Overview

The “Shibuya Bon Odori Festival” was held for the first time in August 8, 2017, in the area around SHIBUYA109 in Shibuya’s Dogenzaka district. As the city of Shibuya undergoes major transformations due to redevelopment and other factors, the event was held with the aim of creating a place where “people who live in Shibuya” and “people who visit Shibuya” can meet and enjoy Japanese culture.
On the day of the event, approximately 34,000 people, including local residents and domestic and international tourists visiting Shibuya, participated, creating a “Bon Odori” circle in the middle of Shibuya, which generated great excitement.

Activities

As the PR secretariat for the initiative, we were in charge of planning the PR communication plan and media control on the day of the event. As a public event set in the city of Shibuya, we created and disseminated information with the PR context of “Shibuya’s new summer tradition.” We also succeeded in contributing to the branding of Shibuya’s urban development, which aims to “disseminate new values and culture to the world.”