AREA MANAGEMENT RESEARCH ON THE REVITALIZATION OF A REGIONAL SHOPPING STREET USING MANGA CHARACTERS IN LOCAL CITY: A case study at Mizuki Shigeru Road

This study investigates how the ‘Mizuki Shigeru Road’ project revitalized the shopping street in Sakaiminato. Many shopping districts in local cities are facing economic downturns. Sakaiminato has successfully overcome this problem through: 1) the installation of bronze manga statues along the street and hosting related events; 2) the partnership between public administration, private businesses and volunteers; 3) the active participation of local shops in the sales and promotion of manga character events.