The Osaka-Kansai Expo is touted as “bringing hope to Hokuriku, which was affected by the Noto Peninsula Earthquake,” but this time, an appeal has also appeared: “Using the Expo as an opportunity to revitalize Tohoku.” It was named as such at a symposium to foster national momentum, and was used as a slogan to promote the Expo. It may seem like anything is possible to get things going, but this attitude has been around for a long time, and NHK’s characters have even been entrusted with PR roles. However, the important momentum is spurred by the lackluster performance. After all, we should question the pros and cons of holding the event. (Tomoyuki Morimoto, Ikuko Kihara)
◆“If we are talking about reconstruction, we should give money to the disaster victims, not to the Expo.”
Flyer for a symposium sponsored by the government to build momentum
The symposium was held in Sendai on the 6th by the Secretariat of the Cabinet Secretariat’s International Expo Promotion Headquarters. The theme of the panel discussion, which featured Expo venue management producers and others, was “Reviving Tohoku using the Expo as an opportunity.”
In response to an interview with the Tokyo Shimbun’s “Kochira Special News Department”, a representative from the Promotion Headquarters Secretariat mentioned the action plan for the Expo, which the government has formulated in 2021 and is undergoing repeated revisions, saying, “Originally, we aimed to disseminate information on the reconstruction of the disaster-stricken areas. It was supposed to be held at the Expo.”
So, how is the recovery from the Great East Japan Earthquake connected to the Expo? Will discussing this increase the momentum for the Expo?
The person in charge explained, “The most effective way to build momentum is to hold a symposium on a theme that matches the interests of the region.In this way, we want to involve each region in the Expo.” The company plans to hold similar symposiums across the country in the future.
Osaka/Kansai Expo official store = November 2023 in Marunouchi, Tokyo
Ruiko Muto, a representative of the Liaison Association of Nuclear Accident Victims’ Groups and a resident of Fukushima Prefecture, feels that the method of linking Tohoku reconstruction with the Expo is strange. “The Tokyo Olympics were also called the reconstruction Olympics,” she said, adding, “The World Expo also costs a huge amount of money.If we were talking about reconstruction, we should invest money in the disaster victims, not at the World Expo.” want”.
◆Homemade crafts?
When I think of building momentum for “anything goes”, I think of the members of the Japan Restoration Society.
In August 2023, co-representative Hirofumi Yoshimura, Governor of Osaka Prefecture, appeared as a guest at a fashion show to promote the Expo. In November of the same year, PR was also held at the victory parade for professional baseball teams Hanshin and Orix.
At a press conference held on January 5th, shortly after the Noto Peninsula Earthquake occurred, Representative Nobuyuki Baba said, “Reconstruction from the earthquake will be progressing by the time the World Expo is held next spring.I hope everyone in Hokuriku will also be brighter. “This will be an event that will help us move towards the future,” he said, linking it to building momentum.
◆Are TV stations also involved?
Upon further investigation, I discovered that Chico-chan from NHK’s popular variety show “Chiko-chan ni Shikareru!” and Mook from Fuji TV’s “Hirake! Ponkikki” were also used in PR roles. Speaking of the official character of the Expo, there is Myak Myak…
Cabinet Secretariat’s X (old Twitter).A video of Chico-chan and Myak Myaku co-starring will be uploaded.
Chico-chan appears at PR events for elementary school students sponsored by the Cabinet Secretariat once in 2022 and once in 2023. She also co-starred with Myak Myak. A representative said, “The aim is to increase interest in the Expo by collaborating with Chico-chan, who is well-known and well-liked.”
Mook appeared in a PR video for the Japan World Exposition Association (Expo Association). According to the association, when Myak Myak was announced, Mook (currently known as X) tweeted that he looked like him, and it became a hot topic, so they made the offer.
What I’m curious about is what the TV station thinks. Amid divided support for and against the Expo, if the station’s own character plays the role of PR for the promotion side, won’t the news organization be less focused when it should be criticizing it?
When asked about external cooperation such as characters, NHK said, “We judge the purpose of each request individually and implement it through related organizations.” “As a news organization, we do so based on accurate facts, in a fair, impartial, and unbiased manner.” He broadcasts under his own control without interference from anyone.” Fuji Television responded, “This will not affect our coverage.”
◆Pon of 10 billion yen
Building momentum for the Expo, where everything seems possible. The “energy” on the part of the promoters is clear when looking at the related costs.
Expo Minister Hideko Jimi (center) entering the Prime Minister’s Office in Nagatacho, Tokyo
National expenses amounted to 4 billion yen. Although Prime Minister Fumio Kishida had emphasized in the Diet that he had no intention of approving an increase in construction costs for the Expo’s venue, 200 million yen was simply earmarked for additional costs to build momentum in the new fiscal year’s budget.
In addition to this, the amount for Osaka Prefecture and city is 5.49 billion yen. “We may add more immediately after the event or toward the end,” said the Prefecture and City Expo Promotion Bureau, hinting at the possibility of further increases.
Currently, the national and prefectural and city costs are close to 10 billion yen. This is not much different from the total amount in the general account of Suzu City, Ishikawa Prefecture, which suffered severe damage in the Noto earthquake.
◆“Broadcasting stations (10 companies)” were the first to request cooperation.
The Expo Association, which plays a central role in preparing for the World Expo, is also dedicated to building momentum. In June of last year, we held the first general meeting of the Momentum Building Committee, which is a “command tower that brings together the strengths of all involved parties.” In the action plan announced in the same month, a request for cooperation included “PR to improve awareness through mass media.”
Materials from the second general meeting held in October of the same year listed the implementation status of the action plan, and listed “broadcasting stations (10 companies)” at the top of the list of “requests for cooperation across the country.” The task was to “prepare images that will give viewers (especially children) a sense of excitement,” he wrote.
Approaching an eye-catching broadcast station. A representative from the Public Relations Department of the Expo Association explained, “We wanted the event to be featured in a variety of genres, including TV variety shows and documentaries that require time to produce.” Regarding the future, he reiterated, “I hope that the media will cover it even a little bit.”
◆ “It’s natural to consciously keep your distance,” but
Myak Myak takes a commemorative photo in front of a goods store that opened for a limited time in August 2023 in Toyama City.
In the future, as the promoters of the Expo become more eager to build momentum, there is a possibility that the number of approaches to the press will increase.
Kozo Nagata, a former NHK producer and professor of media sociology at Musashi University, points out, “You need to be especially careful when it comes to events where the national flag is waved.It’s natural to consciously keep your distance.” I fear that the government will become less critical of the country, which should be subject to strict scrutiny.
“During the Tokyo Olympics, a film director assigned to the promoters made a documentary, but there was little critical testimony about the Olympics themselves.”
On top of that, he said, “A balance can finally be achieved by actively communicating the opinions of minorities who disagree with what the country is doing.It is easier to take over the side of the promoter, but calmness is always required from the media side. We are looking forward to the future.
◆Who is disappointed that the Expo is canceled?
However, as of now, the promoters’ plans to build momentum are failing. In fact, there are numbers that make me think that it may be having the opposite effect.
According to a survey on building momentum for the Expo published by the Prefectural and City Expo Promotion Bureau, the level of interest by region was 47.2% in Osaka Prefecture at the end of 2022, but it rose to 36.8% at the end of 2023. In the Tokyo metropolitan area, the percentage decreased from 32.0% to 21.8%, and overall, the percentage decreased from 42.2% to 34.1%.
Hajime Imai, a journalist living in Osaka, says, “No matter how much public money is spent on the Expo, it won’t be exciting. We should end it.” “Overseas, many people are suffering due to the war. Even in Japan, there was the Noto earthquake. Everyone is doing their best. The only people who are disappointed that the Expo has been canceled are the highly paid executives. Everyone is grateful.”
◆Desk memo
What is likely to happen in the future is a situation in which huge amounts of money are being spent, saying that “building momentum is only a work in progress.” I want to say that I have better things to do than that. At present, building momentum has failed. No matter how you use it. We have to face that limit. Someone needs to take responsibility for failing despite investing a considerable amount of money. It’s not just a matter of being scolded. (Sakaki)
2024-02-17 03:00:00
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