Conveying regional assets through film. Each approach.

 

Mr. Junki Hayashi of the Public Relations Division, Comprehensive Policy Department, Shiga Prefecture stated, "Amidst Shiga Prefecture's declining brand appeal, as evidenced by its 43rd place ranking in the 2015 Prefectural Appeal Ranking, we implemented this initiative to enhance Shiga's recognition and favorability. It focuses on the prefecture's compelling assets, specifically the theme of Sengoku warlords. While many warlords are associated with the prefecture, Mitsunari has often been portrayed negatively, and his connection to Shiga has rarely been highlighted. However, we saw an opportunity in recent trends: his rising popularity in game content and collaborative public-private tourism initiatives. We deliberately focused solely on Mitsunari to widely convey his character and appeal." "The moment we received the proposal for the 'world's first warlord commercial,' we knew it would work and decided immediately. Riding the wave of the massive buzz and Mitsunari boom, we focused on attracting tourists to the local city and boosting private-sector enthusiasm. We truly felt the power of PR diffusion and outreach using SNS and video. With Shiga Prefecture's increased exposure, tourist numbers to locations associated with Mitsunari have doubled compared to previous years," he stated regarding the results.

---

 

~Citizen-Produced Film "Kuhana!" in Kuwana City, Mie Prefecture~

A Hybrid "Town Revitalization Film" by Citizens and Professionals

Efforts to connect video with community revitalization are also being made in the "film" field. Released on September 3, 2016, "Kuhana!" is a film created primarily by ordinary citizens of Kuwana City, Mie Prefecture, driven by a desire for regional revitalization. The project was conceived by a volunteer group of Kuwana citizens. People ranging from their 20s to 60s gathered to discuss revitalizing Kuwana City. During these discussions, they met Kenji Hata, the original author of the hit drama "Unfair" and a screenwriter for numerous dramas. This encounter sparked the idea of a film, and they began exploring the path to production.
As a result, production of Kuhana! commenced with Mr. Hata serving as original creator, screenwriter, and director, aiming to create a film that would revitalize the region.

While many films involve local residents volunteering at filming locations, KUHANA! featured members of the founding group participating from the story development stage. The members are introduced on the official website as the "KUHANA! Film Club."
Mr. Yasuhiro Nakanishi of Dentsu Business Creation Center, who served as the film's executive producer, stated, "From the planning stage, we worked hand-in-hand with the citizens. Filming was entirely on location in Kuwana, and we received a great deal of understanding and support from local businesses regarding sponsorship." Furthermore, while a citizen-initiated film project, it was produced on a national scale. The main cast includes Momoka Matsumoto, who gained attention as a child actor in the morning drama "Mare," and Seishiro Kato, with sponsorship from companies in the Tokyo metropolitan area. At the same time, child actors were selected through auditions locally in Kuwana, creating a coexistence of national and local elements within the film.
Nakanishi explained the background: "Precisely because it's a film for community revitalization, we didn't want it to be just a local festival. We aimed to reach nationwide audiences with a national cast. Simultaneously, we wanted to stay close to the local community, valuing the local staff and cast. That hybrid approach was key to nurturing this regional revitalization movie."
In Kuwana City, a pre-production briefing event was held before the release, attracting over 1,000 attendees. The film was also selected by Japan's Ministry of Education, Culture, Sports, Science and Technology.

"Before and after the release, media not only in Kuwana City but also across the Tokai region and beyond gave significant coverage to the film's initiatives," said Nakanishi. "Furthermore, events initiated by Kuwana citizens, stemming from the film, have already Furthermore, events initiated by Kuwana citizens, inspired by the film, have been held, demonstrating that citizen-driven initiatives are already underway, extending beyond the film itself," said Mr. Nakanishi. He added, "This Kuwana City model is attracting attention, and we're receiving requests from various areas saying, 'We want to do this in our region too.'" It is anticipated that examples of "town revitalization × film" will continue to increase in many regions going forward.