Kumarba

The project was inspired by the observation that while 3D characters singing kids’ songs are popular overseas, no one had attempted it in Japan.

Shouichiro Hiwatari, the project leader, kickstarted the production with the aim to fill this gap.

The main goal was to "enrich the imagination and expressiveness of preschool children and expand their possibilities" through fun and educational content.

Kumarba’s universe features a colorful world where anthropomorphic animal characters engage kids with cheerful songs, simple lessons, and playful adventures.

It’s designed as a safe, imaginative space for preschoolers to grow and express themselves.

The series follows Kumarba, a five-year-old bear boy, and his friends.

Together, they go on various adventures, solving problems, singing songs, and teaching valuable life lessons such as kindness, gratitude, and curiosity about the world.

Each episode offers simple narratives that are easy for young children to follow.

• Kumarba: The main character, a curious and energetic bear boy.
• Taburisu: Kumarba’s sidekick, a squirrel-shaped tablet device that helps with information and communication.
• Nekolun: A cat friend who joins the adventures and brings a playful spirit.
• Bagrin: Another friend, adding to the fun and dynamics of the group.
• DJ Kumaba: An alternate version of Kumarba who loves to DJ and energize everyone with music.

• YouTube channel, launched May 1, 2019, featuring animated episodes and music videos.
• English-language channel "Kumarba Channel" launched in August 2020, expanding the audience globally.
• Live family events and interactive concerts, like the "Niko Niko Kumairu Concert" in 2022.
• Amazon Prime Video streaming since February 2023.
• TV anime adaptation premiered on TV Tokyo and other networks in April 2024.
• Picture books and merchandising collaborations.

• Project Producer and Creator: Shouichiro Hiwatari.
• Scriptwriter: Takashi Mizuno.
• Character Designer: Ryo Taniguchi.
• 3D Animation Lead: Takenobu Oshima.
• Music Production: Multiple composers and lyricists, including Kanata Okajima and PandaBoY.
• Voice Cast: Ai Fairouz (Kumarba, DJ Kumaba), Mai Sato (Taburisu), Honoka Inoue (Nekolun), Pitchorina (Bagrin).

Kumarba has released several major singles, including:

• "Can You Go to the Toilet?" (debut single, released May 27, 2020)
• "Vegetable Exercise"
• "How Many Pancakes?"
• "Can You Say Thank You and Sorry?"
• "Can You Do Goo Choki Paa?"
• "Animal Picture Book Song"
• "Niko Niko Kumairu Kumarba"
• "Doremi's Walkway"

These songs are catchy, educational, and feature lively arrangements and lyrics tailored for children.

• In April 2021, Kumarba was awarded the New Face Award at the Japan Character Award 2021.
• In December 2020, the channel was ranked number one in the VTuber category for total annual YouTube views.

Kumarba became especially popular during the COVID-19 pandemic, when many families sought at-home entertainment.

The channel’s viewership in May 2020 outperformed even Disney’s children's channels in Japan, reaching 32 million monthly views.

Its content is widely praised for its educational value, creativity, and ability to engage and entertain young children and their families.

• Kumarba has held interactive physical events and has a robust lineup of merchandise through licensing deals with major companies like Itochu Corporation.
• The franchise continues to grow, with cross-media expansion into TV, streaming, print, and live events.
• Kumarba serves as a leading example of Japanese children’s media innovation, blending modern technology with traditional playfulness.