Minamiawaji Mayor Norihiro Morimoto Challenges Awaji Ningyo Joruri on YouTube Program "Mayors Try Doing..." to Appeal Local Charm!

Ichini Co., Ltd. (Headquarters: Shibuya-ku, Tokyo, President and CEO: Taku Hata), which operates "Senkyo.com," one of Japan's largest political and election portals, is distributing the YouTube program "Mayors Try Doing..." where mayors from across the country take on various challenges to promote their municipalities.

Episode 45 Features Mayor Norihiro Morimoto of Minamiawaji City, Hyogo Prefecture!

"Mayors Try Doing...", which began distribution on June 12th, features Mayor Norihiro Morimoto of Minamiawaji City, Hyogo Prefecture, who appeals the charms of Minamiawaji City in front of a sailing ship at Fukura Port.

Minamiawaji City, Hyogo Prefecture, is located at the southern tip of Awaji Island and is blessed with a warm climate and rich natural environment. It boasts the Naruto Strait, known for its world-class whirlpools, and possesses abundant regional resources unique to Awaji Island, such as beautiful coastal scenery and abundant seafood. Agriculture, including onions, as well as livestock and fisheries, are thriving, and the city plays a role as a leading food-producing region in Japan. Traditional culture, such as "Awaji Ningyo Joruri," is also passed down to this day. In recent years, the city has been promoting sustainable town development by enhancing education and disaster prevention measures and improving administrative services through the promotion of DX.

In this episode of "Mayors Try Doing...", the mayor and MC challenged Awaji Ningyo Joruri, a traditional performing art with a history of about 500 years, experiencing how three people manipulate one puppet. They also visited "Michi-no-Eki Uzushio" (Uzushio Roadside Station), introducing its original products and the charm of the spectacular Naruto Strait scenery. Furthermore, they discussed Minamiawaji City's future-oriented initiatives, including its educational policies aiming to be "Number 1 in the Joy of Learning," DX promotion, and disaster preparedness measures.

The key to making the puppets appear alive is to precisely synchronize the movements of the "eyes" and "hands"! The mayor stated that they are focusing on creating a town where people can have fun learning opportunities throughout the community, aiming to be "Number 1 in the Joy of Learning."

Background of "Mayors Try Doing..."

The necessity for municipal public relations is higher than ever. There are two main reasons for this.

First, it is essential to convey the charms of a region to people living outside the area, tourists, and media representatives. In April 2024, a private expert group, the "Population Strategy Conference," released an analysis stating that 744 municipalities, or 40% of the total, could face extinction by 2050 due to a halving of women aged 20-30. To protect their precious hometowns from "extinction," attracting people, tourists, new residents, and businesses from outside the region is an urgent issue.

Second, there is a need for public relations to the residents of the municipality. A survey conducted by the "Association for Promoting Bright Elections" after the 2023 unified local elections revealed that the percentage of voters who found it difficult to decide whom to vote for because they did not understand the candidates' personalities or policies was the lowest ever at 54.1%. Although municipal mayors are the closest and most important politicians to the lives of the residents, there are very few opportunities to learn about their work and personalities.

In response to this growing demand, "Mayors Try Doing..." was launched in May 2024 to provide opportunities for people outside the region to learn about the charms of their areas and for local residents to learn about the initiatives of their mayors and local government.

We will continue to disseminate the charms of regions across the country with the cooperation of mayors nationwide!

Biography: Norihiro Morimoto, Mayor of Minamiawaji City, Hyogo Prefecture

Mayor Norihiro Morimoto

Education

1984: Graduated from the Faculty of Law, University of Tokyo

1991: Graduated from the Kellogg School of Management, Northwestern University, USA

Career

April 1984: Joined the Ministry of International Trade and Industry (now Ministry of Economy, Trade and Industry)

February 2006 – August 2008: Director, Human Resources Policy Office, Ministry of Economy, Trade and Industry

April 2011 – September 2012: Counselor, Agency for Natural Resources and Energy (Director, Nuclear Damage Response Office)

October 2012 – June 2013: Director, Small and Medium Enterprise Agency, Business Support Department

July 2013 – June 2016: Director, Tohoku Bureau of Economy, Trade and Industry

Mayoral Terms

February 13, 2017 – February 12, 2021 (1st term)

February 13, 2021 – February 12, 2025 (2nd term)

February 13, 2025 – February 12, 2029 (3rd term)

• Hobbies: Hard tennis, programming

• Motto: "One skill leads to all skills."

Previous Mayoral Appearances

Previous episodes of "Mayors Try Doing..." can be viewed from the link below.

🔽 "Mayors Try Doing..." Full Episode List

https://www.youtube.com/playlist?list=PLHAYaGZq5IzXj8vUvJuj99xsuCM6VVHh1

Episode 1: Mayor Ichiro Tanabe, Koga City, Fukuoka Prefecture https://youtu.be/o8Ei65NuV-A

Episode 2: Mayor Hisashi Watanabe, Higashimurayama City, Tokyo https://youtu.be/OHq-04P2f1Q

Episode 3: Mayor Gen Nakagawa, Nara City, Nara Prefecture https://youtu.be/fpEczbgJSn4

Episode 4: Mayor Shunichi Ueno, Satsuma Town, Kagoshima Prefecture https://youtu.be/Cwb6SjYthoo

Episode 5: Mayor Hidenori Sakao, Kyogoku Town, Hokkaido https://youtu.be/ULFvaY8SGRs

Episode 6: Mayor Toshio Maruyama, Hakuba Village, Nagano Prefecture https://youtu.be/pW8gJJ4NQoY

Episode 7: Mayor Hidetoshi Okamura, Obu City, Aichi Prefecture https://youtu.be/wgxYhaYf_S8

Episode 8: Mayor Ryo Harada, Minoh City, Osaka Prefecture https://youtu.be/F_A59bsl2Go

Episode 9: Mayor Masayoshi Hashizume, Shima City, Mie Prefecture https://youtu.be/tT7J5xlpuOU

Episode 10: Mayor Tomoya Yamamoto, Mutsu City, Aomori Prefecture https://youtu.be/Uo94cV44VTA

Episode 11: Mayor Genna Yazawa, Mishima Town, Fukushima Prefecture https://youtu.be/HOPZ2lnIr7k

Episode 12: Governor Kazuo Yamamoto, Gunma Prefecture https://youtu.be/edfRBedyoL0

Episode 13: Mayor Toshichiro Ishii, Nishinomiya City, Hyogo Prefecture https://youtu.be/QHnnFFUbpKo

Episode 14: Mayor Susumu Yamamoto, Higashikagura Town, Hokkaido https://youtu.be/ac9xkthLsig

Episode 15: Mayor Takanobu Minato, Yurihonjo City, Akita Prefecture https://youtu.be/JaniHAvlzXo

Episode 16: Mayor Kengo Fujishiro, Inzai City, Chiba Prefecture https://youtu.be/vhH7v5U-g4M

Episode 17: Mayor Kyoji Matsunaga, Marugame City, Kagawa Prefecture https://youtu.be/Q6MzZyYGOvY

Episode 18: Mayor Yoshito Kinoshita, Tabayama Village, Yamanashi Prefecture https://youtu.be/MVbQ5t84WKs

Episode 19: Mayor Yasushi Takahashi, Mito City, Ibaraki Prefecture https://youtu.be/5VzE2zt99T4

Episode 20: Mayor Masashi Ishikawa, Tsukumi City, Oita Prefecture https://youtu.be/4Z9aDXSx2YI

Episode 21: Mayor Shigeki Miura, Kaiyo Town, Tokushima Prefecture https://youtu.be/rGJCMKZnHo8

Episode 22: Mayor Atsushi Yamamoto, Kasagi Town, Kyoto Prefecture https://youtu.be/pgMCDcAHFuk

Episode 23: Mayor Takashi Harai, Yoshinogawa City, Tokushima Prefecture https://youtu.be/1xghe