On May 2, 2025, TSUTA-WORLD Inc., a Tokyo-based digital marketing agency, announced the launch of Kita Buzz, Hokkaido’s first regional influencer marketing service. The initiative aims to promote the unique attractions of Hokkaido by leveraging the power of local influencers, in turn supporting the region's economic growth and self-esteem.

Background and Purpose:

TSUTA-WORLD CEO Yamaoka, who relocated to Sapporo City for personal reasons, became deeply enamored with the rich offerings of Hokkaido—from its natural landscapes to its food culture. Motivated by a desire to showcase Hokkaido’s charms to a wider audience, Yamaoka met ROY, a well-established influencer with 80,000 followers, who shared the same passion for promoting the region. This collaboration led to the creation of Kita Buzz, a service dedicated solely to marketing Hokkaido through influencers.

Service Overview:

• Targeted Local Marketing:
  Over 100 Hokkaido-based influencers will highlight regional attractions such as local foods, tourist spots, and seasonal activities.

  • Figures Involved:

    • ROY, an influencer with a significant following, will act as a core figure, guiding the initiative.

    • Riho Yokomichi, with 200,000 TikTok followers, brings expertise in TikTok marketing.

    • Yuki Matsutani, known for her extensive network within Sapporo’s restaurant scene, contributes to content creation and local outreach.

    • CEO Yamaoka will oversee production, drawing on his experience generating over 30 million views across TikTok.

Novelty and Features:

• Hokkaido-Centric Approach:
  "Kita Buzz" is the first influencer marketing service dedicated entirely to promoting Hokkaido, giving it a localized focus that allows advertisers to deliver relevant content to target audiences within the region.

• Pay-for-Performance System:
  The service introduces a pay-for-performance model based on view counts, making it cost-effective and accessible even for small businesses. Advertisers can track their ROI and gauge the effectiveness of their campaigns clearly.

• Efficient Regional Reach:
  By collaborating exclusively with influencers who are either based in or deeply familiar with Hokkaido, Kita Buzz ensures the most accurate and engaging messaging about the region reaches the right audience.

Social Contribution and Economic Impact:
The Kita Buzz service aims to bolster Hokkaido’s economy by attracting tourists from both Japan and abroad, positioning the region as a premier global tourist destination. Additionally, it strives to enhance the pride and self-esteem of local residents, fostering a sense of ownership and community among Hokkaido's population. By sharing regional stories through influencers, the service works to build a bright future for Hokkaido—one where both the community and tourism thrive.

"Kita Buzz" represents a game-changing step in the regional marketing landscape, allowing Hokkaido to showcase its charm through local voices and driving the future of tourism and community development. TSUTA-WORLD’s strategic approach brings targeted marketing to life, ensuring maximum impact with performance-based pricing, all while uplifting the local culture and economy.