In the first phase of the project, Yui Yumekawa, a rice-loving idol from Idol Time Pripara, will serve as a tourism ambassador for the town of Ugo in Akita Prefecture, and experience rice farming, from planting to harvesting, together with local children, in order to spread the deliciousness and appeal of Akitakomachi, a premium short-grain rice originally from the prefecture.
When the TV anime Idol Time Pripara started airing in Japan in 2017, Yui Yumekawa was appointed as the “Rice Support Ambassador” by the National Federation of Agricultural Co-operative Associations.
As part of the 10th-anniversary project for the Pretty Series, a Tokyo-based company Mashup has launched the “Minnna no Furusato Ouen Project” (A project to support everyone’s hometown), a local development promotion to support specialties and famous places.