Kumamoto Prefecture is pinning its hopes for a post-pandemic recovery in tourism on its famous mascot — the wide-eyed black bear called Kumamon.
The cuddly character has gained worldwide fame since he debuted as a promotional mascot for the prefecture in 2010. Now authorities are developing bear-themed attractions across the region, betting they will spur an influx of overseas visitors when some of the world’s strictest border restrictions ease.
"We need to focus on the long-term strategy,” Shunya Waki, who heads the Kumamon Group in the regional governor’s office, said in an interview. "Now that so many people already know about the character, we want to attract them here with Kumamon and make them explore.”