Hida City, Gifu Prefecture, Tops National Public Relations Contest with Prime Minister's Award! Hida City's Co-creation Model Centered on 'Relational Population'

Hida City, Gifu Prefecture (Mayor: Junya Tadake), has been awarded the Prime Minister's Award, the pinnacle of all categories, at the 2026 National Public Relations Contest, often called the 'Koshien of Municipal Public Relations,' a historically significant and top-tier municipal public relations contest in Japan. This marks the first time a municipality in Gifu Prefecture has received this prestigious award since the contest's inception.

A 'Gifu Prefecture First' Achievement – A Warm, Multi-faceted Public Relations Strategy to Counter Depopulation

This award is not merely an evaluation of public relations techniques. In response to the challenge of a declining population and a shortage of active participants, Hida City's promotion has been recognized as a national model. It visualizes and fosters interaction with the 'relational population' (fans) through mechanisms like the 'Hida City Fan Club' and 'Hidasuke!', where citizens and fans collaboratively address regional issues. This approach creates a positive cycle fueled by continuous activities and the creation of a relational population.

Hidasuke! participants are active in festival carrying, and abandoned farmland is revived as myoga fields.

Initiatives from 2017 Become a Community Powerhouse

The city launched the 'Hida City Fan Club' in 2017 (Heisei 29) and 'Hidasuke!' in 2020 (Reiwa 2) to promote interaction with the relational population. In April 2025 (Reiwa 7), they will publish the book 'Hida-born Connection-building Innovation: Let's Talk About the Future of Relational Populations' and are expanding their public relations activities using various media such as SNS, media exposure, and print.

The city's approach, which views regional challenges as resources for interaction connecting citizens and fans, has grown into a highly public new business model that other municipalities can reference. With an increase in citizens and organizations utilizing 'Hidasuke!' for festivals, agriculture, events, and regional activities, 650 programs have been held over six years, with over 6,100 participants in total.

These efforts were submitted to the National Public Relations Contest in the Public Relations Planning division, where they received a Special Award and were recognized as the most outstanding work across all divisions.

The Three Pillars of the 'Hida City Model' that Led to the Award

1. Execution of a Policy 'Not Reliant on Migration'

In response to the challenge of population decline, the city has developed initiatives focused on the 'relational population' rather than solely relying on migration. This strategic and logical approach to municipal management, based on a clear understanding of the problem, proposing solutions from hypotheses, and quantitatively managing and disclosing annual progress, was highly evaluated.

2. A Co-creation Mechanism Promoting Behavioral Change and Excellent Planning Capabilities

Hida City has developed unique and effective measures that naturally encourage participation, such as the 'Hida City Fan Club,' 'Hidasuke!', and 'Uncle Rental' (combining hometown tax donations). By carefully designing 'behavioral change' for each citizen and member of the relational population, they are creating a positive cycle that solves regional issues through the power of interaction.

3. Sustainable Evolution, Turning Accumulation into Strength

While cherishing and continuing existing activities and regional strengths, the city constantly evolves its information dissemination using events, SNS, print media, and videos. This series of initiatives, involving the entire community, has been recognized as a model for 'community development' and 'municipal public relations.'

Book on Hida City's Relational Population Project to be Published in April 2025 – A Forum for Learning and Discussing Fan Creation with Municipal Officials Nationwide

Comment from Hida City Mayor Junya Tadake

Mayor Tadake and past Hida City Fan Club and Hidasuke! secretariat staff

Gratitude to Citizens and Fans

This award recognizes that the 'connections' and 'co-creation' between the citizens who cherish Hida City and the fans who support us from across the country are the best in Japan.

This journey, built step by step with all of you, is our great pride. Thank you very much. Moving forward, with the motto 'Happy! Fun! Interesting!', we hope to continue enjoying and working together with you to create an exciting town.

Furthermore, we will continue to engage in 'policy public relations' that comprehensively conveys the background and ideas, not just simple PR, and 'multi-faceted public relations' utilizing various methods across all areas of municipal administration, to ensure that the city's initiatives and ideas are communicated.

Contact Information

Hida City Hall, General Policy Division

Phone: 0577-62-8880

National Public Relations Contest

Established in 1964 (Showa 39) by the Japan Association of Public Relations to contribute to the improvement of public relations activities by local governments, etc. Public relations works submitted through review and recommendation by prefectures, etc., are judged, and Special Awards and Winning Entries are determined. In Reiwa 8 (2026), a total of 422 entries were submitted across 5 media types and 10 divisions, including public relations magazines, websites, photos, videos, and public relations planning.

The awards ceremony will be held on July 17 in Seiyo City, Ehime Prefecture.

Award

Prime Minister's Award

Special Award in Public Relations Planning Division

Review: Japan Association of Public Relations

There is a clear problem awareness regarding how to develop human resources that do not rely on migration in the face of population decline. Based on this problem awareness, a convincing...