Nagano Prefecture PR Character "Arukuma" Appointed as "Matsukawa Town Public Relations Department Attached Matsukawa Town 70th Special Ambassador" with Appointment Ceremony on April 15th at Nagano Prefectural Office

Center: Nagano Prefecture PR Character "Arukuma"
Right: Matsukawa Town Mayor Hideki Kitazawa
Left: Deputy Mayor Tetsuro Kurosawa

Matsukawa Town, Nagano Prefecture (Mayor: Hideki Kitazawa) will celebrate its 70th anniversary of municipal establishment on September 20, 2026. As a special commemorative project for the 70th anniversary, Nagano Prefecture's PR character "Arukuma" will be appointed as the "Matsukawa Town Public Relations Department Attached Matsukawa Town 70th Special Ambassador."

To commemorate Arukuma's appointment as ambassador, an commissioning ceremony will be held at the Nagano Prefectural Office on Wednesday, April 15, 2026.

**Commissioning Ceremony Schedule**
Date: Wednesday, April 15, 2026, 13:30 - 14:00
Location: Nagano Prefectural Office, 3rd Floor, Third Reception Room (692-2 Minaminagano, Nagano City)
Inquiries: Matsukawa Town Hall, Community Development Policy Division TEL 0265-36-7014
*Please check the event outline for details.

**Background for Appointment: The town with no official character gets its strongest helper!**

Matsukawa Town is a naturally rich town surrounded by the Central and Southern Alps, and is known as the "Fruit Village," with thriving cultivation of various fruit trees, including apples.

In the "6th Matsukawa Town Comprehensive Plan" launched in April 2025, the town is prioritizing the improvement of individual citizens' sense of happiness (= well-being) and promoting "Matsukawa: A Place of Realized Happiness" as a common language.

Meanwhile, Nagano Prefecture promotes "Shiawase Shinshu" (Happy Shinshu) as its brand concept. Arukuma, the PR character of Nagano Prefecture who will be appointed ambassador this time, has a trademark of wearing an apple hat, which is also a specialty of Matsukawa Town, making it highly compatible with the town. Therefore, the appointment as ambassador was proposed.

Furthermore, Matsukawa Town has not had an official character to symbolize the town, and city promotion has primarily been conducted through "people" with ties to the town. As the town approaches its 70th anniversary, they aim to deliver the charm of "Matsukawa: A Place of Realized Happiness" to a wider range of generations by leveraging the approachable character, Arukuma.

Going forward, Arukuma will serve as the "Matsukawa Town 70th Special Ambassador," to energize the town's commemorative projects and events, and promote Matsukawa Town's charms nationwide "without missing a spot" (a pun on "kuma naku" meaning "thoroughly" or "bear-lessly").

**[Now Streaming!] Arukuma walks through Matsukawa Town! The journey to appointment released in short videos**
"Arukuma" playing at the Kohse Support Center Ohisama (filmed February 2026)

The process leading up to "Arukuma"'s appointment as "Matsukawa Town Public Relations Department Attached Matsukawa Town 70th Special Ambassador" has been released in 5 short videos (1 preview, 4 main videos) and is being distributed on Matsukawa Town's official SNS and "Arukuma"'s official SNS.

The videos depict "Arukuma" walking through Matsukawa Town, experiencing its charms, and resolving to promote the town as the "Matsukawa Town Public Relations Department Attached Matsukawa Town 70th Special Ambassador," conveying the charm of the town and "Arukuma."

**[Matsukawa Town Official SNS List]**
* Instagram
* X
* TikTok
* YouTube

**[Nagano Prefecture PR Character "Arukuma" Official SNS List]**
* Instagram
* X
* Facebook
* YouTube

**Nagano Prefecture PR Character "Arukuma" "Matsukawa Town Public Relations Department Attached Matsukawa Town 70th Special Ambassador" Commissioning Ceremony Event Outline**
On the day of the event, Matsukawa Town Mayor will present a letter of commission to Arukuma, and a commemorative photo session is planned. We invite you to cover the event.

**[Event Outline]**
Date & Time: Wednesday, April 15, 2026, 13:30 - 14:00
Location: Nagano Prefectural Office, 3rd Floor, Third Reception Room (692-2 Minaminagano, Nagano City)
Attendees: Matsukawa Town Mayor, Nagano Prefectural Deputy Governor, Nagano Prefecture PR Character "Arukuma," Matsukawa Town Public Relations Department members, etc.
Content:
1. Presentation of Commission Letter to Matsukawa Town Public Relations Department
2. Mayor's Greeting
3. Nagano Prefectural Deputy Governor's Greeting
4. Nagano Prefecture PR Character "Arukuma"'s Greeting
5. PR Video Screening
6. Commemorative Photo Session
7. Q&A Session

**About Nagano Prefecture PR Character "Arukuma"**
Active as Nagano Prefecture's PR character, particularly in the tourism sector.
* A very rare bear that appears in Shinshu.
* Despite being a bear, it gets cold easily and always wears something on its head.
* Despite being a bear, it loves to travel and always carries a backpack.
* Its life's purpose is to walk all over Shinshu ("kuma naku" - thoroughly/bear-lessly) and spread the charms of Shinshu to the world.
Official Site: https://arukuma.jp/

**About Matsukawa Town Public Relations Department**
"Matsukawa Town Public Relations Department" is a city promotion human resource system launched by Matsukawa Town in fiscal year 2024.
It aims to improve the town's recognition and image, and contribute to industrial and regional development by appointing individuals from Matsukawa Town, those with ties to Matsukawa Town, or characters, to the Matsukawa Town Public Relations Department, and widely introducing the town through their activities.
Currently, four individuals are active as members of the Matsukawa Town Public Relations Department in diverse fields such as entertainment, sports, and horticulture.
Matsukawa Town...