A Feline Deity’s Pop Debut: Marumori Town’s “ne.ko.ga.mi.” Charms the World
From ancient cat gods to idol stardom, a collaborative project with sauna icon Misato Shimizu and musician no.9 redefines local branding, inviting everyone to “Design New Marumori.”
Miyagi Prefecture’s Marumori Town has officially launched the debut song, “Design,” and music video for its beloved official character, “Nekogami to Uguisu P.” Now known as the idol “ne.ko.ga.mi.,” this unique initiative is the result of a creative partnership involving Steve inc., the renowned sauna enthusiast and singer Misato Shimizu, and the musical talent of no.9 (Takayuki Jo), all brought to life with the active participation of the town’s residents. The music video was publicly released on YouTube on December 21, 2025.
Watch the official music video here:
ne.ko.ga.mi. – デザイン [Official Video]
Learn more about Nekogami to Uguisu P:
The Ancient Roots of “Nekogami”
Marumori Town boasts a rich history of sericulture (silkworm farming) dating back to the Edo period. During this era, cats were revered as gods, or “Nekogami,” for their crucial role in protecting silkworms from rats. While cat gods are found in various silkworm-producing regions across Japan, Marumori Town stands out for its particularly high concentration of Nekogami shrines, a phenomenon whose exact reasons remain a captivating mystery.
“Design”: A Vision for Marumori’s Future
The title “Design” for the debut song is no coincidence. It directly aligns with Marumori Town’s Sixth Comprehensive Plan, spanning from 2025 to 2034, which articulates the town’s future vision as “DESIGN NEW MARUMORI: Create a New Daily Life.” This philosophy emphasizes proactive creation rather than passive reception, encouraging residents to “design” their own vibrant future for the town. The song embodies this forward-thinking value, reflecting a collective aspiration for a new daily life.
A Song Born from Community Engagement
The journey to “ne.ko.ga.mi.’s” debut song began with a series of design thinking workshops for Marumori Town’s government officials. Shinji Ota, CEO of Steve inc. and the official creative director for Marumori Town (a first for a municipality in Miyagi Prefecture), led these workshops. The training combined logical and design thinking to encourage a fundamental re-evaluation of town development.
During the practical phase of these workshops, a town character reflecting Marumori’s unique charm was conceived. In an unprecedented move for the town’s 70-year history, a town-wide public vote was held to select the official character. Residents of all ages, from preschoolers to high school students, participated, resulting in the narrow victory and birth of “Nekogami to Uguisu P.”
The music video for “Design” tells the story of Nekogami’s transformation into the idol “ne.ko.ga.mi.” and her journey to the stage. It beautifully overlays illustrations onto Marumori’s scenic landscapes, symbolizing the town’s expanding possibilities. The production was a true community effort: illustrations of cheering fans were drawn by participants of a workshop organized by Steve inc. members at Marumori’s “Sairi Genya” summer festival, and background illustrations were contributed by students from Miyagi Igu High School Art Club and Marumori Junior High School Art Club. This collaborative approach aimed to create a music video that would be cherished by residents for years to come.
Voices from the Project
Hoshina Satoo, Mayor of Marumori Town, shared his enthusiasm: “The debut song will support our efforts to create a new Marumori, and I hope it becomes an opportunity for many people, not just our residents, to learn about our town development.” He also expressed heartfelt gratitude for the townspeople’s participation in the music video.
Misato Shimizu, who lent her voice to the song, reflected on her connection to the town: “I had visited Marumori Town many times through my love for saunas. Now, I’m connected again by singing ‘Design,’ Marumori’s image song. Various connections overlap, leading to new creations. That, too, feels like ‘design.’ I hope this song can add a little hope and warmth to my beloved Marumori Town.”
Composer Takayuki Jo (no.9) described his impression of Marumori: “Marumori Town, which I’ve visited several times, feels quiet despite the sounds of rivers, cicadas, birds, and frogs in its forests and rivers. Yet, originality is scattered everywhere. It’s a mysterious place that feels gentle yet strong.” He added, “When I heard the lyrics written by Mr. Ota, who grew up in such a town, and Ms. Shimizu’s singing, I felt I glimpsed that simple originality. I poured the town’s people, scenery, and hopes for the future into this song, which is neither entirely new nor entirely nostalgic. Thank you for this wonderful opportunity. I hope the townspeople listen to it for a long time.”
Shinji Ota, who penned the lyrics, shared his personal philosophy: “I still ponder what design truly is, but I’ve imbued my answer into these lyrics. What are truly important things? What should we truly confront? ‘Design’ is the presence that supports such thoughts, which everyone must consider at some point in their lives.” He expressed his wish that “design” enriches the future for everyone, whether they remained in their hometown, left it, or returned. He concluded by thanking the collaborating townspeople, Misato Shimizu, and no.9.
About Marumori Town
Marumori Town is situated in the southernmost part of Miyagi Prefecture, a basin town through which the Abukuma River, the second-largest river in Tohoku, flows. It is approximately a 1.5-hour drive from Sendai City and about 1 hour by Abukuma Express Line from Sendai or neighboring Fukushima Prefecture. It is a town where water and greenery shine, and history continues.
Miyagi Prefecture Marumori Town
This innovative project from Marumori Town, blending historical reverence for a “cat god” with modern idol culture and community participation, exemplifies a fresh approach to regional branding. Such initiatives not only revitalize local areas but also offer a compelling glimpse into how traditional Japanese elements can be reinterpreted through a contemporary kawaii lens, potentially inspiring similar cultural exchanges and collaborations globally. This fusion of local heritage and pop appeal creates a unique narrative that resonates beyond geographical boundaries, showcasing the universal charm of community-driven creativity.
<img alt="Steve inc. Group Photo” src=”https://minio.s-pst.com/monolab/plugins/51d4d20a48545516133c50221ef471e6.webp” />
