Echigo-Tsumari Art Field: solving regional issues through art
This case illustrates the success of Echigo Tsumari Art Triennale (ETAT), an art festival held in mountainous area in southern part of Niigata Prefecture. The art event attracts more than half a million visitors and has been recognized as a new model for building a community through culture and art. The learning objective of this case is to learn about Japan’s regional issues such as depopulation, low birth rate and aging community, and the opportunity of art as a means of regional revitalization. Also, this case is useful to teach fundamental keywords in today’s marketing such as place branding and co-creation.