The Role of a Community-Based Organization in Promoting Anime Contents Tourism in Takehara City, Hiroshima, Japan

Home , Junichi Sato, Shochiku, Tamayura

Research Paper The Role of a Community-based Organization in Promoting Anime Contents Tourism in Takehara City, Hiroshima, Japan

Masayuki NISHIDA1 Faculty of Humanities, Chiang Mai University

Abstract

This study focuses on the role of NPO Network Takehara, a community-based organization, in mediating between an anime production company and the local community to promote anime contents tourism in Takehara, a city in Hiroshima Prefecture, Japan. Anime contents tourism, which attracts tourists to visit the locations featured in animes, has been one of the popular tourism trends in Japan since the late 1990s. In Takehara City, NPO Network Takehara has assumed a key role in developing anime contents tourism. Since 2010, it has collaborated with anime production companies and assisted in developing the TV anime series Tamayura (『たまゆら』, 2010-2016), which focused on the emotional development of high school girls in Takehara. By utilizing this anime’s content and local resources, NPO Network Takehara has succeeded in promoting tourism in their city. Drawing on an interview with the executive director of NPO Network Takehara, Mr. Yasushi SADO, and related academic research on anime contents tourism in Japan, this study discusses the challenges, achievements and lessons learned from mediating activities such as assisting the anime director with story development, helping the Takehara community promote events and tourism, collaborating with local industries and the anime production companies to develop local products, and building the recognition of Tamayura as a symbol of the community. By evaluating the mediating role of NPO Network Takehara, this study highlights the importance of community-based organizations as mediators in promoting anime contents tourism. By utilizing local knowledge for anime production and promotion, coordinating informal human resources in the city, and working for the long-term public benefit of local residents, such organizations are striving to find ways to develop tourism for the future of their local community.

Keywords: anime, contents tourism, Takehara, Tamayura, community-based organization

1 PhD in Cultural Anthropology (ANU); Lecturer and Deputy Director of Japanese Studies Center, Faculty of Humanities, Chiang Mai University. E-mail: [email protected] The Role of a Community-based Organization in Promoting Anime Contents Tourism in Takehara City, Hiroshima, Japan Masayuki NISHIDA

1. Introduction the lessons learned from the challenges and Anime contents tourism, or anime- achievements of his organization’s mediating induced tourism, has become one of the popular activities. The interview was conducted in tourism styles in Japan following an increasing Japanese and translated into English by the number of animes featuring real-world loca- researcher. tions. It began with the great popularity of the The paper begins by providing some anime Lucky Star (Raki✩Suta in Japanese), background information on Takehara City, produced by Kyoto Animation in 2007, when NPO Takehara, and the phenomenon of many fans rushed to Washinomiya Shrine in anime contents tourism. It then discusses the Kuki City, Saitama Prefecture, which was NPO’s assistance in coordinating stakeholders’ the model for the imaginary shrine where the expectations for anime production during the anime’s protagonists live. Spurred by the success initiation period. Then it explores its role of Lucky Star, other local communities as a bridge between the anime production in Japan started to use anime for the development companies and the local community. The of anime contents tourism in their cities NPO provided local knowledge of daily life (Okamoto, 2011). Many Japanese cities and in Takehara for the anime, and it utilized the community-based organizations are now new knowledge that the anime production collaborating with anime companies to develop companies created for the local development. and promote animes (Horiuchi & Koyama, Next, the paper discusses the NPO’s struggles 2014). Tourism to visit locations featured in promoting anime contents tourism in in animes has thus become a mass social Takehara and controlling overdevelopment, movement called seichi junrei or “anime seeking harmony among local residents, pilgrimage.” companies and the fan community. The paper This study focuses on the role of concludes by summarizing NPO Network NPO Network Takehara, a community-based Takehara’s activities and highlights key aspects organization, in mediating between anime of the role of community-based organizations production companies and the local community in promoting anime contents tourism. to promote anime contents tourism in Takehara, a city in Hiroshima Prefecture, Japan. Drawing 2.1 Tamayura, Takehara City and on an in-depth interview with Mr. Yasushi NPO Takehara Sado, executive director of NPO Network Takehara city is a small city located in Takehara, which was conducted on March 20, Hiroshima prefecture, which has a population 2016, and related academic research on anime of 26,999 in 2015 (Takehara City, 2016) contents tourism in Japan, this study discusses (Figure 1). The city has long history as a

77 วารสารญี่ปุ่นศึกษา Japanese Studies Journal residential area of famous merchants and called “little Kyoto in Hiroshima” but the intellectuals from the Edo era, and keeps their number of tourists to visit Takehara was not old houses as historical district. Because of its so high before the boom of Tamayura anime historical landscape, Takehara city has been contents tourism.

Figure 1: Map of Takehara City, Hiroshima Prefecture, Japan. Source: Copyright Free Map Modified by Author

Since 2010, NPO Network Takehara is a high school student who loves to take has collaborated with the anime companies photos. The storyline mainly focuses on her TYO Animations and Shochiku Co.,Ltd. everyday life among her friends and the local (松竹) to assist in the development of their community. By utilizing this anime and local anime series Tamayura (2010-2016) (Furomoto, resources, NPO Network Takehara has 2012). This series focused on the emotional succeeded in promoting anime contents development of high school girls in Takehara tourism in their city. City (Figure 2). The heroine, Fuu Sawatari,

78 The Role of a Community-based Organization in Promoting Anime Contents Tourism in Takehara City, Hiroshima, Japan Masayuki NISHIDA

NPO Network Takehara was originally the chief librarian of the city library, the established in 2003 by local residents to promote president of a sake factory, shopkeepers, and community development by utilizing Takehara’s representatives of Takehara’s junior chamber historical district. It conducted field research (Hiroshima Prefecture 2011; NPO Network on abandoned houses in the historical district, Takehara, 2013a). and coordinated the houses for community According to Furomoto (2012), when development events and projects (NPO Network anime production companies first contacted Takehara, 2013). The policy of this organization Takehara City Council to ask for assistance is decided by an annual general meeting with in producing the anime Tamayura, the council all members, and general activities are managed did not respond immediately. After hearing by a steering committee composed of one about this situation through informal channels, executive director and six to eight directors, NPO Network Takehara contacted the including notable local residents such as companies and later took on the task as a

79 วารสารญี่ปุ่นศึกษา Japanese Studies Journal community development project with the aim Takehara City now attracts many of utilizing the city’s historical district. The young tourists who love the anime Tamayura. program to promote tourism promotion via They come to Takehara from all over the the anime Tamayura is regarded as one of country to see the locations from the anime the organization’s main activities, and has and take photos from the same angles as in the largest budget (NPO Network Takehara, scenes from the anime (see Figures 3 and 2013b). As visitor numbers increased from 4) They enjoy feeling like they are sharing 150,000 in 2010 to 27,000 in 2011, NPO the same atmosphere and scenery of the pro- Network Takehara received an award for its tagonists in the anime they love. promotion of anime tourism from the Ministry of Land, Infrastructure, Transport and Tourism (2012, p. 24) in 2012.

Figure 3: Young tourists taking photos at Shorenji temple.

Figure 4: Shorenji temple in the anime Tamayura. Image reproduced from the opening scene of the film Tamayura: More Aggressive. Source: TYA/Tamayura Production Committee & Sato (2013). Copyright 2013 by TYA/ Tamayura Production Committee. Reprinted with permission. 80 The Role of a Community-based Organization in Promoting Anime Contents Tourism in Takehara City, Hiroshima, Japan Masayuki NISHIDA

2.2 Contents Tourism Studies in 2007. Okamoto (2011) provided a general While there are many studies on view of anime contents tourism in terms of contents tourism in the world, most of them the fan community. There are several studies focus on films rather than animes. Academic on anime contents tourism in Takehara in research on film-induced tourism increased terms of its economic impact on the local around the 1990s in the United States and community (Horiuchi & Koyama, 2014), or England. Riley, Baker, and Doren (1998) the relationship among the local community, studied the economic impact and tourists’ fans, and the distribution company (Furomoto, behaviors in the locations featured in famous 2012, 2013). Nishida (2016) also pointed out American films during the 1990s, such as the interpenetration of the anime and real Gettysburg (1993), Dances with Wolves worlds, by using Takehara as a case study. (1990), and Field of Dreams (1995). They An anime can now cross over the boundary proposed that people visit the film locations into the real world by utilizing real locations. not only because of their natural attractions, Most studies have focused on the fan but also because they relate to the content community, but a few have examined the role of the films, such as the storylines, exciting of local organizations in anime contents tourism sequences, and human relationships. Further- from the aspect of organizational management, more, in their study of film-induced tourism such as providing attractive local knowledge based on the fantasy film franchise The Lord to producers, coordinating local cooperation, of the Rings (2001-2003), Buchmann, Moore, and arranging related events. These studies and Fisher (2009) questioned why tourists describe the organizational formation process travelled to New Zealand, which was simply and functions for promoting anime tourism, the location used for the imaginary world of but they face the risk to underestimate the the films. They described it as “existential organization by losing their holistic and strategic authenticity,” as tourists visit New Zealand view in local development. Therefore, this to seek an “authentic” location where they study also focuses on how a local community can picture the connection between the filmed organization mediates with stakeholders from and imaginary locations of The Lord of the organizational management. Furthermore, Rings (Buchmann et al., 2009, pp. 244-5). it examines self-evaluation, strategies, and Anime contents tourism research thoughts as meditators to coordinate anime began in Japan after the seichi junrei move- contents tourism in the context of the local ment that arose from the anime Lucky Star development policy as a whole.

81 วารสารญี่ปุ่นศึกษา Japanese Studies Journal

3. Initiating Anime Contents Tourism: misunderstood and thought the film Aligning Expectations among Stakeholders had been made in Onomichi City. In his interview, Sado explained NPO Because the name of Takehara was Network Takehara’s activities in mediating not clearly indicated in the film, between the local community and anime tourists did not come to Takehara production companies to develop anime contents even after the film’s release. (Sado, tourism. Actually, NPO Network Takehara personal communication, March 20, was the first to decide to promote tourist 2016) attractions through the anime Tamayura, as local residents had a bad impression of Therefore, when the anime companies contents tourism from prior experience. In came to the city, NPO Network Takehara was the 1980s, before the Tamayura production not very eager to join the project. However, companies came to the city, Takehara had when Sado saw the rough sketches for the accepted the filming of Toki wo kakeru shōjo anime in which detailed town landscapes had (『時をかける少女』, 1983), directed by been drawn, he changed his mind and decided Nobuhiko Obayashi (1938–), which is now the anime could be used to promote historical very famous and popular as one of the sites in the city (see Figures 5-6): “Onomichi Trilogy” (尾道三部作). However, Onomichi City,2 where Obayashi was born, At first, we saw the rough sketches. In benefited from most of the fame and the the sketches, Hinomaru photography tourists generated by the film: studio and Horikawa’s okonomiyaki restaurant were drawn precisely. In Most of the scenes of Toki wo kakeru addition, the name of Takehara City shōjo were filmed in Takehara by appeared in the anime without any Nobuhiko Obayashi. Even though changes. . . . So, we decided to join 80 or 90 percent of the entire film the project. (Sado, personal commu- was filmed in Takehara, the audience nication, March 20, 2016)

2 Onomichi City is located around 15 km east of Takehara in Hiroshima Prefecture, facing the Inland Sea.

82 The Role of a Community-based Organization in Promoting Anime Contents Tourism in Takehara City, Hiroshima, Japan Masayuki NISHIDA

Figure 5: Hinomaru photography studio in Takehara.

Figure 6: Hinomaru photography studio in the film Tamayura: Hitotose. Copyright 2011 by TYA/Tamayura Production Committee. Reprinted with permission. Source: TYA/Tamayura Production Committee, and Sato (2011)

For NPO Network Takehara, assisting At the first meeting, we brought data in the making of Tamayura was just an and pamphlets to negotiate with them experimental project to promote tourism in [the anime production company] to Takehara, but their mediation did not start use historical buildings in the anime. well. Since the local community expected to They said, “this is not a promotion promote tourism in their city, for their first film for the local development of meeting with the anime production company, Takehara, but a story about high NPO Network Takehara brought tourism school girls. Have you ever seen high information on local historical sites. However, school girls enter historical buildings? the company refused to use this information They probably do not frequent such in the anime: 83 วารสารญี่ปุ่นศึกษา Japanese Studies Journal

places.” After this response, we never the setting of animes, and also assured the discussed this topic again. (Sado, “authenticity” and “reality” of model location personal communication, March 20, sites in anime contents tourism. NPO Network 2016) Takehara accepted that the director would not use their tourism information because he Since the expectations of the local would still use detailed settings that could community were rejected from the beginning, easily be identified in Takehara by the NPO Network Takehara had to bring into line audience. the local community’s expectations for tourism This compromise was probably development and the objectives of the anime meaningful in progressing anime contents production companies more realistically. As tourism in Takehara. NPO Network Takehara the result, NPO Network Takehara decided provided an opportunity to show Sato’s to follow the will of the anime production ability to create new and attractive meanings company and drew a compromise from the to Takehara through the anime by seeking local community based on two points. First, a compromise with the local community’s Junichi Sato (1960–) is a well-known anime expectations. The elements that a local director (see Nishida 2017, p. 45). Before the community needs for the development of meeting, Sado researched Sato by watching ordinary tourism, such as beautiful scenery all his works, which included many famous or historical streets, may not be appropriate animes such as Sailor Moon, Sgt. Frog (Keroro for promoting anime contents tourism. Even gunsou in Japanese), Kaleido Star, and Aria. an insignificant building or street could be Second, the detailed rough sketches that made significant by simply being featured in impressed Sado were made by digital tracing, an anime. The local community and mediators which is one of the favorite techniques need to understand this instead of expecting of Sato’s production team. The production to promote particular sites for their own team developed their unique expression by interest without considering the context of employing digital photo tracing techniques the anime itself. in animes, such as their depiction of Shimo Kitazawa Ward, Tokyo, in Someday’s Dreamers: 4. Utilization of Local Knowledge to Make Summer Skies (Mahōtsukai ni taisetsu na Attractive Anime koto: Natsu no sora in Japanese) in 2008 By allowing the director to take the (Kinema Junpo Film Research Institute, initiative in making the anime, trust between 2011, p. 100). This technique to capture the NPO Network Takehara and the anime landscape saved time and costs in drawing production companies was gradually fostered.

84 The Role of a Community-based Organization in Promoting Anime Contents Tourism in Takehara City, Hiroshima, Japan Masayuki NISHIDA

Basically, NPO Network Takehara assumed to have a chat with Director Sato. the role of providing local information about They talked about their daily lives, everyday life in Takehara City (i.e. local their feelings, and the places where knowledge), only if the director wanted the they usually hung out in the city. For information for story making. Sato and his example, they said they do not go to staff visited Takehara to take photos from the city’s main shopping street . . . December 2009 to 2011, during which Sato and in junior high school they had closely communicated with Sado. For example, trained hard to row a cutter boat. The following Sato’s request, Sado provided episode of rowing a cutter boat was insight into the life of local high school girls. adopted for use in the anime. (Sado, His own daughter was in high school at the personal communication, March 20, time, and she and her friends became Sato’s 2016) informants: In addition, in Tamayura, a local Director Sato wanted us to provide an festival called Dōkei no Michi (憧憬の径) was opportunity to listen to high school featured to reflect the hospitality of Takehara students talking about their daily (see Figure 7). Dōkei no Michi had been life or memories of their junior high installed by NPO Network Takehara a decade school days in Takehara. At that time, ago and continues to be a local festival. Direc- my daughter was in the second year tor Sato focused on the feelings and behaviors of high school, so we provided an of local residents not only during the festival opportunity for her and her friends itself, but also during the preparation phase.

85 วารสารญี่ปุ่นศึกษา Japanese Studies Journal

Figure 7: A poster for Takehara Dōkei no Michi, a festival held in collaboration with Tamayura in 2012. Source: TYA/Tamayura Production Committee (2011). Copyright 2011 by TYA/Tamayura Production Committee. Reprinted with permission.

The knowledge of everyday life, they visit the original featured locations in local customs, and festivals that NPO Network order to connect with the anime more closely. Takehara provided was effectively used as attractive points in the anime. NPO Network 5. Promotion and Control of Anime Takehara maintained a stance of giving Sato Contents Tourism the initiative and continued to provide the After Tamayura was first released by local knowledge he asked for. Thanks to OVA (original video animation) in 2010 and their collaboration, the anime Tamayura was then broadcast on TV in 2011, Tamayura fans filled with local character and atmosphere. started to visit Takehara to see the locations In this way, a community-based organization featured in the anime. This was the beginning can help to provide valuable insights into of anime contents tourism in Takehara. As the local life to help production companies create number of visitors increased, NPO Network “authenticity” in an anime, which also means Takehara faced various issues like local that fans will not be disappointed later when development, landscape conservation, lack

86 The Role of a Community-based Organization in Promoting Anime Contents Tourism in Takehara City, Hiroshima, Japan Masayuki NISHIDA of human capital, and copyright. Since NPO Sado noted that tourists can experience Network Takehara is a community-based a combination of feeling a sense of the exotic organization, it adopted a strategy of utilizing as well as nostalgia for Japanese community local tourism resources, human capital, hospitality in Takehara. Takehara has historical and community ties, which they selectively streets from the Edo era, which most Japanese combined with external assistance from people are familiar with because it is a part Shochiku and the fan community to avoid the of their communal memory. At the same time, overdevelopment and destruction of the land- they feel like they are visiting a world different scape and community ties of Takehara City. from the present modern world in which they live. Thus, the director effectively tapped into 5.1 Capitalizing on Nostalgia and the nostalgia that is felt for traditional everyday Hospitality life. In the anime, he symbolically used the In order to promote anime contents message of “Welcome back” to arouse the tourism, NPO Network Takehara coordinated audience’s nostalgia. the local resources that Sato’s production team created or rediscovered through the anime The viewpoint of Director Sato some- production. Sado explained that young fans times surprised us. The main theme of Tamayura visit Takehara to experience the of Tamayura: Hitotose is “welcome “exotic nostalgia” of Takehara: back.” This word was written in front of Takehara station, but nobody, even I guess it is maybe so that they can Takehara residents who use the station see the landscape they have never every day, knew there was such a seen. Director Sato also loved the message on the road. The director landscape of this city very much. found in this message Takehara’s In addition, the hospitality of the hospitality of welcoming back visitors residents is important. When the to the city. It was wonderful to director first came to Takehara, the focus on the ordinary everyday life local residents warmly accepted him of Takehara. (Sado, personal com- and told him various tales of this munication, March 20, 2016) city. This hospitality may attract visitors. (Sado, personal communication, The anime reminded NPO Network March 20, 2016) Takehara of the value of this “exotic nostalgia” of Takehara. They used the nostalgia as a tourism resource to attract young tourists.

87 วารสารญี่ปุ่นศึกษา Japanese Studies Journal

We named the first promotional events to managing events with fan community. of Tamayura in Takehara “Welcome Therefore, young leaders of the Takehara Back to the Heart-Warming City, community managed the Momoneko-sama Takehara.” We proposed that there Festival, a Tamayura fan community festival were real landscapes in Takehara with operated by Takehara shopping street, while the same heart-warming atmosphere NPO Network Takehara provided support as and kind residents as in the anime. a coordinator. I think this kind of city promotion was naturally accepted by young The Momoneko-sama Festival is run tourists. (Sado, personal communication, by the young generation such as Mr. March 20, 2016) Imai of the shopping street or Mr. Horikawa of Horikawa okonomiyaki NPO Network Takehara provides a restaurant. They are good at accepting sense of “exotic nostalgia” to young people new things and work hard, but they who hope to experience a heart-warming old are not good at coordinating with community that they have never seen, drawing external agencies. So, we assumed on the image of a city of gentle people, the role of coordinating with external which the anime Tamayura has created. Young agencies. However, we do not do tourists want to experience the nostalgia and anything anymore because they have hospitality in the anime, and the Takehara already learned how to manage the residents satisfy their needs. festival very well. (Sado, personal Furthermore, NPO Network Takehara communication, March 20, 2016) coordinated local human capital in Takehara for encouraging fan community to contact Being a community-based organization, community hospitality by utilizing its communal NPO Network Takehara had the advantage ties. Since NPO Network Takehara was of being able to coordinate local resources composed of local residents, they could and human capital to promote anime contents engage in informal collaboration with key tourism in their city. Through these activities, persons in the local community to welcome the nostalgia and hospitality that the anime newcomers. rediscovered are capitalised as local resources NPO Network Takehara had an to attract the visitors. As a result, clear public advantage in that they could coordinate with images were formed of a heart-warming old official organizations or anime companies, but community welcoming outside visitors as they were at a disadvantage when it came though they were long-lost relatives coming

88 The Role of a Community-based Organization in Promoting Anime Contents Tourism in Takehara City, Hiroshima, Japan Masayuki NISHIDA home and enjoying a festival together. Since NPO Network Takehara did not the imagination of visitors is a main driving have much money [for promotional force in anime contents tourism, this mixture events]. The city’s tourism association of public image formation and actual practices also did not allow us to use their of mobilizing local human capital and budget. Therefore, we asked Shochiku resources was perhaps one of the most effective for permission to produce and sell aspects of tourism development. anime goods to raise funds for the promotional events. We asked members 5.2 Local Product Making and of the executive committee [of NPO Copyright Issues Network Takehara] to accept this NPO Network Takehara also mediated project by planning a pay-off period between local Tamayura-related businesses and within one year. Surprisingly, we the anime production companies. However, succeeded in raising funds in three it was hard work to manage because of months with a profit that was several quality control issues, as Shochiku holds the times more than the original amount of Tamayura copyrights. the investment. We found it functioned Local product making related to well, so we continued to operate several Tamayura actually started from the necessity events after this. (Sado, personal of funds to manage Tamayura promotional communication, March 20, 2016) events in Takehara. In the beginning, Shochiku negotiated with the city council and NPO After this success, Shochiku prohibited Network Takehara to share the financial cost NPO Network Takehara from making any of Tamayura promotional events in Takehara. more stationery since Shochiku decided to As they did not have enough funds to support produce such products themselves, but they the events, NPO Network Takehara negotiated still allowed the production of local Tamayura with Shochiku for permission to sell anime- products in Takehara only, such as salt and related products such as posters, cards, sake. However, Shochiku controls the quality and clear folders to raise funds to promote of all Tamayura products. NPO Network Tamayura in Takehara. Shochiku permitted Takehara worked to mediate between NPO Network Takehara to produce these Shochiku and local companies to produce goods only in Takehara without any copyright collaborative products, but most of the local royalties. This system functioned very well. companies gave up making them because they felt Shochiku’s quality control was too high. In Takehara, there are now only two

89 วารสารญี่ปุ่นศึกษา Japanese Studies Journal or three companies that still produce local tourism was a big issue for NPO Network Tamayura products. Takehara. As NPO Network Takehara was established to conserve Takehara’s historical [Quality control] is very strict. If we district, it was hard for them to accept new designed a new Tamayura product, it is development for anime contents tourism. very hard to pass their quality control However, to promote business and tourism checks. Therefore, we now just use the related with anime, NPO Network Takehara pictures that Shochiku have provided received several offers for the development of us without any changes. That makes the historical district. Regarding this issue, NPO it much easier to pass the checks by Network Takehara is employing the concept Shochiku. (Sado, personal communi- of zoning. There are basically two zones in cation, March 20, 2016) Takehara: the historical district and other areas. In the historical district, they decided Since Shochiku strictly controlled the not to allow any changes in order to protect copyright of Tamayura, NPO Network Takehara the tourism resource of “exotic nostalgia”; had to work hard to mediate between Shochiku conversely, they invited development in other and local companies. In the end, their efforts areas, especially on Takehara shopping street. were not successful and NPO Network Takehara stopped mediating on copyright issues altogether. We received many offers for anime Thus, copyright issues and local product making cosplay events or anime-related can pose a significant hurdle for local events in the historical district. But, communities. A community-based organization there are many visitors who are not can help to negotiate reasonable terms to related with the anime in the histori- enable local companies to develop products cal district. As we understand that that are profitable while still complying with cosplay events are not suited to the the anime company’s quality control and atmosphere of the historical district, copyright guidelines. More research is required we decided not to allow these events in this area to make the development of to be held there. There was an offer anime-related products a more feasible activity to put statues of Tamayura characters for a local community. on the streets of the historical district, but we did not accept it. . . . However, 5.3 Landscape Conservation the shopping street is different. The The conflict between landscape Momoneko-sama Festival has been conservation and promotion of anime contents held every year in the Takehara

90 The Role of a Community-based Organization in Promoting Anime Contents Tourism in Takehara City, Hiroshima, Japan Masayuki NISHIDA

shopping street in front of the station to be held freely there [see Figure because the area is outside the historical 8]. (Sado, personal communication, district. We allowed this festival March 20, 2016)

Statues of anime characters are now scenery in the anime, the landscape installed in many sites that are famous for should not be changed. If we put anime contents tourism in Japan. For example, statues of anime characters on the in Sakai-Minato city in Tottori Prefecture, street, they would make the landscape which is one of the famous destinations of look completely different from the anime contents tourism, there are anime scenes in the anime. Therefore, we statues all over the city. However, Sado should not conduct town planning by emphasizes the significance of landscape depending on the anime too much. conservation for anime contents tourism. By conserving the original landscape that is drawn in Tamayura, we can The reason why we do not allow the conserve the historical district so that development of the historical district tourists can always enjoy the same is that we think it is better for anime landscape of the anime whenever they contents tourism that way. Because visit Takehara. (Sado, personal com- tourists visit Takehara to see the same munication, March 20, 2016)

91 วารสารญี่ปุ่นศึกษา Japanese Studies Journal

NPO Network Takehara regarded the to maximize returns without losing the city’s historical district as a core area that should historical character or atmosphere. not be changed. Sado believed that anime tourism is suitable for the conservation of 5.4 Local Residents’ Recognition of the landscape and low-cost development of Tamayura as a Symbol of Their City tourism. Conversely, the shopping street was NPO Network Takehara also tried selectively chosen as a developing area in to promote Tamayura as a local symbol of Takehara, following the will of the younger the hospitality of Takehara. Sado hoped that generation in Takehara. The shopping street many Takehara residents would be proud of has now been completely renovated as a Tamayura representing Takehara’s hospitality shopping arcade with pink paint and signs of and beautiful landscape. The city council also new shops in Tamayura style. In this way, a uses Tamayura on the front page of its city city does not have to completely transform its bulletin and its tourist promotion website (see landscape in order to pander to the perceived Figures 9 and 10). The young generation of needs of anime contents tourism. Rather, the shopping street association is managing development should be planned selectively the Momoneko-sama Festival.

Figure 9: The front page of the bulletin of Takehara City in September 2012. Source: Takehara City (2012).

92 The Role of a Community-based Organization in Promoting Anime Contents Tourism in Takehara City, Hiroshima, Japan Masayuki NISHIDA

Figure 10: Sample itineraries for Tamayura fans, created by Takehara City, as displayed on the city’s tourism website. Source: Takehara City (2015).

However, the senior citizens in people who watched the second anime Takehara felt it difficult to accept Tamayura series, but nobody watched the third as Takehara’s symbol. Sado suggested that series in the theatre. Local people do this was because they labelled the anime as not buy DVDs and Blu-ray discs to something only an Otaku watches, as they saw watch Tamayura. Local people just many young Tamayura fans visiting Takehara. know there is an anime that features Takehara. They are not connected Probably, senior citizens have never with Tamayura directly, but there watched Tamayura. The first TV series are good relationships with young was broadcast at two or three o’clock people who come to Takehara, and in the middle of the night. However, the local restaurants and cafés have the second TV series was broadcast become places for communication at lunchtime after the popular between the fans and local residents/ singing program Nodojiman on NHK owners. (Sado, personal communica- [Nippon Hōsō Kyōkai, or Japan tion, March 20, 2016) Broadcasting Corporation]. It was a special schedule for Hiroshima viewers NPO Network Takehara felt it was a only, not nationwide. There are many challenge to change senior citizens’ conservative

93 วารสารญี่ปุ่นศึกษา Japanese Studies Journal stance. The city council, shopping street, tourism. As a community-based organization, related shops, and younger generation were NPO Network Takehara has the advantage of: supportive of Tamayura, but senior citizens 1. utilizing local knowledge for anime just recognized it as an anime about Takehara. production and promotion; Therefore, there was a gap among the local 2. coordinating informal human residents in their perception and acceptance capacity in the city; and of Tamayura as a symbol of their city. 3. working for the long-term benefit of local residents. 6. Conclusion: The Story of Takehara Continues Beyond the Anime Conversely, NPO Network Takehara faces the Since NPO Network Takehara is a challenges as follows: community-based organization, it utilized local 1. a small budget, resources such as local knowledge, informal 2. less bargaining power with anime human capital, community ties, and historical production companies and the city heritage in promoting anime contents tourism council; and for local development with maintaining local 3. less official influence over senior culture. In addition, one of the outstanding citizens. characteristics of NPO Network Takehara’s role is the way in which it effectively coordinated Finding ways to overcome these the ideas of the local community and of the problems is very difficult. However, NPO newcomers for the development of Takehara Network Takehara at least succeeded to City. It utilized communal values such as support local development in Takehara by nostalgia and hospitality, which the anime effectively mediating between the promotion highlighted, to create new and positive public and resistance against overdevelopment of images for the city for visitors. In contrast to the anime tourism for the local community. the old development mentality that is dependent Finally, Sado discussed the future of on hard infrastructure, NPO Network Takehara’s anime contents tourism in Takehara because development of anime contents tourism Tamayura will end in 2016, marking a significant coordinated local resources and capabilities, turning point. Since many interesting animes providing a totally different view of tourism. are created in Japan every year, anime contents By evaluating the mediating role of tourists may change their destination. Sado NPO Network Takehara, this study shows the explained that the end of the anime is not such importance of community-based organizations a big problem for NPO Network Takehara, as mediators in promoting anime contents as “our objective is to let people know the

94 The Role of a Community-based Organization in Promoting Anime Contents Tourism in Takehara City, Hiroshima, Japan Masayuki NISHIDA attractiveness of Takehara through Tamayura.” Takehara, saying “I know Takehara He was also happy with NPO Network has nice landscapes and hospitality,” Takehara’s achievements: even if the anime may have been forgotten by that time. We can see Most of the visitors who came to indications of our dream. When anime Takehara to see the locations of contents tourism first started, there Tamayura had not known much about were many young tourist groups that Takehara before watching the anime. were easily identified as Tamayura However after their first visit, many tourists, but recently there are family of them became repeat visitors. We groups, as some of those young have a guest notebook of visitors. In tourists have returned with their this, they wrote the number of times children to Takehara. (Sado, personal they visit Takehara. Some of them communication, March 20, 2016) have come more than 20 times. They wrote that they had grown to love NPO Network Takehara regards Takehara from watching Tamayura. the anime Tamayura as simply a gateway (Sado, personal communication, to introduce people to the attractiveness of March 20, 2016) Takehara City. The main strategy of NPO Network Takehara continues to be to believe These messages from visitors encourage in their local resources and to find ways to NPO Network Takehara’s dream, as Sado utilize them to develop tourism for the future added: of their local community.

As many animes are now being Acknowledgments produced every year, Tamayura may be This work owes much to the kind forgotten in the flood of upcoming assistance and hospitality of Mr. Yasushi new animes. However, if young people SADO of NPO Network Takehara. I would have gotten to know the attractiveness like to thank him for his generosity and his of Takehara City through Tamayura, valuable insights. In addition, I extend my a few years later, when they get gratitude to the residents of Takehara City married and have children, they will and to Shochiku Co., Ltd. I would also like bring their family back to Takehara. to thank Dr. Sara KITAOJI for proofreading We dream that young couples this manuscript, as well as for her warm with children will come back to friendship and emotional support.

95 วารสารญี่ปุ่นศึกษา Japanese Studies Journal

References (Research on regional promotion through Buchmann, A., Moore, K., & Fisher D. (2010). anime-tourism). Paper presented at the 5th Experiencing film tourism: Authenticity & Social System Symposium of the Society fellowship. Annals of Tourism Research, of Instrument and Control Engineers, 37(1), 229-248. Okinawa, Japan, 5-7 March. (in Japanese) Furomoto, T. (2012). Kasochiiki ni okeru Kinema Junpo Film Research Institute (Ed.). animekei kontentsutsūrizumu no kōzō to (2011). “Nichijōkei anime” hitto no kadai: Anime “Tamayura” to Takehara hōsoku (Secrets to the success of “daily wo jireini (The structural problem in the life anime”). Tokyo: Kinema Junposha. depopulated area in the contents ism of (in Japanese) anime: Analysis of Takehara city & anime Ministry of Land, Infrastructure, Transport “Tamayura”). The Bulletin of Hiroshima and Tourism. (2012). Tokuteihieirikatsudōhōjin Mercantile Marine College, 34, 101-119. Nettowāku (NPO Network Takehara). (in Japanese) Seisen tezukuri furusato shō heisei 24 Furomoto, T. (2013). Naihatsuteki hatten part 27 (Handmade Hometown Award no shikō ni yoru kontentsutsūrizumu: 2012 Part 27). Tokyo: Ministry of Land, Hiroshimakennai no manga anime Infrastructure, Transport and Tourism. chiikishinkōjirei no hikakukentō Tamayura- (in Japanese) Takehara Asagiri no miko Miyoshi (The Nishida, M. (2016). Locality in Japanese contents tourism of anime and manga animation: Transboundary interactions analysis of Takehara city & Tamayura, between the animation Tamayura and Miyoshi city & Asagiri no miko, and Takehara City in Hiroshima. JSN Journal, as stimuli to encourage the development 6(1), 21-38. of regional economic autonomy). The NPO Network Takehara. (2013a). Profile. Bulletin of Hiroshima Mercantile Marine Retrieved from http://www.i-love-take- College, 5, 55-68. (in Japanese) hara.jp/index.html. (in Japanese) H i r o s h i m a Prefecture. ( 2 0 1 1 ) . NPO Network Takehara. (2013b). Tokuteihieirikatsudōhōjin Nettowāku Katsudōhōkoku (Activity report). Retrieved teikan (The charter of NPO Takehara). from http://www.i-love-takehara.jp/ Retrieved from http://www.city.takehara. report.html. (in Japanese) lg.jp/sangyou/kankou/kankou/Tamayura_ Okamoto, K. (2011). Kontentsutsūrizumu ni butai.html. (in Japanese) okeru chiiki kara no jōhōhasshin to sono Horiuchi, K., & Koyama, Y. (2014). Anime ryūtsū: “Raki☆Suta” seichi Washinomiya seichi junrei ni kansuru chōsa kenkyū to “Keion!” seichi Toyosato no hikaku kara

96 The Role of a Community-based Organization in Promoting Anime Contents Tourism in Takehara City, Hiroshima, Japan Masayuki NISHIDA

(A study on the mechanism of information TYA/Tamayura Production Committee. distribution in contents tourism: Compari- (2011). Tamayura: Hitotose. Retrieved son of sacred place for "Lucky☆star" with from http://tamayura.info/hitotose/ (in "K-ON!"). Kankōyokakankeishogakkaiky Japanese) ōdōtaikai gakujutsuronbunshū (Academic TYA/Tamayura Production Committee. articles on collaboration with societies (2013). Tamayura: More Aggressive. relations of tourism and leisure), 3, 37–44. Retrieved from http://Tamayura.info/ (in Japanese) moreggressive/ (in Japanese) Riley, R., Baker, D., & Van Doren, C. S. TYA/Tamayura Production Committee. (1998). Movie induced tourism. Annals (2015). Momoneko-sama matsuri 2015: of Tourism Research, 25(4), 919-935. Official report. Tamayura: More Aggres- Takehara City. (2012, September). Shihō sive. Retrieved from http://tamayura.info/ Takehara (Takehara city bulletin), 1. (in news/1276.html (in Japanese) Japanese) TYA/Tamayura Production Committee, & Takehara City. (2015). Tamayura butai hōmon Sato, J. (2011). Tamayura: Hitotose kōsu (Itinerary for visiting “Tamayura” [Motion picture]. Japan: TYA/Tamayura locations). Takehara shi. Retrieved from Production Committee. (in Japanese) http://www.city.takehara.lg.jp/sangyou/ TYA/Tamayura Production Committee, and kankou/kankou/Tamayura_butai.html. (in Sato, J. (2013). Tamayura: More Aggressive Japanese) [Motion picture]. Japan: TYA/Tamayura Takehara City. (2016). Takehara City. Retrieved Production Committee. (in Japanese) from http://www.city.takehara.lg.jp/ (in Japanese)