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Paper short abstract

Anime pilgrimage–based regional revitalization is commonly considered a temporary initiative. However, through a case study of Summer Wars–themed vending machines, this study demonstrates that long-term implementation fosters expanded local participation and involvement of private companies.

Paper long abstract

Anime pilgrimage–based regional revitalization is often considered as a temporary initiative that declines once the broadcast period of an anime ends. However, in Ueda City, Nagano Prefecture, the 'Summer Wars Village' project based on the Japanese animation movie 'Summer Wars' has continued from 2009 to 2025. This study examines the long-term impacts of anime pilgrimage by focusing on the active involvement of local companies, using the Summer Wars–themed vending machines as a case study.

The project has been led primarily by the Ueda Film Commission and the Summer Wars Committee, which coordinate copyright management, local community involvement, and anime pilgrimage-related events. During the 10th anniversary project in 2019, local companies—particularly a vending machine company—participated proactively by proposing and implementing 'Summer Wars'-themed vending machines as part of the pilgrimage experience.

This study employs document analysis and a semi-structured interview with the Summer Wars Committee conducted in January 2025 to clarify the roles of each stakeholder and the development process of the vending machine project. The findings reveal that, five to ten years after the film’s release, the expansion of local actors—including private companies—became evident. The study concludes that the long-term continuation of anime pilgrimage initiatives encourages broader local participation, and that the autonomous involvement of local companies can be understood as an outcome of the sustained implementation of anime-based local initiatives.