[Overseas Expansion Case Collection vol.3] Overseas exhibition experience triggered the “Oyabe Fairy Tale Party” (Mr. Yukihiro Funami, Tourism Promotion Division, Oyabe City, Toyama Prefecture)

“Overseas Expansion Case Collection” vol.3 released!

The “Overseas Expansion Case Collection” series interviews people who have exhibited at events managed by Japan Promotion so far, and listens to valuable stories about reactions from countries around the world that they have actually witnessed and their subsequent activities.

In this section, which is the 3rd in the series,Mr. Yukihiro Funami, Tourism Promotion Division, Oyabe City, Toyama PrefectureWe asked about their energetic activities, such as the story of the “Oyabe Fairy Tale Party,” which was realized by utilizing know-how gained through overseas exhibition experience in subsequent domestic activities.

≪Click here for past articles≫
●vol.1 “Succeed in attracting tourists with a PR strategy that combines local characters and SNS! (Mr. Toshiaki Arisawa, Genki Creation Division, Susaki City)”
●vol.2 “Local reactions are the greatest harvest! Exhibited at Japan Expo Paris that got a lot of insight (Kyushu Economic Federation, Mr. Chiken Shigeyoshi)”

≪About current activities≫

Show off the individuality of Oyabe City with a “show off” production of local characters and helmets

In Oyabe City, Toyama Prefecture, they have raised the city's name recognition and attracted tourists, centering on “fairytale architecture” tourism, which leaves retro vestiges scattered around the city, and PR utilizing the local characters Mergiu-kun and Melmomo-chan. As a result of developing and selling character goods for Mergiu-kun and Melmomo-chan and continuing to disseminate information using SNS, they won 5th place nationwide at the 2015 Mascot Chara Grand Prix!
With a full heartIt was the first overseas expansionJapan Expo Paris 2016Then, in addition to Mergiu-kun and Melmomo-chan's stage appearances, military commanders related to Oyabe City, staff wearing helmets and armor from Kiso Yoshinaka distributed pamphlets at the booth, and I feel that a synergistic effect was obtained. In addition, in 2017, Asobisystem Co., Ltd. will announce the Japan Expo Paris 2017 exhibition in advanceMOSHI MOSHI NIPPON PROJECTAs a collaboration event, it was held in Harajuku with Melgu-kun and Melmomo-chan performing.This situation was reported in the newspaper,We were able to attract the attention of many people. Currently, we are continuing to focus our efforts on domestic PR activities, making use of the know-how gained by exhibiting at the Japan Expo Paris.

≪Advice/Future Goals≫

Continuation of fairytale parties and support for city revitalization

Although we exhibited at Japan Expo Paris for 2 consecutive years in 2016 and 2017, we were unable to exhibit after that due to budget reasons. Therefore, in order to show the results obtained by exhibiting at Japan Expo Paris, an event hosted by Oyabe City in 2018 with the theme of subculture such as anime, manga, and characters”Oyabe fairy tale party” will be held. When local characters connected at Japan Expo Paris were invited to participate, many local governments gathered, and it was crowded with Instagrammers and foreign tourists who like cosplay, and it was very well received. The state of the party was posted to the world on SNS,Influencers' influenceI realized it. Going forward, we will continue to hold fairytale parties with the aim of increasing the name recognition of Mergiu-kun and Melmomo-chan and spreading the image of “Oyabe City = a fairytale town.” Furthermore, cosplay photography studios and maid cafes have increased in the city in the past few years, probably due to the influence of such city initiatives,Town revitalization led by local youth and NPO corporationsIt's progressing. The city also believes that supporting local businesses will lead to revitalizing the city, so I would like to actively support it.

≪Know-how for success≫

[Before exhibiting]
‍● Mergiu-kun and Melmomo-chan have been working to raise awareness of Oyabe City by performing at events outside the city and carrying out PR activities.
↓
[Support and ingenuity]
● Due to the call for Japan Promotion, it was possible to make advance announcements at an event for foreign visitors to Japan in Harajuku before traveling to Japan Expo Paris 2017, and sufficient domestic information was disseminated.
● Thanks to travel arrangements, interpretation arrangements, and detailed follow-up at the venue, we were able to concentrate on our own PR with peace of mind.
● At the exhibition booth, city officials dressed in armor distributed pamphlets, and in addition to standing out in the venue, they were able to gain high popularity among children.
★ Point ★
The Japan Expo Paris exhibition eventually led to domestic PR.
The advice I received from JP about the items to be exhibited at the booth and how to display them was useful.
↓
[Results]
● When exhibiting for the second time, visitors who watched the video of the “Tsuzawa Yodaka Andon Festival” introduced at the booth were interested in the giant warrior picture and liked it so much that they wanted to buy it, so they realized once again the high level of interest in Japanese culture in France.
● I received an offer from a YouTuber traveling the world to cover Oyabe City.
● When ingenious pamphlets were distributed at the booth, such as French versions and gimmicks that pop out, many visitors were interested, and effective PR was possible.
★ Point ★
I was able to communicate with local people at the booth exhibition and feel the popularity of Japanese culture in France.
Connections with people useful for attracting tourists were born, and effective PR methods were understood.
↓
[After that]
● Based on the experience of exhibiting at Japan Expo Paris, an “Oyabe Fairy Tale Party” was held under the leadership of Oyabe City, inviting French people. Events continued to be held the following year, and public relations for Oyabe City were carried out domestically.
● Strengthen the branding of Mergu-kun and Melmomo-chan as “local characters who went to Paris,” and use it to increase domestic popularity and inbound traffic.
★ Point ★
Know-how to expand overseas led to the hosting of the domestic event “Oyabe City Fairy Tale Party.”
We managed Mergiu-kun and Melmomo-chan and were able to promote it on the world stage.

Thank you, Mr. Funami, for sharing this valuable story!
In vol.4 that follows,Mr. Hiromi Kobayashi from Tochigi City Hall General Policy Department City Promotion DivisionI would like to ask in detail about inbound promotion and marketing, and the activities of the local character Tochinosuke, etc. that make use of the awareness and experience gained through overseas exhibitions.

◎ Interviewer: Mr. Funami Yukihiro, Tourism Promotion Division, Oyabe City, Toyama Prefecture

[Events you exhibited at]
Japan Expo Paris “WABI SABI” (2016-2017)
MOSHI MOSHI NIPPON FESTIVAL (2016)

●Oyabe City Homepage＞＞＞http://www.city.oyabe.toyama.jp/
●Mergu-kun Twitter＞＞＞https://twitter.com/oyabecity/

Consultations and requests for materials regarding exhibitions and consignment sales are being accepted at any time

Please contact us using the form below or via the “Contact Us” email form. The person in charge will reply to you shortly.
◎ Address: Japan Promotion Association
◎ Address: 4th Floor, Ebina Building, 6-18-10 Jingumae, Shibuya-ku, Tokyo 150-0001
◎ Telephone: 03-5766-2450/Fax: 03-5766-2451
◎ Email: info@japanpromotion.org