Hi guys, today I like to talk about why kumamon is popular around the world.
wai, so cute
this is a very serious program
because I am going to analyze why kumamon is so popular in Japan
in Asia
and even around the world.
Before I talk about why it is popular
We have to know a little bit of history about kumamon
if you don't know about the history
it is hard to understand why it is popular
it is hard to analyze what happened
actually, Kumamon came to the world in 2010
the main reason he came to the world
due to the open of kyushu train
kyushu railway is connected between Osaka and kyushu
well, I like osaka
I wanna go there
When the shinkansen operates, many people in kansai can go to kyushu
It doesn't mean they like to come to kumamoto prefecture
because of the large network of railway, people not only go to kumamoto prefecture
but also miyazaki
I am not talking about the movie director, miyazaki
I like him so much though
especially (I like) this pig movie
this girl movie
and (I like) every movie made by miyazaki
except miyazaki prefecture
also kagoshima
If you watch 5 centimeters per second \
for the second Episode
the episode is in tanegashima
I really like this movie, as the pictures are so beautiful !
the kumamoto governor was worried about other ppl travelling to other prefectures
that's why in 2010
the govt created this cute, fat, black guy
you are fat
most of the people get to know kumamon after 2012
Kumamon has become super famous after 2012
now we focus more on from 2010 to 2012
these 3 years
what happened in these 3 years ?
especially the crucial period in 2011
and 2012
you see in 2011
the sales of kumamon items were just around 2 billion yen
but in 2012
around 30 million yen
these are the crucial years
I like to talk about how I analyze it first
for me, I not only focus on the marketing strategies
of course I will talk about some strategies such as
Kumamoto governor said he did the ground battle strategies (from this book)
They did the sky battle strategies
we will talk about these in the end
as I think many people have talked about these before
first I will look at the economic situation (in japan in 2011 and 2012)
or the political situation
and other environmental factors
in japan from 2010 to 2012
at the same time, we will look at timing
did they do something at the right time ?
for example
the free licensing marketing strategy
there are many Japanese idol groups or mascots which make use of this strategy
for example, mikarika
these twins idols, yeah, they are so beautiful !
I want 2 of them to be my girlfriends
Hug both of them while sitting on the sofa
I 'm just joking
I'm just joking
by the way, what am I talking about ?
they also use the free licensing strategy (to let other parties use their photos for commercial purpose)
in 2013
of course they are also popular in Japan
but not as popular as kumamon
Now kumamon is as popular as pikachu
doraemon
or even sailor moon
so it is worth studying why it is popular
actually, the kumamoto governor used the free licensing strategies in 2010
in 2010, there were around 9000 applications for the use of kumamon icons
free of charge
in 2011
the sales of kumamon items were just around billion yen
in 2012, there was a big difference in terms of sales
it was around 30 billion yen !
there must be something that happened in 2011
I think everyone can guess it, yeah
there was one big event that happened in 2011
this was the ...
tsunami
in 311
this was a very horrible disaster
the 311 tsunami negatively affected Japanese economy and it went very down
the most important point was that many visitors were afraid of visiting Japan
they were afraid of going to Tokyo
they were afraid of going to osaka
tohoku region
and even hokkaido
Many of them were not afraid of earthquakes, but radiation
Many of the visitors to Japan are asians
from Hong Kong, Taiwan, south Korea
or china
they were afraid of radiation as many of them have got kids
many of them were going to have kids as well
but you see in 2012
sorry for the Japanese graph
but no worry, you just have to look at the years of 2011 and 2012
there was a big jump for number of people coming to kyushu in 2012
this graph is about the visitors to Kyushu
there was a big jump. you know the reason, right ?
because people were afraid of going to Tokyo
many of them changed their destination to kyushu
at the same time
the kyushu railway was also connected with osaka
in 2012, people in kansai area
when they went travelling, they didn't go to tohoku region (due to radiation)
but going south
there were more people going to the south part
at the same time, other Asian travelers swarmed to kyushu for visit as well
the exposure of kumamon increased
in 2010 and 2011
kumamoto governor did many marketing (campaign) in Osaka
the governor made a "fake" press conference
to say that kumamon hanged around in Osaka
if they did it after 2 years later
if they did it right now (in 2017), actually it doesn't work
because at that time
there were not so many youtube videos
in japan
at that time, even hajime was not that famous
it is easy for the governor to spread the message (he wanted)
to tell the people in osaka what kumamon did
there are not so many Japanese governor to do such unusual thing
to make this kind of joke
with the mascot
that's why it drew the attention from people in Osaka
we also have to give credit to osaka people
if they did it in other prefectures
it might not work
people in Osaka are well known for its funniness and friendliness.
they liked this joke,and searched for kumamon as well
it created the big news in osaka
even all over Japan
to give a high opportunity for the exposure of kumamon
Moreover
the value of yen in 2012 went down, down and down
what does it mean ?
it means it's easy for Japanese companies to export the products all over the world
at the same time, it's easy to attract customers coming to Japan
as they could buy cheaper yen and traveled in Japan
it was the reason to attract tourists coming to Kyushu to visit
at that time
kumamoto government offered the free license for companies
to use kumamon items
many of those companies were foreign companies
that exported the products (related to kumamon) all over the world
of course, you have to appreciate the marketing strategies from the kumamoto government
I mentioned there were sky battle and sky battle (strategies)
I like to talk about the ground battle strategies first
they sent kumamon to participate in different kinds of events
you see from the ground battle strategies
kumamon did many things for kids
like visiting kindergartens
like visiting elementary schools
and many videos about kumamon, for example, teaching kids how to take train properly
actually, they made kids fall in love with kumamon
this's a very good marketing strategy
as kids like it, kids would ask their parents to bring them to kumamoto
kids would ask their parents to buy something about kumamon as well
it's a very smart strategy
if you wanna sell the products
if the kids like it
it's easy to get money from their parents
for the sky battle
I have to give a credit to the kumamoto governor
when they visited different countries
they would bring this fat guy
so cute !
I like doraemon
to help increase the exposure of kumamon as well
That's why I mentioned about ground battle and sky battle strategies
there are many factors to make kumamon so popular
like 311 earthquake
to get more people who came to kyushu
People in Osaka like it, so many people in kansai area came to visit kyushu
at the same time
Asian people like cute things
free licensing strategies
the right timing
the value of yen went down
it helped Japanese companies to export the products to the world way more easily
there are many factors in fact
That's what I think about why kumamon is so popular
maybe I am wrong
you may leave your comment below (to let me know)
I could tell you guys what episode I am going to make next time
My next video is called " the decline of dragon ball "
many people like to talk about the quality of dragonball
this one is from dragon ball super
this one is from dragon ball Z (HAHA)
you see the qualities are big differences
is a huge difference
I like to talk about why the quality is of big differences
why happened ?
why people keep complaining but keep watching it
I will analyze it and this video will be made next week
this kind of video takes time for preparation and editing
not that easy in fact
Thanks for watching it. See you next time, good bye
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