Purpose: This study examined the historical nexus of ways in which self-efficacy mediates past and present among the residents of Ogawa Village, Nagano Prefecture, Japan.

Method: The author used semi-structured interviews and unpublished materials to examine, ethnographically, collective activities from the mid-1980s to early 1990s and relate them to present-day village-making. The activities were conducted in Zuku, a famous Shin-syu dialect. The word “zuku” means the spirit to take on the challenge of productive and creative activities without minding difficult tasks.

Results: The study identified the following five characteristics. Various events were held by the voluntary group, Zuku-Dase Souzoukyoku. Active members in the organization’s management and operations’ teams were young, in their twenties and thirties. Through informal but intensive interaction and cooperation, they freely planned activities and put them into operation using their own funds. These activities were successful and achieved a positive evaluation inside and outside the village, which ultimately contributed to the revival of dynamism and social coherence in the village. The experience of the various activities increased the self-efficacy of the organization’s members. Even after the dissolution of Zuku-Dase Souzoukyoku, members have continued to engage in promoting sustainability and revitalization in the village from their various different positions.

Discussion: In Ogawa, self-efficacy increased through the experience of Zuku-Dase Souzoukyoku and has been manifested through behavioral factors and cognitive efforts such that former members are now contributing positively to their village, including the implementation of counter-measures to address depopulation, ageing and a declining birthrate. Thus, motivation for supporting the village is embedded in their own history and place. This case study indicates that, in considering contemporary regional revitalization, which tends to depend on national/prefectural subsidies and policy, indigenous motivation and the will of villagers should not be overlooked.