“Okayama Hare-iro Campaign 2025,” a prefecture-wide tourism campaign that develops and continues initiatives and achievements inspired by the Okayama Destination Campaign and the Forest Art Festival: Okayama, Land of Sunshine, will be held this year.
The campaign runs from Saturday, July 19 through Friday, October 31.
Here are the details.
About the campaign
The campaign is organized by the Land of Sunshine Okayama Tourism Campaign Promotion Council.
Under the catchphrase “A Bright-Hearted Journey Through Okayama,” the prefecture-wide tourism campaign will focus primarily on “art” and “food.”
The campaign’s image character is MEGUMI, an actor and producer from Okayama Prefecture, who will showcase the appeal of her home prefecture under the theme “A Journey to Discover Beauty in Okayama.”
Programs
Art-related programs are scheduled to include an art circuit bus visiting permanent works from the Forest Art Festival, a shuttle bus touring works in the Uno Port area of the Setouchi Triennale 2025, and the “Fukiya Art Exhibition,” featuring atmospheric lighting across streetscapes colored in Japan Red.
Food-related programs will include the “Okayama Fruit Picking Bus,” where visitors can enjoy seasonal white peaches and grape picking, and the large-scale “Okayama × Kagawa Connected Food Expo” held in cooperation with Kagawa Prefecture. Plans also include a “Vineyard Restaurant” and wine tourism experiences featuring wines from micro-wineries around the prefecture.
For information on other major promotions, please see the reference section.
Reference