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Kaga City in Ishikawa Prefecture has signed a promotional partnership with entertainment agency Up-Front, aiming to boost local tourism and visibility through idol performances.
This collaboration will see Up-Front's artists, including idol group OCHA NORMA, perform in the city while promoting its unique attractions.
A highlight of the deal is a scheduled visit by OCHA NORMA in April, with member Natsume Nakayama, a native of Kaga City, taking centre stage in the campaign.
Nakayama recently appeared alongside the city’s mayor and mascot to launch the initiative.
This move mirrors a similar arrangement Up-Front made with Bizen City in Okayama Prefecture last year, where idols and former idols served as public relations ambassadors.
The concept of idols promoting regional cities has gained traction, with many local governments leveraging their star power to attract tourists and strengthen community ties.
Officials hope the partnership will inspire pride among residents and draw fans to explore Kaga City’s culture and history.