In Japan, anime fans travel across the country to visit and appreciate scenes from their favorite anime. There’s even a word for it in Japanese: 聖地巡礼 (seichi junrei) – literally “pilgrimages to holy sites.” In a way, fans almost worship these iconic anime locations. Now, some municipalities are trying to convince some fans to take their love of their favorite anime tourism spots a step further.
The growth in anime tourism
Some businesses and local municipalities anticipate and rely on anime fans visiting their area through content tourism. Anime pilgrimages by fans can sometimes bring significant economic benefits, reportedly reaching billions of yen in some cases. These visits have revitalized numerous previously overlooked tourist spots.
Anime tourism gained recognition around 2007 when fans began visiting real-life anime locations, drawing widespread attention. This boosted tourism and revitalized local businesses and attractions.
Oarai Town in Ibaraki Prefecture, the setting for the anime Girls und Panzer, features many character panels throughout the town. A town official estimates over 100 new residents moved to Oarai because of “Garupan.”
Aki Oosato, president of the Oarai Tourism Association, welcomes these newcomers. He explains that some have opened coffee shops or joined the local fire brigade, contributing to the local town.
In recent years, many regions have started to see anime tourism as a way to promote regional revitalization.
In some cases, seichi junrei related to a single anime has generated economic effects amounting to billions of yen. By 2016, the term was nominated for the Buzzword of the Year Award in Japan.
But why?
Fans flock to anime tourism holy sites to experience their favorite anime’s world in real life, blending the “two-dimensional” and “three-dimensional” worlds.
On social media, many use #聖地巡礼 to share photos of anime locations like shops and meals. Fans want to visit these spots and enjoy experiences similar to those of their favorite characters.
Some fans seek to recreate the emotions and atmosphere of the anime, connecting deeply with its story or setting.
Encouraging anime tourism requires a strong emotional link to the work. Successful tourism promotion should highlight appealing character designs and deeper elements beyond current trends.
Anime tourism’s positive economic effect
One successful example is the anime movie Your Name (君の名は）. When Your Name was released in 2016, it became the highest-grossing Japanese anime film of all time. The film is set in Takayama, Gifu Prefecture, and Tokyo.
In Gifu Prefecture, the movie featured real locations like Hida-Furukawa Station, Hida City Library, and Keta Wakamiya Shrine. From the north side of Hida-Furukawa Station, viewers can see a landscape almost identical to that depicted in the film.
A company conducted a market research survey on the economic impact of three anime films set in Gifu Prefecture, including “Your Name.” The survey estimated that the economic ripple effect from anime tourism could amount to 23 billion yen.
In fact, the nomination of seichi junrei for the 2016 Buzzword of the Year Award indicates the significant economic impact of the film “Your Name” released that year.
New moves
Now, some fans are moving to these areas. Some local governments are even hosting relocation consultation events exclusively for fans, aiming to attract them as residents. This trend is gaining attention as a new form of regional revitalization.
Kotaro Kumamoto, 28 relocated to Shodoshima in Kagawa Prefecture to feel closer to his favorite anime characters. He says that the real-life scenery on the island closely resembles what he saw in the anime.
Shodoshima is the setting for the popular anime Teasing Master Takagi-san ( からかい上手の高木さん), based on the manga by local artist Sōichirō Yamamoto. The series is a romantic comedy about a middle school girl, Takagi, who playfully teases her classmate Nishikata. Kumamoto became a fan after finding himself grinning at their interactions and wanting to watch over them.
In the summer of 2018, Kumamoto, then a student at Okayama University, visited the island and was amazed at how the scenery matched the anime’s settings. The school routes, middle school, and shrine all resembled the locations from the anime. He began to appreciate the island’s charm, including its specialty olives. After initially working at a strawberry farm in Okayama Prefecture after graduation, he moved to Shodoshima two years later.
Reflecting on his decision, Kumamoto notes, “As I frequented the island seeking the extraordinary world of the anime, I came to see the everyday life here. I felt that this was a place where I could enjoy life continuously.”
The challenges of moving to an anime tourism spot
Kumamoto’s experience is not an isolated case. In February of this year, Numazu City in Shizuoka Prefecture hosted its first relocation consultation event specifically for fans of the anime Love Live! Sunshine!!, which centers on high school girls dedicated to idol activities. The city reported that reservations for the event filled up in about 30 minutes, and 15 groups attended on the day. Since then, one group has relocated, and another is actively considering the move.
Ken Okamoto is a professor of tourism studies at Kinki University who specializes in anime tourism. He notes that fan relocations have been occurring for some time. He explains, “Fans develop a sense of familiarity with the settings of their favorite works. Just as people who love skiing or hiking may want to live near the mountains, it is not surprising that anime fans might be motivated to relocate.”
However, issues can arise with anime tourism, as local residents sometimes complain about fans’ behavior. For instance, fans photographing scenes from the anime might encroach onto roadways. In the past, this has led creators of the anime to publish warnings to their fans.
Professor Okamoto advises that, “Living in the actual settings of an anime can sometimes reveal discrepancies between the fantasy world and reality. To encourage long-term residency, it’s crucial for local governments to provide detailed information about living and working conditions to newcomers and to seek understanding from the local residents.”
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Sources
アニメ聖地「巡礼」から「移住」へ…ファンに向け相談会「移住者は100人以上」の自治体も 読売新聞
聖地巡礼の経済効果｜アニメによる町おこしへの影響と成功事例 スタジオドット株式会社
