Earth Celebration (EC), a music festival held in Niigata and Sado. This event, organized by the taiko ensemble 'Kodo,' attracts many participants from around the world every year.
However, due to the Great East Japan Earthquake in March 2011 and the subsequent nuclear accident, the number of tourists from overseas 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. It was the first attempt to live stream the festival, recording over 12,000 unique viewers. It became a hot topic on Facebook and Twitter, and when European viewers tweeted, 'I'm watching the live broadcast while having breakfast!', concertgoers responded with messages like, 'Nice to meet everyone from Japan!' There were also exchanges like this in response.
