Earth Celebration (EC), a music festival held in Niigata and Sado. Hosted by the taiko group 'Kodo,' this event attracts many participants from around the world every year.
However, due to the impact of the Great East Japan Earthquake in March 2011 and the subsequent nuclear accident, the number of overseas tourists and foreign residents dropped significantly. To attract inbound tourists, Kodo and the think tank SCOP reached out to SET Japan and promoted it worldwide through social media. The first attempt to livestream the festival was made, recording over 12,000 unique viewers. It became a hot topic on Facebook and Twitter, and when European viewers tweeted, "I'm having breakfast while watching the live broadcast!", concertgoers replied, "Nice to meet you all from Japan!" There were also exchanges such as that.
