“What is Kumamon?” We’re experiencing an existential moment. Until recently, licensing was only permitted to Japanese manufactures, with ３～５％ of the sale price taken for use to safeguard the brand. Recently, though, Kumamoto has decided to allow overseas licensing (with a rate of ５～７％） - most of which will likely go to China. This has displeased many domestic manufacturers of Kumamon products, who fear they will be unable to compete with cheaper imports as well as losing their export markets. Apparently, some 6 million yen worth of overseas orders have already been canceled. “What is the purpose of Kumamon?” is the question being bandied about. - William