Yuru-Chara is a Japanese term for a category of mascot characters; usually created to promote a place or region, event, organization, and/or business. They are characterized by their kawaii (cute) and unsophisticated designs, often incorporating motifs that represent local culture, history, and/or produce. They may be created by local government or other organizations to stimulate tourism and economic development, or created by a company to build on their corporate identity. They may appear as Kigurumi (costumed characters) at promotional events and festivals. Yuru-Chara has become a popular and lucrative business, with character-driven sales reaching nearly ¥1.6 trillion ($16 billion) in Japan in 2012.

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Kumamon is a mascot created by the government of Kumamoto Prefecture, Japan. It was created in 2010 for a campaign created to draw tourists to the region after the Kyūshū Shinkansen line opened. Kumamon subsequently became nationally popular, and in late 2011, was voted top in a nationwide survey of mascots, collectively known as Yuru-Chara, garnering over 280,000 votes. Following his success in the contest, Kumamoto earned ¥11.8 billion (US$120 million, GB£79 million, €93 million) in merchandising revenue for the first half of 2012, after having only earned ¥2.5 billion (US$26 million, GB£17 million, €20 million) throughout all of 2011. Kumamon enjoys tremendous popularity throughout the world.