novelraw Chapter 216: It's Kumamon! Adorable Kumamon! Kumamoto Prefecture's Flagship Kumamon!
Chapter 216: It's Kumamon! Adorable Kumamon! Kumamoto Prefecture's Flagship Kumamon!
Morning light filtered through the wooden lattice windows, scattering fine specks of brightness across the living room of a five-hundred-square-meter single-family home in central Kumamoto City.
A servant's footsteps on the tatami were light as feathers. She had just set a glass of warm milk on the redwood low table when the sliding door at the far end of the second-floor corridor rattled open.
Fujiwara Isshin wore a crisply pressed navy home-wear ensemble, hair combed immaculately, descending the stairs with the measured composure characteristic of civil servants.
As he reached the center of the living room, the servant bowed respectfully: "Good morning, Second Young Master."
Fujiwara Isshin gave a slight nod, scanning his parents seated at the low table. Father Fujiwara Honmaru wore a dark gray kimono, clutching an Asahi Shimbun, brow furrowed at something on the page. Mother Fujiwara Temari was stirring miso soup with a petite silver spoon — spotting him, she immediately set it down with a smile: "Isshin, come sit. Breakfast is just warmed up — if you wait any longer it'll go cold."
Fujiwara Honmaru finally looked up from his newspaper, eyes landing on his son — tone flat yet carrying unquestionable authority: "Sit. How was the family dinner at the Koyama household yesterday?"
Isshin sat at the low table while the servant hastily presented his bowl and chopsticks.
He picked up his chopsticks and first placed a piece of pickled radish in each parent's dish before slowly beginning: "The Koyama family is very kind. Uncle Yoshiharu was Head Teacher, but he doesn't put on airs at all — he even shared many old stories about Kumamoto Junior High. Aunt Takasae was very warm, her temari sushi was excellent. Misae and Musae, the two younger sisters, are very lively."
Temari's eyes curved with delight. Setting down her soup bowl, voice brimming with satisfaction: "I've always said the Koyama family had good values. When Uncle Yoshiharu was Head Teacher at Kumamoto Junior High, he kept his students in perfect order, and raised his own children to be polite too. Speaking of which —"
She pivoted, a gleam of gossip entering her eyes: "How did things go with Masae? No awkward silences?"Isshin's chopsticks paused. His ear tips flushed faintly, though his tone remained steady: "Masae-san is very quiet. Doesn't talk much, but she's very attentive. Yesterday I accidentally spilled sake on my cuff, and she quietly passed me a clean towel — even covered for me with Uncle Yoshiharu, saying the cup was slippery, not that I was careless."
He paused, then added: "She also discussed a great deal of Kumamoto history with me — she knows more than I do. Clearly well-read. A very virtuous young woman."
"Oh my!" Temari whipped around to face Honmaru, eyes sparkling like stars: "Did you HEAR that? I told you Masae was wonderful — steady and thoughtful, the perfect match for our Isshin! When I first suggested the Koyama match, you hesitated — believe me NOW?"
Honmaru set down his newspaper, tapping the tabletop lightly. His tone finally softened: "I'd already made inquiries about the Koyama eldest daughter. Many people say Masae has helped her mother cook and sew since childhood, coming home from school to care for her two younger sisters. She's truly a proper, traditional girl."
He looked at Isshin, eyes gaining gravity: "You're twenty-eight this year, Isshin. No longer young. A girl like Masae — she's the kind you build a life with, not some decorative vase who only knows how to dress up. If you think she's right, settle things quickly. No dawdling."
Isshin set down his chopsticks and leaned forward, voice earnest: "Father, I understand. Masae-san is indeed a fine woman. I'm willing to spend more time getting to know her, and confirm our relationship soon."
At this, Honmaru and Temari exchanged a look — both finding surprised delight in the other's eyes.
In the past, they'd introduced Isshin to many young women — county assemblymen's daughters, corporate heiresses — and he'd either refused citing work, or met them once and never followed up. For him to voluntarily say he wanted to know Masae better? The sun was rising in the west!
Temari nearly knocked over her miso soup in excitement, steadying it hastily as she placed another piece of grilled fish in Isshin's dish: "Wonderful! Willing to get to know her — that's great! Take Masae out more — stroll around Kumamoto Castle, or soak in the hot springs at the foot of Mount Aso. Build the romance. If you need money, tell Mom — I'll give it to you!"
Honmaru nodded too, voice touched with relief: "It's good you've come around. The Fujiwara family carries weight in Kumamoto, but we're not blessed with many heirs. Your elder brother has been working in Kyoto in the Kansai region — the family affairs here will fall to you."
His tone sharpened: "Your brother recently told me he's planning to join the Liberal Public Opinion Party, hoping to transfer to Tokyo through party connections. He probably won't come back to Kumamoto much. My connections in the House of Representatives, my network, my council seat — all of that will pass to you. You're the key person keeping the Fujiwara family anchored in Kumamoto. You must shoulder the family's future — no more drifting."
Temari sighed, worry threading her voice: "That's right, Isshin. If you don't marry soon, the branch families will start stirring. Your second uncle's son has been showing up at the Prefectural Office constantly, cozying up to the assemblymen — isn't he just waiting for your father to retire so he can grab the council seat? If you marry early, with a stable household, those branch families won't dare be so brazen."
Isshin's expression darkened. He understood the family situation perfectly well.
The Fujiwara clan, while prominent in Kumamoto, was split into the main family and over a dozen branch families. Outwardly harmonious, but in truth they all jockeyed for position. His second uncle's son, Fujiwara Kenichi, had always believed himself more capable — publicly calling Isshin "nothing but a bookworm who doesn't understand social dynamics." If Isshin remained unmarried with no standout achievements, the branch families would surely unite to unseat him as heir.
He drew a deep breath and bowed deeply to both parents: "Father, Mother, I understand your concerns. Please rest assured — I will cultivate my relationship with Masae-san properly, confirm things soon, and aim for a wedding by next spring. I'll also devote more attention to my work, seeking tangible results — giving those branch families no opening."
Seeing his resolve, both parents exhaled with relief. Temari ladled another bowl of miso soup for him: "Drink it while it's hot. Don't rush the marriage — take your time. What matters most is building a good relationship with Masae."
Isshin lifted the soup bowl, took a sip, then suddenly recalled something. He set it down: "By the way, Father, Mother — at the Koyama family dinner yesterday, I also met Nohara Hiroshi."
"Nohara Hiroshi?" Both parents froze.
Honmaru frowned, voice puzzled: "The famous TV Tokyo director? The one who made Yamishibai, Tales of the Unusual, and Seven Samurai? I recall the papers said he's the boyfriend of the Koyama second daughter, Misae. He was there too?"
Temari also nodded, surprise evident: "I was just chatting with Mrs. Sato next door about him the other day. She said Nohara Hiroshi is incredible — so young yet already a department manager at TV Tokyo, running his own production unit, with hit films and dramas. I had no idea he'd be at the dinner."
Isshin nodded: "Yes. The dinner was specifically to welcome his return to Kumamoto. Uncle Yoshiharu said he's usually very busy working in Tokyo and rarely comes back — this time he took special time off to visit the family and discuss marriage plans."
He paused, then added: "Uncle Yoshiharu also said that since I'm Masae-san's boyfriend, he specifically invited me to meet Nohara Hiroshi — since we'll all be family eventually, we should look out for each other."
Honmaru raised an eyebrow, a trace of amusement in his tone: "Oh? So the Koyama family already considers you a future son-in-law? Otherwise they wouldn't have specifically brought you to meet Nohara Hiroshi. It seems Koyama Yoshiharu is quite satisfied with you as a match."
Temari smiled too: "Naturally! Our Isshin is a Finance Ministry civil servant — young, capable, and handsome. Why wouldn't the Koyama family be pleased? But speaking of which —"
Curiosity crept into her eyes: "How was your conversation with Nohara Hiroshi? What's he like? Is he really as impressive as they say on television?"
Isshin set down his soup bowl, tone serious: "Nohara Hiroshi is even more impressive than I'd imagined. He looks young — about my age, actually four years younger. But his speech and manner are remarkably steady, not a trace of impulsiveness. We discussed films and television dramas at length. He's deeply knowledgeable about Japan's entertainment industry — he even analyzed current economic trends in the industry for me, more professionally than veteran directors with decades of experience."
He continued: "I also discussed Kumamoto's promotional challenges with him. He said Kumamoto's problem is the lack of a memorable distinguishing feature — it's either the volcano or horse meat, too generic. He suggested I start with a 'cute mascot' — design a cartoon character exclusively for Kumamoto, something like 'Kumamon,' using cuteness to attract young people and children's attention, making Kumamoto catch on."
Honmaru's eyes lit up immediately: "Kumamon? Not a bad idea at all! I've discussed Kumamoto's promotional plans with Prefectural Office people before — they either suggest documentaries or trade fairs, all very dated, nobody wants to watch. A cartoon mascot for promotion — that's a fresh approach."
He looked at Isshin, new expectations in his eyes: "What else did Nohara Hiroshi say? Does he have a concrete plan?"
Isshin nodded and recounted everything Nohara Hiroshi had told him — the design philosophy, promotional methods, Kumamon's appearance, animation content, activity planning, and all the rest.
Honmaru grew more excited with every word, fingers tapping the table, voice animated: "Excellent! This plan is excellent! It captures Kumamoto's essence and matches modern tastes perfectly. Young people love cute things, children will buy the merchandise — this will definitely boost Kumamoto's profile! Isshin, put this plan together tomorrow and submit it to the Prefectural Office's publicity department. Push them to approve it quickly!"
Temari nodded along: "Exactly! If this Kumamon catches fire, Kumamoto's tourism revenue will surely jump — and you'll have real achievements at the Prefectural Office, so those branch families won't dare say a word. Isshin, you simply MUST cultivate your relationship with Nohara Hiroshi. He's talented, and who knows — someday he might help our family further."
Isshin nodded, privately agreeing with his mother.
Nohara Hiroshi had not only talent but connections. A good relationship with him would benefit both his career and the family's affairs.
Just then, a servant approached, holding a pager, presenting it respectfully: "Second Young Master, your pager is buzzing. It's the Prefectural Office number."
Isshin took the pager and pressed the button. The screen displayed: "Report to Finance Ministry office immediately. Emergency meeting."
He frowned, set the pager down, and told his parents: "Father, Mother — there's an emergency meeting at the Prefectural Office. I need to leave now. I'll skip breakfast — please take your time."
Honmaru nodded: "Go. Drive carefully. After the meeting, make sure to finalize the Kumamon proposal. Don't delay."
Temari added: "Drive slowly. If the meeting runs late, call home — I'll save your dinner."
Isshin acknowledged them, turned, and strode upstairs to change.
Watching their son's hurried figure, Honmaru and Temari exchanged a look — both finding relief in the other's eyes.
Temari sighed: "Our Isshin is finally growing up — thinking about family responsibilities. He used to think work was everything, never caring about marriage. Now he's not only willing to court Masae, he's even thinking about contributing to Kumamoto. Truly wonderful."
Honmaru nodded, picking up his newspaper but no longer reading it — eyes touched with anticipation: "Let's hope this Kumamon plan succeeds. If it does, Isshin's standing at the Prefectural Office will be more secure, and taking over my council seat will be a surer thing. Speaking of which..."
His tone turned grave: "Go visit the Koyama house this afternoon. Chat with Takasae. Ask about Masae and Isshin's progress — see if we can finalize things. If we can get the engagement by year's end and the wedding by next spring — that would be ideal."
Temari nodded with a smile: "I'll go this afternoon! I can chat with Takasae about Nohara Hiroshi too — ask if he'd be interested in partnering with our family. If he would help promote Kumamon, that would be even better."
Honmaru nodded, said nothing more, and lifted his newspaper again. But his lips couldn't help curving upward — he had a feeling the Fujiwara family's fortune was about to turn.
Meanwhile, Isshin had already changed into his suit and was striding out the front door, briefcase in hand.
The car pulled away smoothly. Leaning against the headrest, Isshin's mind replayed everything Nohara Hiroshi had said the night before.
He felt Nohara Hiroshi was more than a talented director — he was a man of vision.
If the Kumamon plan succeeded, it would not only put Kumamoto on the map but solidify Isshin's position at the Prefectural Office. Two birds with one stone.
He pulled out his pager and sent a message to his Finance Ministry colleague: "After the meeting, compile Kumamoto's tourism data and specialty product sales figures for the past few years. I need them."
Message sent, he leaned back, closed his eyes, and began constructing in his mind the Kumamon design he and Nohara Hiroshi had discussed: a pudgy body, black fur, white belly and face, perfectly round eyes, big nose, and two patches of rosy blush on the cheeks — looking silly but irresistibly cute.
The more he envisioned it, the more viable it seemed. His lips curved into an involuntary smile.
It really was adorable.
The car soon reached the Prefectural Office. Isshin stepped out and walked briskly into the building.
He knew the upcoming meeting might be difficult, but he was prepared. He would not only present the Kumamon proposal but convince the leadership to support it and push for rapid implementation.
This wasn't just for Kumamoto. It was for himself — for the Fujiwara family's future.
Entering the building, Isshin ran into Yamada Ichiro, head of the Prefectural Office's publicity department.
Yamada clutched a crumpled document, hurrying toward him.
White hair at his temples caught a few stray strands;
the cuffs of his navy suit were worn fuzzy — but none of this could mask the urgency in his eyes. This publicity director, nearing retirement, had been so worried about Kumamoto's promotional strategy lately that he'd lost his appetite for breakfast.
"Isshin — finally!" Yamada clapped his arm, voice low and anxious: "Look at this data — last month Kumamoto's tourist numbers dropped ANOTHER five percent. Mandarin orange orders are down thirty percent from last year. At this rate, forget regional economic revitalization — even the Prefectural Office's promotional budget will get slashed!"
He thrust the document at Isshin. Numbers crowded the page with red circles everywhere. The bottom line bore hasty writing: "Must coordinate with Finance Ministry to develop new plan ASAP."
"I've discussed it with the old crew at the Prefectural Office multiple times. They all say the publicity department can't do it alone — we need Finance Ministry coordination. You people know the trading company presidents, you can bring in sponsors. You have the fiscal data, you know where to invest. So — shouldn't we sit down and really hash this out?"
Isshin took the document, fingertip pausing on the "tourist decline" line.
After last night's Kumamon discussion with Nohara Hiroshi, he'd stayed up poring over three years of tourism data. He already knew the problem: Kumamoto's promotion had been stuck on "volcano" and "samurai culture." Young people found it stale;
family tourists feared the volcano. Without a fresh approach, things would only get worse.
He looked at Yamada, tone steady with quiet conviction: "Director Yamada, you're absolutely right — the publicity department can't do it alone. But rest assured — coordinating local promotional efforts is already part of my portfolio at Finance. Anything that benefits Kumamoto, I'll give my full support. And moreover..."
He paused, watching the urgency in Yamada's eyes deepen another shade, then continued: "Chatting with someone yesterday actually gave me a new idea — one that might solve our current predicament."
"A new idea?" Yamada's eyes blazed. He gripped Isshin's arm tighter: "Tell me! Is it like Akita — make a movie? Or copy Hokkaido's theme park approach? Anything that brings tourists — we can try it!"
They reached the publicity department office. Yamada simply pulled Isshin inside and shut the door.
He didn't want colleagues overhearing — if the idea proved half-baked, he'd be called "a dreamer" again.
The office was stacked with boxes of mandarin oranges — sent by fruit farmers begging for promotional help. The skins were already wrinkling. A heartbreaking sight.
Isshin sat on a folding chair, poured Yamada a cup of hot tea first, then began: "Director Yamada, what do you think young people respond to most these days? Serious historical documentaries, or cute, fun things?"
Yamada blinked, stroked his chin: "Definitely cute things! My granddaughter sleeps hugging a cartoon plushie every night — even has three fuzzy keychains dangling from her backpack. But Kumamoto... besides volcanoes and samurai, what cute thing do we have to talk about?"
"We have one." Isshin leaned in, excitement threading his voice. "Kumamoto used to be called 'The Land of Fire.' Yet the prefectural seal features a bear, shrines have bear statues, and even the elders say 'the bear is Kumamoto's guardian spirit.' Why not start with the 'bear' — and create a mascot character?"
"A mascot character?" The teacup in Yamada's hand froze mid-lift, steam fogging his glasses: "You mean... like Disney's Mickey Mouse? But that would cost a fortune! Our prefectural budget..."
"It doesn't have to cost much." Isshin cut in, pulling a quick-sketch from his briefcase — drawn last night based on Nohara Hiroshi's concept. The lines were rough, but clearly depicted a roly-poly black bear: white belly and face, perfectly round eyes, and two patches of rosy blush. Silly-looking.
"See — we call it 'Kumamon.'" He pointed at the sketch, voice growing more certain: "No need for elaborate animations. Start by printing posters for train stations and shrines. Make small plushies to give visiting children. Partner with local convenience stores to put Kumamon on snack packaging. Have staff wear mascot costumes at the foot of Mount Aso for tourist photos — young people love taking pictures and sharing, kids want to carry plushies everywhere. Before you know it, Kumamoto's name gets out."
He paused, adding: "I also researched NBA teams in America. Every team has a mascot — like the LA Lakers' bear — which not only livens up events but generates merchandise revenue. Our Kumamon could do the same: sell T-shirts with its face, keychains, and even partner with fruit farmers to print Kumamon on mandarin orange gift boxes. That promotes our specialties AND makes tourists remember Kumamoto."
Yamada leaned in to study the sketch, poking the little bear's blush with his finger. The doubt in his eyes slowly transformed into excitement: "This... this little bear actually IS pretty cute! My granddaughter would definitely demand a plushie. But would young people like it? Don't they prefer cool idol stars?"
"Don't underestimate the power of 'cute.'" Isshin smiled, pulling a magazine from his briefcase and flipping to the entertainment section: "Look — Tokyo's latest trend is 'iyashikei' — healing. Young people are stressed from work and love cute things for relaxation. Why did Nohara Hiroshi-san's Midnight Diner go viral? Because the stories are warm and healing. Our Kumamon follows the same logic — it doesn't need to sing or dance. Just waving hello at tourists like a lovable goofball is enough to make people happy — and WANT to visit Kumamoto."
At the mention of Nohara Hiroshi, Yamada's eyes blazed brighter: "You mean the famous TV Tokyo director? His Hachiko Monogatari put Akita Prefecture on the MAP!"
Isshin didn't elaborate on the family connection, simply nodding: "I've always felt Kumamoto's promotion was too outdated — we needed a format young people would embrace. The Kumamon concept actually draws from his thinking. After all, Nohara Hiroshi has said in interviews: 'Good promotion isn't about pushing — it's about making people WILLINGLY remember.' I think that's absolutely right."
Yamada set down his tea, turned the sketch over in his hands, unable to suppress a grin: "Good! This approach is good! Far more practical than documentaries! I'll report to the prefectural leadership immediately — let's get the budget approved! Oh wait —"
He suddenly remembered something, looking at Isshin with a touch of wonder: "Isshin, you deal with numbers at Finance all day. How did you suddenly come up with something this 'cute'? This doesn't seem like your style — you're always so pragmatic and calculating, weighing costs and returns for everything."
He chuckled, clapping Isshin's shoulder: "Don't tell me your brother — Fujiwara Kazumasa, at the Kyoto government office — thought of it? I've heard he's a genius at cultural promotion. Last year's Kyoto cherry blossom festival was his brainchild — tourist numbers jumped twenty percent!"
Isshin couldn't help a wry smile. His elder brother was indeed brilliant — smarter than him since childhood, always a step ahead in studies and career.
Family elders always said "Kazumasa is the Fujiwara family's pride." Even veteran Prefectural Office leaders knew "there's a Fujiwara Kazumasa in Kansai — a master promoter."
He shook his head and pushed the sketch toward Yamada, tone sincere: "It wasn't my brother. I worked it out myself. After talking with Nohara Hiroshi-san yesterday, I spent half the night reviewing research before confirming this approach was viable. Actually..."
His voice dipped: "I also want to do something real for Kumamoto. You know — I've spent five years at Finance, buried in fiscal reports, with nothing noteworthy to show. With Kumamoto's economy in such trouble, if this plan can help people, at least I'll have done my part."
Yamada studied his earnest expression and felt unexpectedly moved. He'd always thought of Fujiwara Isshin as a "greenhouse elite" — carried into Finance by family connections, never touched by hardship. But now — this young man had Kumamoto in his heart and was willing to dig deep for solutions. That was rare.
But then Yamada's fingers, gripping the sketch, suddenly froze. His thumb grazed the bear's blush lines, and his breathing grew unconsciously lighter.
He removed his glasses, wiped the steam with his sleeve, and when he put them back on, his eyes were full of disbelieving urgency — voice rising: "Isshin — you just said this idea... involves Nohara Hiroshi?"
The mandarin orange boxes stacked in the office still gave off a faint citrus fragrance, but nobody was paying attention to that anymore.
Isshin saw the sudden blaze in Yamada's eyes — the old director must be recalling Hachiko Monogatari's impact. He nodded, voice carrying admiration: "Yes. Yesterday I attended the Koyama family dinner and happened to meet Nohara-san. He's the boyfriend of their second daughter, Misae — he came to Kumamoto specifically to visit the elders. When the conversation turned to Kumamoto's situation over dinner, he suggested the concept of 'using a cute mascot to shatter stereotypes.' I spent half the night afterward refining it into the specific Kumamon proposal."
"The Koyama family's son-in-law?" Yamada nearly dropped the sketch. He scooted forward, his chair squeaking against the floor: "YOUR girlfriend's Koyama family?! The second son-in-law is the TV Tokyo director Nohara Hiroshi! The one who invigorated the animation world with Yamishibai, made urban horror trendy with Tales of the Unusual, and directed Seven Samurai — which critics call 'the new progenitor of samurai films'?"
His excitement escalated, fingers drumming the desk rapidly: "And that Kasou Taishou! My wife watches it religiously — says the show's made neighbors actually want to greet each other. Last time, Mrs. Sato next door even made her grandson an 'Ultraman transformation' prop, copying the show, and brought him over to demonstrate!"
Isshin watched Yamada's animation and couldn't suppress a smile.
In the Prefectural Office, this veteran director usually kept an iron-straight face, every word carrying "old-school bureaucrat" severity. This was the first time he'd seen him so fired up.
He confirmed with a nod: "That's him. Nohara-san looks young — only twenty-four — but he speaks and acts with remarkable steadiness. When we discussed Kumamoto's promotion yesterday, he didn't jump straight to a plan. Instead, he first asked me: 'What's Kumamoto's most distinctive yet most overlooked symbol?' I told him 'the bear,' and he built from there — the concept of 'using cuteness to close the distance.'"
"TWENTY-FOUR!" Yamada gasped, slapping his own thigh. "Such capability at that age! When I was twenty-four, I'd barely ventured beyond the prefectural capital!"
He picked up the sketch again for a closer look, the excitement in his eyes deepening: "You know what? This Kumamon's style really DOES feel like Nohara Hiroshi's work — his productions are just like this. They look simple, but they always hit you right in the heart. A bowl of char siu rice in Midnight Diner can make you cry — this little bear might just make the whole country remember Kumamoto!"
A sudden thought struck him. He looked at Isshin, voice urgent: "Wait — did Nohara Hiroshi say whether he could HELP if we actually do this Kumamon project? Like... making a short animation for Kumamon, or giving it a mention on Kasou Taishou? With his support, this thing's already half done!"
Isshin sipped his tea, tempering his excitement: "I didn't have the nerve to ask directly yesterday — it was still just a preliminary idea. But Nohara-san did say: 'A good cultural symbol needs to be nurtured collectively.' He also said if Kumamoto can truly create something memorable, he wouldn't mind helping promote it — after all, he's practically a half-Kumamoto son-in-law himself, so he naturally wants Kumamoto to prosper."
"HALF a son-in-law!" Yamada's eyes blazed even brighter. He carefully folded the sketch and tucked it into his suit's inner pocket — as if hiding treasure. "This is wonderful! With those words from him, we're in business! You don't know — last time, Akita Prefecture rode his Hachiko Monogatari so hard that Akita Inu plushies sold out completely. Even Akita rice and sake became hot commodities! An old colleague of mine at Akita's Prefectural Office bragged just last month that their fiscal revenue jumped nearly ten percent — ALL from the tourism surge that movie created!"
He grew reflective, tapping the table lightly: "I used to think 'cultural promotion' was fluffy stuff — not as real as building a road or opening a factory. But the Akita situation was a wake-up call. Good cultural works can bring a whole region to life! Now everyone in Japan knows 'Akita has a dog named Hachiko who waited for his master.' Couples go to Akita for wedding photos. Parents bring kids to see the Hachiko statue. Even company retreats book Akita! This wasn't just making a movie — it was finding Akita Prefecture a 'living billboard'!"
Isshin listened, sharing the sentiment.
He'd known Hachiko Monogatari performed well at the box office, but hadn't realized its impact on Akita Prefecture was this massive.
He recalled Nohara Hiroshi's talk of "connection" and suddenly understood: "Nohara-san once said, 'Good works don't exist in isolation — they connect people with places, and people with people.' Hachiko connected Akita with Tokyo, connected audiences with the emotion of 'devotion' — that's why it had such enormous impact. If our Kumamon can achieve that same thing, maybe it can become Kumamoto's 'connecting symbol' — just like Hachiko."
"Exactly!" Yamada nodded emphatically. "Just as you said — Kumamon doesn't need to do anything fancy. As long as it makes people 'think of Kumamoto when they see it, and think of visiting when they think of Kumamoto' — that's enough! I'm going straight to leadership to report, pushing for approval TODAY. If we can launch before cherry blossom season, we might even catch a wave of flower-viewing tourists!"
He was rising to his feet when he stopped at the door, turning back to Isshin with gravity: "Isshin — this is really thanks to you. If Kumamon succeeds, you'll be Kumamoto's hero! Whatever good opportunities come up at the Prefectural Office, I'll think of you first!"
Isshin waved quickly: "Director Yamada, you're too kind. I only did what needed doing. Besides, making this plan real will depend heavily on you — with your experience in publicity, you know how to execute."
Yamada laughed, clapping his shoulder: "We help each other! All for Kumamoto!"
He walked out clutching the sketch, steps lighter, his earlier furrowed brow smoothed at last. After months of agonizing over the promotional puzzle, they finally had a lead. How could anyone not be happy?
Only Isshin remained in the office. He gazed through the window at the cherry trees in front of the Prefectural Office building — buds already forming on the branches — and felt a sudden stirring of anticipation: by the time the cherries bloomed, perhaps tourists would be clutching Kumamon plushies, posing for photos beneath pink petals.
Just then, his pager buzzed. A message from the Finance Ministry office: "Director wants you back immediately. Emergency budget meeting."
Isshin pocketed the pager and straightened his suit jacket. There was much to do — coordinating budget with Finance colleagues, preparing briefing materials for Director Yamada, confirming Kumamon's details with Nohara Hiroshi...
At the door, he glanced back at the mandarin orange boxes on the desk. A thought struck: maybe they could partner with farmers — print Kumamon on the orange gift boxes with a small card reading "Sweet mandarins recommended by Kumamon." That would solve the farmers' distribution problem while spreading Kumamon's image faster.
The thought lifted his lips. He strode out — eager to share this idea with Yamada, making the Kumamon plan more complete.
The Prefectural Office corridors bustled with harried staff, everyone's face tinged with fatigue — Kumamoto's economy weighed on them all.
Yet Isshin felt energized. He knew that as long as everyone pulled together, Kumamoto would only get better.
He reached the Finance Ministry office door, drew a deep breath, and pushed it open.
The new challenge had only just begun.
The meeting ran the entire afternoon — mainly discussing regional budget adjustments, including the publicity department's budget request.
When Yamada presented the Kumamon proposal, the prefectural leadership was initially hesitant. "Promoting with a cartoon character" seemed too risky — better to spend the money on something "more practical."
But Yamada fought passionately, citing Akita Prefecture's tourism data and showing the leaders Isshin's Kumamon sketch: "Look at this little bear — how cute! Young people will definitely love it! And we don't have to spend much — start with small merchandise to test the waters. If results are good, scale up investment. This is a no-lose proposition!"
Isshin supplemented from the side, analyzing costs and returns: "According to Finance Ministry data projections, if Kumamon can drive even a five-percent increase in tourist numbers, that brings nearly one billion yen in tourism revenue to Kumamoto — plus boosted specialty sales and employment. That's far more cost-effective than slow-return infrastructure investment."
The leaders studied the sketch, listened to both arguments, and finally relented: "All right — allocate a partial budget. Test the waters. If results are good, we'll add more funding."
Hearing this, both Yamada and Isshin exhaled with relief. Kumamon's plan had officially taken its first step.
After the meeting, daylight had already faded. Lights in the Prefectural Office building flickered on one by one — like stars in the evening sky.
Yamada dragged Isshin to an izakaya near the Prefectural Office and ordered a few bar snacks and a flask of sake.
"Cheers!" Yamada raised his cup, eyes full of smiles. "To our Kumamon proposal passing!"
Isshin raised his cup too and clinked: "Cheers! May Kumamon live up to everyone's hopes and put Kumamoto on the map!"
Sake's fragrance spread through the palate, carrying a gentle warmth. Yamada took a sip, then recalled something: "By the way — did you know? Governor Koike Ryuichi's latest approval ratings in the Tokyo Metropolitan area have gone up again. Word is it's because of Hachiko Monogatari's influence — citizens feel he cares about culture, that he's a good official who understands people's lives."
Isshin paused: "I'd heard, but didn't realize the impact was that significant."
"Tell me about it!" Yamada set down his cup, voice tinged with envy. "Akita Prefecture turned around on a single film. Tokyo Metropolis rallied public support through cultural promotion. If our Kumamoto can ride the Kumamon wave, maybe we can lift the prefectural governor's approval too — and then life at the Prefectural Office gets a little easier for all of us."
He paused, then lowered his voice as if sharing a secret: "I also heard from a Tokyo friend that in this Tokyo City election, Governor Koike actually helped out Shimazu Yoshihiro — you know, Shimazu stepped down from the TV Tokyo presidency to run for Tokyo City Mayor? Koike not only connected him with key people but gave him a campaign strategy they're calling 'information cocoons.'"
"Information cocoons?" Isshin frowned — he'd never heard the term before. "What does that mean?"
Yamada shook his head, puzzled: "I'm not sure either. Word is it's a novel approach — lets voters see only Shimazu's strengths while overlooking his weaknesses. But my friend says the concept was actually proposed by Nohara Hiroshi. This Nohara Hiroshi — is there ANYTHING he can't do? Making films, producing variety shows — fine. But now political campaign strategy too? The man's a true prodigy!"
"Nohara-san proposed it?" Isshin's eyes widened. When they'd spoken yesterday, he only knew about the campaign documentaries — he'd had no idea the entire campaign approach was Hiroshi's brainchild.
Yamada nodded: "My friend works at the Tokyo Metropolitan Government Building. His intel should be sound. This Nohara Hiroshi — so young, yet this capable. His future is truly limitless! Kumamoto being connected to him is our good fortune."
Isshin felt the same wonder. Nohara Hiroshi had not only talent but vision — producing results in vastly different domains. People like that were genuinely rare.
He recalled Nohara Hiroshi's talk of "connection." Perhaps "information cocoons" were also a form of connection — linking Shimazu and voters' needs, making it easier for voters to accept his vision.
With that thought, his admiration for Nohara Hiroshi deepened further. This man had a gift for using the simplest means to solve the most complex problems.
The izakaya's warm light bathed them both. Sake's fragrance mingled with grilled chicken, making everything feel especially cozy.
Yamada continued excitedly discussing Kumamon's rollout plans — partnering with Tokyo TV stations for short Kumamon animations. Isshin listened attentively beside him, occasionally contributing his own ideas.
Outside, the night deepened. Kumamoto City's lights scattered like crushed diamonds on black velvet — blinking softly.
Isshin gazed at those lights, and a firm conviction crystallized: he would make Kumamon a success, bringing more people to know and love Kumamoto. Not just for Kumamoto's citizens — but to honor the trust Nohara Hiroshi had placed in him.
He raised his cup, clinking with Yamada once more: "Director Yamada — let's work together to make Kumamon an icon all of Japan loves!"
Yamada smiled and nodded: "Together! All for Kumamoto!"
Sake slid down the throat, warmth spreading through his entire body. Isshin knew the road ahead might be difficult — but as long as everyone pulled together, no challenge was insurmountable.
And Kumamon would be the light illuminating Kumamoto's future.