"Atsuta Miyashuku-kai (宮宿会)," a community development group based in Atsuta Ward, Nagoya, has released a new branding video to mark the 11th anniversary of "Atsuta Tsuitachi-ichi," a monthly market event held on the 1st of every month.
The group, which brings together over 100 members in their 30s and 40s — including long-established businesses, NPOs, company employees, sole proprietors, and universities — planned and produced the video themselves. Rather than a simple event promotion, the video was conceived as a lasting brand film, presenting both a Japanese and English version to convey the universal appeal of the Atsuta area to a global audience.
Atsuta Tsuitachi-ichi
"Tsuitachi mairi" is an age-old custom of visiting shrines and temples on the 1st (tsuitachi) of each month. Atsuta Miyashuku-kai launched "Atsuta Tsuitachi-ichi" to help revive and spread this tradition. At the market, businesses with ties to Atsuta set up stalls to welcome visitors. A highlight of the event is "Atsuta Miya Mochi," a limited-edition Japanese confection jointly developed by four long-established Nagoya confectioners: Kiyome Mochi, Kameya Yoshihiro, Myokouen, and Atsuta Houraiken.
Video Concept: The Spirit of Atsuta, Where Tradition Meets the Future
The video contrasts the tranquil atmosphere of Atsuta Jingu — a shrine with over 1,900 years of history — with the energy and smiles of the people who gather there each month. The production of Atsuta Miya Mochi is also depicted as a symbol of "inherited intentions passed down through generations." The footage is crafted to intuitively convey to viewers worldwide that Nagoya's Atsuta district is a sacred, restorative destination worth visiting.
Video links:
- Japanese version (released March 31, 2026): https://youtu.be/lwM57VODOZw
- English version (released March 31, 2026): https://youtu.be/331iXtaGgzw
Future Plans: Expanding Community Development Through Collaboration
Going forward, Atsuta Miyashuku-kai plans to continue activities that pass on the history and culture of Atsuta to future generations — including kamishibai (picture-card storytelling) and karuta card games — while also developing new tourism-focused initiatives such as the creation of area maps. The group aims to advance sustainable tourism and community development that will make Atsuta a beloved destination for visitors from around the world.
Official website: http://atsuta-miyashuku.com/
