Local Influencers and Department Store Collaborate: New Event 'Fukushima Oshi Fes 2026' Featuring Fukushima's 'Oshi' to be Held for the First Time
Fukushima Minpo Co. and Usui Department Store are collaborating with local influencers for the inaugural 'Fukushima Oshi Fes 2026,' starting May 14. This new event aims to attract younger generations and promote regional charm through participatory activities and SNS promotions.
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- 📰 Published: April 30, 2026 at 18:20
- 🔍 Collected: April 30, 2026 at 10:01
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Fukushima Minpo Co. is organizing a new event, "Fukushima Oshi Fes 2026 ~Fukushima Prefecture Product Exhibition~," to be held for the first time at Usui Department Store, starting Thursday, May 14, 2026.
Three groups of local influencers active in Fukushima Prefecture are participating in this event as communication and planning collaborators. Through participatory activities such as the "Fukushima Oshi Fes General Election" and a "Present Campaign," the event will unfold as a new type of product exhibition where shopping becomes an "experiential participation."
BrightJourney is participating in this event as a communication and planning collaboration partner, responsible for creating visitor traffic through SNS, from pre-event announcements to information dissemination during the event period.
Background of the Project
The demographic of visitors to department store events has been aging year by year, and connecting with people in their 20s and 30s has become a nationwide challenge. Usui Department Store, the only department store in Fukushima Prefecture, is no exception, facing a decline in younger visitors to events and a fixed pattern of visiting motives.
On the other hand, local influencers who disseminate information about "local spots" mainly on Instagram and TikTok are emerging in Fukushima Prefecture, and visits via SNS are becoming visible. This project is the first attempt in the prefecture to combine this "regional SNS dissemination power" with department store events to boost Fukushima from both aspects of regional charm dissemination and visitor experience.
Project Concept: From "Product Exhibition" to "Oshi Fes"
"Fukushima Oshi Fes 2026" is an event that redefines the traditional framework of product exhibitions, aiming to be a festival where visitors can discover and support their favorite aspects of Fukushima. Beyond just lining up sales floors, by disseminating Fukushima's charm from an SNS-era perspective, it aims to provide the following experiences:
- Delivering experiences that make people want to see, visit, and support on SNS.
- Conveying the charm of Fukushima's food, crafts, shops, and people from an appealing perspective.
- Aiming for an annual event that enhances local love for Fukushima.
Visitor Participation Type "Fukushima Oshi Fes General Election & Present Campaign" to be Held
This event will feature participatory activities where visitors can be the main characters: the "Fukushima Oshi Fes General Election" and a "Present Campaign." Customers who spend 3,000 yen or more at the venue and vote for their favorite store will be eligible for a present campaign with luxurious prizes such as hot spring accommodation vouchers, aiming for an event where shopping itself leads to an experiential event.
Instead of "buying and being done," by allowing visitors to choose and vote for their "oshi" (favorite) and then participate in the present campaign, the system enables visitors to actively participate in the event and feel the joy of supporting. In addition to the sense of unity created by real-time fluctuating rankings, the present campaign with luxurious prizes such as hot spring accommodation vouchers is designed to encourage visits, circulation, and purchases.
"Department Store x Local Influencer" - A New Approach
One of the features of this project is the combination of department store events with SNS dissemination by local influencers. It goes beyond individual influencer PR or department store-only event announcements, aiming for a promotion design that combines the rooted dissemination power of the region with the customer attraction power of department store events.
Three groups will participate in this project: "Takuyuri | Fukushima Outing Guide," which disseminates information about Fukushima's outings and gourmet food; "Akari Hataya," a freelance announcer who disseminates regional charm; and "Eita," who disseminates information about Fukushima's gourmet food, outings, and tourism. Each will introduce their "oshi" stores and products from their respective perspectives and disseminate the charm of the event through SNS.
BrightJourney, from its position as a communication and planning collaborator, will support everything from pre-event announcements to information dissemination during the event period, working to create visitor traffic and boost the event through multi-layered communication via influencers.
Event Outline
Event Name
Fukushima Oshi Fes 2026 ~Fukushima Prefecture Product Exhibition~
Period
Thursday, May 14, 2026 - Wednesday, May 20, 2026 (7 days in total)
*Closing at 5:00 PM on the last day
*This event is not eligible for points
Venue
Usui Department Store
- 10th Floor Event Hall: Thursday, May 14, 2026 - Wednesday, May 20, 2026
- 1st Floor Atrium (Crafts Sales): Thursday, May 14, 2026 - Tuesday, May 19, 2026
- 1st Floor Shirakashi Plaza (Kitchen Car Vendors): Saturday, May 16, 2026 - Sunday, May 17, 2026
Organizer
Fukushima Minpo Co.
Sponsors
Fukushima Prefecture, Fukushima Prefectural Tourism and Local Products Association, Fukushima Television, Fukushima Central Television, Fukushima Broadcasting, TV-U Fukushima, Radio Fukushima, Fukushima FM
Communication and Planning Collaboration
BrightJourney
About BrightJourney
BrightJourney is an Instagram account that disseminates information about outings and gourmet food in Fukushima Prefecture.
Keywords:
Three groups of local influencers active in Fukushima Prefecture are participating in this event as communication and planning collaborators. Through participatory activities such as the "Fukushima Oshi Fes General Election" and a "Present Campaign," the event will unfold as a new type of product exhibition where shopping becomes an "experiential participation."
BrightJourney is participating in this event as a communication and planning collaboration partner, responsible for creating visitor traffic through SNS, from pre-event announcements to information dissemination during the event period.
Background of the Project
The demographic of visitors to department store events has been aging year by year, and connecting with people in their 20s and 30s has become a nationwide challenge. Usui Department Store, the only department store in Fukushima Prefecture, is no exception, facing a decline in younger visitors to events and a fixed pattern of visiting motives.
On the other hand, local influencers who disseminate information about "local spots" mainly on Instagram and TikTok are emerging in Fukushima Prefecture, and visits via SNS are becoming visible. This project is the first attempt in the prefecture to combine this "regional SNS dissemination power" with department store events to boost Fukushima from both aspects of regional charm dissemination and visitor experience.
Project Concept: From "Product Exhibition" to "Oshi Fes"
"Fukushima Oshi Fes 2026" is an event that redefines the traditional framework of product exhibitions, aiming to be a festival where visitors can discover and support their favorite aspects of Fukushima. Beyond just lining up sales floors, by disseminating Fukushima's charm from an SNS-era perspective, it aims to provide the following experiences:
- Delivering experiences that make people want to see, visit, and support on SNS.
- Conveying the charm of Fukushima's food, crafts, shops, and people from an appealing perspective.
- Aiming for an annual event that enhances local love for Fukushima.
Visitor Participation Type "Fukushima Oshi Fes General Election & Present Campaign" to be Held
This event will feature participatory activities where visitors can be the main characters: the "Fukushima Oshi Fes General Election" and a "Present Campaign." Customers who spend 3,000 yen or more at the venue and vote for their favorite store will be eligible for a present campaign with luxurious prizes such as hot spring accommodation vouchers, aiming for an event where shopping itself leads to an experiential event.
Instead of "buying and being done," by allowing visitors to choose and vote for their "oshi" (favorite) and then participate in the present campaign, the system enables visitors to actively participate in the event and feel the joy of supporting. In addition to the sense of unity created by real-time fluctuating rankings, the present campaign with luxurious prizes such as hot spring accommodation vouchers is designed to encourage visits, circulation, and purchases.
"Department Store x Local Influencer" - A New Approach
One of the features of this project is the combination of department store events with SNS dissemination by local influencers. It goes beyond individual influencer PR or department store-only event announcements, aiming for a promotion design that combines the rooted dissemination power of the region with the customer attraction power of department store events.
Three groups will participate in this project: "Takuyuri | Fukushima Outing Guide," which disseminates information about Fukushima's outings and gourmet food; "Akari Hataya," a freelance announcer who disseminates regional charm; and "Eita," who disseminates information about Fukushima's gourmet food, outings, and tourism. Each will introduce their "oshi" stores and products from their respective perspectives and disseminate the charm of the event through SNS.
BrightJourney, from its position as a communication and planning collaborator, will support everything from pre-event announcements to information dissemination during the event period, working to create visitor traffic and boost the event through multi-layered communication via influencers.
Event Outline
Event Name
Fukushima Oshi Fes 2026 ~Fukushima Prefecture Product Exhibition~
Period
Thursday, May 14, 2026 - Wednesday, May 20, 2026 (7 days in total)
*Closing at 5:00 PM on the last day
*This event is not eligible for points
Venue
Usui Department Store
- 10th Floor Event Hall: Thursday, May 14, 2026 - Wednesday, May 20, 2026
- 1st Floor Atrium (Crafts Sales): Thursday, May 14, 2026 - Tuesday, May 19, 2026
- 1st Floor Shirakashi Plaza (Kitchen Car Vendors): Saturday, May 16, 2026 - Sunday, May 17, 2026
Organizer
Fukushima Minpo Co.
Sponsors
Fukushima Prefecture, Fukushima Prefectural Tourism and Local Products Association, Fukushima Television, Fukushima Central Television, Fukushima Broadcasting, TV-U Fukushima, Radio Fukushima, Fukushima FM
Communication and Planning Collaboration
BrightJourney
About BrightJourney
BrightJourney is an Instagram account that disseminates information about outings and gourmet food in Fukushima Prefecture.
Keywords: