The music festival "Earth Celebration (EC)" is held in Sado, Niigata. Organized by the Japanese taiko group Kodo, this event attracts many participants from all over the world every year.
However, due to the Great East Japan Earthquake in March 2011 and the subsequent nuclear power plant accident, the number of tourists and foreign residents decreased significantly. In order to attract tourists to Japan, Kodo and the think tank organization "SCOP" reached out to SET Japan and promoted it to the world through social media. For the first time, the festival was live-streamed, with more than 12,000 unique viewers. It became a hot topic on Facebook and Twitter, with European viewers tweeting, "I'm watching the live broadcast while having breakfast!" and concertgoers shouting, "Everyone from Japan to Mr./Ms.!" There was also an exchange such as returning.
