～

Today’s Ａｇｅｎｄａ

© 2010 Kumamoto Prefecture 3

Kumamoto Prefecture

Mt.Aso

Kumamoto City

Population： 1.8 million

Area ： 7,400 ㎢

(About 7 times as large as Hong Kong)

Governor： Ikuo KABASHIMA

Amakusa

Japan

Kyushu

Island

Same size as Taiwan

© 2010 Kumamoto Prefecture

Amakusa-Sakitsu

4

Mt. Aso

Abundant

nature

Fresh and

sweet

agricultural

products

Tomato

History and

Culture

Water melon

KUMAMOTO-castle Suizenji-park

© 2010 Kumamoto Prefecture

5

© 2010 Kumamoto Prefecture

6

Name：くまモン(Japanese)

KUMAMON(English)

酷MA萌(Chinese)

구마몬(Korean) （KUMAMON means “The people of Kumamoto”）

Occupation：Official of

Kumamoto prefecture

Post：Director General of Sales

and Happiness

Personality：Naughty and Full of Curiosity

Mission：To plant seeds full of

Surprise and Happiness

Hi !

I am KUMAMON!

Yuru-chara GP 2011 Winner!

© 2010 Kumamoto Prefecture

7

The Royalty-Free Strategy of KUMAMON

Major Conditions for KUMAMON Usage

○ To encourage tourism to Kumamoto

○ To help secure sales channels for Kumamoto companies

Ｐｒｅｆｅｃｔｕｒｅ‘ｓ

ａｕｔｈｏｒｉｚａｔｉｏｎ required

Royalty-

free!

Excessive unauthorized

KUMAMON usage

ＹＥＳ!

NO!

© 2010 Kumamoto Prefecture

8

KUMAMON has created

“The new character business style between local government and private sectors by using royalty-free strategy. ”

Cheer Up !

KUMAMOTO !

The Objective of The strategy

To Promote

The Regions of Kumamoto

© 2010 Kumamoto Prefecture

Ｔｈe Win-Win Strategy

9

KUMAMON

Private Sectors

○Royalty Free

○Improvement of sales

○Simple usage procedure

○Improvement of companies’

image

○Promotion of Kumamoto

Awareness

○Sales expansion of Kumamoto

products

○Industrial Promotion

○Encouragement of Tourism

to Kumamoto

Kumamoto Prefecture

Advantage Advantage

© 2010 Kumamoto Prefecture

0

200

400

600

800

1000

1200

2011 2012 2013 2014 10

The number of KUMAMON usage Authorizations As of December 2014

The sales of KUMAMON

products

(US$M)

As of October 2015

Over

20,000 !

About $1B

© 2010 Kumamoto Prefecture

11 11

・Kumamoto milk used

・Tourism promotion in Kumamon package

Motorbike made by

motor factory located

in Kumamoto

Movie Ad

Example of Collaboration A lot of Kumamoto SMEs

also use KUMAMON

© 2010 Kumamoto Prefecture

Collaboration with The European Well-

Established Brand

Teddy Bear KUMAMON

(Steiff)

KUMAMON MINI

(BMW)

KUMAMON meets Baccarat

(Baccarat)

Sold out in 5 second !

(1500 limited items)

US$240

US$340

© 2010 Kumamoto Prefecture

13

Kumamon Shop has opened

In YATA !

Kumamoto Promotion in HK Circle K

(358 shops) Dec 2015~Jan 2016

Kumamon Apperance

in Asia

Kumamoto Promotion in Hong Kong Aeon November 2015

Hong Kong

March 2014～

© 2010 Kumamoto Prefecture

14

Kumamoto Promotion in Taiwan

Seven Eleven ( 5000 shops)

July 2014

Other Asia Kumamoto Promotion in Thai SAHA Group

November 2015

Kumamoto Promotion in Alibaba

Group

November 2015

© 2010 Kumamoto Prefecture

15

KUMAMON Effectiveness Outside The Economy

Tiny local character became famous mascot in Japan,

Finally has jumped out into the world !!

KUMAMON encourages Kumamoto people to think :

‘ We love Kumamoto.’

‘ We are proud of Kumamoto’

‘ We find a lot of wonderfulness in Kumamoto’

☆KUMAMON has given Kumamoto people

a lot of happiness !!

As a result, KUMAMON Universe has become

a part of the world.

© 2010 Kumamoto Prefecture

16

“KUMAMON UNIVERSE "

The special space

where everybody, regardless of national boundaries,

enjoys happiness

full of wonderful surprises and smiles

© 2010 Kumamoto Prefecture

17

In 2019, Kumamoto will host

☆Rugby World Cup

☆World Women‘s Handball Championship

I am looking forward

to seeing you

in KUMAMOTO!

© 2010 Kumamoto Prefecture

18

The KUMAMON UNIVERSE will be

expanded to the world

© 2010 Kumamoto Prefecture

19

Thank you very much for your

kind attention.

Thanks !!