en
Japan
In the town of Shintomi, Miyazaki Prefecture, KIGURUMI.BIZ Inc. has built a business around an unusual specialty: creating mascots that do more than entertain. These characters tell stories. Under the leadership of CEO Hiromi Kano, the company has evolved from its costume design origins into a full-service studio that produces, promotes, and supports character-driven branding for clients across Japan and beyond.
Kano didn’t start in mascots. “After working at foreign companies like Apple, I joined the business and worked alongside artisans to develop the craft,” she says. “We redefined mascots not as costumes, but as characters with stories.”
More Than a Costume
At its core, KIGURUMI.BIZ helps clients—including municipalities, corporations, and schools—translate vision into visual identity. Mascots become ambassadors, carrying an emotional narrative that connects with audiences in ways traditional branding often can’t.
“The more defined the story, the deeper the connection with the audience—and the greater the long-term value,” says Kano.
Their work is rooted in a simple but powerful belief: stories create connection. And connection builds competitive advantage.
Innovating Through Crisis
When the COVID-19 pandemic hit, demand for in-person mascot appearances collapsed. But the team adapted, launching online performances and character-driven video content. One bold initiative—the Hachi Koi Project in Shibuya—brought their mascots into the metaverse.
“This revealed the potential for mascots to transcend space and connect with people in innovative ways,” says Kano.
It also sharpened the company’s identity. “We see ourselves not just as a costume company, but as storytellers delivering messages of hope through characters.”
Certification as a Global Signal
Becoming a certified women-owned business through WEConnect International helped position the company as a global player—and gave Kano a valuable peer network.
“Although women CEOs are still in the minority in Japan, joining WEConnect International gave me valuable global insights and inspiration,” she says. “The certification not only affirms our credibility but also helps highlight our strength as a woman-led business.”
Kano served as a planning and operations leader for the Women’s Pavilion at Expo 2025 Osaka and has also formed meaningful collaborations with other certified women-owned businesses. “Connections with other certified women-owned businesses led to real business inquiries and opportunities for collaboration,” she says.
What Comes Next
The future of mascot design, as Kano sees it, blends sustainability and technology. Her team is exploring the use of eco-friendly materials, as well as new formats that incorporate AI and XR. But the vision is also cultural. “We aim to cultivate a workplace where young people and local women can take pride, establishing our Miyazaki-based company as a global hub of character-driven culture that connects people, communities, and the world.”
Kano also believes the power of non-verbal, visual storytelling will only grow. “The non-verbal nature of kigurumi, which transcends language barriers, holds the potential to connect and spread globally as a ‘universally accessible’ interface for empathy.”
Advice from a Storyteller
Kano’s advice to other women entrepreneurs is clear. “Believe in your uniqueness—it’s your greatest strength regardless of the times or environment,” she says.
She also emphasizes the value of connection. “Don’t be afraid to connect and immerse yourself in networks. Platforms like WEConnect enable cross-border and cross-sector opportunities among women-owned businesses.”
And perhaps most important: “By sharing your story and seeking support, you open new doors—and your story may become someone else’s source of hope.”