| NIIGATA, Jul. 25 – Pet shop signboards in the countryside in Nagaoka City, Niigata Prefecture, are attracting visitors from both inside and outside Niigata, after being featured by a 37-year-old ex-Akihabara-maid, Zuna Niina (a pen name). While working as a maid at a maid-themed café restaurant in Akihabara, Tokyo, she also participated in the bucket rice growing challenge on the roof of the Japan Agricultural News building. After getting married, she moved to Nagaoka City and discovered the local treasure, which has become as popular as they are now, being featured in a return gift for hometown tax donations from Nagaoka City.Niina, born in Tokyo, worked part-time at one of the maid cafés in Akihabara when she was studying horticultural science at Chiba University in Chiba Prefecture. When she heard about the bucket rice challenge on the roof, she found it interesting and participated. Back then, she surprised our reporters and other maids, who had never touched soil before, by bringing her chlorophyll meter to the site.
Reflecting on her experience, she noted that touching the soil can help people become more familiar with agriculture. Her first encounter with these beautiful signboards took place in 2015 when she moved into Nagaoka, her husband’s hometown, where approximately 500 signboards belonging to a local pet shop Matsuda Pet can be located within a 10-kilometer radius. Today, the area continues to attract visitors seeking the hand-painted dogs and cats, each with a unique facial expression, and purchasing fan goods featuring their prints. Niina, who calls herself an otaku (a geek), conducted thorough research about the signboards, from their history to distribution, and published a private magazine to attract unexpected attention. Then, she collaborated with local companies to create merchandise, which has gained popularity nationwide, supported by influencers’ posts on social networking sites (SNS). Later, souvenir items such as cookies and rice crackers were also developed. According to Niina, she was told that no one had ever thought about commercializing them. “It would probably take one person who could spot an interesting feature in something unique to the local area, dig into it, and exhibit it to unlock unseen value.” Her photo collection book, Reino Kanban Photograph Collection in Reiwa (the 2nd edition), is now a return gift for hometown tax donations from Nagaoka City. The application started in June, with some already applying. “This book was the catalyst for the rapid increase in fans of Matsuda Pet signboards across the country. We want to communicate the attractiveness of Nagaoka City through the hometown tax donation system and increase the number of visitors and people who feel connected to the city,” PR personnel from the city said, expressing high hopes.  ◀Zuna Niina says most of the signboards are found on the walls of agricultural equipment storage. (In Nagaoka City, Niigata Prefecture) |