#Japan #Tokyo #Kumamon #Asahi Shimbun #Natsume Sōseki

A Symbolic Donation: Asahi Shimbun and Kumamon

On November 21, 2023, Asahi Shimbun Company marked a significant event by donating school uniforms to Kumamoto's beloved PR character, Kumamon. This colorful occasion took place at the Soseki Sansho Memorial Hall in Shinjuku, Tokyo.

The uniforms are specifically associated with Kumamoto's old Fifth High School (commonly referred to as “Goko”), which was linked to Natsume Soseki's novel "Sanshiro". Soseki’s protagonist, who graduated from this institution, resonates with the narrative's academic themes, making the donation a remarkable homage to both the author and the celebrated educational institution.

Asahi Shimbun took steps to create these uniforms as a tribute to the 2014 reserialization of “Sanshiro” in its morning edition. As the year 2026 approaches, it will mark the 130th anniversary since Soseki began his teaching career at Goko in 1896, leading the company to gift these historical uniforms back to Kumamoto.

Kumamon in Uniform

During the donation ceremony, Kumamon, dressed in the donated uniforms, captured the hearts of attendees. The event was not just a ceremonial gesture; it symbolized deep-rooted connections between literature, education, and regional identity. Central to the ceremony was Seiko Sadakuni, the Head of Brand Planning at Asahi Shimbun, who emphasized the importance of celebrating Soseki's legacy and connecting local culture through characters like Kumamon.

Kumamon, who was born in 2010, has become a cultural icon for Kumamoto. His role as a mascot goes beyond mere representation; he embodies the spirit and pride of the region. The choice of uniform recognizes the historical ties and enriches Kumamon's character by associating him with academic and literary excellence.

Natsume Soseki and Asahi Shimbun

Natsume Soseki, one of Japan's most prominent authors, joined Tokyo Asahi Shimbun in 1907 at the age of 40. He spent nine fruitful years with the newspaper, during which he not only wrote numerous novels and essays but also took charge of the literary section. His published works in Asahi Shimbun include notable titles such as “Kusamakura”, “Sorekara”, “Mon”, and “Kokoro”. The serialization of “Sanshiro” occurred between September and December 1908, and remarkably, it was revived in 2014, reigniting interest in Soseki's works among contemporary readers.

For further reading on Soseki's life and contributions, refer to the following links:
A Brief History of Asahi Shimbun
Asahi Shimbun’s Special on Soseki’s “Sanshiro”

About Goko

The Fifth High School played a pivotal role in Kumamoto’s educational landscape, now part of Kumamoto University. It is notable for having been associated with Soseki, who served as an English teacher there. Such historical connections between Soseki, the school, and now Kumamon bring a rich tapestry of cultural significance to this donation. The uniforms were crafted to promote Goko and express appreciation for the school's historical narrative through the lens of modern public relations character, Kumamon.

Conclusion

Asahi Shimbun’s act of donating the school uniform is a poignant reminder of the interplay between literature, education, and regional pride. Through this event, Kumamon not only dons a piece of history but also celebrates the literary legacy of Natsume Soseki, reinforcing the cultural robustness of Kumamoto. This donation can serve to inspire future generations about the importance of education and the arts.