Nikko City / Nikko City Tourism Association Supports: Accelerating Tourism Attraction with Gen Z's "Oshi-meguri" Influence – "Japan 'Oshi-meguri' Model Audition" Applications Open from May 7, 2026

In an era where SNS communication influences travel destination decisions—

KIRINZ Co., Ltd. (Headquarters: Meguro-ku, Tokyo; CEO: Kota Uike), with the support of Nikko City and the Nikko City Tourism Association, will launch the next-generation tourism PR project "Japan 'Oshi-meguri' Model Audition" from May 8, 2026 (Friday). The project will recruit Gen Z women (primarily late teens to 20s) from across Japan who will promote the charms of the region through live streaming and social media. The Grand Prix winner will be granted the right to appear in a tourism PR video set in Nikko City and have their video utilized on Nikko City's official social media.

■ Background

In recent years, personal communication originating from SNS has significantly influenced decision-making in selecting travel destinations. On the other hand, local cities find it difficult to reach information-overloaded young people with traditional advertisements and brochures, necessitating the creation of new tourism attraction models.

Furthermore, among Gen Z, there is a growing demand for experiences that simultaneously fulfill "self-realization" and "social significance," making traditional influencer strategies less effective in generating genuine empathy.

This project was planned as a new model that leverages the power of enthusiastic communities who "want to support their Oshi's dream," thereby expanding recognition among young people who were not reached by conventional PR, and simultaneously achieving actual visitor traffic to the region.

■ Project Overview

The "Japan 'Oshi-meguri' Model Audition" is a contest that recruits Gen Z individuals from across Japan who want to communicate the charm of travel in their own words, and determines the Grand Prix winner through their communication activities via live streaming and social media.

No acting or specialized skills are required. The judging criteria are "authentic passion" and "real empathy from viewers." Participants will have the opportunity to hone their communication skills and grow as tourism PR personnel through the contest. The sight of participants striving for the Grand Prix generates empathy among their peers, creating a mechanism that evokes natural empathy among young people who think, "I want to go to the places my Oshi visited."

■ Contest Features

- A new audition that competes on communication power
Instead of traditional "appearance and acting skill emphasis," it evaluates how authentically one can convey the charm of travel. Participation is open even without a specialized background.
- Real-time visualization of growth through live streaming × SNS
By continuing to communicate throughout the contest period, participants' own changes and growth can be confirmed through numbers and reactions.
- Viewer-participatory support system
Support from listeners and followers is reflected in the evaluation. An enthusiastic community that "wants to make their Oshi's dream come true" is formed, and participants and fans unite to energize the contest.

■ Expected Promotional Effects

This project is expected to approach both Gen Z and core fan segments.

By setting PR video appearance as the "goal" of the contest, participants are naturally exposed to their peers as they support their dreams. This achieves expanded recognition among Gen Z, who were not reached by conventional PR.

Furthermore, for the fan communities supporting the participants, it strongly appeals to them as "places their Oshi visits." This encourages visits (for accommodation, dining, etc.) triggered by 'pilgrimage to sacred sites,' aiming to ensure visitor traffic to the region and create economic effects.

■ Grand Prix Benefits

Right to appear in a tourism PR video set in Nikko City and utilization of the video on Nikko City's official SNS (distribution platforms: MixChannel, Paton)

■ Event Schedule
Recruitment: May 8, 2026 (Fri) – July 16, 2026 (Thu)
Stage 1: July 17, 2026 (Fri) – August 9, 2026 (Sun)
Stage 2: August 13, 2026 (Thu) – August 30, 2026 (Sun)
Stage 3: September 3, 2026 (Thu) – October 12, 2026 (Mon)

■ Supporting Organizations

Nikko City
https://www.city.nikko.lg.jp/

Nikko City Tourism Association
https://www.nikko-kankou.org/

Nikko City is a tourist destination overflowing with countless attractions, including the shrines and temples of Nikko, registered as a World Cultural Heritage site, abundant hot spring resources and inns, and the rich nature of Nikko National Park. The Nikko City Tourism Association aims to promote tourism and revitalize the region by conducting comprehensive tourism-related businesses such as promoting tourism resources and advancing tourism development. Please come and visit Nikko City.

■ Sponsoring Companies

NIKKOSPIRITCOSMETICS
https://nikko-spirit-cosmetics.com/

A cosmetics brand that utilizes the blessings of Nikko's nature and ingredients carefully passed down in this land. Luxuriously blended with local ingredients such as sake lees and cypress, it gently soothes the mind and skin. It delivers a moment of healing and beauty, as if visiting Nikko.

EDO WONDERLAND Nikko Edomura
https://edowonderland.net/

Edo Wonda