Kundo Koyama was tasked with creating a mascot for Kumamoto Prefecture in southern Japan. The resulting character, a bear named Kumamon, went on to generate 120 billion yen for Kumamoto in 2 years. Koyama's strategy is always to keep things extremely simple, and come up with ideas that he really likes. However, that way of doing things isn't always easy in Japan. He speaks with Robert Campbell about everything from the Japanese way to thinking to how he plans out his creative projects.