Municipalities across Japan are utilizing pop-culture locations to reverse severe population declines caused by young residents moving to major cities. In Numazu, Shizuoka Prefecture, the 2016 anime *Love Live! Sunshine!!* brought hundreds of new residents who took jobs in municipal government and regional businesses, such as the featured Awashima Hotel. Commercial districts have embraced this influx by adding series characters to buses, banners, and manhole covers. Transportation operators, including Seibu Railway, are now teaming up with regional governments to channel passenger traffic into rural areas confronting falling ridership.
Key points
Real-world locations depicted in popular series are transforming casual visitors into per…: Real-world locations depicted in popular series are transforming casual visitors into permanent residents who counter youth flight in shrinking towns.
Commercial enterprises are actively adapting their infrastructure and marketing by displa…: Commercial enterprises are actively adapting their infrastructure and marketing by displaying anime characters on transit, banners, and manhole covers.
Regional transit providers like Seibu Railway are partnering with local governments to di…: Regional transit providers like Seibu Railway are partnering with local governments to direct passenger traffic toward depopulated rural areas.
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Anime and manga fans are flocking to towns across Japan, bringing new opportunities to communities grappling with depopulation and economic decline.
NUMAZU, Japan: When Maki Nishiono first visited the coastal city of Numazu, she was chasing a fictional anime world. Today, she calls the place home.
A fan of the hit anime Love Live! Sunshine!!, the 27-year-old was drawn to Numazu in Japan’s Shizuoka Prefecture by the real-life locations featured in the series.
Nishiono was so captivated by the city that she eventually left Osaka to work at Awashima Hotel, one of the settings in the anime.
“Every scene was exactly the same as in the anime. It was real. I was fascinated,” she recalled of her first visit.
She is among seven fans of the series, known as “Livers”, who have relocated to work at the luxury hotel.
Her experience reflects a growing trend across Japan, where fans are turning their love of anime and manga into real-world journeys.
For some destinations grappling with ageing populations, declining industries and the departure of young people, pop culture tourism offers opportunities…
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