A major collaboration between TV anime Natsume's Book of Friends and Kyusanko Group is coming to Kumamoto, Hitoyoshi, and Kuma in the summer of 2026. Running from July onward, the project — titled "Natsume's Book of Friends in Kumamoto 2026: Hitoyoshi and Kuma" — is a regional revitalization initiative designed to spotlight the charms of these areas, and follows a successful edition held in 2025.
The project also ties into the planned reopening of the Kumagawa Railway in 2026 and the "Kumamoto Destination Campaign 2026," building momentum for post-disaster recovery in the area affected by the July 2020 floods.
Exclusive Drawn Illustration Featuring Characters in Yukata
The centerpiece of the collaboration is a brand-new, specially commissioned illustration created exclusively for this project. Natsume Takashi and other popular characters from the series are depicted wearing original yukata (casual summer kimono) designed with motifs drawn from the nature and traditional culture of Kumamoto, Hitoyoshi, and Kuma. This artwork will be featured across the wrapped bus, limited merchandise, novelty items, and various event materials throughout the campaign.
Collaboration Wrapped Bus Running Through Kumamoto
Kyusanko Bus will operate a "Natsume's Book of Friends Wrapped Bus" featuring the exclusive illustration prominently displayed on its exterior. The design incorporates a collage of Hitoyoshi and Kuma scenery, with a refreshing blue color scheme evoking the crystal-clear waters of the Kuma River. The bus will run between Kumamoto City and Fukuoka City as an express service (Hinokuni Express Bus).
- Operating period: Late June 2026 through November 30, 2026 (planned)
- Route: Kumamoto City to Fukuoka City (Hinokuni Express Bus)
Note: The bus may not operate on certain dates due to maintenance. The start date will be announced as details are confirmed. The operating schedule is finalized two days in advance — contact Kyusanko Bus Kumamoto Office by phone for schedule inquiries.
Limited Pop-Up Shop at Sakuramachi Kumamoto
A limited-time pop-up store will open at Sakuramachi Kumamoto (3-10 Sakuramachi, Chuo-ku, Kumamoto City). The shop will carry exclusive merchandise created using the collaboration illustration, alongside a wide selection of official Natsume's Book of Friends goods. A special photo spot inspired by the world of the anime will also be available for visitors.
- Dates: July 1, 2026 (Wed) through September 30, 2026 (Wed) (planned)
- Location: Sakuramachi Kumamoto 1F Main Entrance (planned)
Note: Hours and closures follow Sakuramachi Kumamoto's standard operating schedule. Details will be announced on the Sakuramachi Kumamoto website.
Bus Tours Through Anime Model Locations in Hitoyoshi and Kuma
Kyusanko Tourism will be offering guided bus tours through the real-life locations that inspired the series — an expanded version of the popular tour held in 2025. The tour visits well-known spots such as Okaki Bishamondo and Tamachi Sugawara Tenmangu Shrine, with the newly opened Tengubashi (Tengu Bridge) added to the route for 2026.
Some of the most atmospheric spots in the area are only accessible on foot via narrow lanes, with a roughly 10-minute walk required to reach certain hidden gems. Participants will be guided to these off-the-beaten-path locations, experiencing the landscapes that directly inspired the anime.
① Natsume's Book of Friends Wrapped Bus Tour — Encountering the Original Landscapes: "Continued Yokai Village Tour of Hitoyoshi and Kuma"
- Tour dates: July 12, 2026 (Sun) through November 22, 2026 (Sun) — 21 days total (planned)
- Day-trip and overnight tour options available (reservations now open via Kyusanko Tourism)
Tour participants will also receive an exclusive novelty gift. Full details are available on the Kyusanko Tourism booking site.
② The 71st Hitoyoshi Fireworks Festival Private Viewing Tour
The popular Hitoyoshi Fireworks Festival Tour returns in 2026. Two plans are available during the evening hours before the fireworks launch: enjoy the river on a noryo-sen (traditional cooling boat) or relax with local Kuma shochu at the HASSENBA facility. Capacity is 30 guests per plan.
- Tour date: August 15, 2026 (Sat)
- Day-trip options: noryo-sen plan and HASSENBA plan (overnight plans also available)
Additional Events and Local Tie-Ins
In addition to the main program, collaborations with local municipalities and tourist attractions in the Hitoyoshi and Kuma area are also planned, offering further ways to enjoy the region. Partnerships with Kumamoto's famous confectioneries, traditional craft producers, and popular dining establishments are also in the works. Details will be announced on the official event site and through future press releases.
Official event site: Natsume's Book of Friends in Kumamoto 2026 — Hitoyoshi and Kuma
All details are subject to change or cancellation without prior notice. Please contact the respective organizers for full booking and participation details.
