Mickey Mouse, Hello Kitty and the lucrative appeal of

In the latter half of the 20th century, we developed an astonishing appetite for all things cute, says Neil Steinberg. Walt Disney built a megacorporation on it, but in few places does “cuteness” count for more than in Japan

- Neil Steinberg

On 14 April 2016, a 6.2- magnitude earthquake hit Japan’s southernmost island, Kyushu, toppling buildings and sending residents rushing into the streets. Hundreds of aftershocks continued for days, killing 49 people, injuring 1,500 and forcing tens of thousands from their homes. News spread around the globe on social media. “Earthquake just happened,” Margie Tam posted from Hong Kong. “R u ok Kumamon?” “Are Kumamon and his friends safe?” wondered Eric Tang, a college student. “Pray for Kumamoto and Kumamon,” wrote Ming Jang Lee from Thailand, a phrase that would be repeated thousands of times.

On 12 March 2016, one month before the earthquake, Kumamon had bounded onto an outdoor stage at the opening event of his birthday party in Kumamoto, a city of 700,000. About 150 guests – mostly women – cheered, clapped and whistled. Kumamon waved and bowed. He is just under 5ft tall, with black glossy fur, circular red cheeks and wide, staring eyes, and he was wearing, for the occasion, a white satin dinner jacket trimmed in silver, and a red bow tie.

One woman in the crowd held a Kumamon doll swaddled in a baby blanket. Another had dressed her doll in a grey outfit matching her own. It had taken her a month to make. A number of fans had pasted red paper circles on their cheeks to mimic his. Those in the first row had arrived at 3am to snag prime spots to greet the object of their affection. “Actually, I have no idea why I love him so much,” said Milkinikio Mew, who had flown from Hong Kong to attend the three-day-long festival – even though Hong Kong was holding its own party for Kumamon. She had overslept, and only arrived at 6am for the 10am kick-off, so she had to settle for a seat in the back row.