Meet Arukuma: Nagano’s Award-Winning Apple Bear Mascot

Arukuma, Nagano Prefecture’s chubby green bear mascot, is more than just a cute face—he is the embodiment of Shinshu’s rugged mountains and delicious orchards. Combining the Japanese words for "walk" (aruku) and "bear" (kuma), this adorable icon invites travelers to turn hikes and harvests into a kawaii adventure.

Whether you are planning a ski trip to Hakuba or a cultural visit to Zenkoji Temple, here is why you need to know this champion of the Japanese mascot world.

The Origins of a Walking Bear

Debuting in 2010 to promote the Shinshu Destination Campaign, Arukuma was crafted to spotlight the "walkable" nature of Nagano Prefecture.

While he is most famous for his signature red apple hood—a nod to Nagano’s status as a top apple producer—Arukuma is actually a shapeshifter. To represent the diversity of the region, he frequently swaps his headgear. You might spot him wearing:

• Shinshu Wine Bottle: Celebrating the region's vineyards.
• Soba Noodles: A tribute to the famous buckwheat noodles of Togakushi.
• Zenkoji Temple: A mini replica of the National Treasure in Nagano City.
• Matsutake Mushroom: Highlighting the autumn harvest delicacies.

Fun Fact: Despite being a bear from the Japanese Alps, Arukuma is notoriously sensitive to the cold! He wears the hoods partly for fashion, but mostly to keep warm.

From Local Hero to National Champion

In the world of yuru-chara (laid-back characters), competition is fierce. However, Arukuma cemented his legendary status by winning the 2019 Yuru-kyara Grand Prix.

Surging from a previous 17th-place ranking, he claimed the crown with a whopping 106,419 votes, beating out 787 other mascots. Unlike sleek corporate designs, Arukuma’s wobbly charm and endearing awkwardness captured the hearts of the nation. Today, he is a symbol of Japanese hospitality (omotenashi), proving that rural tourism can be just as trendy as the neon lights of Tokyo.

Where to Spot Arukuma in Nagano

If you are visiting Nagano, Arukuma is never far away. Here is how to incorporate a mascot hunt into your itinerary:

1. Gateway to the Alps

As soon as you step off the Hokuriku Shinkansen at JR Nagano Station, look for Arukuma statues and merchandise shops. It is the perfect spot for a welcome photo before heading to the mountains.

2. Festivals and Events

Arukuma is a staple at major regional events. Look for him leading bouncy, silent parades at:

• Nagano Apple Festivals: Usually held in autumn during harvest season.
• Soba Harvest Fairs: Celebrating new crop noodles in late October/November.
• Zenkoji Temple Events: Often appearing during seasonal ceremonies or marathons.

3. Souvenir Hunting

No trip to Shinshu is complete without Arukuma goods. From plushies wearing different hoods to "walking bear" socks perfect for hiking Kamikochi or the Nakasendo Trail, these items make excellent souvenirs.