The Reality of Regional Revitalization as Seen by Comedian Barbie
Realizing a society that recognizes diverse values and fosters mutual respect is essential for achieving the SDGs. This time, we interviewed Barbie, who, alongside her comedy career, is passionately involved in revitalizing her hometown. We asked about the gap between "rural areas" and "cities" that she has observed through her actual work, and how she engages with local people who hold different values.
Starting with hope: revitalizing his hometown
─Barbie-san, you are currently working on revitalizing your hometown, Kuriyama Town in Yubari District, Hokkaido. What made you start this?
Barbie: There were various reasons—looking back on my life made me turn my attention to my hometown, my nephews were born—but the strongest motivation was wanting to bridge Tokyo and my hometown.
I moved to Tokyo for university and based my comedy career there. Living there for about 18 years, I fully appreciate Tokyo's value. But at the same time, being away made me realize the appeal of the countryside. Thinking about Kuriyama Town, my hometown where my family and relatives live, I wondered: Is it really okay for them to remain unaware of the charm of the place they call home?
Kuriyama Town developed around coal mining, reaching a peak population of about 24,500 in 1963. Since then, outmigration has continued, and by 2019, the population was about 11,000—less than half the peak.
Its primary industry is agriculture, cultivating rice, wheat, potatoes, onions, soybeans, corn, melons, and more. While the variety is rich, it lacks a high-brand-value product like Yubari City's "Yubari Melon." Furthermore, while many tourists visit Hokkaido, the town currently lacks attractions that draw visitors to the same extent as other regions within the prefecture.
The local government is promoting initiatives to support relocation and revitalize industries. I myself wanted to contribute to revitalizing the town, so four years ago, a friend and I visited the Kuriyama Town Office.
However, my desire to revitalize the town wasn't solely driven by the negative fear of its decline. Even without famous tourist spots, Kuriyama Town boasts vast land and beautiful nature. While its name recognition might be low, it also has many delicious foods. I believed that with effective branding, we could surely energize the town. This realization came precisely because I left Kuriyama Town to live in Tokyo. While I certainly have concerns about the town's future, I want to approach revitalization with more hope.
─What kind of initiatives are you currently undertaking?
Barbie: One project I aim to achieve is the "Town-Wide Hotelization Plan." The concept is to transform the entire town into one big hotel: vacant houses become hotel rooms, local restaurants become the hotel's dining venues, and so on. Kuriyama has many old houses that are underutilized and neglected, with no one to maintain them. What seems ordinary to locals can be appealing to city dwellers. As a first step, we're currently purchasing vacant traditional houses and renovating them. We hope to create local jobs while operating these facilities.
Additionally, we are developing a project to employ elderly residents who have limited mobility. They will weave bags and pet beds using craft bands (paper cords made from recycled paper), which we will then sell. For local vegetables, we have started selling them on e-commerce sites and processing them into products to reach more consumers. Progress has been slow due to the impact of COVID-19, but we view this period as a time to prepare for when the pandemic subsides.
In town revitalization, being a "Barbie" offers zero advantages!
─What do you find challenging about town revitalization? What aspects were different from what you imagined?
Barbie: One is communicating with local residents. Since I started working at the town hall four years ago, connections have gradually formed, and direct interactions have increased. However, coming from Tokyo, I'm struck by how different their values and communication styles are—it's surprisingly challenging.
For example, during this pandemic, it's difficult for me to visit locally and meet in person. Yet locals tell me, "Nothing gets started unless we meet and talk." So recently, I tried an online meeting with a local. But perhaps because they weren't used to seeing their own face on screen, they seemed flustered... It didn't turn into a normal conversation.
But does that mean things would go smoothly if they had higher IT literacy? I don't think so. Behind the phrase "we need to meet and talk" lies a culture that values "trust" more than you find in Tokyo. The local community has a history of overcoming challenges together, face-to-face, on the same land, building trust. Even if it's my hometown, it's difficult for them to immediately accept my sudden proposal, "How about we do town revitalization?" after living in Tokyo for so long. This trust in one's actions must be built from scratch.
Town revitalization is fundamentally something you do together with the townspeople. You can't just impose your own ideas and push forward. I once read in a book that "regional revitalization can only be done by those who actually live and work in that place." Having tried it myself, I truly understand what that means.
When I talk about town revitalization in Tokyo, people often say, "With your level of fame, you can probably do anything, and the locals must be thrilled." But that's absolutely not the case. Being "Barbie" offers no advantage whatsoever when revitalizing a town. Even if you have fame or money, it means nothing without trust. I strongly feel the only way is to build relationships through constant, close communication.
That said, it's also true that progress would be slow if I tried to have one-on-one conversations with everyone. Lately, I've come to realize we also need someone locally who has earned trust, can translate my vision for town revitalization to the locals, and manage the process.
Understanding that some people are content with the status quo
─So, actually being active has revealed things you couldn't see before. How should you approach local people with different ways of thinking and values?
Barbie: Before starting town revitalization, I naively assumed that if we just attracted large crowds to the town or increased the number of newcomers, everyone would be happy. But once I actually began, I realized there are quite a few people who ask, "Why do we have to conform to Tokyo's values?" or who don't want their current lives to change and think, "Things are fine as they are."
In fact, to those who feel perfectly content with their current lives, the people actively involved in town revitalization might seem like quite the oddballs. Some people want to try new things, while others want to preserve their existing way of life. I feel it's essential to understand that people within Kuriyama Town hold diverse values and to engage with them respectfully.
─Despite facing various challenges, what drives Barbie to keep moving forward with town revitalization?
Barbie: I continue my activities because I feel a sense of crisis that the divide between cities and rural areas will only widen if things stay as they are. And because I myself have many things I want to do and dreams I want to pursue. I've long dreamed of buying a mountain in my hometown after retirement and creating a garden to my own taste, but lately I've come to think I don't need to wait that long. I want to make Kuriyama a town where people can enjoy itself more, by making the most of its wonderful assets.
Above all, I can't give up here for the sake of the people who have already supported my activities. I want to keep working alongside those who share my vision.
I believe this COVID-19 pandemic has become an opportunity to bridge the gap between rural and urban areas. People in rural areas, who previously had little connection to online platforms, are gradually starting to utilize them, and e-commerce sites are gaining attention. Meanwhile, urban dwellers, having experienced telework, likely realized they don't necessarily need to live in the city to work. The pandemic should also have been a wake-up call, showing that economic activity can thrive equally well in both rural and urban areas.
The goal of town revitalization isn't to change everyone's values, but to shine a light on and utilize what the local area already possesses. I believe it's crucial for town revitalization that people living in rural and urban areas, and those with diverse values, come to understand each other's strengths.
TeamSDGs collaborates with various SDG stakeholders to disseminate information about the SDGs and plan/develop solutions.
※See also Barbie's article here:
"Periods" and "underwear" aren't taboo! Think for yourself, make decisions, and take action ~ Comedian Barbie
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