"I'm doing great. How's Tokyo?" Cheering on those who've moved to the capital with train jacking.

The Cabinet Office launched its "How to Live? Where to Live?" campaign in February to revitalize regional areas. Starting mid-May, as a measure to help Tokyo residents originally from regional areas remember their hometowns, train jacking campaigns are being conducted on JR East (Yamanote Line AD Train: May 17–June 1) and Tokyo Metro (U-Liner: May 16–31).

This campaign supports young people in expanding their life possibilities, proposing local areas as viable options. It aims to foster a more vibrant Japanese society.

The first phase of the campaign, conducted from February to March, partnered with Yoshimoto Kogyo. It included a project where comedians resided in each prefecture, using multiple media channels to spark consideration of "living in regional areas."

The second phase, the train takeover, is being implemented after the busy period of new school terms, new lifestyles, and Golden Week homecomings, targeting the calmer period after the May holidays. This timing aims to coincide with when people are likely to reflect on their hometowns again.

The campaign aims to send encouragement from their hometowns to young people who graduated from local universities, high schools, or vocational schools and now work in Tokyo, as well as to students who left their hometowns to study at universities in Tokyo. It seeks to convey that their hometowns remain a viable option for where they can live and return to anytime, ultimately contributing to regional revitalization.

The production team traveled to all 47 prefectures for on-site research, creating 47 distinct creative pieces for the project.

The catchphrase is: "We're doing great. How about you, Tokyo?"

The train cars are filled with warm messages of support from regional areas. The setup makes you want to look for your hometown, and the visuals evoke nostalgia and a longing for home.

Digital signage will also be displayed in the central passageway of JR Tokyo Station (May 21-27).

 

 

Official website: https://www.gov-online.go.jp/cam/dokoiki/train/

※Please refrain from contacting station staff or personnel.