Japan's Sunny Side: Miyazaki Prefecture Promotion ―Shigeru Izumiya Becomes a "Sunny Side Person"―

Miyazaki Prefecture held a press conference on December 7 at the Cosmos Hall in the Urban Center Hotel in Chiyoda Ward, Tokyo, to commemorate the launch of its "Japan's Sunny Side: Miyazaki Prefecture" promotion campaign, which aims to widely disseminate the appeal of Miyazaki.

The campaign views those who love Miyazaki—a land called "Hinata" since ancient mythological times—those raised there, and those who live there as "People of the Sunlit Place." It will undertake multifaceted activities to expand this circle both within and beyond the prefecture.

Governor Toshitsugu Kono of Miyazaki Prefecture explained the campaign's concept: "Creating leisurely time, warming people's hearts, producing abundant food, and generating hope and vitality for residents. We want to share the power of this 'sunny side' from Miyazaki to the whole nation." He also highlighted the prefecture's strong focus on various initiatives, including promoting local products, attracting tourists, encouraging relocation and settlement, and regional revitalization.

Musician Shigeru Izumiya, selected as a "Hinata Person" who loves Miyazaki and conveys its true charm, appeared as a guest. Sharing stories of his many visits to Miyazaki, where he encountered numerous high-quality ingredients and friendly people, he sampled Miyazaki beef, Miyazaki Brand Pork, Miyazaki Caviar 1983, and Miyazaki Jidori chicken prepared on stage, followed by a hearty sip of shochu. "If you keep eating stuff this delicious, you'll ruin yourself," he quipped with his trademark sharp tongue, praising Miyazaki's specialty ingredients.

The campaign's web video played on monitors, alongside messages from celebrities known as "sunny people" in the entertainment world, including GReeeeN—who wrote the original theme song "Egao" (Smile) for the campaign—Masatoshi Nagase, and Yuri Ebihara.