Hiroshima Tourism: Oyster Kanji Dictation Workbook

Japan's Hiroshima Prefecture created a school workbook to educate citizens about the region's local oysters, increase consumption and make them a local tourism asset.

Campaign details

Brand: Hiroshima TourismBrand owner: Hiroshima PrefectureLead agency: I&SBBDO Group, KOO-KIContributing agencies: BBDO J WESTCountry: JapanIndustries: Destinations and locationsMedia channels: Content marketing, Public relationsBudget: Up to 500k

Executive summary

With an investment of just US$100,000, we added US$10m of value to the oyster trade in Hiroshima Prefecture, Japan, a region renowned for its delicious oysters.

We achieved this by leveraging a shameful statistic: 99% of Hiroshima residents could not write the word ‘oyster’ correctly in kanji, the original Japanese writing system.

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