Exciting Collaboration Between Dive's Navitto-chan and Hikonyan to Promote Local Tourism

Special Collaboration to Promote Hikone City Attractions

Dive, the company behind Japan's leading resort job site "Resort Baito Dive", is launching a special collaboration between their official character, Navitto-chan, and Hikone City's beloved mascot, Hikonyan. With this partnership, they aim to highlight the unique allure of Hikone in Shiga Prefecture, presenting it to a wider audience through their specialized media, "Resort Baito Navi".

Overview of Dive and Its Mission

Dive Corporation, led by CEO Shintaro Nogata and headquartered in Shinjuku, Tokyo, focuses on providing staffing services tailored for tourist facilities across the nation. Their platform, Resort Baito Dive, boasts the highest number of job postings and reviews in the resort job sector, making it a go-to resource for those looking for work in scenic locations.

With a goal to address the labor shortage in tourist areas, Navitto-chan promotes the benefits of "Resort Baito"—a form of work that allows individuals to live and learn in various resort locations across Japan. Despite the popularity that attracts job seekers to areas such as Okinawa and Hokkaido, the company seeks to draw attention to lesser-known regions rich in opportunities and experiences.

Collaboration with Hikonyan

In this new initiative, the special feature page on "Resort Baito Navi" will be dedicated to showcasing Hikone City through the eyes of Hikonyan, alongside other local characters, including Iinosuke and Navitto-chan. Visitors to this page can expect to discover Hikone's main attractions, including the historic Hikone Castle, charming streets, local delicacies, and the area's natural beauty. Additionally, job listings for "Resort Baito" positions in and around Hikone City will be available.

This collaborative feature is set to be promoted across various platforms, including Dive's official social media channels and their LINE account, which boasts 240,000 followers. This outreach aims not only at potential job seekers but also at a broader audience to introduce them to the wonders of Hikone.

The Background of the Project

Navitto-chan has been actively promoting the concept of "Resort Baito" while contributing to overcoming the staffing challenges faced in tourist destinations. The character represents a fresh approach to work, encapsulating the essence of living and engaging within beautiful resort towns.

Hikonyan, established as Hikone City's official mascot during the 400th anniversary of Hikone Castle, has garnered affection from fans of all ages for its cute design and charm. As a driving force behind tourism in the region, Hikonyan aims to share the city’s attractions with as many fans as possible, leading to this innovative collaboration aimed at increasing interest and mobility towards Hikone.

Looking Ahead

Dive Corporation is committed to continuing collaborations with local municipalities, actively promoting regions that remain underappreciated yet bursting with charm. By facilitating experiences related to living, working, and exploring these locales, the company seeks to tackle the challenges of staffing shortages in tourist areas, stimulate local economies, and foster long-term relationships between great places and the people who support them.

Many people have built a connection to these regions through their "Resort Baito" experience, with some even relocating permanently after their stint. Dive envisions not only attracting visitors but also nurturing a community that supports the livelihood of these areas—a key aspect in fostering sustainable regional development.

What is Resort Baito?

"Resort Baito" represents a unique employment opportunity where individuals can work within hotels, inns, theme parks, and ski resorts in stunning tourist destinations across Japan, usually lasting around three months. Often, these jobs include benefits like free accommodation and meals, making it an affordable way to experience new locations. As most individuals start without prior experience, it provides an accessible entry point for many to explore Japan's tourism, creating lifelong memories and connections.

About Hikonyan

Hikonyan, symbolizing Hikone City, has become an iconic character since its inception and has solidified its impact on local tourism efforts. Now approaching its 20th anniversary in 2026, the character is traveling nationwide, spreading the message of Hikone’s offerings wherever it goes.

Through this collaboration, both Navitto-chan and Hikonyan combine forces to not just showcase the beauty of Hikone but contribute to a nationwide movement of appreciating and rediscovering local tourism gems.