Yoshimoto Kogyo Partners with 25 Local Governments for Comedy Collaboration in Regional Revitalization Effort

Yoshimoto Kogyo has been strengthening its relationships with local governments. In November of last year, a partnership agreement was signed between a group company of Yoshimoto Kogyo and Mine City in Yamaguchi Prefecture, aimed at “regional revitalization through comedy.” With this, the number of local governments partnering with the company has reached 25.

“Yoshimoto started its ‘Living in Your Town Project’ in 2011, also known as ‘Resident Comedians,’ and has been increasingly strengthening connections with local governments every year. They send comedians to events and promote local governments through social media and other channels” (advertising agency source).

Following Yoshimoto’s success, other talent agencies are also forming partnerships with local governments. For example, Up-Front, the agency representing groups like ‘Morning Musume,’ signed a comprehensive partnership agreement with Kaga City in Ishikawa Prefecture in December of last year.

“Fans of former ‘Morning Musume’ member Kaede Kaga (25) began making ‘pilgrimages’ to Kaga City, which led to the city appointing her as the Kaga Onsen-kyo Tourism Ambassador from 2018 to 2022, achieving some success. The fact that Natsuki Nakaoka (19) from ‘OCHA NORMA’ is from Kaga City also helped pave the way for this collaboration” (idol magazine editor).

The benefits for talent agencies in engaging in regional revitalization

HoriPro, which counts Haruka Ayase (39) among its talents, signed an official partnership agreement with Higashikawa Town in Hokkaido in January 2023. In September of the same year, they also formed a comprehensive partnership agreement with Koga City in Ibaraki Prefecture.

“Sun Music, which represents Yoshio Kojima (44) and others, has also been promoting ‘regional revitalization through entertainment’ and focusing on social contribution projects since the summer of 2022. It is likely that the influence of former Cabinet Office Minister Satsuki Katayama (65), who is also responsible for regional revitalization and belongs to Sun Music, played a role” (entertainment industry executive).

One of the catalysts for talent agencies focusing on regional revitalization was the spread of the COVID-19 pandemic. The number of talents allowed to participate in recordings was limited, and due to the impact on sponsor companies, production costs and talent fees for TV programs were reduced.

“For local governments wanting to revitalize their towns, the benefit of teaming up with a major talent agency that already has a large fan base and influence is significant. Many local governments have stepped forward with the promise that ‘BS Yoshimoto’ will ‘prominently feature them on the program.’ For entertainment agencies, it’s also valuable to receive regular work from local governments. As TV fees have decreased, they can make up for it through other activities like business operations” (advertising agency source).

Up-Front, mentioned earlier, successfully secured major sponsors after launching the regional revitalization initiative “SATOYAMA & SATOUMI Movement” in 2013.

“They’ve attracted sponsors such as the Kinoshita Group, which focuses on environmental conservation, and have held large-scale events annually at venues like Makuhari Messe in Chiba. By holding concerts at the same venues, they’ve helped boost attendance at the events. Sponsors and local governments welcome them. In Kaga City, they’ve held fan club tours, and because the local government provides support, the reception at the destination is well organized. This is another benefit” (same source).

Major talent agencies may hold the key to regional revitalization.

From the February 7, 2025 issue of “FRIDAY.”