by Cornelia Reiher

I am back in Japan and had the chance to visit the Furusato Kaiki Fair at the Tokyo International Forum. Of the many fairs in Japan’s major cities, such as Tokyo, Osaka, and Fukuoka, where individual regions or prefectures present themselves, this is the largest fair where Japan’s municipalities and prefectures showcase themselves to encourage people to move there. The annual two-day event is organized by JOIN Furusato, an organization that promotes migration from cities to rural areas, as well as regional revitalization. In this post, I will share my impressions of the fair.

When I arrived a few minutes before the start of the fair, people were already lining up to be admitted. There were visitors of all ages and all kinds. Among them were older men who had come alone, young couples, and families with small children. Some had a hippie vibe, while others dressed more like office workers. Admission to the fair was free, but visitors were asked to register online in advance and download an app that could read QR codes. To enter, they had to scan the QR code at the entrance and at each stall they visited to count the number of visitors.

Even before entering the event, I passed several booths where municipalities displayed and sold local foods and handicrafts. Staff members wearing happi with their municipalities’ or prefectures’ names introduced local businesses and their products. I was introduced to sea salt from Chiba Prefecture, its taste and nutritional value depending on the phase of the moon when it is harvested. Other prefectures sold fruits, vegetables, and washi paper. On the same floor, organizations such as JForest and the Ministry of Internal Affairs and Communications introduced their programs, including Chiiki Okoshi Kyoryokutai (COKT) and Furusato Working Holiday.

After entering the main hall, where several hundred municipalities and prefectures presented themselves at individual booths, I tried to make my way to the booths of our field sites in Kyushu. However, the Kyushu booths were at the back of the hall, and I had a hard time getting there because representatives from various municipalities were constantly inviting me to their booths. The enthusiasm of the representatives from the municipalities made me feel like they really wanted me to move there. The advisors also explained that I was welcome as a foreigner. However, I could only receive financial support under certain conditions, they told me. I was also offered to participate in a match making program to find a husband at one prefecture’s stall which had designed this program to attract single migrants. At many booths, I received personalized advice about the advantages of the different places and the support services available to migrants. I also received gifts such as jam, tea, and nori. In addition to brochures and photos, some booths showed videos on tablet computers. At each stall, I was asked to follow the towns or organizations on Instagram.

When I finally arrived at the Kyushu booths, I realized that only one of our four field sites was represented. I met old acquaintances and new people who were representing their communities at the fair for the first time. Some local government officials were accompanied by COKT participants. Some communities offered tea, brochures, and karaage recommendations, while the Saga Prefecture team enthusiastically distributed resources, stories, and even a small prize. Each city presented different incentives, from financial support to guided tours. I was particularly touched by the warmth of the representatives from Ureshino and a sincere conversation with a migrant from Usa, who shared how moving with his family had changed their lives.

Overall, I was happy to experience the fair and see how well-attended it was. Although I was exhausted from visiting what felt like 1,000 stands, and my luggage is now several kilos heavier from all the flyers and brochures I collected, I enjoyed the diversity of locations represented. Local representatives’ genuine enthusiasm for their municipalities and prefectures will certainly encourage people to move to the countryside. However, it is difficult to find the right place among such a large selection. From the many urban-rural migrants I interviewed in Kyushu, I learned that the Furusato Kaiki Fair and similar events are important contact points for people who already feel the desire to relocate to rural Japan. Often, the next step is a visit to the municipalities that made an impression at the fair. Fortunately, these municipalities offer numerous opportunities, such as trial houses and guided tours to prospective migrants, which have already been reported on in other posts on this blog.