This short film is about the robotics industry that Japan boasts of to the world.
Because the hiragana ends with an う sound, you know this word is a verb. The kanji itself means pride and the verb version is to be proud of or to boast of.
The hoe 子 (ほこ) is the kid who is carrying around a hoe all the time, swinging it around, doing dumb things with it. He's so proud of it, though, and it shows on his face. He's always boasting about his hoe skillz too.