### The Resurgence of Square Enix’s SaGa Series: An Innovative Tourism Campaign in Saga, Japan
Square Enix’s SaGa series has made an impressive comeback in recent years, with a range of new game launches and classic re-releases sparking renewed enthusiasm for this legendary RPG franchise. This revival extends beyond the realm of gaming; it has also initiated a creative partnership with the Saga region of Japan, resulting in a groundbreaking annual tourism campaign that uniquely fuses local culture with the imaginative universe of SaGa.
#### The Partnership Launches
Commenced in 2014, this partnership between Square Enix and the Saga region seeks to highlight local crafts, produce, and traditions, offering a distinctive avenue to honor both the SaGa franchise and the region’s cultural legacy. Initially, the event was simple, mainly comprising a small exhibition in Saga’s city center, along with promotional activities at selected sites across Japan, including Tokyo.
As of this year, the project has grown considerably, enlisting eight local businesses which partake in a marketing effort that feels much like an RPG quest. Each business presents unique offerings that merge local artistry with the cherished characters and themes of SaGa, transforming the event into a multi-faceted exploration of both local heritage and gaming narratives.
#### Distinct Local Products
Among the participating enterprises is the Takeo Onsen Bussankan, renowned for its hot springs, which has unveiled Yumino dolls—traditional clay figurines inspired by Sensei, the franchise’s mascot. Other local innovations comprise specially-themed culinary items, including a crab dish made with crabs caught in local waters, along with themed tea, teapots, and dishware. Additionally, in partnership with game-themed craft beer maker Game Brew, four distinct Abyss Brew beers have been crafted, now available for purchase nationwide.
#### Effect on Local Tourism
This initiative is part of a broader movement in Japan, where regions are increasingly utilizing popular video game franchises and pop culture to draw tourists. Once perceived as a less favored destination for domestic visitors, Saga Prefecture is actively reshaping its image. Yoshinori Yamaguchi, the region’s governor, mentions that innovative projects—such as the launch of themed manhole covers featuring characters and sprites from SaGa—have received substantial attention, enhancing local tourism.
Presently, there are 32 themed manhole covers dispersed across the prefecture, alongside themed postboxes, buses, and trains, contributing to a total of over 200 tourist attractions designed to captivate both fans and casual explorers.
#### Wider Initiatives by Square Enix
Square Enix’s initiatives to promote tourism go beyond the SaGa franchise. Earlier this spring, the company initiated a Final Fantasy-themed tourism campaign in Fukushima Prefecture, showcasing its dedication to enhancing local economies through its beloved gaming franchises. As Square Enix continues to embrace the SaGa series and its cultural importance, both long-time fans and newcomers may discover enticing reasons to visit this often-neglected region of Japan.
With the next round of collaborative events commencing on October 12th, the interplay between tradition and modern gaming is set to evolve further, offering even more opportunities for immersive experiences for tourists drawn to the captivating fusion of SaGa and the cultural richness of Saga Prefecture.