This fictional Japanese bear comes with strict rules about being aged up, put in a skirt or given beer

The detailed usage guidelines for the popular mascot character Kumamon have recently attracted attention on Japanese social media. Some of the rules prompted surprised, amused and even critical reactions from commenters. 

Many Japanese towns, organizations and companies have their own mascot characters, usually in the form of a cute creature that represents some aspect of the place. Kumamon, the red-cheeked bear who is the PR mascot for Kumamoto prefecture in Kyushu, is one of Japan’s most recognizable characters. Created by the local Kumamoto government to attract tourists to the area after the Kyushu Shinkansen line opened in 2010, the bear soon became popular nationwide. Sales of Kumamon merchandise have continued to rise in Japan and overseas, with total sales for 2011-2019 exceeding 8 billion dollars (Source: Kumamoto Daily Newspaper).  

Although these usage guidelines for Kumamon were put in place in 2014 and have been revised since, X user nuun recently brought them to the attention of Japanese X users.  

The guidelines provide detailed descriptions of exactly how Kumamon can be used so that potential applicants can check before applying for permission. Some of the rules are obvious- for example, Kumamon is Kumamoto prefecture’s mascot so he cannot be used to advertise other places. Other regulations were more bizarre and raised eyebrows among commenters on X.  

Kumamon is a “mischievous boy” and the rules forbid Kumamon from appearing to do any action that goes against this image. In the examples given, he is not allowed to drink alcohol or smoke (because he is not an adult). It is also not permitted to make a grown-up or female version of Kumamon. Other examples in the guidelines state that Kumamon shouldn’t be pictured wearing a skirt, using feminine language or saying that he “likes sweet things” (Liking cakes etc. is thought of as a stereotypically feminine characteristic in Japan). One post on X called out this last example: 

Others were amused by possible violations of these guidelines- such as the idea of the red-cheeked beer downing a pint. Others wondered whether it was okay for Kumamon to go on a business trip to another prefecture, posting an image of a phone strap with Kumamon holding Hokkaido Prefecture and saying, “I’m on a business trip from Kumamoto to Hokkaido!” 

The guidelines are extremely detailed, explaining how Kumamon can be depicted and what kind of merchandise he can appear on. They also specify that would-be users of Kumamon’s image are not allowed to use him to tell a story. It is also forbidden to show any sort of intimacy between Kumamon and another character, even if it’s just holding hands. While some praised the level of thought that has gone into the guidelines, others seemed to find them intimidating. 

On a side note, Kumamon’s special skill is Kumamon Exercise, something that he does while advertising Kumamoto’s sights.