Okinawa to equal “Cute”

Asobisystem Co., Ltd., best known for managing artist Kyary Pamyu Pamyu, is going to start a new project to develop tourism contents for Okinawa.

The company is credited with having created the original “Kawaii!! Culture!!” and is planning to use the concept to create “Okinawa Kawaii!!” concept to be used in promotions in and outside of Japan.

There’s already a television program airing in Okinawa, and from June the company will establish a tourist information facility on Kokusai Street in Naha City. Events and sales Okinawan products are also in the works.

In the future, Asobisystem plans to connect Okinawa’s traditional cultural icons, such as shisha, eisa drums and food with “kawaii” in order to create new products.