“Machizemi” is an event that uses the extensive professional knowledge of clerks. It enhances the promotion of purchase and appeal of shops on shopping streets. This event is characterized by free seminars which are held by clerks for customers on their professional knowledge and product technology. Small shops can conduct this event, because seminars can be held at the clerks’ shops and the costs of creating flyers and advertisement are low. Further, Machizemi can be carried out without relying on subsidies from local governments, and the participation in Machizemi is left to clerks’ motivation. Therefore, it has the potential to revitalize shopping streets. The existing research on Machizemi focuses on activities in individual areas. No research on the features and issues of Machizemi on nationwide exists. First, this article grasps the nationwide trends and reality of Machizemi as a revitalization event for shopping streets in local cities. Second, it analyzes regional differences and features. Finally, it reveals the issues and possibilities of Machizemi. Questionnaire survey results indicate that many areas are using subsidies, and any areas cannot continue Machizemi. To enhance its effect and success, responsible organizations must consider the deviation of categories of participating shops. Responsible organizations must ask clerks belonging to the categories which have shown no participation, as well as print flyers that raise the appeal of newly participating shops. To inform residents about Machizemi, it is important to place flyers in newspapers, as well as to post flyers to houses directly. Through cooperation with schools, students and parents are enabled to become new customers. Responsible organizations fully understand the features of Machizemi, and leaders exist in the areas benefiting from its positive effects. Although there are no issues with cost, the lack of motivation of clerks and existing leaders cannot sustain Machizemi. Its management should be properly inherited by associations of Machizemi or executive committees from local chambers of commerce and industry. The issue is that motivated clerks manage Machizemi to be self-sustaining. Without properly overtaking the management of Machizemi, sometimes its effect is inferior to that of the management by the local chambers of commerce and industry. Although Machizemi is independent from the local chambers of commerce and industry regarding the costs, it is necessary to train leaders and enhance clerks’ motivation. From the perspective of the revitalization of shopping streets, fewer areas have increased sales, new customers, and regular customers. Conversely, Machizemi contributes to the recognition of shops in many areas. Responsible organizations must consider ideas for improving future sales. Every area should understand the original features of Machizemi. The effect of Machizemi varies based on the level of clerks’ motivation. Using the original features of Machizemi contributes to the practice and future revitalization of shopping streets.
