Revamping Ichinomiya: A Project Embracing the Gal Culture for Youthful Tourism Appeal

Ichinomiya City, located in Aichi Prefecture, is embarking on an exciting new venture in partnership with CGO.com, a consulting firm based in Tokyo. Led by CEO Buburi, this project aims to unveil the hidden charm of Ichinomiya from a unique perspective—through the eyes of the trendy gal culture. With the focus on attracting the Gen Z demographic, the initiative plans to redefine and amplify the city's appeal as a vibrant tourist destination.

The Launch of the Project

On March 6, 2026, the first key event will see local city officials walking through the city alongside a group of six Chief Gal Officers from CGO.com. This 'Gal-style City Walk' will allow participants to experience Ichinomiya’s renowned 'morning coffee culture' while also discovering historical landmarks through a playful and modern lens unique to gal culture. Following the walk, the participants will engage in the innovative 'Gal-style Brainstorming' session, designed to transform the vibes and inspirations collected during the stroll into concrete tourism concepts, set for implementation later in the year.

A Youthful Perspective on Tourism

Ichinomiya City has faced challenges in reaching younger audiences effectively, as traditional methods fail to capture the vibrant essence of the area. The collaboration with CGO.com is aimed at reimagining the city’s communication strategies, injecting fresh energy and a new narrative that resonates with the youth. This project is not merely about promoting existing attractions but about uncovering the less visible, yet delightful aspects of everyday life in Ichinomiya through youthful exploration and creativity.

What to Expect from Gal-style Events

The Gal-style events are rooted in the unique, direct, and engaging communication style of the gal culture. One of the key components, 'Gal-style Brainstorming,' is a workshop model developed by CGO.com. It facilitates an open and uninhibited approach to ideation, fostering psychological safety and innovative thinking, ultimately leading to breakthroughs in traditional viewpoints.

The event scheduled for March 6 will include a comprehensive schedule. Starting from 9:50 AM, participants will gather at Orinas Ichinomiya, where they will split into three routes to explore different parts of the city, including the Ichinomiya Station area and the Mino Road. Participants will delve into local color, tasting beloved 'Ichinomiya Morning' delicacies and visiting notable sites like the Masumida Shrine, interpreted through the energetic lens of the gals. The day will culminate with the brainstorming session where insights gained during the city walk will be channeled into developing concepts and ideas for new events and product developments slated for late 2026.

Official Insights on the Project

Kaori Okuda, the head of the Tourism Exchange Division of Ichinomiya City, expressed her expectations for the project, saying, “Ichinomiya is already known for events like the annual Tanabata Festival and its unique morning coffee culture. We hope to harness a fresh perspective from the younger generation to rediscover and maximize our city’s hidden gem-like attractions.