How Akita Should Activate and Utilize the International Popularity of Akita-Inu

Abstract

This is the third part of my research paper on Akita-Inu, followed by “The Internationalization Strategy of Akita-Inu,” published in the first issue of this journal and “How Akita Should Generate Brand Power of Akita-Inu,” published in the third issue of this journal. With the increasing popularity of Akita-Inu, a natural national treasure of Japan, the Akita local government and the city government of Odate, the birthplace of the famous “Hachi,” plotted out new programs to attract national and international tourists. The most remarkable project among them is Hachi-ko Station, modeled on the pre-war Shibuya Station (where Hachi waited for its past owner), which will be open in the spring of 2019 in Odate City. Akiho, the preservation society of Akita-Inu, is considering another project under the new leader, Mr. Endo, who is a congressman. This article analyzes the expanding popularity of Akita-Inu and the so-called boomerang effect of Akita. It also makes recommendations to Akita Prefecture and Odate City to activate an Akita-Inu strategy.