The National Day holiday is coming. Have you figured out where to go to travel?
My friend Penny has booked a plane ticket to Japan and posted on her Moments that she refuses to accept purchasing agents. Her two suitcases have been "reserved".
I know what she intends to put in her suitcase. It must be Kumamoto's various peripheral products. If possible, she will buy Kumamoto's Kumamoto.
I know Kumamoto's popularity in 2015 is now considered "out of date", but Penny, 27, has been in love for 5 years since he learned about this mascot in 12 years.
There are so many anime masters in Japan, such as Kachu, Ultraman, HelloKitty, Doraemon ... This action is clumsy and stupid inside, and there are two matchmaker blushing on her face. How can the "big black bear" that is so popular?
Japanese artificial star routine is quite deep, Kumamoto is completely created according to the star routine, let’s take a look.
1. Kumamoto’s past and present life
Why do economic companies spend a lot of money to cultivate celebrities? Rely on him to make money.
Kumamoto’s original design intention was to “make money” for Kumamoto Prefecture.
First look at the Japanese administrative division map. Kumamoto Prefecture (lower right corner) is simply the "border of old and young". The mountains are high and the emperor is far away. No prime minister can get "special care" when he comes to power.
Another saying is that it is remote, "the natural environment has not been destroyed." It is mainly agriculture and has good natural scenery. In short, there is nothing wrong with underdeveloped transportation.
Hey, the opportunity for Kumamoto Prefecture in 2011 is here.
Japan High-speed Railway (Shinkansen) was opened on Kyushu Island this year, "Enable every village to connect". Kumamoto Prefecture has such a good natural scenery, so people who come to farm stays are definitely indispensable.
The county government found the famous writer Koyama Kaoruto of the county to come up with ideas to attract tourists. Koyama also found his own designer friend Mizuno. The two discussed together for a long time and decided to design a mascot for Kumamoto Prefecture.
The two of them thought of hundreds of plans together, and finally designed the current version of Kumamoto Bear based on the characteristics of Kumamoto Prefecture.
Female celebrity wears evening dress and walks the red carpet and is shouted "Cuihua, I love you". It must be super embarrassing. Celebrities must have a good name.
After discussion, Xiaoshan and Mizuno decided to name this mascot KUMAMON (read: Kumamoto, dreams must be made with long sounds). The name comes from the pronunciation of " Kumamoto " and the pronunciation of "man" in Kumamoto dialect Mon, which is combined with "Kumamon himself" or "Kumamoto mascot", which we translate as "Kumamon Bear".
The first generation mascot doll was released soon, and Xiaoshan Kaoruto was almost scared and quickly contacted the manufacturer to make the second version. Finally, the third version was finally settled.
2. Kumamoto, who used his life to squeeze the headlines
, wants to develop in the entertainment industry, have a good face, a good name, and a high-end dress that shows off your figure are all basic styles. If you want to become famous, you have to hype, attract attention, and make headlines.
The Kumamoto Prefecture Government first opened a Weibo account (FB and Twitter) for Kumamoto, applied for funds, and found the best jokesters to operate.
The county government also had a sudden whim to hire Kumamoto as a "civil servant". Seeing that the etiquette lady was almost unable to hold back at the appointment ceremony, you would know that the more inappropriate the "swearing ceremony" was, the more injustice it would be.
mascot is the first time in the world to be a civil servant. This innovation is worthy of praise, but this matter has passed in a few days. I want to be popular and continue to be popular.
One day, the county government suddenly held a press conference saying that Kumamoto went on a business trip to Osaka, and was fascinated by the bright lights and wine there, and actually "disappeared".
All the people of Japan know that it is fake, but they don’t expose it. They cooperated with the county government to “find bears”. In a few days, Kumamoto became a household name in Japan, and by the way, Kumamoto Prefecture became popular.
Kumamoto's "political achievements" are so good, and his leader was promoted.
In 2012, Kumamoto was appointed as the business director of Kumamoto Prefecture, and the department-level cadre is fine. (Japanese prefecture is equivalent to a city in China)
In order to be a little popular, today's celebrities are either scandals or pregnancy. The audience gets tired of watching it for a long time. It's still Kumamoto will hype themselves and hype them in different ways.
In 2013, the county government said that the blush on both sides of Kumamoto was lost, and without blush, it would be a dull bear. Kumamoto was also anxious and took the initiative to run to the Tokyo Police Department to report the case. The county magistrate personally held a press conference.
Prefecture government then explained that red is the color of Kumamoto Prefecture, representing the local volcanic landform and also representing the characteristic red food. Then, taking advantage of the popularity, a large wave of advertisements were posted, and it didn't cost much money and easily completed the sales results of 600 million yen (about 33.6 million yuan).
In order to make Kumamoto more famous, the county government "uses any means". Such a good IP can be provided for free to enterprises in the county for free. Of course, the premise is to help the image promotion of the bear.
Such a good thing is also welcomed by companies, so Kumamoto appeared on various packaging boxes.
Kumamoto is completely popular, and the judgment standard is very simple. It is that even though he knows that he is advertising, everyone is still willing to read it and buy it, so it is so fragrant.
Of course, there is another reason why Kumamoto is so popular.
3. Kumamoto Bear
If a celebrity wants to become famous, he has to find a good character for himself. After divorce, he still has a relationship with his ex-wife, so he will take the affectionate route; if he doesn't marry a wealthy family and wants to get rid of his maid, then he will take the "richest family" route; "stinky feet" and "singing badly" does not matter, black yourself, blacken your way, blacken your way, and fans...
Kumamoto Bear's image is simply a talent without taking the "cute" and "snacky" route. In fact, its designer Kaoru Koyama also thinks so.
Kumon also does this in daily life.
pound mochi "throttling" gloves in ↓
Get off the car and falls series ↓
Seeing the pot catch fire, I was scared ↓
also lifted the girl's skirt and peeked ↓
beat other friends, this part is a bit private ↓
drives the motorcycle without a license ↓
This figure also needs to be bungee-hopped ↓
Strength ↓
The Emperor Queen personally meets ↓
2013 4 In 2018, a famous Japanese research institute survey showed that residents' impression of Kumamoto is ranked among the top 5 in the three densely populated areas, namely Kyushu , Kansai , and Tokyo City Circle.
In addition, the number of people traveling to Kumamoto Prefecture has also increased significantly, and the products applied for authorization have increased by 5 times in three years.
According to statistics from the Bank of Japan, Kumamoto debuted in 2011 and brought 124.4 billion yen of economic benefits to Kumamoto Prefecture in three years. (At the exchange rate at that time 7.6 billion yuan)
Unfortunately, the weather was not good. On April 22, 2016, a magnitude 7.3 earthquake occurred in Kumamoto Prefecture, Japan, and the local infrastructure and tourism environment were greatly damaged.
Kumomoto Prefecture's tourism industry has been hit, but with such a good IP in hand, it's okay to make money. Kumamoto's China Tour in 2017 achieved a good "money prospect".
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