Evan Lee Salim
In the landscape of modern Japanese tourism, few phenomena are as culturally potent as the "anime pilgrimage"—the practice of fans traveling to the real-world locations that serve as settings for their favorite animated series. While many towns have attempted to leverage local pop culture to boost tourism, few have achieved the organic, long-term synergy witnessed in Numazu, a sun-drenched coastal city in Japan’s Shizuoka Prefecture.
For the past seven years, the multimedia project LoveLive! Sunshine!!—a spin-off of the juggernaut Love Live! franchise—has become the lifeblood of Numazu. The series follows a group of high school students who form the idol group "Aqours" to save their school, the fictional Uranohoshi Girls’ Academy, from closure. By mirroring the city’s geography, landmarks, and atmosphere, the anime has successfully bridged the gap between fiction and reality, creating a mutually beneficial ecosystem that has redefined Numazu’s identity on the national stage.
A Chronology of Collaboration: From Broadcast to Pilgrimage
The relationship between the city and the franchise began in earnest with the premiere of the LoveLive! Sunshine!! anime television series in 2016, followed by a second season in 2017. Unlike many productions that use generic urban backdrops, the creators of the series meticulously rendered the coastal beauty of Numazu, specifically the Uchiura area.
The timing could not have been more fortuitous. As the series gained massive popularity, fans—known as "LoveLivers"—began arriving in droves. This was not merely a transient surge of curiosity; it was the beginning of a sustained cultural exchange. Local government, private businesses, and community institutions recognized the potential early on, moving beyond mere merchandising to create a welcoming environment.
By 2017, the city had already begun incorporating the anime into its public image, producing detailed maps of filming locations and organizing themed tours. The relationship has proven so resilient that it survived the global travel restrictions of the COVID-19 pandemic, during which the community maintained its digital presence, keeping the dream alive until international and domestic travel could resume. In 2023, the franchise expanded its reach with Yohane of the Parhelion: Sunshine in the Mirror, a fantasy-themed spin-off set in an alternate version of Numazu, further cementing the city’s status as a perpetual destination for the franchise’s dedicated fanbase.
Supporting Data: The Economic and Social Pulse
The economic impact of the LoveLive! series in Numazu is characterized by its breadth. According to local reports and testimonials, the influence of the anime is not restricted to tourism hubs; it permeates the entire local economy.
Local businesses generally fall into four categories:
- Canonical Locations: Businesses explicitly featured in the series or games.
- Collaborative Partners: Establishments that officially sell franchise merchandise, stamps, or limited-edition items.
- Thematic Hubs: Shops that display character panels or memorabilia to foster a community atmosphere.
- Community Supporters: Businesses that, while not selling merchandise, openly celebrate the series as part of the town’s identity.
This tiered participation model has created a "positive energy cycle." Rather than feeling exploited by the influx of tourists, the residents of Numazu have largely embraced the fandom. Data from local interviews suggests that many businesses reported significant revenue growth during peak periods, such as concert seasons, even as those events were held in major metropolitan hubs like Tokyo or Saitama. The pilgrims, having attended the large-scale events, often flock to Numazu as their "spiritual home," turning the city into an essential stop for the complete fan experience.
Official Responses: Governance and Community Integration
The success of the Numazu model is largely attributed to the active support of local leadership. Councilman Ryuo Ozawa, a prominent figure in the city’s governance and a fan of the series himself, has been instrumental in managing the relationship between the city and the fandom.
When asked about the potential friction that often accompanies "anime tourism," such as noise or trespassing, Ozawa is quick to contextualize the situation. While he admits to minor incidents—such as visitors crowding school areas or the occasional vandalism of anime-themed manholes—he emphasizes that these are outliers. "The overwhelming majority of fans are respectful and eager to support the local residents," Ozawa explains.
The mayor of Numazu has also played an active role, bridging the generational divide. By engaging with the fandom on social media and attending high-profile concerts as a guest of honor, the mayor has signaled that the city’s administration is not merely tolerating the anime presence but actively endorsing it. This top-down support has encouraged the community to view the fans as guests rather than intruders. Even citizens outside the demographic of the show—such as octogenarian residents—have found themselves tuning in to watch, finding pride in seeing their hometown represented on screen.
Case Studies in Synergy: From Photo Studios to Confectioneries
The longevity of the Numazu-Aqours bond is best exemplified by the individual stories of local shop owners who have become pillars of the community.
The Tsuji Photo Studio
Tomomi Mine of the Tsuji Photo Studio represents the "community-first" approach. Though her business was not originally a location in the anime, her initiative to post maps and event information on a blackboard outside her shop turned it into an unofficial information center. The studio now keeps albums filled with fan photos, creating a physical archive of the "pilgrimage" experience. As Mine notes, these albums serve as a bridge between the past and the future, allowing visitors to connect with the memories of those who came before them. The studio’s influence was so profound that producers eventually included it in the 2019 film Love Live! Sunshine!! The School Idol Movie Over The Rainbow.
Shougetsu Confectionery
In the Uchiura area, the confectionery shop Shougetsu provides a model for commercial integration. Owner Kiminobu Segawa describes how the shop began crafting limited-edition sweets themed around the characters’ birthdays. By creating high-quality, exclusive products, Shougetsu transformed itself from a local bakery into a destination for "LoveLivers" traveling from across Japan and abroad. The shop has successfully turned fans into patrons, maintaining consistent foot traffic even during the lull of the pandemic.
Numazu St. John’s Anglican Church
Perhaps the most unexpected success story is that of Father Paul Masato Kubota at the Numazu St. John’s Anglican Church. With the series featuring a character named "Yohane"—the Japanese name for John the Apostle—the church became an unintended stop for curious fans. Father Kubota, rather than shunning the pop-culture association, has embraced it as a tool for outreach. He has used the themes of the anime to connect with younger members of his congregation, using character journeys to illustrate moral and religious lessons. His openness has turned the church into a unique, welcoming space for fans, particularly those who identify as Christian, to find a sense of belonging in a secular fandom.
Implications: The Future of Anime Tourism
The success of LoveLive! Sunshine!! in Numazu serves as a blueprint for other regions in Japan. It demonstrates that anime tourism is not merely about "placing a character on a sign"; it is about the genuine integration of the fictional narrative into the local social fabric.
By fostering a welcoming, inclusive environment, Numazu has proven that it is possible to transform a town into a living, breathing component of a franchise. The city has managed to avoid the common pitfalls of "over-tourism" by ensuring that the local community remains an active participant in the narrative. As long as the LoveLive! franchise continues to evolve, it is highly likely that Numazu will continue to thrive as a "holy land" for fans.
Ultimately, the story of Numazu is a testament to the power of mutual respect. When local businesses, city government, and the fans work in tandem, the result is more than just an economic boost; it is a shared cultural heritage that turns a quiet coastal city into a vibrant, global destination. As fans prepare for the next wave of content in the LoveLive! universe, one thing is certain: all roads will continue to lead to the sunny shores of Numazu.
Lina Irawan
Iffa Jayyana
