Shigesato Itoi ( ç ä é é Itoi Shigesato , born November 10 , 1948 ) is a famous Japanese copywriter , essayist , and game designer . Shigesato Itoi ( born November 10 , 1948 ) is one of the most influential cultural figures in Japan , known for his copywriting , essays , lyrics , Nintendo game creation , and as editor-in-chief of his popular website â Hobo Nikkan Itoi Shinbun .