Asep Darmawan
In the quiet, sun-drenched coastal city of Numazu, located in Japan’s Shizuoka Prefecture, the intersection of fiction and reality has created a unique socio-economic phenomenon. For the past seven years, the city has been the focal point of the LoveLive! Sunshine!! multimedia project—a spin-off of the globally recognized Love Live! franchise. The series chronicles the journey of a group of high school girls, the idol unit "Aqours," who endeavor to save their beloved institution, Uranohoshi Girls’ Academy, from the threat of closure.
Since the debut of the anime’s first season in 2016, Numazu has undergone a profound metamorphosis. What began as a standard promotional collaboration has evolved into a sustainable, mutually beneficial relationship that has revitalized the local economy, redefined tourism, and fostered a deep, enduring sense of community. By embracing the "anime pilgrimage" (or seichi junrei) culture, Numazu has successfully transitioned from a regional port city into one of the most celebrated cultural landmarks for fans, known as "LoveLivers."
The Chronology of a Fandom Phenomenon
The trajectory of LoveLive! Sunshine!! in Numazu is marked by consistent growth and adaptation. Following the 2016 launch, the city saw an immediate influx of visitors eager to see the real-world locations that mirrored the vibrant, coastal aesthetic of the anime. The momentum continued through the 2017 second season and the 2019 theatrical release, Love Live! Sunshine!! The School Idol Movie: Over the Rainbow.
Despite the global challenges posed by the COVID-19 pandemic, the bond between the city and its fans remained resilient. While travel restrictions temporarily halted physical pilgrimages, the digital community continued to flourish, with online sentiment analysis showing an even greater desire among fans to visit Numazu once conditions allowed. This sustained interest has culminated in the 2023 release of the spin-off series, Yohane of the Parhelion: Sunshine in the Mirror, which reimagines Numazu in a fantasy-inspired setting, signaling that the franchise’s influence on the city is far from waning.
Official Perspectives: The Governance of Fandom
The success of the Numazu initiative is not merely accidental; it is supported by active municipal engagement. Numazu City Councilman Ryuo Ozawa, a prominent advocate for the project and a self-described fan of the series, emphasizes that the relationship between the city and the fanbase has been overwhelmingly positive.
Addressing the occasional challenges inherent in such high-profile tourism, such as minor incidents of property defacement or privacy concerns regarding local students, Ozawa notes that these were statistically negligible. "The overwhelming majority of visitors are here to celebrate the city and support the local economy," Ozawa explains. The city’s administration has adopted a proactive approach, with the Mayor himself becoming a visible supporter of the franchise, attending concerts and acknowledging the cultural impact of the series on social media.
This integration has gone beyond mere marketing. The city has facilitated the creation of dedicated maps, thematic tours, and infrastructure improvements that cater to visitors. By treating anime fans as legitimate stakeholders in the city’s future, the council has created a feedback loop where residents, business owners, and fans collaborate to maintain the charm of Numazu.
The Micro-Economy of Pilgrimage: Local Business Narratives
The true pulse of the LoveLive! phenomenon is found within the small businesses that dot the Numazu landscape. These establishments have transitioned from traditional local shops into essential pillars of the fandom experience.
The Tsuji Photo Studio: A Digital Archive of Memories
Tsuji Photo Studio serves as a poignant example of how community-led initiatives define the pilgrimage experience. Proprietor Tomomi Mine initially began by posting information about local events and a custom map of anime-related landmarks on a blackboard outside her shop. This gesture grew organically, with fans eventually contributing their own artwork and photographs.
"The albums we keep here serve as a bridge between the past and the future," says Mine. By curating a space where visitors can share their experiences, the studio has become a community hub. The significance of this contribution was officially recognized by the anime’s producers, who featured the studio in the opening sequence of the 2019 film, further cementing its status as an iconic site for the global fanbase.
Shougetsu: Culinary Traditions and Modern Fandom
In the Uchiura district—the setting for much of the series—the confectionery and cafe Shougetsu has become a vital stop for pilgrims. Owner Kiminobu Segawa notes that the anime provided a necessary surge in business, particularly during the off-season. To reciprocate the enthusiasm of the "LoveLivers," the shop began producing limited-edition sweets themed after the characters and creating dedicated display areas for fan-contributed merchandise. According to Segawa, the store regularly welcomes visitors from across Japan and, increasingly, from overseas, proving that the reach of the Numazu/Aqours connection is truly international.
Cultural Synthesis: The Intersection of Faith and Fiction
Perhaps the most unique outcome of the Numazu pilgrimage is the connection between the anime’s narrative themes and the city’s actual landmarks. A striking example is the Numazu St. John’s Anglican Church. Fans who delve into the series’ biblical motifs—such as the character Yoshiko Tsushima’s use of the name "Yohane" (John)—often find themselves at the doors of the actual church.
Father Paul Masato Kubota, who has served the church since 2018, has embraced this cultural intersection as an opportunity for outreach. While maintaining traditional liturgical duties, Father Kubota has utilized the anime as a thematic tool to connect with younger congregants. By drawing parallels between the story of the characters and religious narratives in his newsletters, he has increased engagement among the youth. "If it helps bring more interest to the church, it is a positive thing," he says, underscoring a pragmatic and welcoming attitude that characterizes Numazu’s broader approach to its anime fame.
Implications and Long-term Sustainability
The case of Numazu serves as a blueprint for "anime tourism" worldwide. The sustainability of this model relies on three key factors:
- Authenticity: The city did not attempt to manufacture a fake tourist trap; instead, it elevated existing local businesses and landscapes, allowing them to remain authentic while serving a new demographic.
- Community Buy-in: The active participation of the City Council, the Chamber of Commerce, and individual proprietors like those at Shougetsu and Tsuji Photo Studio ensures that the benefits of the tourism surge are distributed throughout the local ecosystem.
- Adaptive Growth: The transition from the original series to the Yohane of the Parhelion project demonstrates that the city is capable of evolving alongside the franchise, ensuring the "pilgrimage" remains relevant for both veteran fans and newcomers.
As we look toward the future, Numazu remains a shining example of how a multimedia project can breathe new life into a regional city. By fostering a sense of mutual respect between the local population and the international fan community, Numazu has proven that the "pilgrimage" is not merely about visiting locations, but about participating in a shared narrative that continues to evolve. Through the collaborative efforts of local government, dedicated entrepreneurs, and the fans themselves, Numazu has secured its position as a permanent fixture in the global landscape of popular culture.
Nana Muazin
Azzam Bilal Chamdy
