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Prefectural ranking: Ibaraki back at the bottom

thomas

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The Brand Research Institute has released the results of its 2021 online survey regarding the allure and appeal of Japan's 47 prefectures.

The Top five:
  1. Hokkaido
  2. Kyoto
  3. Okinawa
  4. Tokyo
  5. Osaka
The seven least attractive:


 
Tochigi Prefecture came 41st in the 2021 list announced by the Brand Research Institute Inc. on 9 October. Today's morning news reported that prefectural representatives (missed who exactly) consider suing the institute.


 
The seven least attractive:
  • Tochigi
  • Yamaguchi
  • Tokushima
  • Gunma
  • Saitama
  • Saga
  • Ibaraki
The good thing about being a sake fan is that almost every prefecture in Japan has something to offer.
I can think of at least 2-3 incredible sake breweries from each of these seven prefectures, so I'd never in a million years think of them as "unattractive."

On a more serious note, I kind of sympathize with the governor's reaction, and I'd be questioning the point of releasing this sort of list, too, if I were in that position. I mean, for one thing, so much of it is out of their control, based on geographic factors, general stereotypes and preconceptions, etc. etc. Of course a landlocked, suburban/rural area north of Tokyo that isn't Tokyo (Gunma/Saitama/Tochigi/Ibaraki) is going to be seen as "less alluring" than, say, Okinawa or Kyoto. Also, I feel like it kind of becomes a self-fulfilling prophecy. If "research" is telling people that Saitama objectively sucks, then it's only going to further cement that image.
 
Are you kidding? Do you really think it depends on these factors? The results are 100% in their control. I will bet you that if they hire the Brand Research Institute for "consulting" they will magically change their rankings substantially.
 
Ibaraki Prefecture climbed a notch in this year's ranking, leaving the last position to Saga Prefecture. For seven straight years until 2019, Ibaraki had ranked last in the attractiveness rankings. It moved to 42nd place in 2020, but the prefecture fell to the bottom again in 2021.




The results of the ranking are here:

 
I cycled through the east side of Ibaraki this summer. Lots of agriculture and foreign workers there. People were friendly with me at the convenience stores. Ibaraki actually gave me a sense of what Japan probably was like before WW2.
I recommend any cyclist and wild campers to tour Ibaraki. I think you'll enjoy the space, people and freedom that one feels in the air.
 
The annual "Prefectural Attractiveness Ranking," initiated in 2009, reached its 16th edition in 2024. While the competition for the top spot remains fierce, the battle for the bottom rank has also become a source of intrigue. This year, Ibaraki Prefecture, which held the last-place position in 2023, managed to climb two spots, surpassing Saitama Prefecture.






Here's the complete prefectural ranking:

  1. Hokkaido
  2. Kyoto
  3. Okinawa
  4. Tokyo
  5. Kanagawa
  6. Fukuoka
  7. Osaka
  8. Nagano
  9. Shizuoka
  10. Ishikawa
  11. Hyogo
  12. Nagasaki
  13. Miyagi
  14. Nara
  15. Chiba
  16. Hiroshima
  17. Kagoshima
  18. Akita
  19. Toyama
  20. Aichi
  21. Mie
  22. Aomori
  23. Oita
  24. Miyazaki
  25. Yamanashi
  26. Kumamoto
  27. Kagawa
  28. Ehime
  29. Wakayama
  30. Niigata
  31. Fukui
  32. Okayama
  33. Yamagata
  34. Gifu
  35. Iwate
  36. Kochi
  37. Fukushima
  38. Shimane
  39. Tochigi
  40. Shiga
  41. Gunma
  42. Tokushima
  43. Yamaguchi
  44. Tottori
  45. Ibaraki
  46. Saitama
  47. Saga
 
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