I, Hiroshi Nohara, the star of Japanese cinema

Chapter 222: Kumamon airs on the county TV station! Sweeping across Kumamoto Prefecture! Reaching all of Japan!
"Managing Director Takada." Hiroshi Nohara then pressed the answer button.

"Nohara-san! You finally answered the phone!" Takada Toshihide's unusually excited voice came from the other end of the line, with the rustling of papers turning in the background: "I just finished watching a program on Kumamoto TV. That cartoon character called Kumamon is so much fun!"

Hiroshi leaned against the glass of the phone booth, his fingertips unconsciously tracing the keys on his phone, a hint of a smile in his voice: "Managing Director Takada has seen the short film? I didn't expect you to notice it so quickly."

"How could I not pay attention?" Takada Toshihide's voice was full of admiration: "Yesterday, Director Sakata mentioned to me that you had come up with a very interesting publicity plan in Kumamoto and asked me to keep an eye on it. This morning, I specially asked my secretary to record the news from Kumamoto Prefectural TV. I just finished watching the three short clips and I laughed so hard that I spat out my tea! That little bear is so cute—a round body, two rosy cheeks like a child's face, and it always trips when it walks. When it tries to pick up an orange, it falls into the fruit basket. The way it clumsily bargains is even funnier than the comedians on the streets of Tokyo!"

He paused, his tone becoming more serious:

"Honestly, Mr. Nohara, I've worked in the film and television industry for so many years and have seen at least eighty or a hundred cartoon characters, but Kumamon is the first one that feels so down-to-earth. It's not a perfect hero; it makes mistakes, embarrasses itself, and is even a bit silly. But it's precisely this 'imperfection' that makes it so endearing. My husband doesn't usually watch cartoons, but when he passed by the living room just now and saw Kumamon dropping a taiyaki, he couldn't help but laugh and asked me when we could see this little bear on TV Tokyo."

Hiroshi couldn't help but smile as he listened to Takada Toshihide's praise: "You flatter me. I just think that publicity doesn't necessarily have to be high-end. Sometimes a down-to-earth image is easier for people to accept. The design of Kumamon is meant to make people feel that it is like a neighbor who lives next door, a little clumsy but very kind. This is how we can get closer to the audience."

"That's so right!"

Takada Toshihide's voice was full of agreement: "You know what? I just showed the short film to Asano Kita and Ashikaga Takaji. They're usually so arrogant, but after watching it, they couldn't help but say, 'This character design is absolutely brilliant.' Asano even said that if Kumamon's story were made into a heartwarming episodic drama, it would definitely touch a lot of people; Ashikaga was even more direct, saying he wanted to add Kumamon to his next period film, even if it was just a small cameo role, it would add a lot of fun."

His tone carried a hint of emotion:

"Nohara-san, your design talent is truly admirable. From the urban fantasy of 'Yamishibai' to the profound themes of 'Seven Samurai,' and now the adorable image of Kumamon, you always manage to find the most precise entry point in different genres. This Kumamon, from conception to filming, you probably only spent three or four days, right? In such a short time, to design such a well-rounded character and to create such an interesting short film, no one else could possibly do it."

Hiroshi held the phone, a slight smile creeping onto his face.

Aside from his arrogant side, Toshihide Takada is also known for his meticulousness and even harshness, so it is indeed not easy to get such praise from him.

"Actually, it's not just my achievement." Hiroshi's tone remained humble: "Minister Yamada and Isshin Fujiwara from the Kumamoto Prefectural Government helped a lot, the filming team was very cooperative, and the local people, their smiles and feedback made Kumamon more vibrant."

"You're always so modest." Takada Toshihide smiled helplessly, but his tone carried a hint of appreciation. "However, I won't overlook your talent just because you're modest. In my years of experience, this Kumamon is definitely going to be a huge hit in Japan. Look at young people these days, they all like new and interesting things. Kumamon's short films are both funny and heartwarming, which perfectly suits their tastes. And its image is perfect for merchandise—dolls, keychains, T-shirts, even snack packaging. As long as you print its image on them, they're sure to sell very well."

He paused, then added, "I've already spoken with Deputy Director Asumi, and he also thinks Kumamon has a lot of potential. He even said he'd suggest to Director Sakata that we put Kumamon's short films in the prime advertising slots of 'Super Transformation.' You know how high 'Super Transformation's' ratings are right now. As long as you appear on that show, it won't be long before everyone in Japan knows that Kumamon has a cute little bear."

Upon hearing this, Hiroshi felt a surge of anticipation.

As a self-produced show, "Super Transformation" is arguably the most popular variety show in Japan right now, with a very wide audience. If short videos featuring Kumamon could be inserted into the show, it would undoubtedly be a huge boost to its promotion.

"Thank you so much for your support, and Deputy Director Asumi's support." Hiroshi's tone was sincere: "I believe that with the support of TV Tokyo, Kumamon will definitely be loved by more people."

“You don’t need to thank us, you deserve it all.” Takada Toshihide’s voice carried a hint of satisfaction: “You’ve made so many contributions to TV Tokyo, from ‘Yamishibai’ to ‘Tales of the Unusual’ and ‘Super Transformation,’ each one has been a hit with both critical acclaim and high ratings. Now you’re helping Kumamoto promote the area, which will not only boost the local economy but also enhance TV Tokyo’s influence. It’s a win-win situation.”

He changed the subject abruptly, his tone becoming more urgent: "By the way, Nohara-san, please send the master tape of the short film to TV Tokyo as soon as possible. I've already spoken to the technical department and asked them to prioritize your master tape so that it can be inserted into 'Super Transformation' next week. I can't wait to see the reaction of Tokyo viewers when they see Kumamon!"

Hiroshi nodded quickly: "Don't worry, I'll contact the production company first thing tomorrow morning and have them send the master tape over. It won't delay the insertion time."

"That's good."

Takada Toshihide's voice was full of satisfaction: "There's one more thing. I think Kumamon doesn't have to be limited to short films at all. Look at all these interesting little clips; it could be expanded into a comedic anthology series in the form of a costume. Each episode could be five minutes long, revolving around its daily life in Kumamoto—helping farmers pick oranges, haggling with street vendors, and even causing trouble at the prefectural government building. This would not only showcase the local customs and culture of Kumamoto but also allow viewers to gain a deeper understanding of the character. If you have this idea, TV Tokyo can provide you with production funding and a broadcasting platform."

Hiroshi's heart skipped a beat.

Takada Toshihide's idea happened to coincide with his own.

In his previous life, he had seen countless silly short videos and GIFs of Kumamon online—there were videos of Kumamon doing radio calisthenics on the street and doing the wrong moves, videos of it messing up the merchandise while helping shop assistants organize the goods, and videos of it handing out flyers on the streets of Tokyo to promote Kumamoto specialties but blowing the flyers all over the place.

These clips are all very entertaining, and if they were adapted into an episodic series, they would definitely attract a lot of viewers.

“Managing Director Takada’s idea is excellent.” Hiroshi’s tone was tinged with excitement. “I also think there’s a lot of content that can be explored with Kumamon. For example, we could film it promoting the Aso volcano area, but it gets so engrossed in the scenery that it almost falls into the crater; or we could film it participating in a traditional Kumamoto festival, but it mistakes the ritual bells for toys and causes a bunch of funny situations. These stories would showcase Kumamoto’s unique characteristics and highlight Kumamon’s cuteness, and they would definitely be very popular if made into a series.”

"That's great!" Takada Toshihide's voice was full of surprise. "I knew you'd have an idea! Then it's settled. When you get back to Tokyo, we'll discuss the production plan for the series in more detail. I'll help you communicate with Director Sakata and try to finalize the project as soon as possible."

Hiroshi quickly thanked him, "Then I'll have to trouble Managing Director Takada. If the episodic drama can proceed smoothly, I will definitely do my best to make it a success."

"No need to be so polite with me." Takada Toshihide's voice was gentle. "You're a talented person from TV Tokyo, so of course we'll support your ideas. Alright, I won't take up any more of your time. Send the master tape over as soon as possible. If you have any questions, feel free to call me anytime."

"Okay, thank you, Managing Director Takada." Hiroshi said and hung up the phone.

He leaned against the phone booth, watching the streetlights gradually come on, feeling a sense of peace.

Takada Toshihide's recognition is not only an affirmation of Kumamon, but also an affirmation of his work.

With the support of TV Tokyo, the promotion of Kumamon will definitely proceed more smoothly, and Kumamoto will usher in a different future because of this cute little bear.

Just then, a familiar voice came from behind: "Hiroshi, are you making a phone call here? We've been looking for you for ages."

Hiroshi turned around and saw Misae and Yume walking quickly towards him, each holding two Kumamon plush toys—made of black fabric with two red blush patches sewn onto their faces, making them look adorable.

"What brings you here?" Hiroshi greeted them with a smile, his gaze falling on the doll: "Did you make this doll? It's so cute."

Misae handed him a doll, her voice full of excitement: "Yes! Mengya and I have been making this all afternoon, wanting to give you a surprise. By the way, who were you talking to on the phone just now? You talked for so long."

“With Managing Director Takada of TV Tokyo.” Hiroshi took the doll and gently touched the blush on it with his fingertips: “He watched the Kumamon short film, liked it very much, and even said he wanted to insert the short film into ‘Super Transformation’, and even wanted to support us in making a series.”

"Really?" Misae and Yumeya's eyes widened at the same time, their voices full of surprise.

Mengya hugged her doll and jumped around excitedly, saying, "Super Transformation! I love watching this show the most! If Kumamon could appear on it, everyone in the country would know about it! Then I'll tell my classmates at school that this cute little bear is from Kumamon, how proud I'll be!"

Misae excitedly grabbed Hiroshi's arm: "That's great! The people from the manga club asked me before when we could see Kumamon in Tokyo, and now we finally have news. When the short film airs on 'Super Transformation,' I'm going to show them all how cute our Kumamon is."

Hiroshi felt a warm glow in his heart as he watched the two of them so excited.

He looked down at the doll in his hand, and then remembered what Takada Toshihide had said. He suddenly realized that this little Kumamon not only carried the mission of promoting Kumamoto, but also the expectations and hopes of the people around him.

“Oh, right, Hiroshi,” Misae suddenly remembered something and pulled a note out of her pocket: “Mom just called me and said she made your favorite salmon ochazuke for dinner and told us to come home early. Also, Masae-nee is back and said she has something to discuss with you.”

Hiroshi nodded: "Then let's hurry back, so that Auntie and Masaya don't keep waiting."

The three of them talked as they walked towards Xiaoshan's house. All the streetlights were already on, casting a warm yellow glow on the stone pavement, creating a cozy atmosphere.

Mengya hugged her Kumamon plushie and hummed a song as she walked; Meiya would occasionally tell Hiroshi about interesting things that happened in the manga club, her tone full of joy.

Hiroshi held the doll in his hand, listening to the conversation between the two with a smile on his lips.

As they approached Koyama's house, Hiroshi suddenly remembered something and said to Misae, "Tomorrow I'm going to the production company to send the master tape of the Kumamon short film. Do you want to come with me? We can also watch the doll making process. If you like it, we can make a lot and put them in the manga club as gifts for everyone."

Misae's eyes lit up and she immediately nodded, "Great! I've been wanting to see how dolls are made for ages! Yumiya, do you want to come along?"

Mengya nodded quickly: "I want to go! I want to tell the people at the production company to make the Kumamon plushies even cuter, preferably the kind you can hug to sleep!"

Seeing the expectant looks on their faces, Hiroshi felt a surge of anticipation himself. He knew that as the promotion of Kumamon progressed smoothly, even more interesting things would happen in the future.

All he can do is carry the expectations of those around him and tell the story of Kumamon to more people.

When I got back to Xiaoshan's house, dinner was already prepared.

Koyama Takaya was serving the last bowl of salmon ochazuke (rice with tea) to the table. Koyama Yoshiharu sat at the low table, holding a newspaper with a report about Kumamon. Koyama Maya sat beside him, holding a notebook, seemingly taking notes.

"Hiroshi, you're back!" Koyama Takaya waved and smiled as soon as he saw them. "Hurry up and wash your hands and eat. The salmon ochazuke is freshly made and still warm."

Hiroshi, Misae, and Yume quickly washed their hands and sat down at the dining table. Maya Koyama put down her notebook, looked at Hiroshi, and said earnestly, "Hiroshi-kun, when I came back today, I ran into Isshin Fujiwara, and he told me about Kumamon. I think this character has a lot of potential, and I'd like to do a promotional campaign at school to let the students know about Kumamon. What do you think?"

Hiroshi nodded: "That's a great idea! The students at the school are all young people who are very receptive to new things. If we can promote it at the school, it will definitely let more people know about Kumamon. If you need any help, just let me know."

Maya Koyama smiled and nodded: "That's great! I'm planning to hold a Kumamon-themed art exhibition at school next week, where students can draw their own versions of Kumamon, and we'll also show a few short videos. I might need your help preparing some materials, like posters and flyers."

“No problem.” Hiroshi picked up a bowl of salmon ochazuke, took a sip, and let out a comfortable sigh as the warmth slid down his throat. “When I go to the production company tomorrow, I’ll have them print some posters and flyers for you. I promise it won’t interfere with your event.”

Yoshiji Koyama put down his newspaper, watched the group's enthusiastic discussion, and couldn't help but smile: "I never expected that a small cartoon character could motivate everyone so much. Hiroshi, you've really done a great thing for Kumamoto."

Hiroshi smiled, glanced at the salmon ochazuke on the table, and recalled Takada Toshihide's phone call that afternoon, feeling a sense of reassurance. He knew that as long as the people around him continued to support him, Kumamon would definitely become popular, and Kumamoto would become better and better because of this adorable little bear.

After dinner, Hiroshi returned to his studio on the second floor, holding a Kumamon plush toy, and sat down at the low table.

He turned on the desk lamp, took out a stack of drawing paper from his briefcase, and began to draw storyboards for the Kumamon episode—there were scenes of Kumamon promoting the Aso Volcano area, scenes of it bargaining with street vendors, and scenes of it helping an old lady pick up oranges.

The pencil scratches on the paper, and one interesting scene after another gradually takes shape.

The night outside the window grew darker, but the lights in the studio remained bright. Hiroshi looked at the Kumamon on the drawing paper, his eyes filled with anticipation.

As the short film is featured in "Super Transformation" and the series progresses, this adorable little bear will eventually enter the hearts of more people and become Kumamoto's most shining calling card.

He will continue to live up to the expectations of those around him and use his abilities to make the world a warmer and better place.

……

The mornings in Kumamoto Prefecture are always shrouded in a light mist. As soon as the warm yellow light of the convenience store pierces through the thin fog, light background music starts playing on the small TV next to the cashier.

Ryota Sato, a junior high school student in a navy blue school uniform, stuffed the last bite of his rice ball into his mouth, his fingers still covered in seaweed crumbs. But his gaze was drawn to a black figure that suddenly appeared on the screen—a round body like a freshly baked dorayaki, with two rosy cheeks that gave it a憨态可掬 (simple and honest) look. It was tiptoeing to reach for the snacks on the top shelf, its tail swaying unconsciously from side to side.

"Hey! Look at this little bear!" Ryota nudged his classmate Kenta Takahashi, who was heating up milk next to him, his voice full of surprise.

Kenta rubbed his sleepy eyes and came over, about to complain, "Why are you watching cartoons so early in the morning?" when he saw the little bear on the screen hugging a bag of dog food like it was a biscuit, and even whimpering twice at the puppy picture on the packaging.

The convenience store clerk, barely suppressing a laugh, walked over and pointed to the "Pet Food Section" sign on the shelf. The little bear froze for two seconds, its ears drooped down, and the dog food in its paws fell to the ground with a "thud." It turned to run away but tripped over its own round belly and fell flat on its back.

"Hahaha! This bear is so stupid!" Kenta sprayed a mouthful of milk onto the counter, attracting the attention of the staff and other customers.

He hurriedly wiped the table with a tissue, his eyes never leaving the screen: "What's its name? Is it a new animated character?"

"I don't know, I didn't see the name clearly just now."

Ryota stared at the subtitles in the corner of the TV screen. Only when Kumamon clumsily picked up the dog food and put it back on the shelf, and then hopped out of the convenience store with a bag of citrus-flavored hard candy, did he see that the subtitles read "Kumamon - the cute messenger from Kumamoto".

He immediately pulled out his notebook from his bag and quickly wrote down the three characters "Kumamon": "Go to the arcade after school and ask, maybe someone knows!"

At the entrance of the convenience store, Keisuke Tanaka, who sells taiyaki, was setting up his metal rack. The sweet aroma of red bean paste wafted from the oil pan, but he couldn't help glancing into the store—the laughter of the customers earlier had made him incredibly curious.

After the last student left, he quickly put down the shovel in his hand and strode to the cashier: "Kobayashi-san, could you play that short video about the little bear again?"

Misaki Kobayashi at the cashier smiled and pressed the replay button: "Tanaka-san, don't you think it's cute too? Five people have asked me about it this morning. This is a new promotional video that the prefectural TV station is airing, called 'Kumamon's Daily Life.' I heard it will be broadcast before and after the news every day from now on."

The screen lit up again, and the little bear was gesturing towards Tanaka's taiyaki stand—stretching out his paw to make an "eighty" shape, then pointing to his empty belly, his round eyes full of anticipation.

Tanaka looked at the bear on the screen and suddenly felt a special sense of familiarity: "Isn't this the 'bear' that came to buy taiyaki from me yesterday? I thought it was some student club activity, but I didn't expect it to be the promotional image of the prefectural TV station!"

"Really?" Misaki looked up in surprise: "It came to buy taiyaki yesterday?"

"Absolutely!" Tanaka recalled yesterday's scene and couldn't help but laugh out loud: "It wanted two taiyaki, but only gave me eighty yen. I told it, 'That's not even enough to cover the cost,' and it squatted on the ground and drew circles in grievance. In the end, I gave it one extra, and it jumped up with joy. But it tripped and fell after only a few steps, and the taiyaki rolled all over the ground. It insisted on picking it up, blowing on it, and then eating it. I thought it was so cute."

As the two were talking, Mrs. Tanaka came over with a lunchbox. Just as she was about to ask, "Why haven't you started selling yet today?", she saw the little bear on the screen helping the old lady pick up oranges. When it pulled the oranges that had rolled to the side of the wheel out, it almost fell into the fruit basket itself.

She slammed the lunchbox down on the counter, her voice brimming with delight: "This little bear is so adorable! If my daughter Keiko saw it, she'd definitely be begging for a doll!" "Keiko's starting kindergarten this year, right?" Misaki said with a smile. "A kindergarten teacher just came in to buy something and asked me where she could buy Kumamon merchandise, saying the kids are all clamoring to watch this short film."

Mrs. Tanaka immediately pulled out her pager from her wallet: "I need to hurry and tell Mrs. Sato next door that her daughter loves these cute cartoon characters. By the way, Tanaka, could we put up a Kumamon poster on our stall? Maybe it would attract more children to buy taiyaki!"

Tanaka's eyes lit up, and he nodded quickly: "That's a great idea! I'll go to the prefectural office this afternoon and ask if we can get a few posters!"

Meanwhile, in the Public Relations Division office of the Kumamoto Prefectural Government, the telephones were ringing incessantly.

As soon as Yamada Ichiro hung up on a call from a kindergarten, another call came in immediately. A familiar, cheerful voice came through the receiver: "Yamada-san! This is Suzuki from Jonan Elementary School! Could you send a few copies of the Kumamon short film that was shown this morning to our school? The kids were discussing it during self-study and didn't even hear the bell ring!"

"Mr. Suzuki, don't worry, we're currently compiling the demand." Yamada Ichiro said with a smile while taking notes in his notebook, "This afternoon we will send copies of the short film to each school, along with posters and flyers, to make sure the children can watch it without any delay."

After hanging up the phone, Yamada Ichiro was about to take a sip of water when Fujiwara Isshin strode in carrying a stack of documents, his forehead still damp with sweat: "Minister Yamada! I just received a call from the prefectural TV station saying that the ratings for the morning news slot from 7 to 9 a.m. have increased by 40% compared to usual! They also said that many viewers have called to ask when they can watch the Kumamon short film again!"

"40%?!" Yamada Ichiro nearly dropped his water glass. He quickly put it down, took the ratings report from Fujiwara Isshin, and stared at the striking red numbers. His voice was full of disbelief. "It's only been one morning, and it's already increased this much? When we were promoting the Aso Volcano tourism, the ratings only increased by a maximum of 5%!"

“Not only that!” Fujiwara Isshin handed over another document: “The statistics department just sent over some data saying that not only are viewers in Kumamoto watching it, but people in Fukuoka and Nagasaki are also bringing in their signals. Just now, someone from the Fukuoka Prefectural Government called me to ask if I could lend them the Kumamon short film for broadcast, saying that local viewers are asking, ‘Where can we see this cute little bear?’”

Other colleagues in the office also gathered around, their faces full of excitement as they looked at the numbers on the report.

Nanako Takahashi, who was in charge of the poster design, was still holding a paintbrush in her hand, her voice full of excitement: "I knew Kumamon would be popular! When I was designing the poster yesterday, I drew its blush several times, but I still felt it wasn't cute enough. Now it seems that everyone likes this adorable look!"

"That's right!" Kenta, who was in charge of peripheral development, came over, holding a sample of the Kumamon keychain that he had just finished making: "I took the sample to the convenience store downstairs this morning, and it was snapped up in no time. Even the store manager ordered fifty from me, saying he wanted to put them at the cash register to sell!"

Looking at the lively scene in the office, Yamada Ichiro suddenly remembered what Hiroshi Nohara had said a few days ago: "Publicity doesn't necessarily have to be high-end; sometimes a down-to-earth image is easier for people to accept."

At the time, he was skeptical, but now, looking at the ratings report and his colleagues' excited faces, he truly understands the meaning of those words.

"Fujiwara-kun, go to the prefectural TV station right now and tell them to move the Kumamon shorts to prime time, at least five times a day." Yamada Ichiro's tone was full of decisiveness. "Also, tell the statistics department to send more staff to focus on tracking viewership in other regions, especially Kansai. If we can open up the Kansai market, it will be crucial for promoting Kumamoto! And this will be a significant achievement for us!"

"Okay! I'll go right now!" Fujiwara Isshin nodded quickly, grabbed the documents, and strode out of the office.

Yamada Ichiro watched his retreating figure, then picked up the Kumamon keychain from the table, gently touching the red blush on it with his fingertips, and couldn't help but smile.

He pulled out his phone and dialed Hiroshi Nohara's number, his voice brimming with excitement: "Nohara-san! Guess what? The Kumamon short film is a hit! The ratings on the prefectural TV station jumped by 40%, people from other prefectures are switching their signals to watch it, and even the Fukuoka Prefectural Government is borrowing the short film!"

Hiroshi Nohara's gentle voice came from the other end of the phone: "Really? It seems everyone likes this little bear quite a bit."

"It's more than just liking it!" Yamada Ichiro exclaimed excitedly. "This morning, the convenience store staff said that customers were asking where they could buy Kumamon merchandise; teachers at schools called to ask for copies of the short films to show their children; and local businesses all want to collaborate with us to put up posters and sell merchandise in their stores. Nohara-san, you're amazing! Such a small cartoon character can have such a huge impact!"

“This is not my achievement alone.” Hiroshi Nohara’s voice was tinged with amusement. “It’s thanks to the support of your prefectural government, the hard work of the filming team, and most importantly, the people of Kumamoto. They are willing to accept this image and share it with those around them. That’s the key to Kumamon’s success.”

Yamada Ichiro listened, his heart filled with emotion.

In all his years in publicity work, this was the first time he had encountered such a popular promotional image. In the past, promoting tourist routes and specialty products always required a lot of time and money, but the results were not satisfactory. However, Kumamon only needed a few short videos to generate such a huge response. Behind this was Hiroshi Nohara's accurate grasp of the audience's psychology and his profound understanding of Kumamoto's local culture.

“By the way, Mr. Nohara,” Yamada Ichiro suddenly remembered something, his tone filled with anticipation, “The statistics department said that many people still don’t know about Kumamon. Should we make a few more short films? For example, have Kumamon visit places like Mount Aso and Kumamoto Castle. This would not only showcase the unique features of Kumamoto but also allow more people to get to know it.”

“Sure.” Hiroshi Nohara’s voice carried a hint of agreement: “But this time, we can involve the audience. For example, we can launch a ‘A Day in the Life of Kumamon’ campaign, where people can film their interactions with Kumamon or suggest scenes they would like to see. We’ll select the interesting ideas to film. This will not only increase the audience’s sense of participation but also make Kumamon more relatable to everyday life.”

"That's a great idea!" Yamada Ichiro's eyes lit up. "I'll discuss it with my colleagues in the publicity department tomorrow and finalize the event plan as soon as possible. By the way, any news from TV Tokyo? You mentioned before that you wanted to insert a short film into 'Super Transformation,' and if we can get on that show, viewers all over the country will be able to see Kumamon!"

“Managing Director Takada has already contacted me and asked me to send the master tape over as soon as possible.” Hiroshi Nohara’s voice was gentle. “They said that it will be available in the prime advertising slot of ‘Super Transformation’ next week, and then more people will know about Kumamon.”

"That's fantastic!" Yamada Ichiro was so excited he almost jumped up. "With TV Tokyo's support, Kumamon will definitely become a sensation throughout Japan! At that time, Kumamoto's economy will surely improve, and the fruit farmers' oranges and the merchants' specialty products will all be able to be sold!"

After hanging up the phone, Yamada Ichiro looked at his busy colleagues in the office, and then at the thin mist gradually dissipating outside the window, his heart filled with hope.

The story of Kumamon has only just begun, and this adorable little bear will eventually carry the warmth of Kumamon into the hearts of many more people.

Meanwhile, at a hospital in Kumamoto Prefecture, head nurse Masako Matsumoto was pushing a treatment cart down the ward corridor when she suddenly heard bursts of laughter coming from the ward.

She frowned, thinking it was the patients making noise. Just as she was about to push the door open, she saw the old lady in bed 702 pointing at the TV, her eyes narrowed into slits with laughter, and the caregiver next to her was also covering her mouth, her shoulders shaking.

"Grandma, what are you watching? You seem so happy." Masako Matsumoto walked into the ward and followed the old lady's gaze to the television. On the screen was a short video of Kumamon helping the old lady pick up oranges—the little bear scooped up the oranges that had rolled to the side of the road one by one, carefully wiped the dust off with its paws, and then awkwardly bowed when it handed the oranges to the old lady.

"Ms. Masako, look at this little bear!" The old lady held Masako Matsumoto's hand, her voice full of joy: "It's as cute as my grandson, and it even helps people pick oranges. It's much better than those cartoons that are all about fighting and killing!"

As Masako Matsumoto looked at the little bear on the screen, the corners of her mouth couldn't help but turn up in a smile.

She recalled seeing several young nurses discussing Kumamon at the nurses' station during her night shift yesterday. She initially thought it was a cartoon character that children liked, but she didn't expect that even elderly women liked it so much.

"This is called Kumamon, a new promotional character from our county TV station," Masako Matsumoto said with a smile. "It's broadcast before and after the news every morning and evening. If you like it, I'll bring my phone to record it next time I'm on duty, so you can watch it whenever you want."

"Really? That's wonderful!" The old lady excitedly grabbed Masako Matsumoto's hand. "My grandson works in Tokyo. If he sees this little bear, he'll definitely love it. Next time he calls, I'll definitely tell him and let him see our cute Kumamoto bear!"

As soon as Masako Matsumoto stepped out of the ward, several young nurses surrounded her, holding drawing paper in their hands: "Head Nurse, have you seen Kumamon? We just drew its likeness and want to put it at the nurses' station to cheer the patients up."

Looking at the adorable little bear on the drawing paper, Masako Matsumoto nodded: "That's a great idea! We can put one up not only at the nurses' station, but also next to the TV in every ward, so everyone can see this cute little bear. By the way, do you know where I can buy Kumamon plush toys? The old lady in bed 702 really likes them, and I want to buy one for her."

"We asked the people at the county government this morning, and they said the plush toys will be available next week and will be sold at the hospital's convenience store," a nurse said excitedly. "We've already pre-ordered more than a dozen, not only for the patients but also for our colleagues in the department. Seeing the little bears during our shifts will definitely make us feel less tired!"

Seeing the nurses' happy faces warmed Masako Matsumoto's heart.

The atmosphere in hospitals is always very depressing, and patients and their families are under a lot of pressure. But the appearance of Kumamon is like a ray of sunshine, bringing joy and warmth to everyone.

In the afternoon, employees at a company in Kumamoto Prefecture were taking their lunch break.

Normally, everyone is either sleeping on their desks or reading newspapers, but today they are all gathered around the TV in the conference room, waiting to watch a short film about Kumamon.

"It's here! It's here!" an employee exclaimed, pointing at the screen with anticipation in his voice.

On the screen, Kumamon, dressed in a suit and tie, walks into a company office.

It imitated the office worker, sitting in front of the computer, but didn't know how to turn it on. It randomly pressed the keys on the keyboard, eventually crashing the computer.

The staff member next to him tried to suppress his laughter as he taught the bear how to turn it on, but the bear treated the mouse like a toy, grabbing it and spinning it around on the table, which made everyone burst into laughter.

"This little bear is so realistic!" a newly hired young employee said with a smile. "On my first day at work, I didn't know how to use the company computer either, and it looked exactly like this!"

“That’s right!” Department manager Michiya Sato said with a smile, “Yesterday my son asked me if Kumamon could come work for our company, saying it’s cuter than me.”

"Manager Sato, could our company also collaborate with the prefectural government to have Kumamon film a promotional video?" an employee suggested. "Everyone loves this little bear now. If it's in our company's promotional video, it will definitely attract more customers!"

Sato Sanmoto's eyes lit up, and he nodded: "That's a great idea! I'll contact Department Head Yamada at the prefectural government this afternoon to see if we can collaborate. If we can get Kumamon to film a short film at our company, it will not only increase our brand awareness but also motivate our employees—a win-win situation!"

Everyone agreed and discussed the content of the short film, filling the meeting room with laughter.

Seeing everyone's excitement, Sato Sanmoto was filled with emotion.

The company's performance has been poor lately, and the employees' morale has been low. However, the appearance of Kumamon has been like a shot in the arm, helping everyone regain their energy and enthusiasm.

As evening fell, the streets of Kumamoto Prefecture gradually came alive.

Office workers leaving get off work, students leaving school, and elderly people taking a walk were all talking about Kumamon. Convenience store TVs were packed with people, all waiting to watch the latest short film; toy store owners were calling the prefectural government to pre-order Kumamon merchandise; and restaurants launched "Kumamon set meals," attracting many customers.

Inside the county's statistics department, the staff were still busy. Looking at the steadily rising viewership ratings, their faces were filled with excitement.

"Minister! The viewership ratings in Fukuoka have gone up again! They've reached 15% now!" an employee exclaimed excitedly.

"That's wonderful!" Statistics Minister Kentaro Suzuki exclaimed with delight as he looked at the data report. "Not only in Fukuoka, but also in Nagasaki and Saga, the viewership ratings are rising. At this rate, it won't be long before everyone in the Kansai region knows about Kumamon!"

“Minister, should we compile the data and send it to TV Tokyo?” another staff member suggested. “Let them see the influence of Kumamon; maybe it will encourage them to increase the number of times the short film is shown.”

Kentaro Suzuki nodded: "Okay! Get it organized now and send it to TV Tokyo as soon as possible. Also, we need to send more people tomorrow to compile the national viewership ratings. I need to know just how popular Kumamon really is!"

The staff immediately sprang into action, and the office was filled with the sound of keyboards clicking.

Kentaro Suzuki looked out the window at the streetlights gradually coming on, his heart filled with anticipation.

The success of Kumamon is not only a success of publicity, but also a success of Kumamoto culture.

This adorable little bear will eventually carry the unique characteristics and warmth of Kumamoto to all parts of the country and the world.

At Koyama's house, the warm light in the living room cast a soft glow on the wooden floor. Hiroshi Nohara had just finished washing his hands and came out of the kitchen when he saw three Kumamon plush toys piled on the sofa.

Two of them were sewn by Misae and Yumeya with black cloth. Their blush was crooked but cute. The other one was a sample that Fujiwara Isshin brought in the afternoon. Its round belly was stuffed with fluffy cotton, and its paws were embroidered with small citrus patterns.

Without exception, they all have a very cute appearance.

"Hiroshi, come quick! They're showing another Kumamon short film!" Misae hugged the biggest plush toy to her chest and excitedly waved at the TV screen.

Mengya held the small doll to her face and tilted her head like Kumamon, which made Koyama Takaya burst out laughing.

As soon as the background music started playing on the TV, Yoshiji Koyama put down his newspaper and his eyes involuntarily glanced at the screen.

Kumamon, wearing a faded striped apron, stood awkwardly kneading dough for the owner of a food stall in front of Kumamoto Castle.

Flour covered its face, obscuring its original rosy cheeks to just two small circles, but it didn't care at all. It even tossed the kneaded dough into the air, but missed catching it, and the dough hit its forehead with a "thud," making the tourists in front of the stall laugh so hard they bent over.

"This little bear is so interesting!" Yoshiharu Koyama couldn't help but exclaim, tapping his fingers lightly on his knees. "Yesterday I went to the market, and old Sato, who sells tangerines, was telling me that nowadays young people ask 'Will Kumamon like this variety?' when buying tangerines, and his business is much better than before."

“That’s right!” Koyama Takaya came over with a plate of freshly cut apples and put it on the coffee table. “This morning I went to the shrine to pray for blessings and saw a lot of children wearing Kumamon paper hats. The priest said that they were just sent over by the prefectural government and now everyone who comes to pray for blessings has to take one before they leave.”

Misae took a bite of her apple, her eyes sparkling as she looked at Hiroshi: "Hiroshi, everyone loves Kumamon so much, can we make some longer short films? For example, we could have Kumamon participate in our Kumamoto traditional festivals and dance with the dragon dance team, that would be really fun!"

Mengya nodded in agreement, resting her head on Guangzhi's arm: "Brother-in-law, brother-in-law, I also want Kumamon to come to school! Last time, my classmates saw the short film and asked me if Kumamon could come to the cultural festival. If it could come, we would definitely win first prize!"

Hiroshi ruffled Mengya's hair, his gaze falling on the television.

At this moment, Kumamon was helping the owner hand the grilled senbei to the tourists, and he didn't forget to secretly put a piece in his own mouth. As a result, the senbei crumbs fell on his apron. He hurriedly used his paws to sweep them up, but instead made more crumbs everywhere.

It has a clear sense of stupidity and absurdity, and is extremely funny.

“Sure.” Hiroshi nodded with a smile, picked up the notebook on the coffee table, and lightly traced lines on the paper with his pen: “We can make a ‘Kumamon’s Four Seasons’ series. In spring, let it go to the foot of Mount Aso to see the cherry blossoms; in summer, let it help the fruit farmers pick oranges; in autumn, let it learn to make persimmon cakes with an old lady; and in winter, let it build a snowman in front of Kumamoto Castle. We can make a five-minute short film for each season, which will not only showcase the scenery of Kumamoto but also let everyone see more of Kumamon’s adorable side.”

"Great!" Misae immediately leaned over and pointed to the blank space in the notebook. "Can I help you with the storyboard? I just learned how to draw cartoons yesterday, I'm sure I can make Kumamon even cuter!"

Seeing the children's excitement, Yoshiji Koyama couldn't help but smile. He picked up the teacup on the table, took a sip, and said with satisfaction, "Hiroshi, you've done a great service to Kumamoto. Before, when people from other places mentioned Kumamoto, they only knew about volcanoes and samurai. Now that we have Kumamon, everyone thinks of cuteness and warmth. This is more effective than any kind of publicity."

Looking at the family in front of him, and then at Kumamon on TV who was still busy taking photos for tourists, Hiroshi suddenly felt exceptionally at ease.

As night deepened outside the window, the occasional barking of dogs drifted from afar. Laughter from the living room mingled with the background music from the television, creating a warm melody.

(End of this chapter)