the royalty-free strategy of - hktdc...© 2010 kumamoto prefecture 2 what is the royalty-free...
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© 2010 Kumamoto Prefecture
The Royalty-Free Strategy of
“KUMAMON”
1
Vice Governor
Kumamoto Prefectural Government
Shinichi MURATA
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© 2010 Kumamoto Prefecture
2
○What is the royalty-free strategy ?
~ To promote a region by new character
business style, beyond the existing
business style to date~
○What is “KUMAMON Universe"?
~To spread surprise and happiness
all over the world ~
Today’s Agenda
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© 2010 Kumamoto Prefecture 3
Kumamoto Prefecture
Mt.Aso
Kumamoto City
Population: 1.8 million
Area : 7,400 ㎢
(About 7 times as large as Hong Kong)
Governor: Ikuo KABASHIMA
Amakusa
Japan
Kyushu
Island
Same size as Taiwan
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© 2010 Kumamoto Prefecture
Amakusa-Sakitsu
4
Mt. Aso
Abundant
nature
Fresh and
sweet
agricultural
products
Tomato
History and
Culture
Water melon
KUMAMOTO-castle Suizenji-park
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© 2010 Kumamoto Prefecture
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© 2010 Kumamoto Prefecture
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Name:くまモン(Japanese)
KUMAMON(English)
酷MA萌(Chinese)
구마몬(Korean) (KUMAMON means “The people of Kumamoto”)
Occupation:Official of
Kumamoto prefecture
Post:Director General of Sales
and Happiness
Personality:Naughty and Full of Curiosity
Mission:To plant seeds full of
Surprise and Happiness
Hi !
I am KUMAMON!
Yuru-chara GP 2011 Winner!
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© 2010 Kumamoto Prefecture
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The Royalty-Free Strategy of KUMAMON
Major Conditions for KUMAMON Usage
○ To encourage tourism to Kumamoto
○ To help secure sales channels for Kumamoto companies
Prefecture‘s
authorization required
Royalty-
free!
Excessive unauthorized
KUMAMON usage
YES!
NO!
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© 2010 Kumamoto Prefecture
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KUMAMON has created
“The new character business style between local government and private sectors by using royalty-free strategy. ”
Cheer Up !
KUMAMOTO !
The Objective of The strategy
To Promote
The Regions of Kumamoto
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© 2010 Kumamoto Prefecture
The Win-Win Strategy
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KUMAMON
Private Sectors
○Royalty Free
○Improvement of sales
○Simple usage procedure
○Improvement of companies’
image
○Promotion of Kumamoto
Awareness
○Sales expansion of Kumamoto
products
○Industrial Promotion
○Encouragement of Tourism
to Kumamoto
Kumamoto Prefecture
Advantage Advantage
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© 2010 Kumamoto Prefecture
0
200
400
600
800
1000
1200
2011 2012 2013 2014 10
The number of KUMAMON usage Authorizations As of December 2014
The sales of KUMAMON
products
(US$M)
As of October 2015
Over
20,000 !
About $1B
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© 2010 Kumamoto Prefecture
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・Kumamoto milk used
・Tourism promotion in Kumamon package
Motorbike made by
motor factory located
in Kumamoto
Movie Ad
Example of Collaboration A lot of Kumamoto SMEs
also use KUMAMON
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© 2010 Kumamoto Prefecture
Collaboration with The European Well-
Established Brand
Teddy Bear KUMAMON
(Steiff)
KUMAMON MINI
(BMW)
KUMAMON meets Baccarat
(Baccarat)
Sold out in 5 second !
(1500 limited items)
US$240
US$340
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© 2010 Kumamoto Prefecture
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Kumamon Shop has opened
In YATA !
Kumamoto Promotion in HK Circle K
(358 shops) Dec 2015~Jan 2016
Kumamon Apperance
in Asia
Kumamoto Promotion in Hong Kong Aeon November 2015
Hong Kong
March 2014~
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© 2010 Kumamoto Prefecture
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Kumamoto Promotion in Taiwan
Seven Eleven ( 5000 shops)
July 2014
Other Asia Kumamoto Promotion in Thai SAHA Group
November 2015
Kumamoto Promotion in Alibaba
Group
November 2015
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© 2010 Kumamoto Prefecture
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KUMAMON Effectiveness Outside The Economy
Tiny local character became famous mascot in Japan,
Finally has jumped out into the world !!
KUMAMON encourages Kumamoto people to think :
‘ We love Kumamoto.’
‘ We are proud of Kumamoto’
‘ We find a lot of wonderfulness in Kumamoto’
☆KUMAMON has given Kumamoto people
a lot of happiness !!
As a result, KUMAMON Universe has become
a part of the world.
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© 2010 Kumamoto Prefecture
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“KUMAMON UNIVERSE "
The special space
where everybody, regardless of national boundaries,
enjoys happiness
full of wonderful surprises and smiles
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© 2010 Kumamoto Prefecture
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In 2019, Kumamoto will host
☆Rugby World Cup
☆World Women‘s Handball Championship
I am looking forward
to seeing you
in KUMAMOTO!
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© 2010 Kumamoto Prefecture
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The KUMAMON UNIVERSE will be
expanded to the world
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© 2010 Kumamoto Prefecture
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Thank you very much for your
kind attention.
Thanks !!