Kumamon is popular in the Chinese sphere (China, Taiwan, Hong Kong), with licensing bringing Kumamoto substantial revenue. A question has been what to call Kumamon in Chinese.
Chinese usually uses phonetic equivalents of their kanji, known in Japanese as “ateji” (当て字 - perhaps the most famous is that for Coca Cola, 可口可乐, which directly translates as “drinkable and enjoyable” - good choice). Kumamon’s ateji thus far has been “酷ＭＡ萌” - Kumamong. Whoever chose this should be fired; in effect, it means “Rough MA Indication.” So bureaucrats got on it and have filed for trademarks in these three countries under a new moniker: 熊本熊 (Xiong Ben Xiong, literally, Kumamoto Bear). This is a good choice: rather than a nonsensical ateji, it is eloquently balanced Kanji that the locals can understand which will raise awareness of Kuamoto in these countries. Kumanichi reports that trademarking procedures may take up to two years. - William
