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Wish You Were Here! Posukumo Bear visits Newmarket for his summer holiday.


Newmarket is one of the stars of VisitBritain’s major new social-media campaign aimed at attracting Japanese visitors to the UK.

Posukuma, the mascot of the Japan Post Office, has been popping up across town with his camera to post selfies of the fantastic sights and experiences on offer in the home of British horseracing, which VisitBritain deems is one of the quintessential experiences that can only be enjoyed in the UK.


The bear’s whistlestop tour has taken in sights including the  The National Stud, The National Horseracing Museum and Tattersalls. Culminating in a day at Newmarket Races. Staying at the Bedford Lodge Hotel, Posukuma said without a doubt his highlight was having afternoon tea with the Queen although she didn’t say much (but then neither did he!!). He has made some clear friends, including equine ones, and is looking forward to going home and telling everyone what a wonderful time he had on his summer vacation here in the UK.

The roving bear’s happy snaps will appear as part of a major social-media campaign in Japan and ties in with the launch of a series of stamps that the Japan Post Office is producing as part of its 150th anniversary celebrations, featuring iconic UK venues.

To find out more about Posukuma’s adventures, follow #POSUKUMAinUK.

POSUKUMA is a character of Japan Post ©JAPAN POST Co.,Ltd.