In 2023, Kitakyushu City marked its 60th anniversary with more than just a milestone—it marked a transformation. Once a thriving hub of coal mining and industry, the city had gradually lost its luster, overshadowed by neighboring Fukuoka. Determined to restore civic pride and reintroduce Kitakyushu to the nation, Gaaboo Inc. partnered with Chikyu no Arukikata to create the groundbreaking TOP of KYUSHU project. Through an innovative guidebook, community collaboration, and a bold communication strategy, the campaign not only celebrated the city’s history but also reignited its identity, sparking renewed tourism, citizen engagement, and nationwide recognition.

By: Yukiko Tsuru, Account Manager, Gaaboo Inc.

The setting is Kitakyushu City, Fukuoka Prefecture. In 2023, Kitakyushu—a megacity of 900,000 people—celebrated its 60th anniversary. The city was born from the merger of five municipalities, once prosperous from the coal mining industry. It has produced many historical figures, nurtured some of Japan’s leading corporations, and supported the nation’s modernization. However, as times changed, the city struggled to effectively promote its many attractions in industry, culture, history, and tourism. Gradually, it began to lose its appeal. The image of being “a once-thriving city overshadowed by the famous Hakata (Fukuoka City)” spread, leaving both the city and its citizens lacking confidence.

Masataka Tsuji, CEO of Gaaboo Inc., a company specializing in regional revitalization through social media consulting and marketing, is a native of Kitakyushu. Saddened by the state of his hometown, he declared, “Sixty years after its founding, now is the time for Kitakyushu to regain its confidence as TOP of KYUSHU.” He launched a project with the goal of “revealing the city’s full appeal through the eyes of outside professionals and sharing it nationwide,” partnering with Chikyu no Arukikata (Globe-Trotter Travel Guide), a beloved guidebook brand with strong support among travel enthusiasts.

As the first-ever City Edition and Kyushu Area Edition in the domestic Chikyu no Arukikata series—already attracting attention under the theme of “rediscovering your hometown”—the Kitakyushu edition was compiled. By promoting its release through strategic PR, advertising communications, and creative execution, “positive voices and images” of Kitakyushu and its rediscovered charms began to circulate, spreading nationwide via social media and traditional media.

The project’s focus was on how to distill Kitakyushu’s appeal from a professional perspective and spread it while involving local citizens.

“Maximizing the city’s presence through collaboration with a leading travel guide”

Working with Chikyu no Arukikata, known for its outstanding editorial and promotional capabilities, the team thoroughly explored the city’s attractions and compiled them into a monumental 400-page volume. Beyond surface-level tourist information, the book emphasized surprising and unique aspects that spark conversation, delving into the city’s origins and culture to create a “one-of-a-kind PR tool” that tells Kitakyushu’s own story. As part of the prestigious Chikyu no Arukikata series—which includes major destinations like Tokyo, Kyoto, and Hokkaido—Kitakyushu joined the lineup, raising its profile nationwide and enhancing its brand power as a city.

“Working with the city government to make it a major civic project”

To deliver the guidebook to as many citizens as possible and spark pride in their city, the project engaged local residents with the cooperation of city authorities. Partnerships were formed with local companies, the local chamber of commerce, transportation infrastructure providers, and Kyushu-based media outlets, creating a united front to energize the city.

“A communication strategy focused on ‘analog’ and ‘real-world’ experiences to raise engagement”

Rather than relying on digital formats, the wealth of information on Kitakyushu’s tourism, culture, and history was deliberately channeled into the “comprehensive power” of print media. The tactile joy of flipping through the pages was transformed into an experience that stimulates curiosity and deepens appreciation for the city. The enduring nature of print—its storability and shareability—was also emphasized, making the guidebook a long-term “asset” that could be enjoyed across generations.

For PR and advertising, key transport hubs like major stations and airports were adorned with visuals and the message TOP of KYUSHU—designed to evoke civic pride, creating photo spots for sharing on SNS. On the release date, citizen-participation events were held, giving people the chance to directly experience the city’s culture, history, rich food, and human warmth. One symbolic project was the unprecedented “Kitakyushu Monorail Special Display,” a real-life recreation of the guidebook cover illustration. This was made possible through cooperation between the city and public transport operators. It attracted not only citizens but also fans of Galaxy Express 999, the manga that inspired the monorail’s design, as well as railway enthusiasts, resulting in viral social media buzz and widespread media coverage.

One symbolic project was the unprecedented “Kitakyushu Monorail Special Display,” a real-life recreation of the guidebook cover illustration. This was made possible through cooperation between the city and public transport operators. It attracted not only citizens but also fans of Galaxy Express 999, the manga that inspired the monorail’s design, as well as railway enthusiasts, resulting in viral social media buzz and widespread media coverage.

Results & Impact

The PR and advertising campaign generated over 366 media appearances nationwide, turning the project into a news story across Japan. As of August 2025—one and a half years after its release—related products are still drawing attention.

The guidebook achieved unprecedented milestones: the first-ever reprint the day after release, and the fastest in the domestic series history of Chikyu no Arukikata to reach 70,000 copies sold within two months. It also spurred a surge in online and social media posts and word-of-mouth about Kitakyushu.

In tourism, local attractions saw record-breaking numbers: Kokura Castle welcomed over 230,000 visitors for the first time in 64 years, and visits to Mt. Sarakura—a famed “Japan’s best night view” spot—increased 119 percent year on year. Kitakyushu emerged as a “destination of choice” for travelers from both Japan and abroad.

From citizens, positive feedback poured in:

• “I rediscovered the charms of my city.”
  
• “Now I can proudly talk about my hometown.”
  
• “The city feels more vibrant and cheerful.”
  
• “I realized there’s so much I didn’t know, even living here. I want to explore again.”

The release of the guidebook sparked self-driven promotional activities by citizens, deeper exploration of attractions not even covered in the book, and the creation of new tourism content from fresh discoveries brought from the book.

The guidebook became a kind of “bible” for the city, beloved by residents, etching yet another chapter into the shared history of Kitakyushu’s people and place.

Gaaboo Inc., founded in 2014, is named after the phrase “Go Above And Beyond” combined with the concept of infinite continuity (∞). The company was established by former executives and core team members of Mixi, who played pivotal roles in developing SNS services and shaping Japan’s social media industry. Drawing on this deep expertise and extensive experience, Gaaboo has become a leading total solution provider in SNS marketing in Japan. Committed to the principles of co-creation and collaboration rather than traditional agency roles, Gaaboo offers a wide range of services, including SNS consulting and marketing support, digital transformation (DX) solutions, regional revitalization initiatives, and PR support.

Social: Facebook, X (Twitter)

Check out more of our Advertising 2025 winners on our website!