Shops in Tokyo and other big cities that are run by regional governments to promote local specialties are growing in popularity, thanks in part to Miyazaki Gov. Hideo Higashikokubaru.
The shops, which are also aimed at monitoring consumer trends for local producers, mainly sell food products. Consumers are particularly drawn to products from their hometowns that are normally unavailable in ordinary stores.
Higashikokubaru, a former comedian who successfully ran for governor of Miyazaki last year in his first bid for public office, repeatedly promotes products from the prefecture in his appearances on television and at functions.