Shunta Sono Appointed "Mie Oinnai Navigator 2026" & "Ise Tourism Ambassador"! "I Love Mie So Much I Could Die!"

Mie Prefecture and the Ise City Tourism Association held an inauguration ceremony on July 6 (Mon.) at the Mie Prefectural Office for the appointments of "Mie Oinnai Navigator 2026" and "Ise Tourism Ambassador." Shunta Sono, an actor and member of the five-member dance vocal group "M!LK," who is active nationwide and possesses strong communication skills, has been appointed as "Mie Oinnai Navigator" to promote Mie's charms, and as "Ise Tourism Ambassador" to disseminate Ise's multifaceted appeal both domestically and internationally. Sono is originally from Ise City, Mie Prefecture.

The inauguration ceremony was attended by Mie Governor Katsuyuki Ichimi, Ise Mayor Kenichi Suzuki, and Ise City Tourism Association Chairman Takamasa Kizu. An official letter of appointment and sashes were presented to Mr. Sono, followed by a talk session filled with local affection and a commemorative photo session.

[Opening: Presentation of Appointment Letters, etc.]

Amidst a warm welcome from the Governor, Mayor, and Chairman, Mr. Sono entered the venue in a sharp suit. Governor Ichimi presented him with the letter of appointment, sash, and business card for "Mie Oinnai Navigator 2026." Subsequently, Chairman Kizu and Mayor Suzuki also presented him with the letter of appointment, sash, and business card for "Ise Tourism Ambassador." Upon receiving the sash from Governor Ichimi, he enthusiastically declared, "I will do my best!" with a loud voice. Afterward, he engaged in his first business card exchange with the Governor and others, appearing slightly nervous.

[Talk Session]

When asked about his feelings regarding his appointment, Mr. Sono shared, "When I received this offer, I was so happy I felt like I could die! I truly feel fortunate to have been born in Mie." He cleverly linked his response to his song "Suki Sugite Metsu!" (I Love You So Much I Could Die!). Governor Ichimi also offered his encouragement, stating, "I was truly delighted that such a well-known person wanted to become a Mie Oinnai Navigator of his own accord. I hope you will continue to promote Mie even further."

When asked about Mie's charms, he replied, "There are many things like culture and food, but the people are truly warm. Whenever I return home, they greet me by saying, 'Shun-chan.'" He shared this anecdote about his hometown.

As a surprise, Mr. Ieji from the comedy duo "Batteries," who will serve as a "Mie Oinnai Navigator" from 2025, sent a message saying, "Mie's charms are still not fully conveyed, so I want to convey them together." Mr. Sono appeared pleased to be working together, remarking, "When we co-starred on a program, he often talked about doing Mie Navigator together." He also responded with a laugh to Mr. Ieji's advice about frequently being asked the meaning of "oinnai," saying, "Then I guess I have no choice but to write a song. How about 'Oinnai Sugite Metsu!'?"

Finally, regarding his determination for his dual appointments, he declared powerfully, "I truly love Mie and am happy to have grown up in this land. I will work hard so that people will come to Mie Prefecture after seeing me!"

[Representative Questions]

In response to representative questions about what he wants to do in Mie in the future, he lightened the mood by saying, "I want to bring my members here. First, to my parents' home." When asked about his favorite aspects of Mie, he responded with "Ma-ru-go-to" (everything), again referencing his song "Bakuretsu Aishiteru" (Explosively Loving You). The inauguration ceremony was filled with local love and vitality, with smiles never leaving his face throughout.

[Event Overview]

Date: July 6, 2026 (Mon.) 16:00 - 16:45

Venue: Mie Prefectural Office (13 Hiroage-cho, Tsu City)

Speakers:

Shunta Sono (M!LK)

Mie Governor Katsuyuki Ichimi

Takamasa Kizu, Chairman of the Ise City Tourism Association

Ise Mayor Kenichi Suzuki

[About the "Mie Oinnai Navigator" System]

This system aims to promote tourism by inviting visitors. Individuals with ties to Mie Prefecture, who have strong nationwide communication power, and who are willing to voluntarily promote Mie's charms, will actively disseminate Mie's attractions for a set period through various means and opportunities, including appearances at tourism PR events held by the prefecture, in addition to their own activities on TV and social media.

Currently, Mr. Ieji of "Batteries" serves as a "Mie Oinnai Navigator" from July 2025 and is engaged in various activities to promote Mie's charms.