Kumamon's Health Exercise DVD Kicks Off Its First Overseas Promotion in Taiwan

By MOOK Scenic Spots Editorial Team

Kumamon was created following the launch of the Kyushu Shinkansen and took office in 2010 as the “Ambassador for Tourism and Commerce” of Kumamoto Prefecture. His overwhelmingly adorable charm quickly made him a star, beating out 48 other Japanese mascots to win the 2011 Mascot Grand Prix, and he was appointed Marketing Director of Kumamoto Prefecture that same year. According to a survey by Kumamoto Prefecture, sales of Kumamon merchandise in 2014 increased 1.6 times compared to the previous year, reaching a total turnover of 64.3 billion yen—with 70% of those sales coming from local businesses. For visitors to Kumamoto, Kumamon souvenirs are definitely a must-buy item. Even overseas, Kumamon merchandise generated sales of 176 million yen, making a significant contribution to local economic revitalization.

 2014Year KumMAmon (Kumamon) was appointed as the Happiness Minister of Kumamoto Prefecture. In line with the promotional theme of “Kumamon Surprise(The Charms of Kumamoto),” the “KumamonExercise” video was filmed featuring140Japanese local mascots and garnered130million views, earning the title of “The World’s Most Popular Local Character Mascot.” It also won the “Doko Demo Issho Award.” In March of that year, Kumamon released his first full-length album loved by fans of all ages,In March, Kumamon launched in Japan his debut full-album beloved by both kids and adults,MA"Play with Kumamon!", andMAin July, completed a music disc with multiple photos of Kumamon and9lyric picture book pages totalingMApages, titled “10Music Software – Play with Kumamon!” which became a huge sensation.KOROsoftware – Play with Kumamon!” Various forms of publications created quite a stir.MA"Play Together with Meng!" Various forms of publications have created a sensational effect.

In early 2015, news broke in Japan that Kumamon had been caught sneaking Valentine’s Day chocolate and not taking his weight-loss campaign seriously—resulting in his demotion from “Marketing Director of Kumamoto Prefecture” to “Acting Marketing Director.” Overweight Kumamon decided to go on a diet, which led to the creation of the new exercise demonstration DVD, Kumamon 4U Happy Health Exercise. By following the rhythm of the music and holding each movement for 4 seconds, along with maintaining a balanced and healthy diet, the workout promises both physical and mental healing as well as body-shaping results. The video quickly gained massive popularity on YouTube, becoming a new nationwide fitness trend across generations in Japan.