Seeking to reverse the exodus of young people to big cities, fishing industry operators on remote Nishinoshima in the Sea of Japan have waged a long-running campaign with the local town office to attract new talent to the area.
The island's fisheries union branch, together with the town office and three local fishing companies, drew nationwide attention in 1995 by running a national newspaper ad, the first of its kind in Japan, to solicit young people to become fishermen.
More recently, online advertising has targeted a new generation of fishing industry workers for the island in the Oki chain, located some 50 km north of Shimane Peninsula.