HOT is in the vending machine in summer” Average temperature in summer is 18.5 degrees Celsius! Kushiro” astonishing summer, promoting the city in a self-deprecating way.

Incredible “heat refusal” areas have been talked about.

The “air conditioner penetration rate is less than 10%,” “sake is heated at the fireside even in summer,” and “there is HOT in the vending machines in summer.” ……

As this summer continues to be so hot that it is almost dangerous to even go outside in many parts of Japan, these phrases jumped out at me, which I could hardly believe.

I saw this phrase in a web video produced by the Kushiro Chamber of Commerce and Industry in Hokkaido as part of the “Kushiro Chamber of Commerce and Industry 100th Anniversary” project.

The unique lyrics depicting the coolness and charm of Kushiro are set to an 80s city pop style soundtrack and presented in a karaoke-style music video tailored to a romantic drama.

The video was released to the public on YouTube on May 20, and has received more than 60,000 views in about a month.

We directly interviewed the person in charge of the Kushiro Chamber of Commerce and Industry, which produced this seemingly self-deprecating video!

We hear that even Karuizawa, a famous summer resort, is getting considerably hotter these days, but we had no idea that a cooler area existed in Japan!

With half a doubt in my mind, I went to the Kushiro Chamber of Commerce and Industry to interview them remotely with the hope that I could escape from the urban summer and spend a comfortable time in a really comfortable place (……).

Four members of the Kushiro Chamber of Commerce and Industry cooperated in the interview: Sohei Sugimura of the Regional Development Committee, Dai Saito and Kazune Okitate of the Regional Development Department, and Junichi Tanaka, creative director and copywriter of POPS, Inc.

Incidentally, the high temperature in Tokyo on the day of the interview was 30 degrees Celsius. The rainy season was just around the corner, and an unpleasant dreary feeling was in the air.

—I honestly thought, “Aren’t you exaggerating too much? But the video is true, isn’t it?

It is raining and chilly in Kushiro today, and the temperature is 15 degrees Celsius. I turn on the heater at work,” says Mr. Sugimura.

Even in midsummer, I can spend only about two weeks in a short-sleeved one. My home is not air conditioned. Kushiro residents feel hot when the temperature exceeds 20°C.” (Mr. Saito)

When I visited Kushiro last July for scenario hunting, it was really cool and very comfortable. I travel around Japan for work, and nowadays, even Sapporo is usually hot in summer, let alone Karuizawa and Nasu. Compared to anywhere else, Kushiro has a totally different quality of coolness. I even feel bad about calling it a “summer resort,” so I named it a “heat-free” place where people can turn off the heat,” says Tanaka.

—What is your intention behind the self-deprecating campaign?

I don’t see it as self-deprecation, but as a way of boasting about the coolness of the city. We were thinking that Kushiro’s coolness could be a solution to Japan’s problems, and we came up with a promotion method from the top of our mind.

After talking with Mr. Tanaka of POPS, we came up with some ideas that are commonplace to us, such as “no summer clothes,” “no swimming pools at schools,” and “hot drinks in vending machines even in summer. I was reminded that things that are commonplace to us, such as “no summer clothes,” “no swimming pools at school,” and “hot water in vending machines even in summer,” are actually not commonplace at all and are interesting. The number of video views has exceeded 10,000, and we are aiming for 100,000,” says Mr. Sugimura.

Many gourmet foods and sightseeing spots not to be missed!

—Kushiro is a popular destination for tourists, especially for those who enjoy food.

The first thing would be the food. Kushiro boasts the best seafood, including crab, sea urchin, scallops, hokke, shishamo (Japanese shishamo smelt), and more. The best way to enjoy them is to eat them at Robata-yaki, which is said to have originated in Kushiro. The prices are much more reasonable than in Tokyo. Kushiro is also famous for Kushiro ramen and spaghetti topped with pork cutlet.

Kushiro is actually home to many soba restaurants, and among them, the long-established Chikuroen and its affiliated restaurants serve soba noodles that are green in color. I am from outside of Hokkaido, so I was very surprised when I first saw it. I heard that the green color is actually chlorella, and I would like visitors to enjoy green soba while experiencing Kushiro’s soba culture,” says Okitate.

The thing that left the biggest impression on me was zangi, Hokkaido’s fried chicken. I went to a restaurant where zangi originated, and I took a small plate of Worcestershire sauce and pepper on the counter, dipped it in zangi, put it in my mouth, and drank beer!　It was a very popular restaurant, so when we finished eating, it was like we were being asked to leave (laughs).

(Laughs.) Then there was the spaghetti on a griddle, which also appears in the music video. I heard that because it is cool even in summer, it is normal to have it on a hot iron plate so that it does not get cold,” Tanaka said.

—The food alone is quite enticing, but what else do you recommend?

Kushiro’s sunset, known as one of the world’s top three sunsets, is currently being promoted as a tourist attraction. There is a big bridge called Nusamai-bashi in the center of the city, and the sunset over the sea from there is really beautiful. You can immerse yourself in a romantic atmosphere,” says Sugimura.

Kushiro is a good base for a drive. Kushiro is rich in nature, and the spectacular scenery is just like that of Europe.

I was attracted by Kushiro’s snack culture. Kushiro has been a prosperous port town for a long time, so the culture of entertaining sailors from all over the world and seeing them off as they meet and part ways with each other remains. The moms of the snack bars are kind and humane, and I think it is a place where you can cool down in that sense as well,” Tanaka said.

What is the reality of Kushiro as a tourist destination and a place to stay for a long period of time, and what are the challenges for the future?

—I feel that Kushiro is more than attractive enough as a remote work place for summer sightseeing and long-term stay. ……

Kushiro has been known as a hidden summer resort for more than 10 years, especially among retirees who have money and time to spare, and there are many repeat visitors.

And because of the demand as a sports training camp, reservations for lodging from July to September are all booked up in the spring. We think it is important to take measures to ensure that we are prepared to accept visitors so that they do not come to Kushiro only to find there is no place to stay.

We have teamed up with POPS to promote Kushiro’s attractions to the younger generation, and we are now working with the city to increase the number of private accommodations in a wide range of price ranges,” says Mr. Sugimura.

Could this promotion be a further leap forward?

We were curious to find out, and found that Kushiro Marsh, the largest marshland in Japan, and Akan-Mashu National Park offer visitors a chance to enjoy the great nature that is typical of Hokkaido, as well as the Kushiro Marsh Norokko-go train from spring to fall, the SL Winter Marshland train that runs through the silvery Kushiro Marsh, and, of course, hot springs. If you go a little further from Kushiro City, you will find many sightseeing spots that can be enjoyed outside of summer.

Furthermore, since neither cedar nor cypress trees grow in the area, there is no need to suffer from hay fever.

What I am trying to say is that Kushiro’s strategy this time is to promote the overwhelming coolness of summer, but there are plenty of other reasons to visit.

I heard that there are few inbound tourists, but that is why it is a rare and proud destination. We hope that the city will improve its cost-effective accommodations as soon as possible, and fulfill the dream of travelers who want to spend a relaxing time in Kushiro when they have a longer vacation.

Click here for the Cool Stay Kushiro special website