A ‘Tsundere’ Twist on Hometown Love: Niigata Embraces Its Quirks for Manga Release
In an unprecedented move, Niigata is becoming the stage for a unique promotional campaign that embraces both affection and exasperation for its local charm. To celebrate the launch of Volume 1 of Ryuto to Amagami, a manga set in the city, the campaign boldly asks residents to share both their “dislikes” and “likes” about Niigata. This innovative approach, spearheaded by ICO Co., Ltd. (part of the NSG Group) in collaboration with KADOKAWA, draws inspiration from the manga’s heroine, Willow, who dramatically declares, “I hate Niigata!”
This “tsundere” (a Japanese term for a character who is initially cold or hostile but eventually shows a warmer, affectionate side) strategy aims to reveal a paradoxical regional love, suggesting that deep engagement with a place often comes with a mix of frustrations and fondness. It’s a playful nod to the idea that true affection can sometimes manifest as a bit of tough love.
Unpacking Niigata’s Heart: The Dual-Front Campaign
The campaign unfolds across two distinct fronts, inviting public participation to explore the multifaceted relationship locals have with their city.
Confessing ‘Niigata’s Dislikes’
The first part of the campaign, running from December 18, 2025, to January 18, 2026, encourages individuals to share their honest, even humorous, “dislikes” about Niigata. This public call takes place at a special corner within the Niigata City Manga and Anime Information Center. Participants are invited to empathize with Willow’s sentiment and contribute their own relatable grievances, from the mildly irritating to the truly amusing.
Celebrating ‘Niigata’s Likes’
Simultaneously, a more affectionate side of the campaign runs from December 22 to December 28, 2025, focusing on “Niigata’s Likes.” This segment is hosted on FM-NIIGATA’s SOUNDSPLASH official X (formerly Twitter) account. Participants can enter a lottery to win exclusive Ryuto to Amagami original book cards worth 3,000 yen and signed copies of Volume 1 by author Kakumaru Shiro. A special incentive: posting about what you love about Niigata doubles your chances of winning, encouraging a cascade of positive affirmations for the city.
Discovering Niigata Through ‘Ryuto to Amagami’
The manga Ryuto to Amagami itself offers a charming journey into Meiji-era Niigata (1885). It follows Will, a British girl who arrives in Niigata due to her father’s work, and Ryusaku, a local chef. Their interactions unfold as Will discovers the town and its people through the traditional, locally-sourced dishes Ryusaku prepares. The story is a delightful blend of:
-
Gourmet Girl-Meets-Boy: A “tsundere” British girl, secretly delicate, and a steadfast, kind-hearted young Japanese chef deepen their bond through food. Their evolving relationship promises a gentle romantic comedy that keeps readers eager for more.
-
Culinary Excellence: The manga showcases authentic, comforting Japanese cuisine using Niigata’s fresh ingredients. The detailed and warm descriptions of food are so vivid, they are sure to make readers’ stomachs rumble, conveying the warmth of the town and its people through each dish.
-
Historical Intrigue: Set in Niigata’s bustling port town of Furumachi during the Meiji era, the series explores the culture and customs of the time, as well as the fascinating dynamics between Japanese and foreign residents. It’s a rich historical narrative that sparks intellectual curiosity in all readers, whether history buffs or newcomers.
Product Information
-
Title:
Ryuto to Amagami Volume 1 -
Author: Kakumaru Shiro
-
Price: 759 yen (690 yen + tax)
-
Release Date: December 26, 2025
-
ISBN: 9784048117098
-
Book Details Page: https://www.kadokawa.co.jp/product/322508000055/
Ryuto to Amagami is currently serialized on Alive+:
-
Series Page: https://comic-walker.com/detail/KC_006808_S?episodeType=first
-
Alive+ (Kadokomi): https://comic-walker.com/label/alive-plus
-
Trial Reading: https://comic-walker.com/detail/KC_006808_S?episodeType=first
A New Chapter for Regional Promotion and Pop Culture
This innovative “tsundere” campaign for Ryuto to Amagami marks a fascinating evolution in how Japanese pop culture engages with local communities. By inviting open, honest, and even playfully critical feedback, it fosters a deeper, more authentic connection between a fictional world and its real-world setting. This approach could inspire future collaborations that blend local pride with popular media, offering a fresh blueprint for regional revitalization and showcasing the dynamic interplay between manga and its cultural landscape, both within Japan and potentially abroad.
-
KADOKAWA Website: https://www.kadokawa.co.jp/
-
ICO Co., Ltd. Website: https://ico-ad.co.jp/
-
NSG Group Website: https://www.nsg.gr.jp/
