Rural Revitalization in Times of COVID-19: A Small Island Community in the Seto Inland Sea

Abstract

The global COVID-19 pandemic has tested the resilience of communities worldwide in both urban and rural areas. This paper studies community resilience on a small island town in the Seto Inland Sea as part of a broader study on rural revitalization in contemporary Japan. Rural Japan not only faces challenges due to COVID-19, but various other pressing issues associated with an aging and declining population. Drawing on an ethnographic approach with combined physical and virtual fieldwork in the form of original interviews the study sheds light on creative responses of individuals in a small island community. In comparison to urban areas, small businesses in rural areas are thriving and demonstrate their own forms of resilience often relying on strong social networks, the ability to reinvent business models and diversifying income streams. In times of crisis and disaster, new ideas are born and together with financial support from the town, there has been a range of new initiatives and projects that have been made possible during COVID-19. The pandemic revealed positive examples of how Japanese society in rural areas can be creative and resilient. Findings show that most of the residents did not feel there was much change or disruption to their daily life. Businesses who were impacted were mostly those that catered to tourists such as guest houses and tour guides. Small businesses have managed to thrive not only due to funding from the town in form of subsidies but the creative responses from individuals including migrants from outside the island who bring with them diverse skill sets and high levels of social capital. Swift responses include the transition to mobile sales, utilizing technology and SNS in conjunction, and the provision of "third places" in the form of publicly accessible spaces for exchange. Such responses have been helpful for the island community to adapt to a new normal during the pandemic.