Rebranding the Local: Strategic Storytelling and the Reconfiguration of Cultural Heritage in Kurashiki’s Bikan Historical Quarter

Abstract (English)

The process of urbanization in contemporary Japan has been characterized by the emergence of industrial metropolitan areas and the development of industrialized regional cities. Since the mid-1970s, however, Tokyo has emerged as the dominant center of population concentration, now accounting for approximately 30% of the national population. In contrast, many regional cities have experienced significant depopulation and rapid aging, particularly in rural areas. These demographic shifts have led to major transformations in values and lifestyles, challenging the sustainability of local communities. In response, both public and private sectors have developed a range of initiatives, including tourism-based revitalization strategies and migration support programs for rural areas.
This paper draws on ethnographic fieldwork conducted with a non-profit organization involved in the revitalization of vacant houses in Kurashiki’s Bikan Historical Quarter—an area known for its preserved Edo-period architecture and aesthetic landscapes. It examines how tourism-oriented narratives are constructed and how regional identity is represented. From the perspective of business anthropology, these developments are analyzed through the lenses of “strategic storytelling” and “heritage commodification.”
At the same time, attention is given to cultural memories and local practices that are not easily incorporated into dominant tourism discourses. These elements are being rediscovered and revalued through the process of vacant house revitalization. While vacant houses are repurposed as tourism infrastructure, such practices also reflect the intentions of local residents to sustain and transmit the broader historical and cultural fabric of the region.
Although the narrative of regional revitalization in Kurashiki has been shaped by strategic storytelling that positions the Bikan Historical Quarter as a central symbol of cultural heritage and tourism, other parts of the city also possess rich and diverse historical and cultural legacies that are not prominently featured in mainstream tourism discourse. Rather than disappearing, these local histories and cultural elements are being re-evaluated and revitalized through various community-led initiatives. This study explores how these diverse efforts interact within the broader process of rediscovering, preserving, and reintegrating local cultural heritage, illustrating the complex and dynamic cultural practices that contribute to sustainable regional revitalization.