"I wouldn't have come if it weren't for this event" - Visitors from outside Nara Prefecture attend regional circulation project in Muro, Nara. Analysis reveals 'scent' as a new motive for visiting.

From June 18 to 28, 2026, for 11 days, andground LLC (Uda City, Nara Prefecture) held a free circulation project in the Muro area of Uda City, Nara Prefecture, titled "Tour Muro with Scent: Muro Art Cafe Rally x Uda Gin Gallery."

Approximately 150 people visited during the period.

More than 100 of these were visitors from outside Uda City.

Visitors came from within and outside the prefecture, including Osaka, Kyoto, Hyogo, Wakayama, Shiga, Mie, Gifu, and Tokyo.

Analysis of visitors conducted after the event revealed that the most striking finding was the large number of people who were seeking "a reason to visit Muro," rather than being craft gin enthusiasts.

Visitors commented, "I wouldn't have come if it weren't for this event," "I'm so glad I came," and "I want to know more about Muro."

This initiative is not just a report on holding an event.

It is also a verification of whether the hypothesis of touring the region with scent and plants as an entry point actually motivated people.

Main key visual for "Tour Muro with Scent" Muro Art Cafe Rally

"I absolutely had to visit."

A 24-year-old woman living in Osaka visited Muro for the first time, prompted by the event.

She mentioned that she was hesitant until just before the event due to the unstable weather during the rainy season.

However, after learning about the project on Instagram, she felt compelled to visit and headed to Muro by train.

She took a bus from Muroguchi-Ono Station and visited Muro-ji Temple and Hashimotoya.

On another day, she spent time in Muro walking to the Uda Gin Gallery, Ryuchin Shrine, and Kai Shrine.

In a later comment, she wrote, "I'm so glad I came," "I want to know more about Muro," and "I want to bring my family and friends next time."

She visited Muro twice during the event period.

This is an example of a visitor, who was not a craft gin enthusiast, becoming interested in the Muro area itself through this project.

Exhibition view at Uda Gin Gallery

"I learned about Muro for the first time."

A female photographer in her 30s living in Osaka also visited Muro for the first time due to this project.

She enjoyed the nature, cafes, and interactions with local people while touring the area, and commented, "I learned about Muro for the first time because of this event," and "I felt firsthand how the region is moving towards its future."

She also left a comment saying, "I want to visit again."

What emerged from the visitors' voices was a process of not only visiting the event venues but also becoming interested in, walking through, learning about, and falling in love with the Muro region itself.

Distilling kuromoji native to Uda and exhibiting a space to enjoy its scent.

What was revealed by analyzing approximately 150 visitors

Analysis of the approximately 150 visitors during the event period revealed that they could be broadly divided into three groups:

1. Visitors motivated by "Tour Muro with Scent."

Approximately 45-55 people.

This was the most distinctive group this time.

They visited not only from within Nara Prefecture but also from Osaka, Kyoto, Hyogo, Shiga, Wakayama, Mie, Gifu, and Tokyo.

Furthermore, this group was divided into:

A. Those attracted by the key visual and worldview.

and

B. Those who learned about the project while touring Muro-ji Temple and cafes and stopped by.

During interviews with visitors, many voices were heard such as, "I saw it on Instagram," "I was drawn to the design," "The phrase 'Tour Muro with Scent' caught my attention," and "I became interested in the place called Muro."

2. Local stakeholders.

Approximately 50-60 people.

Including the Mayor of Uda City, City Council members, City Hall staff, community association leaders, local business operators, agricultural workers, and residents of local communities.

Many people interested in the future of the region, tourism, and community development also attended.

3. Gin and distilled spirits related individuals.

Approximately 30-35 people.

Including bar owners and restaurant staff, distillery representatives, craft gin enthusiasts, and participants of the Kansai Gin Rally.

Many industry professionals interested in Uda Spice Gin and the Uda Distillery concept also visited.

Unexpected visitor composition

The organizers initially believed that, given the name "Uda Gin Gallery," the visitors would primarily be craft gin enthusiasts.

However, the reality was different.

The most distinctive aspect was that visitors were "people looking for a reason to go to Muro," rather than "people who came because they like gin."

Visitor analysis revealed the fact that it was not gin that attracted people, but the worldview of "Tour Muro with Scent" that motivated them.

What emerged this time was that it was not the scent itself that attracted people, but the worldview of "Tour Muro with Scent" that functioned as a motive for visiting.

Visitors responded not only to the gin product itself.

They responded to the overall experiential value of Muro, including the scent, scenery, plants, temples and shrines, cafes, and encounters with people.

11 days that functioned as a regional circulation

This project was not an event that gathered people at a single venue.

In reality, many people stopped by the gallery while touring places such as Muro-ji Temple, Hashimotoya, melimelou, fufufu, Ryuketsu Shrine, Ryuo-ga-buchi, Ryuchin Shrine, and Muro Sanjo Park Art Forest.

Conversely, some visitors headed to temples, shrines, and cafes after visiting the gallery.

Looking at the visitors' movements, it is clear that "Muro Art Cafe Rally x Uda Gin Gallery" functioned as a route for touring the entire region.

Additionally, at the Uda Gin Gallery, visitors were offered complimentary aromatic distilled water made from locally grown plants distilled daily, non-alcoholic gin, and non-alcoholic gin cocktails.

Some visitors who came by train or were with someone who drove actually enjoyed the gin, and some visitors spent their time at the gallery as if it were a cafe or bar.

As a result, many people not only made short visits but also stayed for extended periods, enjoying conversations about scents, plants, and local culture.

Furthermore, some visitors came multiple times during the period, indicating that it functioned not just as an exhibition but as a place for interaction connecting people and the region.

The key visual became a motive for visiting.

What was particularly interesting this time was that the key visual and the communication itself became a motive for visiting.

During visitor interviews, many voices were heard such as, "I saw it on Instagram," "I was drawn to the design," and "The phrase 'Tour Muro with Scent' caught my attention."

The Instagram account, launched before the event, garnered approximately 187,000 views, reached approximately 39,000 accounts, had approximately 7,400 interactions, approximately 4,400 profile accesses, and approximately 1,050 followers in about one month.

Furthermore, approximately 63% of the reach was from non-followers.

The main key visual, featuring the five-storied pagoda of Muro-ji Temple, was saved 170 times.

In social media, saving is an action taken when one feels "I want to look at this again later" or "I want to go there."

Google Maps views also exceeded 6,400.

In actual visitor interviews, many voices were heard such as, "I was drawn to the design," and "I became interested in the place called Muro."

As a result, it became clear that visitors were responding not to the event information itself, but to the worldview of "Tour Muro with Scent" as a motive for visiting.

The hypothesis of "Tour Muro with Scent."

In May 2026, andground LLC communicated the concept of "Connecting people and places through scent."

What became clear during these 11 days was not that scents and plants are tourism resources.

It is the possibility of creating opportunities for people to learn about, walk through, and come to love the region, using scent as an entry point.

People did not come to drink gin.

They came to experience Muro.

Attracted by the scent,

Walking through the scenery,

Touching the plants,

Meeting people,

Coming to love the region.

The actions and words left by approximately 150 visitors confirmed the hypothesis of "Tour Muro with Scent."

Future prospects

One of the most frequently heard phrases from visitors was, "I wouldn't have come if it weren't for this event."

We believe this statement is the achievement of this initiative.

Attracted by the scent,

Walking through Muro,

Meeting people,

Wanting to visit again.

These 11 days became the first practical experiment where the phrase "Tour Muro with Scent" actually motivated people.

Creating a reason to visit Muro.

Connecting people and places through scent as an entry point.

We believe these 11 days have been the first step in confirming that possibility.

Event Overview

[Name] "Tour Muro with Scent."

Muro Art Cafe Rally x Uda Gin Gallery

[Event Period] June 18 (Thu) - June 28 (Sun), 2026

[Event Area] Uda City, Muro Area, Nara Prefecture

[Content]

- Muro Art Cafe Rally - Uda Gin Gallery - Google Maps Circulation Project - Botanical Exhibition - Experience of Scents and Plant Culture, etc.

[Participation Fee] Free

[Uda Gin Gallery Venue] 1408 Muro Mukaiuchi, Uda City, Nara Prefecture

[Related Information]

Instagram Muro Art Cafe Rally Instagram

https://www.instagram.com/murou.artcaferally/

"Tour Muro with Scent" Landing Page

https://andground.jp/pages/murou

andground Official Website https://andground.jp/

[Organizer] andground LLC (Uda City, Nara Prefecture)

Ryuo-ga-buchi

Spring at Muro-ji Temple