The "Prefectural Attractiveness Ranking" published by the "Brand Research Institute" is a hot topic every year. In 2025, Hokkaido came in first, Kyoto Prefecture second, and Okinawa Prefecture third, forming the top three. The popularity of these top three prefectures is undeniable.
However, apart from this "attractiveness," the prefectures that receive attention on television programs differ. The "TV Spot Ranking 2025" published by M-Data's Life Log Research Institute is the latest report that highlights the trends of tourist facilities, restaurants, and landmarks across the country that have been featured on television programs. Excluding reports of incidents and accidents, this data does not simply indicate the amount of media exposure, but is a treasure trove of extremely valuable business insights that visualizes the dynamism of regional revitalization where "people move and cities change."
The report highlights five prefectures—Osaka, Shizuoka, Okinawa, Hiroshima, and Nagasaki—as rapidly rising prefectures expected to thrive in 2025. Their remarkable progress is underpinned by clear regional management models that illuminate the future of these areas. This article will explore these success stories, uncovering hopeful strategies for next-generation regional revitalization and sustainable regional design. (Columnist: Yuji Matsunaga)
◇Strategic approaches utilizing unique regional resources, as seen in the top 5 prefectures
The first example worth noting is Osaka Prefecture, which rose three ranks from the previous year to a remarkable fifth place nationwide. The driving force behind this success is undoubtedly the overwhelming attention given to the venue for the Expo 2025(Expo 2025 Osaka, Kansai, Japan). What business leaders should focus on here is not merely the success of a single, massive project—the Expo—but the design of a remarkable ecosystem where that enthusiasm spreads throughout the entire region—a spillover effect.
Data analysis reveals a significant increase in exposure not only to directly related facilities such as Yumeshima Station and Expo Commemoration Park, but also to existing, iconic Osaka landmarks symbolizing Osaka's history and culture, such as Tsutenkaku Tower, Osaka Castle, and Osaka Aquarium Kaiyukan. Furthermore, the effect has spread to restaurants and event halls throughout the city. This is evidence that the hub-and-spoke design, which utilized the Expo as a massive hub and smoothly guided people to entertainment facilities throughout the city, was extremely effective.
Osaka is using this historic mega-event as a catalyst to redefine the unique experiences that can only be had in Osaka, and to showcase to the world the appeal of a sustainable city with an eye on the post-Expo era.
Next, Shizuoka Prefecture, which rose to sixth place nationwide, has built a very unique and strong foundation unlike any other region. The report praises this rich diversity and stability as the "Shizuoka Balance," and highly commends its strength for not being dependent on any particular trend. Shizuoka Prefecture maintains a high level of media exposure across all program genres, from news, information and gourmet programs, variety and travel programs, to hobby and documentary programs, and even filming locations for dramas and movies.
For example, in the Atami area, the theme of Showa retro has captured the hearts of a new generation, with Kinomiya Shrine and Atami Castle ranking highly. On the other hand, spots with a clear and niche character, such as the Numazu Port Deep Sea Aquarium, have also gained their own loyal fans. Roadside Station Ito Marine Town is gaining popularity for its gourmet food, and by harmonizing diverse tourism assets, the area embodies an extremely ideal, risk-resistant, all-encompassing portfolio strategy that is loved by all generations throughout the year.
Okinawa Prefecture made a remarkable leap to 14th place nationwide, a nine-rank increase from the previous year. This significant leap was driven by the exciting news of the opening of the large theme park, "JUNGLIA OKINAWA." The arrival of this new facility brought great benefits to the nearby Churaumi Aquarium and official partner hotels, revitalizing the entire area.
The report further suggests that Okinawa is about to enter a more mature and appealing phase. This is an evolution from the initial boom driven by infrastructure projects and events to the emotional value of the Okinawa story. After providing visitors with overwhelming, extraordinary entertainment, the strategy clearly outlines how Okinawa will grow into a sustainable resort that is loved more deeply and for a longer time by showcasing the richness of everyday life, including Okinawa's beautiful nature, culture, and the warmth of its people.
Furthermore, Hiroshima Prefecture, which has risen to 17th place nationwide, boasts world-class, iconic spots such as the Peace Memorial Park and Itsukushima Shrine. What makes Hiroshima Prefecture's strategy excellent is that it doesn't rest on its laurels with these absolute classic attractions, but instead continuously unearths new hidden gems within the prefecture and actively creates new hubs. From Hiroshima ramen, a beloved local delicacy, to the rich agritourism of the Kitabi area, including Sera Plateau and Miyoshi Winery, and the hotel on Osakikamijima, which won first place nationwide in the scenic beauty category of the Hot Spring General Election, the prefecture is strongly promoting new potential for island stays and relaxation. Rather than relying on overwhelmingly popular spots, its strategy of networking diverse attractions and providing the joy of exploring the entire prefecture through area-wide travel is a wonderful initiative that will boost the vitality of the entire region.
Furthermore, Nagasaki Prefecture, which ranked 20th nationwide, is an excellent role model for building sophisticated regional brands. Nagasaki Prefecture maintains the unwavering appeal of its absolute ace attractions, such as Huis Ten Bosch and the World Heritage sites "Hidden Christian Sites in the Nagasaki Region" and "Sites of Japan's Meiji Industrial Revolution," while developing a brand mix strategy that beautifully weaves in new stories. One of the pillars of this strategy is providing stories full of anecdotes and charm through local facilities such as the Nagasaki Penguin Aquarium. Another is the formation of new trends utilizing remote islands such as the Goto Islands. The longing for the extraordinary, conveyed through movie tie-ins and island cuisine, has captured the hearts of many people. This superb combination of stability and freshness allows visitors to feel a unique Nagasaki narrative. As a result, it expands the depth of tourism, positively changing people's perceptions from a mere tourist destination to a place they want to live, leading to the ultimate goal of increasing permanent residency and the number of people with connections to the area.
◇Three rules for transforming television exposure into sustainable value
Based on an analysis of the remarkable progress of these five prefectures, M-Data has derived three universal approaches as the success formula for regional revitalization originating from television. This will serve as a reliable guide for all leaders and prefectural officials who love their regions and wish to create a better future.
The first principle is the principle of ignition. First, select an overwhelming hub spot. Create a powerful trigger point that will attract media attention and make people want to go there. By giving it timely news value, it becomes a powerful entry point that generates a chain reaction of exposure.
The second principle is the principle of circulation. It's about beautifully designing spillovers. It's important not to let the initial spark end there, but to design an attractive circulation route in advance, showing what can be done in the surrounding area. The goal is to intentionally maximize the economic impact by directing it to surrounding restaurants, accommodations, and the entire region, thereby building an ecosystem of mutual prosperity.
The third principle is the principle of empathy. It's about storytelling that shifts from tourism to living. This is the key to changing the quality of media exposure, from glamorous promotional programs to deep empathy through documentaries. By conveying the true face of a region and the spiritual richness found in seemingly inconvenient environments, you can fundamentally move people's hearts from a place to see to a place to live, ultimately leading them to decide they want to live there.
◇ Don't use budget constraints as an excuse; the importance of strategic narratives.
Television and media exposure presents a wonderful opportunity for the world to discover the true charm of a region and for new connections to be forged. Successful prefectures deeply believe in and understand the value of their own assets, and then craft a story to convey that charm to the world in the best possible way. Rather than letting it end as a fleeting trend, they build a medium- to long-term intangible asset—a "relationship population"—through meticulous design of ripple effects and compelling storytelling. The presence or absence of this positive and constructive strategy hidden behind the data is the greatest key to illuminating a bright future for sustainable regions.
In the "TV Spot Ranking" by prefecture, Tokyo came in first, Kanagawa second, Chiba third, and Saitama fourth, demonstrating the strength and popularity of the Tokyo metropolitan area. However, this shows that it is entirely possible to gain television exposure by effectively utilizing these unique assets.
When you ask local government officials, the phrase that comes out of their mouths is, "We don't have a promotion budget." But actually, it's not a budget issue. It's proof that exposure can vary greatly depending on how much effort is put into marketing and how well a narrative is created that fits television.
