On the one hand, because Kumamon is super cute and stupid, its design caters to the appetite of many young people and can be liked by everyone;

On the other hand, it is because the Kumamoto government has done a good job in marketing. The Kumamoto government has made a lot of efforts to promote Kumamoto. They not only opened Facebook and Twitter for Kumamon, but also planned a series of events, such as the loss of Kumamon Blush, Kumamon Ice Bucket Challenge, etc. Moreover, Kumamon's trademark is free, which will reduce the trademark value to a certain extent, but it can quickly promote the publicity. If you want to know more about it, I can recommend an electronic journal, Digital Marketing Observer, which writes about marketing. Kumamon's marketing case is also analyzed above, and it is very clear and detailed.