Japanese prefecture launches subsidy for store owners to revitalise shopping district near Mount Fuji

FUJIYOSHIDA, Yamanashi - A local government in Yamanashi Prefecture has launched a new subsidy system to revitalise an abandoned shopping district.

Hoping to capitalise on the influx of tourists who crowd the area to catch a glimpse of Mount Fuji, the city government has established a system to offer subsidies to those who want to open stores or eateries in the Honcho-dori shopping street.

The street, which is currently full of vacant stores, is in the central of Fujiyoshida, located to the south-west of Tokyo.

Under the new system, nearly 20 new stores, including restaurants and souvenir shops, are preparing to open. The city government aims to develop the shopping street into a nucleus of tourism-related industries in the city.

Honcho-dori is also known as Fuji-michi, or Fuji road, as the street appears to extend to Mount Fuji. Until the mid-1960s, the area was a bustling commercial district, which even had a movie theater. But the area was gradually hollowed out, and is now lined with more than 100 empty houses and closed stores.

In recent years, however, the shopping street has been a social media phenomenon as people are saying it is a great photo spot with Mount Fuji in the background. The street is also home to many retro items that give the atmosphere of half century ago, such as old signboards and lanterns. Recently, the street has begun to see visitor numbers exceeding 4,000 a day.

In June 2023, a company was established to promote the revitalisation of the local community. In October the same year, the city government began a scheme to offer subsidies of up to 5 million yen (S$44,900) to business entities and individuals who want to begin new businesses in closed shops on or around the shopping street.

So far a total of 19 subsidy applications have been submitted, of which 18 are expected to be approved. There are plans for a wide variety of businesses, including restaurants, guesthouses, souvenir shops and experiential workshops, with all scheduled to open in sequence.

Mr Kazuki Horiuchi, 45, used a subsidy to start a restaurant that will open as early as October 2024 and serve chargrilled food. He purchased a two-storey building, which had previously served as both a home electronics store and the home of that store’s owner, and spent half a year refurbishing it. He plans to run a restaurant where customers will enjoy yakitori grilled chicken and boiled dishes in a retro atmosphere.

“I want to run a restaurant which will remain in the memories of visitors both from home and abroad,” Mr Horiuchi said.

A concern of revitalisation is preserving the retro atmosphere which attracted the tourists in the first place.

The promoting company is also providing subsidies for projects to preserve the exteriors of existing buildings as well as beginning attempts to connect owners of vacant store spaces with people who want to open new businesses there.

Company official in charge of the project Kinichi Mizukoshi said: “We want to maintain the scenery which fascinates so many people for as long as possible and make the area a place that offers excellent hospitality.” THE JAPAN NEWS/ASIA NEWS NETWORK