For Hiromi Kano, head of a well-known Japanese mascot outfit making firm, the costumed character not only means bringing joy to people -- it also signifies a labor of love by her all-female staff.

"Just as important as the happiness of customers is the happiness of our employees," said Kano, president of KIGURUMI.BIZ Inc., whose creations include Kumamon, a hugely popular red-cheeked black bear mascot representing Kumamoto Prefecture in southwestern Japan.

Featured in foreign media, the firm based in the southwestern Japan city of Miyazaki has received orders from abroad in the past few years. Partly behind its success is the devotion of the female employees.

KIGURUMI.BIZ employs around 30 women and has so far produced more than 2,000 suits for "kigurumi" costumed characters. It creates over 200 mascot costumes every year in response to requests by local governments and businesses for characters to be used in their promotional events.

KIGURUMI.BIZ boasts attention to detail. For one, workers make sure that more air passes through the costumes for the comfort of those who wear the suits. Apart from being well-ventilated, the suits are also made of materials that are soft and safe for children who may want to touch the mascots.

"Women constantly give their 120 percent. They cannot cut corners" when it comes to their work, Kano, 57, said.

With the popularity of the so-called local mascots, collectively known as "yurukyara" -- which literally means "loose characters" for their laid-back feel -- serving as a tailwind, the firm, which used to produce displays for such purposes as exhibitions and promotions, has gradually shifted to focus on making character costumes.

Kano, who became the company's president in July, has devoted her time to ensuring good working conditions for the employees including eliminating overtime and encouraging them to fully take their paid holidays.

"I want to create a brand which would make (customers) want to work with us," the Miyazaki native said.

==Kyodo