Hiroshima's Sera Town and Deitra Launch Population Engagement Project to Tackle Declining Numbers
In a groundbreaking initiative to address the dual challenges of population decline and a shortage of digital talent, Sera Town in Hiroshima Prefecture is partnering with Deitra, an online school with over 30,000 students, to launch the "Population Engagement Project." This ambitious project aims to create pathways for interaction between local businesses, IT professionals, and prospective residents, addressing a projected population decrease of 42% by 2050 according to the National Institute of Population and Social Security Research.
Sera Town, with a current population of 14,388 and a staggering aging rate of 42.6%, faces a significant demographic challenge compared to the national average of 28.6%. Experts estimate that the population could plummet to about 8,800 by 2050—a reduction that would see a near halving of the working-age population from 7,089 to a mere 3,675.
Additionally, the Ministry of Economy, Trade and Industry has highlighted the urgent need for digital adoption among local businesses, especially in light of the so-called "Digital Cliff" predicted for 2025, which could lead to economic losses as high as 12 trillion yen annually. Unfortunately, a report shows that only 44.7% of small businesses with fewer than 100 employees are currently engaging with digital transformation efforts, with over 60% lacking the necessary personnel to spearhead these initiatives. The combination of a declining labor force and a lag in digital readiness poses a structural challenge for the local economy.
This project aims to bridge the gap by connecting external creators with local enterprises, intending to foster a labor market and cultivate relationships to promote migration into the area.
The project includes three main activities:
1. Photo Contest: #SeraPhotoCon2026 (September 1 - October 31)
Focused on showcasing the charm of everyday life in Sera Town, this contest invites participants to share their visions of an ideal town through Instagram, using the hashtags #SeraLiving and #SeraPhotoCon2026. The contest serves as an introduction to the concept of creating community connections.
- Submission Method: Post on Instagram with the designated hashtags.
- Special Site: Sera Photo Contest
2. DX Hackathon: Collaborating with Local Companies (September 19-20)
Teams consisting of graduates from Deitra and local businesses will engage in a two-day hackathon. Participants will stay overnight at a local lodging facility, working on real challenges faced by companies—such as improving Google Maps, building website prototypes, and enhancing digital marketing materials.
- Location: Sera no Yado Higashi (Hiroshima Prefecture)
- Media Coverage Invitation: Journalists are welcome to cover this event on-site.
3. Lecture: New Working Styles through Digital Tools (October 17)
This lecture, aimed at local residents and entrepreneurs, will highlight how digital tools can create diverse income opportunities while emphasizing the importance of keeping young people in the region.
- Venue: Sera Cultural Center Pastoral Hall
- Target Audience: Sera residents, local business users, and anyone interested in telecommuting or side businesses.
The envisioned sustainable model involves:
1. Discovering (Photo Contest): Utilizing social media to reestablish Sera's allure both locally and nationally.
2. Engaging (DX Hackathon): Direct participation of IT talent in solving local business problems, fostering a strong bond with the community.
3. Sustaining (Lecture): Empowering citizens through enhanced digital skills to encourage various working styles within the community.
Deitra aims to utilize this project as a model that can be expanded to other rural municipalities across Japan, thereby not just addressing the immediate issues in Sera Town but also offering a scalable solution to local challenges nationwide.
Deitra is an online school specializing in digital skills education, dedicated to helping individuals realize their dreams through skill acquisition. Their curriculum has gained traction via word-of-mouth, leading to a growth in student enrollment that exceeds 30,000.
Company Name: Deitra Co., Ltd.
CEO: Shohei Ootaki
Location: 45th Floor, Sunshine 60, 3-1-1 Higashi Ikebukuro, Toshima City, Tokyo 170-6045
Established: May 27, 2019
Business Operations: Media and Online School
Official Website: Deitra
This project marks an essential step towards revitalizing Sera Town's demographics and enhancing its digital landscape, setting an impactful precedent for rural revitalization efforts.
Background: Breaking the Cycle of Decline and Digital Lag
Sera Town, with a current population of 14,388 and a staggering aging rate of 42.6%, faces a significant demographic challenge compared to the national average of 28.6%. Experts estimate that the population could plummet to about 8,800 by 2050—a reduction that would see a near halving of the working-age population from 7,089 to a mere 3,675.
Additionally, the Ministry of Economy, Trade and Industry has highlighted the urgent need for digital adoption among local businesses, especially in light of the so-called "Digital Cliff" predicted for 2025, which could lead to economic losses as high as 12 trillion yen annually. Unfortunately, a report shows that only 44.7% of small businesses with fewer than 100 employees are currently engaging with digital transformation efforts, with over 60% lacking the necessary personnel to spearhead these initiatives. The combination of a declining labor force and a lag in digital readiness poses a structural challenge for the local economy.
This project aims to bridge the gap by connecting external creators with local enterprises, intending to foster a labor market and cultivate relationships to promote migration into the area.
Initiative Overview: September to October Events
The project includes three main activities:
1. Photo Contest: #SeraPhotoCon2026 (September 1 - October 31)
Focused on showcasing the charm of everyday life in Sera Town, this contest invites participants to share their visions of an ideal town through Instagram, using the hashtags #SeraLiving and #SeraPhotoCon2026. The contest serves as an introduction to the concept of creating community connections.
- Submission Method: Post on Instagram with the designated hashtags.
- Special Site: Sera Photo Contest
2. DX Hackathon: Collaborating with Local Companies (September 19-20)
Teams consisting of graduates from Deitra and local businesses will engage in a two-day hackathon. Participants will stay overnight at a local lodging facility, working on real challenges faced by companies—such as improving Google Maps, building website prototypes, and enhancing digital marketing materials.
- Location: Sera no Yado Higashi (Hiroshima Prefecture)
- Media Coverage Invitation: Journalists are welcome to cover this event on-site.
3. Lecture: New Working Styles through Digital Tools (October 17)
This lecture, aimed at local residents and entrepreneurs, will highlight how digital tools can create diverse income opportunities while emphasizing the importance of keeping young people in the region.
- Venue: Sera Cultural Center Pastoral Hall
- Target Audience: Sera residents, local business users, and anyone interested in telecommuting or side businesses.
Future Outlook: Building a Sustainable Engagement Model
The envisioned sustainable model involves:
1. Discovering (Photo Contest): Utilizing social media to reestablish Sera's allure both locally and nationally.
2. Engaging (DX Hackathon): Direct participation of IT talent in solving local business problems, fostering a strong bond with the community.
3. Sustaining (Lecture): Empowering citizens through enhanced digital skills to encourage various working styles within the community.
Deitra aims to utilize this project as a model that can be expanded to other rural municipalities across Japan, thereby not just addressing the immediate issues in Sera Town but also offering a scalable solution to local challenges nationwide.
About Deitra
Deitra is an online school specializing in digital skills education, dedicated to helping individuals realize their dreams through skill acquisition. Their curriculum has gained traction via word-of-mouth, leading to a growth in student enrollment that exceeds 30,000.
Company Name: Deitra Co., Ltd.
CEO: Shohei Ootaki
Location: 45th Floor, Sunshine 60, 3-1-1 Higashi Ikebukuro, Toshima City, Tokyo 170-6045
Established: May 27, 2019
Business Operations: Media and Online School
Official Website: Deitra
This project marks an essential step towards revitalizing Sera Town's demographics and enhancing its digital landscape, setting an impactful precedent for rural revitalization efforts.
Topics People & Culture）
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