Oshi no Ko and Lake Ashi Collaboration: "I'll Be Your Lake Ashi!"
The Oshi no Ko series, which has a massive global fanbase, continues to make its mark in the real world as well. This new collaboration with the famous Lake Ashi (Ashinoko) in Kanagawa Prefecture offers fans of the series a unique tourist experience. The event, which will run until May 31, 2024, is promoted with a witty pun on a memorable line from the character Kana Arima: "Anta no Ashinoko ni Natte Yaru" (I'll Be Your Lake Ashi!).
As part of the event, tourist spots in the Hakone region have transformed into an Oshi no Ko festival. The famous pirate ships of the Hakone Sightseeing Cruise and the Komagatake Ropeway cable car line are operating with special designs (wrapping) decorated with characters from the series. During their journey, visitors have the opportunity to listen to announcements specially recorded for this event by the voice actors of characters such as Ai Hoshino (voiced by Rie Takahashi) and Kana Arima (voiced by Megumi Han). Additionally, series-themed menus and limited-edition merchandise with exclusive illustrations are available for purchase at restaurants in the area.
Written by Aka Akasaka (Kaguya-sama: Love is War) and illustrated by Mengo Yokoyari, the manga has been highly acclaimed for addressing the dark side of the modern entertainment industry since its debut in 2020. The anime adaptation, produced by Doga Kobo studio, became a global hit in 2023, topping charts with its opening song "Idol." Such local collaborations aim to revitalize the "anime tourism" (seichijunrei) culture in Japan while keeping fan excitement at its peak ahead of the second season, which begins in July 2024.
This collaboration is seen not just as a marketing strategy, but as proof of the series' massive impact on popular culture. The way a traditional tourism hub like Hakone has become so intertwined with a modern anime series sheds light on future promotional models for the industry. If your travels take you to Japan before the end of May, you can follow the traces of the Hoshino family and the members of B-Komachi in this unique natural wonder and breathe in the atmosphere of the series by the lakeside.
