[Overseas Expansion Case Collection vol.1] Succeed in attracting tourists with a PR strategy that combines local characters and SNS! (Mr. Toshiaki Arisawa, Genki Creation Division, Susaki City)

We will launch the “Overseas Expansion Case Collection” project!

Until now, Japan Promotion has supported the activities and activities of talented Japanese artists, craftsmen, and local governments at various events around the world.

Even if we say “overseas expansion” and “overseas exhibition” unequivocally, the reality is varied. What kind of preparations did the exhibitors make when they participated in overseas events with different languages and cultures, and what did they feel locally?
We asked them about their true intentions, including the results obtained through the exhibition and their subsequent activities.

In this section, which is the 1st session,Kochi Prefecture Susaki City Genki Creation DivisionofMr. Arisawa ToshiakiI conducted an interview with From the Japan Expo Paris exhibition that triggered the local character Shinjo-kun's global break to subsequent PR strategies, there are plenty of interesting stories!

≪About current activities≫

Make the most of the Japan Expo Paris stage with the two pillars of Shinjou-kun and Ambassador

Of the Japanese otter, which is a local character in SusakiShinjo-kunBut in 2016Japan Expo ParisTaking advantage of their appearance in, Susaki City began full-scale overseas expansion business. Until then, as a tourism ambassador belonging to the Suzaki City Genki Creation Division, Shinjo-kun had been exposed in the mass media, participated in the mascot character Grand Prix, sold goods, etc., increasing his popularity and name recognition in Japan. Paris was the first to expand overseas and was in a state of fumbling, but this exhibition was a major turning point, and both the name recognition of Susaki City and goods sales increased drastically, and Shinjo-kun's that year1st place in the mascot character Grand PrixI decided to win! An animation has also been decided.
Due to the effects of increased name recognition, the “hometown tax” promoted by Shinjo became the advertising team leader in the same yearApproximately 600 million yen in 1 year, which is 300 times the previous fiscal yearIt has surpassed, and now it has contributed greatly to the economy of Susaki City, such as exceeding 1 billion yen.
Also, using the Japan Expo Paris exhibition as a stepping stone for TaiwanTaipei International Animation Festival 2018He also appeared in, and now Shinjo-kun has grown into an active presence on the world stage! It is a tourist attraction business that began in 2017Ambassador businessIt is also doing well, and the number of tourists visiting Susaki City is steadily increasing. From now on, Susaki City will continue to put effort into PR for Susaki City together with Shinjo.

≪Advice/Future Goals≫

Mid-term plans and continued exhibitions will lead to significant results

Overseas promotions by local governments are all on the same starting line. Among them, I think the reason why Susaki City was able to advance overseas and achieve results in a short period of 1 or 2 years is because it has secured a firm budget and teamed up with Japan Promotion (JP below), which has specialized know-how.
In the first year, I learned about the atmosphere of Japan Expo Paris by exhibiting at a small-scale booth and concentrating on understanding the customer base, the ambassador business where influencers with many followers on SNS were invited to Susaki City to convey their appeal, incorporating dance in Shinjo-kun's stage performances, and incorporating ingenuity to DJ so that the audience would not get bored, etc., brought many results I got it. Furthermore, it was held in Dubai in the Middle East in 2018World Art DubaiCrafts from Susaki City will be exhibited atMarketing for the affluentis also progressing.
Overseas expansion is a business that takes time to bear fruit, and it is difficult to produce immediate results, but if you don't do it, you won't move forward. Going forward, we will continue to expand overseas with a medium-term plan.

≪Know-how for success≫

[Before exhibiting]
‍● Shinjo won the Grand Prix at the National Mascot Chara Grand Prix 2016. Domestic name recognition has increased drastically.
● Create Japanese/French versions of SNS such as Twitter and Facebook, and proceed with preparations for overseas expansion.
↓
[Support and ingenuity]
● The mayor of Susaki held a press conference on overseas expansion projects and appealed widely both domestically and externally.
● Immediately after exhibiting at Japan Expo Paris 2016, the overseas expansion policy will be reworked with JP and countermeasures will be implemented. Specifically, tourism resources were unearthed during an inspection of Susaki by JP, and an annual budget was secured, etc.
● Set up an ambassador business to attract foreign tourists and start recruiting. When auditions were held on the Japan Expo Paris 2017 stage, over 1000 people applied.
★ Point ★
The development successfully linked local characters and SNS, raised the name recognition of Susaki City and realized tourism PR.
↓
[Results]
● A standalone anime adaptation of Shinjo-kun has been decided, and many inquiries have been received from overseas character events.
● Since Shinjo performed continuously on stage at Japan Expo Paris, popularity became established, and sales of goods increased drastically.
● The appeal of Susaki City was strongly appealed to the French TV station, and the appeal of Susaki City was strongly promoted within France.
● Due to the popularity of Shinjo-kun, the introduction and sale of traditional crafts from Susaki City was also well received.
● Three French people who stayed in Susaki City as ambassadors fully promoted the appeal of Susaki on SNS.
★ Point ★
The number of foreign tourists in Susaki City has increased drastically due to a PR strategy that combines the three elements of Shinjo-kun x SNS x booth exhibition!
↓
[After that]
● We will continue to exhibit at Japan Expo Paris and conduct ambassador business, and focus our efforts on attracting tourists and immigrants to Susaki City.
● Increase the lineup of Shinjo-kun goods that will be developed at the booth, and strengthen the introduction and sale of traditional crafts from Susaki City.
★ Point ★
The stage performance of Shinjo will be further enhanced, and the production will go beyond the boundaries of mascot characters.
Improving issues every year through continuous exhibitions is a shortcut to success.

Thank you very much, Mr. Arisawa, for sharing your valuable stories!
In vol.2 that follows,Kyushu Economic Federation, Inc. Mr. Chiken ShigeyoshiI would like to ask about the real responses received overseas and ideas for utilizing them in subsequent activities.

◎ Interviewee: Mr. Toshiaki Arisawa, Genki Creation Division, Susaki City

[Events you exhibited at]
Japan Expo Paris “WABI SABI” (2016-2018)
HYPER JAPAN “Miyabi” (2017)
World Art Dubai “JAPAN TIDE” (2018)
Taipei International Animation Festival (2018)

●Susaki City Homepage＞＞＞https://www.city.susaki.lg.jp/
●Shinjou-kun Official Website＞＞＞https://shinjokun.com/
●Shinjo-kun Twitter＞＞＞https://twitter.com/susaki_city_PR

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