Shimane Prefecture Hosts Japan's First Local Anko Sweet Rallies

On October 27, 2025, the Japanese Anko Association, led by President Nishii Anko, visited Shimane Governor Tatsuya Maruyama to report on the country's first collaboration between two municipalities, aiming to promote regional tourism through exclusive local anko sweets stamp rallies.

This visit was significant as it marked an intersection of culinary tradition and modern tourism promotion. The events, titled "Izumo Anko Journey 2 - Hirakata & Hikawa Anko Ties" and "Tsuwano Anko Journey 2025," were presented with promising futures for enhancing the appreciation of local culture and enhancing tourism attraction.

What Motivates the Local Anko Sweet Stamp Rally?

The Japanese Anko Association has taken charge of over ten local anko sweet stamp rally events throughout Japan, including multiple successful events in Shimane. To date, six events have been held within the prefecture, cultivating local pride and identity through this famed Japanese delicacy. 2025 will see the fourth "Tsuwano Anko Journey" and the second "Izumo Anko Journey" attract seekers of sweet delights.

The organization has ambitiously pursued regional revitalization through anko since its founding in 2018. Being an iconic Japanese treat, anko reflects the rich heritage and special local flavors present across various regions. Each locale has its unique, vibrant varieties that embody local produce, historical references, and legendary tales. This exploration encourages a deeper connection with local culture, potentially enticing visitors to return or even relocate in the future.

Indeed, in the eyes of the Association, anko acts as both a connection to the local community and a valuable resource for regional revitalization.

Why Anko Tourism in Shimane?

Shimane is perfectly positioned to promote what could be termed "ankor tourism" due to its rich heritage of anko-based sweets. The two major cities, Matsue and Izumo, showcase a tradition of confections cherished by generations. Matsue is recognized as one of Japan's three renowned pastry centers alongside its tea culture, while Izumo is celebrated as the birthplace of zenzai, a popular sweet red bean soup. As both cities have a profound history with anko, their collaboration reflects a unique synergy not commonly seen nationwide.

The further development of this "Shimane Anko Belt" across the prefecture will enhance both gastronomic and tourism experiences. The region also boasts a reputation for promoting beauty, emerging as a notable producer of skin-nourishing anko that is gaining acclaim in health circles. With low-fat levels and high-polyphenol content, anko has attracted health enthusiasts and athletes alike. By merging culinary innovation with the beauty industry, Shimane can forge an intriguing connection between food and wellness.

Finally, successful execution of anko tourism in Shimane could pave the way for a new model of regional revitalization throughout Japan, demonstrating how traditional assets can synergistically contribute to population growth and economic development.

Why Focus on Izumo City and Tsuwano Town?

Shimane stretches east to west, with Tsuwano on one end and Izumo on the other. The promotion of experiential tourism reliant on the cooperation between these regions is fundamental to developing a cohesive travel strategy. Enhanced connectivity, such as the opening of the Izumo IC to Izumo Taki IC stretch, offers a prime opportunity for tourist flow between east and west Shimane.

Visitors at the Meeting

The meeting included key representatives from the Japanese Anko Association and local officials from both Tsuwano and Izumo. President Nishii Anko, Tsuwano Mayor Hiroyuki Shimomori, and others discussed the ongoing efforts and outcomes of the present anko journeys. They noted that participation has surged not just from nearby prefectures but also from major cities, indicating a growing interest in Shimane’s culinary heritage.

Expectations for Future Engagement

Governor Maruyama expressed his enthusiasm for the initiative, anticipating that the projects might expand beyond just Izumo and Tsuwano into the wider Shimane region. This optimistic outlook can potentially cement Shimane’s status as a centerpiece for regional culture through the lens of anko.

Nationwide First: Collaboration Between Two Municipalities

The stamp rally features special recognitions for participants. Those who complete the "Izumo Anko Journey" will receive the title "Hirakata and Hikawa Anko Ambassador" after tasting 16 kinds of anko sweets. The parallel "Tsuwano Anko Journey 2025" recognizes its completists as either "Tsuwano Anko Ambassador" or "Premium Tsuwano Anko Ambassador". Notably, individuals sampling all 28 sweets from both events will earn the designation "Shimane Double Anko Ambassador," a title celebrated nationwide. This dual-stamp rally collaboration is a first and hints at developing a new community of anko enthusiasts who will likely become advocates for Shimane’s culinary scene.

Overview of the Izumo Anko Journey

Conducted in Izumo City, the "Izumo Anko Journey" guides participants through local sweet shops to sample a variety of 16 uniquely prepared anko delights, running from October 1 to November 30, 2025. The first edition focused only on Hirakata; however, the second installment expands into Hikawa, showcasing a broader reach of flavors.

Overview of the Tsuwano Anko Journey 2025

This journey leads through Tsuwano's illustrious markets and cafés, inviting visitors to explore anko in various forms from 19 participating shops and 6 accommodations. As the most extensive to date, this event is scheduled from October 1 to December 31, 2025.

For more details on the stamp rallies, interested participants can visit the official pages for the Izumo Anko Journey and Tsuwano Anko Journey.