Nagoya's Regional Revitalization Frontline | Challengers Energizing Aichi Prefecture

While facing population decline and aging, Nagoya is blossoming with diverse regional revitalization initiatives. Leveraging the history as a sacred ground for generals who produced the Three Great Unifiers—Oda Nobunaga, Toyotomi Hideyoshi, and Tokugawa Ieyasu—new value creation initiatives are beginning. Projects to pioneer Nagoya's future are being born one after another, centered on newcomers, returnees, and local youth. The image of regional revitalization that "wells up from within"—rediscovering and promoting to the outside world the appeal of being a transportation hub positioned between Tokyo and Osaka—is becoming a model case for regional cities nationwide. Tourism promotion centered on the Nagoya Festival and brand reconstruction of Arimatsu tie-dye are among efforts utilizing regional resources that are beginning to show results. "Regional revitalization" is not something only for special people; the accumulation of small actions by each individual becomes the power to change the city.

Activities of Regional Revitalization Cooperation Corps

In Aichi Prefecture, 10 to 30 cooperation corps members are appointed each year. With a maximum tenure of 3 years and monthly compensation of ¥166,000 to ¥225,000, housing is typically provided by municipalities, allowing residents to contribute to the community while keeping living costs low. Missions directly addressing regional issues such as training successors in manufacturing industries and responding to inbound tourism are set. Corps members apprenticing in traditional craft workshops while tackling contemporary product design, as well as IT talent working on agricultural DX, stand out in their achievements. Applications are accepted through the Ministry of Internal Affairs and Communications website and local municipality recruitment pages, with online briefings held regularly.

Vacant Store Utilization and Specialty Product Development

In Sakae and Osu shopping streets, new businesses utilizing vacant stores are being launched one after another. Young entrepreneurs are breathing new life into old buildings through renovation cafes, shared kitchens, and galleries. Utilizing renovation cost subsidies (up to ¥500,000 to ¥2,000,000) makes it possible to start businesses with reduced initial investment. Startup support coordinated with the vacant house bank also offers exceptional conditions such as monthly rent of ¥10,000 and up. Cases of utilizing spaces as maker studios are increasing, with fab labs equipped with 3D printers and laser cutters attracting young creators. The recognition of regional products as gifts in exchange for hometown tax donations has improved, leading to repeat customer acquisition and fan community formation.

Tourism Promotion and Creation of Related Population

In addition to tourist attractions such as Nagoya Castle and Atsuta Shrine, development of experiential content is progressing. Acceleration of "experience consumption" such as Arimatsu tie-dye production experiences, miso-cutlet and eel-rice walking tours, and adventure tourism leveraging the Chita Peninsula's coast and Nobi Plain. Manufacturing experience tours and factory visits are gaining popularity as new tourism content. With the promotion of cycle tourism, rental bicycle stations are expanding and a new tourism style of touring the region by bicycle is becoming established. Multilingual websites and SNS outreach are also being strengthened, with increased consumption expected as inbound tourism recovers.

Regional Revitalization You Can Participate In

You can participate in Nagoya's regional revitalization even without special skills. Starting with volunteering at the Nagoya Festival or monthly cleaning activities, it's also good to contribute your specialty through market booth participation (booth fees of ¥2,000 to ¥5,000). Simply promoting Nagoya's appeal through SNS is a worthy contribution to the community. Participating as a mikoshi carrier at local festivals or in hayashi music practice, you can quickly be accepted as a community member. There are also ways to contribute your technology knowledge to projects for introducing community currency. The joy of creating together a "city its residents can be proud of" gives deep meaning to life in Nagoya.

Community Contributions You Can Make Too

You can participate in regional revitalization without special skills. Starting with volunteering or monthly cleaning activities, contributing your specialty through market booth participation (booth fees of ¥2,000 to ¥5,000) is also good. By participating as a mikoshi carrier at festivals or in hayashi music practice, you can be accepted as a community member. There are also ways to provide your technology knowledge to community currency projects. Simply promoting the city's appeal through SNS is a worthy community contribution. The joy of creating together a "city its residents can be proud of" gives deep meaning to your life there.