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The Key Points of the "Eye" That Hit the Spot [4/5]Positive Aging for Seniors Grandpa-POP
Eye for detail
Diverse initiatives are now being rolled out across various regions to tackle a wide range of local challenges. Precise problem identification and exceptional solutions born from unique perspectives offer valuable insights. We present case studies alongside interviews with key figures.
Kochi Prefecture
Tosa Bay, where the Kuroshio Current brings abundant marine bounty; the Shimanto River, hailed as "Japan's last pristine river"; and forest resources boasting Japan's highest forest coverage rate of 84%. While Kochi Prefecture overflows with the rich blessings of sea and land, it also faces the challenge of having the nation's second-highest aging rate among its residents, which is 10 years ahead of the national average. However, the prefecture is shedding light on its aging issues with unconventional perspectives and methods. That is...
The "Positive Ageing" Initiative
Grandpa-POP
"Our starting point was questioning whether being second in aging rates meant we were second worst or second best," says Mr. Ogasawara. "What's wrong with getting older? It means staying healthy until you reach that age, right?" The expressive method embodying this brilliant "reversal of perspective" was also striking. Enter "Grandpa-POP," an idol group of five members averaging 67.2 years old who sing and dance. They made a striking debut on February 26th this year. Their promotional video, which playfully weaves the prefecture's reality ("One in three people is 65 or older") into the lyrics while cheerfully singing and dancing "But cheerful, cheerful, everybody cheerful," exploded in popularity not just locally but nationwide via the internet and TV.
There's a background to why this initiative emerged. The "Kochi Family" promotion campaign has been ongoing since 2013. It highlights the prefecture's character, akin to a single family, and has achieved various successes. In 2015, the "Kochi Family ALL STARS" project was launched, spotlighting actual residents as protagonists. This Grandpa-POP was born from that initiative.
"I believe it can serve as a trigger for people outside the prefecture too. It's crucial to spark their interest in 'bright and energetic Kochi Prefecture'. Once that happens, people will look it up online. These actions become the gateway leading to tourism or relocation to Kochi Prefecture," says Mr. Ogasawara. He adds that further developments are planned for the future. Kochi Prefecture, which champions the phrase "a leading prefecture in solving challenges," continues to implement initiatives that deeply understand the media behaviors of modern residents. It seems impossible to look away from these developments.
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Eye for detail
We introduce exceptional solutions to challenges, developed from unique perspectives, alongside interviews with key figures.