Omachi City to Host First 'Mahoroba Shotengai' Outdoor Event to Revitalize Vacant Shopping Districts

General Incorporated Association Neo Alps (Omachi City, Nagano; Representative: Kei Ito) will hold the first 'Mahoroba Shotengai' outdoor event on July 18-19, 2026. This initiative aims to simultaneously open 'shutter street' vacant stores in Omachi City's shopping district for a two-day period. Popular outdoor brands, shops, and influencers will open pop-up stores in these vacant spaces to create an 'ideal shopping street.' This new-style event blends music festivals, markets, and traditional summer festivals, allowing participants to experience a revitalized community atmosphere.

### Background and Objectives While Omachi City serves as a major gateway to the Tateyama Kurobe Alpine Route and the Northern Alps, many tourists bypass the city center. This has led to an increase in vacant storefronts, commonly known in Japan as 'shutter streets.' To address this regional challenge, 'Mahoroba Shotengai' (named after the archaic Japanese word for utopia) will appear for two days. The event will feature talk sessions, workshops, stamp rallies, and live music, encouraging both locals and visitors to imagine the future potential of Omachi as a premier outdoor town.

### Event Details - **Name:** Mahoroba Shotengai - **Date:** July 18-19, 2026 (11:00 AM - 6:00 PM) - **Main Venues:** Mitsumata Sanso Library, Matsubaya - **Pop-up Locations:** Central shopping districts (Nishina-machi, Itsuka-machi, etc.) - **Organizer:** General Incorporated Association Neo Alps - **Collaborators:** Omachi City, Omachi Shopping District Union, Omachi Tourism Association, Omachi Chamber of Commerce and Industry

### Regional Challenges The city's shopping district has seen a 43.2% decrease in businesses over a recent 10-year period, with pedestrian traffic dropping to one-fifth of its peak. Because many buildings integrate shops with residences, leasing or selling properties is difficult, resulting in stagnant storefronts. This event serves as a proactive approach to re-engaging the community and tourists with the city's urban core.