ClaN Entertainment has announced that it will produce the PR campaign for JR West’s “Shiga Pre-DC” (October–December 2026), the pre-campaign for the “Shiga Destination Campaign” — one of Japan’s largest tourism campaigns. Popular game streamer group Takadamura will stream a vlog of their train journey around Lake Biwa.

Takadamura to Share Lake Biwa Train Journey via Vlog

In this PR campaign, popular game streamer group Takadamura will embark on a train journey around Lake Biwa in Shiga Prefecture, streaming the experience in vlog format. Takadamura is a streamer collective with a large fanbase, and their content is expected to authentically convey the appeal of the journey. Additionally, member Nanako will produce an original campaign song, promoting the charm of Shiga through music as well.

First Shiga Campaign in 27 Years — Catchphrase Selected from 11,360 Nationwide Entries

The main Shiga Destination Campaign is scheduled for October–December 2027, marking the first time in 27 years that Shiga Prefecture has hosted the event. The catchphrase “Full of Healing, Shiga Rhythm.” (癒しがいっぱい、シガリズム。) was chosen from 11,360 entries submitted from across Japan. During the pre-campaign period, various initiatives will be rolled out, including the introduction of “EkiTag,” a digital station stamp program in collaboration with five railway companies, and a special DAY TRIP experience aboard the luxury sleeper train TWILIGHT EXPRESS Mizukaze.

Future Developments

The pre-campaign “Shiga Pre-DC” will run from October through December 2026. Produced by ClaN Entertainment, which has extensive experience in the VTuber and influencer industry including work with NIJISANJI, Takadamura’s vlog content and Nanako’s original song are expected to be released in sequence. The initiative is anticipated to generate new tourism demand, particularly among younger audiences, serving as an important stepping stone toward the main campaign in 2027.

Commentary and Outlook

Using game streamers for regional tourism promotion offers a unique sense of closeness that sets it apart from traditional celebrity endorsements. There is strong potential for Takadamura’s fanbase to convert directly into interest in Shiga, and the vlog format is an excellent match for letting viewers vicariously experience the journey. As VTuber and regional revitalization collaborations expand across Japan, the combination of streamers and train travel feels fresh and compelling. Nanako’s original song could also serve as a catalyst for generating buzz. All eyes are on how the pre-campaign will be received ahead of the main Shiga Destination Campaign — the first in 27 years.

Source: PR TIMES