Kobayashi City's Promotion to Expand the Population of Handmade Relationships Hashin Kobayashi‼feat. Yoshinose Yoshino Kitahito Season 2 will be released!

Kobayashi City (Mayor: Yoshihisa Miyahara) in Miyazaki Prefecture is promoting the "HASSIN KOBAYASHI‼ Project," a project that aims to convey the charms of Kobayashi City by integrating various forces in order to foster love for the hometown and expand the city's population.

With the three key words "hashin" (to transmit), to launch (to move forward in a new way), and to oscillate (to generate vibrations), the project is a very simple effort to spread and communicate the charms of Kobayashi City in cooperation with a wide variety of people.

The project was planned in fiscal year 2007 and began operation in fiscal year 2022. This handmade project, planned and managed by the staff themselves without relying on agencies, has produced a variety of results so far.

We would like to introduce the future activities of the "HASHIN KOBAYASHI‼ Project," as well as the content and results of the project to date.

Season 2 is now open to the public!

1) Future Initiatives

In 2024, the Hashin KOBAYASHI ministry project will enter its third term. We will continue to vigorously promote the project in the next phase to further develop the current trend.

In addition to the further development of past efforts, there are also new developments in the efforts in collaboration with Mr. Yoshino Kitahito, who is a particularly high-profile member of the project!

Season 2 of "Hassin Kobayashi‼feat.Yoshinose Yoshino Kitahito" will be released!

The video "Hashin Kobayashi‼feat.よにせ吉野北人" was made in collaboration with Mr. Yoshino Kitahito. Season 1 of the video received a great response with over 30 million views, and due to the great response, Season 2 will be released in June. Information regarding the release of the film will be posted on Kobayashi City's official SNS (X, Instagram, TikTok) and homepage as needed.

Kobayashi City Official SNS

Hassin Kobayashi ministry feat.

Yoninise...a local dialect term for a man who is the best looking and the best looking at heart.

Here are some of our major initiatives to date that are on the upswing and the results they have achieved.

2) Introduction of major initiatives

1 Citizen Collaboration Concept Movie 2022: Winner of the Grand Prize at the Local CM Awards, sponsored by TV Miyazaki

Citizen Collaboration Concept Movie 2022

Winner of the Grand Prize at the Local CM Awards, sponsored by TV Miyazaki

Released in April 2022, the film is a five-part success story (five 15-second segments) about three uncles who try their hand at SNS to show off the charms of Kobayashi City and gradually learn how to communicate and grow into good-looking uncles. The cast consists of three local men, a high school girl, and a snack bar mom. Kobayashi City was responsible for all aspects of the project, including the concept and casting, except for filming and editing.

2 Frog Tei Iwakura Collaboration PR Video 2023: Winner of the Excellence Award, Local CM Grand Prix, sponsored by TV Miyazaki

Frog Tei Iwakura collaboration PR video 2023

Winner of the Excellence Award in the Local CM Grand Prix sponsored by TV Miyazaki

The video features lyrics and melody written by Frogtei Iwakura, a special PR ambassador from Kobayashi City, and stars him in the lead role. The lyrics, which are written in the Komoro dialect and include local jokes, are combined with a catchy melody. Kobayashi City is widely distributing the video on the city's official YouTube page, while warning viewers to "beware of viewing" the video, as it has an earworm effect that once seen or heard, it will not leave your head.

3 THE RAMPAGE Yoshino Kitahito collaboration promotion

HASHIN KOBAYASHI ‼feat. Yonanase Yoshino Kitahito_Kirishima Cenjinsha

POPUP event Fukuoka venue

Location Pilgrimage Campaign

The video featuring Kobayashi City native and special PR ambassador THE RAMPAGE Yoshino Kitato, released in June 2023, is a short, vertical video of 15 to 30 seconds each, with an emphasis on "time performance," and with the generation Z in mind. There are 15 videos in total with unintentionally "moe" contents, such as one that conveys the charm of Hanbayashi City in a natural way, one that reports its charm in a selfie style, and one that allows you to enjoy the atmosphere of a date from the perspective of the woman who will be living there.

In addition, there will be POPUP events and location tour campaigns linked to the videos to experience the world of the videos. This is intended to deepen the relationship with fans.

4 High School Student Press Club - Communicating the appeal with the sensibility of high school students

High School Student Press Club

High School Student Press Club_Coverage

Started in 2022. The club conveys the charms of Kobayashi City with the sensibility of high school students. High school students from three schools in the city work as reporters. They conduct their own reporting and use public relations papers and SNS to output information. Currently, 13 high school students are working as reporters for the second term.

3) Results *Changes from before the project started

As mentioned earlier, among the various initiatives, the video produced in collaboration with THE RAMPAGE Kitato Yoshino was viewed more than 30 million times, and a total of 28,500 people visited the 5 POPUP events held in Tokyo, Nagoya, Osaka, and Fukuoka. The sales of goods at the sales corner achieved the highest daily sales in the stores where the events were held, and the event received a great response.

In addition, the "pilgrimage to sacred places" has brought a total of 3,500 visitors from Japan and abroad, creating an economic effect in the city and spreading the city's charms to many people through social networking services.

These efforts have also been successful, leading to an 844% increase in the number of the city's official SNS followers (from 6,209 to 52,425) and a 235% increase in the number of members of the official Kobayashi City fan club (Kobayashi Fan Supporters Club) (from 12,544 to 29,588), resulting in a significant increase in the population involved.

In some cases, the project has actually led to immigration and resettlement.

The project has also led to donations from hometown taxpayers, and the total amount of donations received is expected to exceed 3 billion yen over the next 4 to 5 years.

Tomokazu Sato, Promotional Group Leader of Kobayashi City's Local Development Division, who is in charge of planning and promoting the project, said, "By bringing together diverse forces, we are realizing that the project is growing into the form we envisioned. In order to further sublimate the project, we would like to involve local residents and others who support the project, and shape it as a movement.

Promotion Group, Regional Development Division (Hassin PJ)