27th Co., Ltd. Collaborates with Etajima City, Hiroshima Prefecture to Create Japanese Learning Materials and Short Videos Promoting the City's Charm to Overseas Audiences

27th Co., Ltd. (headquartered in Chiyoda-ku, Tokyo; CEO: Hiroshi Naramura), operator of the online Japanese conversation service 'gokigen japanese,' announces its collaboration with Etajima City, Hiroshima Prefecture, to produce Japanese learning materials and short videos aimed at overseas Japanese learners. This initiative represents a new regional PR strategy to convey local charm abroad through Japanese language education.

Under this project, 27th has created Japanese learning materials and short videos centered on Etajima City’s natural scenery, history, food culture, and lifestyle—located on an island in the Seto Inland Sea—and will distribute them globally to Japanese learners and potential visitors. The goal is to introduce lesser-known regional attractions across Japan to the world, using Japanese language learning as an entry point.

Background of the Initiative

In recent years, growing international interest in Japanese culture—such as anime, manga, and history—has led to an increase in Japanese language learners, particularly in North America, Europe, and Oceania. Users of 'gokigen japanese' are primarily from English-speaking countries such as the United States, the United Kingdom, Canada, and Australia. Their main motivations for learning Japanese include 'interest in Japanese culture' (51% in North America, ranking first; 42% in Europe, second) and 'planning a trip to Japan' (38% in North America, second; 48% in Europe, first).

Meanwhile, inbound tourism demand remains heavily concentrated in major cities like Tokyo, Kyoto, and Osaka, making it a key challenge for local governments to promote regional attractions overseas.

Against this backdrop, 27th has launched this 'regional PR through learning' initiative, connecting overseas Japanese learners with Japanese communities by producing educational content.

Overview of the Initiative

Partner: Etajima City, Hiroshima Prefecture

Collaboration Content: Production of Japanese learning materials and short videos for international audiences

Content Produced:

- Japanese Learning Materials: Travel-oriented Japanese lessons focused on Etajima City’s recommended tourist spots, gourmet locations, and activities

- Short Videos: English-subtitled short videos introducing Etajima’s nature, history, cuisine, and industries (including oyster farming and historic naval sites)

Distribution Channels:

- gokigen japanese Travel Japanese Learning Page (https://gokigen.jp/travel_japanese)

- Official YouTube Channel (https://www.youtube.com/@gokigen-japanese), among others

Target Audience: Overseas Japanese learners and individuals considering visiting Japan, primarily in English-speaking regions

Etajima City boasts rich cultural assets unique to the region, including the natural beauty of the Seto Inland Sea, historical ties to the Japanese Navy, and oyster farming. These elements offer authentic experiences of Japan’s history, culture, and cuisine—appealing to international audiences. To further promote Etajima’s charm both domestically and internationally, this collaboration was initiated.

Comment from Mr. Omatsu, Section Chief, Commerce and Tourism Division, Etajima City:

"While we’ve seen a gradual increase in foreign tourists and potential residents in recent years, Etajima City still lacks nationwide recognition, and further promotion is needed. We hope this initiative will help introduce our city to overseas audiences who may not yet know that a charming destination like Etajima exists near Hiroshima City."

Objectives of the Initiative

'gokigen japanese' has long operated under the concept of 'Learn Real Japanese, Unlock the Real Japan,' offering unique learning experiences centered on Japanese culture. Through this collaboration with local governments, the service aims to achieve three key goals:

1. Introduce the diverse charms of Japan’s regions to overseas Japanese learners

2. Enhance regional recognition and contribute to inbound tourism

3. Establish a new regional PR model that connects 'learning Japanese' with 'visiting Japan'

Looking ahead, 27th Co., Ltd. plans to expand this initiative as a model case, exploring collaborations with other municipalities to promote regional cultures through Japanese language learning.

About 'gokigen japanese'

'gokigen japanese' is an online Japanese conversation service designed for foreigners interested in Japanese culture—including anime, manga, and history. It offers personalized lessons taught by native Japanese instructors fluent in English, along with over 300 original learning materials covering grammar, articles, travel, and culture. Learners can study efficiently at their own pace, from beginner to advanced levels. The user base is primarily located in the U.S., Japan, the U.K., Canada, and Australia, with steady growth across North America and Europe.

Service Website: https://gokigen.jp/

Company Overview

Company Name: 27th Co., Ltd.

Headquarters: 4F, Fujimi Duplex B’s, 1-3-11 Fujimi, Chiyoda-ku, Tokyo 102-0071, Japan

Representative: Hiroshi Naramura, CEO

Founded: April 27, 2022

Business Activities: Operation of the online Japanese conversation service 'gokigen japanese'; business skills training programs

Company Website: https://27th.co.jp/