[Chikusa-ku, Nagoya] The popular character raised in Kakuozan, "Hemeheme-chan" - "Itsumademo Shugeibu Mame*Mame"
A preserved edition of a Yahoo! News article
This article is an archive reposting a feature article published on Yahoo! News on January 19, 2025.
It is published as a record of the scene and relationships at that time.
Please note that current business conditions may have changed, so please check official sources for the latest information.
Are you familiar with "Hemeheme-chan," who was raised in Kakuozan? It is a highly original character whose facial features are written in "hiragana."
It is so popular that people find it on social media and come from far away to buy it, and this popularity has even reached overseas, with it being particularly well-received by people in Taiwan.
The creator of this "Hemeheme-chan" is Yoko, the owner of the shop "Itsumademo Shugeibu Mame*Mame" located on the second floor of the Kakuozan Apartment.
When I asked her, "I don't know when it was born, but it is growing," I became interested in that process and asked her to tell me more.
People often ask me about this character, but I don't really know when I started making it.
I have always liked handicraft-style motifs and have been making things like that for a long time, so it must have been created at "some point" during that long history of activity. It must have existed, but I think it was just one of many characters I had when I was making things like really small brooches. I myself didn't really treasure the character that much.
However, after I opened the shop here, customers started making requests like, "Can you make this into a pouch?" or "Can you make this into an illustration?" and as I responded to those requests, the number of works featuring this character gradually increased. As that happened, the character became more prominent, which in turn led to more requests, and that is how it grew to this point. I think this was possible because I had a shop where I could interact with customers. It is not a character that was created by me thinking, "I think I'll make it like this" from the beginning.
The works in the shop are almost all Hemeheme-chan, aren't they?
It has become a Hemeheme-chan specialty shop. Customers come looking for Hemeheme now.
Some people aren't sure if it's "Mame-mame-san" or "Hemeheme" (laughs), but even first-time visitors seem to feel a sense of familiarity, saying things like, "I feel like I've seen this somewhere" or "It looks like someone I know."
Before moving into the Kakuozan Apartment, owner Yoko worked as a general merchandise designer. She continued a life of working at a company on weekdays and setting up shop at markets on weekends.
Because she also set up shop at the Kakuozan Festival every time, she became close with the artists at the Kakuozan Apartment, and through that connection, she opened her shop in the apartment. Perhaps this character would not have been born if she had only been active in markets. Also, one could consider the influence of the location, as the place where she set up shop was Kakuozan.
Yes, yes, that's exactly it. Even though it was a character I wasn't putting much effort into, I feel like the customers in Kakuozan made it this big.
When I started the shop, because of my background in design, I was thinking about all sorts of things, but once I actually got here, the distance between me and the customers was quite close. So, I started to think that I should just go with the flow, or let myself be carried by the current.
I even started thinking, "Maybe it's fun not knowing where you'll end up." It's the best when customers say it's "fun," and I can join in and think it's "fun" too. Once I got rid of the idea that "I have to do it this way," I saw a new world.
It seems that works that have the customers' feelings poured into them by responding to their requests are cherished in an extraordinary way even after they are acquired.
They always take them along when they eat delicious food or go on trips.
Nowadays, you can check social media instantly on your smartphone, right? For example, if you search for the hashtag "#Hemeheme-chan" on Instagram, customer posts come up, and I enjoy looking at them and thinking, "Oh, they took it to a place like this." It's like they are talking to me through the hashtag. It's unique to this era, isn't it? It's fun to be real and close, and yet still be able to connect through the internet.
When I was working at a company, I rarely got to see the designs I created being used by the users. I studied ceramics in college, so my work involved designing ceramic goods, but I thought if I were to do it myself, it would be handicrafts, so I started by setting up shop at markets. Then, I was able to open a shop here, and even had a character raised for me. It's amazing that things like this happen.
If it hadn't been Kakuozan, things might have unfolded differently, right?
Yeah, I think so. I definitely think it had to be here. I'm just so glad I was able to come here. The customers who come are all such warm people. There aren't many places in Nagoya City with the same atmosphere as Kakuozan, are there?
How did you feel about the atmosphere of the Kakuozan Apartment?
I like a slightly retro feel, so I felt this place was perfect. In my case, I joined after the atmosphere of the Kakuozan Apartment had already been established, but I think the first people there had a hard time reaching a consensus and such.
The vibe of "we're here" was probably something they had to discuss and decide on at first, too. I joined because the established atmosphere was good, so I feel like I've been allowed to take it easy and just enjoy the fun parts.
People often ask me, "What's the Kakuozan Apartment like?" but it seems like everyone knows it but doesn't really know it. I don't think people know much about how it's structured, so I'm happy that people are getting to know it like this.
It will be sad when the Kakuozan Apartment is gone. Is there a part of you that doesn't want to leave this place?
It's sad. I can't imagine it. Even now, I think it will always be here. I think I'll be seeing everyone every day forever, so I can't imagine what will happen. But, even if the form changes, it's not like I'm quitting, so if I just go with the flow like I've done here, maybe I'll end up somewhere. Right now, I'm just being a bit naive like that (laughs).
After April, when the Kakuozan Apartment closes, she plans to operate "Mame*Mame" in a corner of "Mitsuyama Neko Store" on the fourth Saturday and Sunday of every month. I wonder if a new character will be born there. I'm looking forward to it already.
Why don't you go and visit as well?
Store Information
Store Name: Itsumademo Shugeibu Mame*Mame
Address: 1-13 Yamamon-cho, Chikusa-ku, Nagoya City
Business Hours: 11:00 - 18:00
Closed: Tuesdays and Wednesdays (Open on public holidays and the 21st, which is a temple festival day)
*Business hours and closed days follow Kakuozan Apartment
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