- 地域総合研究 = Regional studies (ISSN:09142355)
- vol.37, no.1, pp.57-69, 2009-09-30
In this paper, the athor tries to discuss Moe-Okoshi, a kind of regional promotion through Moe. Moe is an emotion of attachment to fictitious objects, like characters in animations, comics, or computer games. Originally, Moe was a slang of the Japanese OTAKU culture, but is now globally known as a term for a more common affection for sweeties. In fact, the market of Moe is becoming larger and larger, and attracting much attention of those who have had no connection with the pop culture before. The regional promotion, the main subject of this paper, is also having an intimate relation with Moe. Many novel promotion plans, in which practitioners try to draw the public notice by means of the fascination or curiosity of Moe, have already appeared. Such plans are commonly called Moe-Okoshi. However, a lot of practices which we have bundled with the name of Moe-Okoshi can be classified into some models in spite of the superficial similarities; the frequent use of pretty animation-like pictures and so on. And each model has a different feature and method. A few of them have already been highlighted as individual examples, but they have been given no opportunity to be discussed systematically in the context of regional promotion. These circumstances duly considered, it may be very meaningful to analyze the strategies which a practitioner can take toward each Moe-Okoshi model. For this purpose, the author investigates the potentialities and limitations of Moe-Okoshi.