Sendai city, the real-world stage for the globally acclaimed volleyball anime ‘Haikyu!!,’ is enhancing its appeal to fans by launching a new, more immersive phase of its anime tourism campaign. By installing permanent character-themed monuments and decorative manhole covers, the capital of Miyagi Prefecture is creating new physical landmarks for “seichi junrei” (anime pilgrimage), aiming to attract a fresh wave of domestic and international tourists and provide a significant boost to the local economy.
Background: The Power of ‘Haikyu!!’ and Anime Pilgrimage
‘Haikyu!!’, the manga series by Haruichi Furudate, has become a worldwide phenomenon. The story, which follows the journey of the Karasuno High School volleyball team, is set in and around Sendai. The series has achieved staggering success, with the manga selling over 60 million copies globally. The franchise’s current popularity is undeniable, as evidenced by its latest film, “Haikyu!! The Dumpster Battle” (2024), which soared past the 10 billion yen (approx. $64 million USD) mark at the Japanese box office.
This popularity has fueled the growth of “seichi junrei,” or anime pilgrimage, a form of tourism where fans visit the real-life locations featured in their favorite anime. For years, ‘Haikyu!!’ enthusiasts have flocked to Sendai to see iconic spots like Sendai City Gymnasium and various train stations that appear in the show. This new initiative by the city government represents a strategic move to formalize and enrich this organic fan-driven tourism.
What’s New: From Screen to Street
Building on the success of existing pilgrimage routes, Sendai’s latest campaign introduces tangible, photogenic installations at key locations.
Character Monuments and Themed Manhole Covers
The city has begun installing life-sized monuments of beloved characters and uniquely designed manhole covers featuring ‘Haikyu!!’ artwork. These installations serve as permanent markers that transform the city itself into a living museum for the series. Unlike temporary pop-up events, these physical landmarks offer a lasting reason for fans to visit and revisit, encouraging them to explore different parts of the city to find each one. This creates an interactive, treasure-hunt-like experience that deeply connects the fictional narrative to the physical landscape.
Future Projections and Expected Impact
This deepened commitment to anime tourism is expected to have a multi-layered impact on Sendai and the wider Miyagi Prefecture.
A Spike in the Local Economy
The primary goal is economic revitalization. Increased foot traffic from tourists directly benefits local businesses, including hotels, restaurants, transportation services, and retailers selling exclusive merchandise. While specific economic projections for this new phase are not yet public, similar anime tourism initiatives in Japan have yielded impressive results. For instance, the town of Oarai in Ibaraki Prefecture has reportedly seen an economic impact of billions ofyen over the years thanks to its association with the anime “Girls und Panzer.” Sendai’s initiative, tied to a globally recognized franchise like ‘Haikyu!!’, has the potential to generate substantial and sustained revenue.
Strengthening Fan Engagement and Global Reach
By investing in permanent installations, Sendai is validating the passion of the ‘Haikyu!!’ fanbase. These new touchpoints are designed to be shared on social media, acting as powerful, user-generated marketing that will reach a global audience. For international fans, who often plan trips far in advance, the permanence of these attractions makes Sendai an even more compelling travel destination. The campaign effectively bridges the gap between fiction and reality, offering fans a unique way to step into the world of their favorite characters.
A Model for Sustainable Tourism
Sendai’s strategy could serve as a blueprint for other regions looking to leverage their connections to popular culture. By creating durable infrastructure rather than relying solely on ephemeral events, the city is building a sustainable tourism model that can attract visitors year-round, independent of new anime releases or specific promotional periods. It showcases a forward-thinking approach to “contents tourism” that fosters a long-term relationship between a location, a beloved story, and its dedicated global community. For travelers and ‘Haikyu!!’ fans, Sendai is no longer just the setting of the story—it’s an essential part of the experience.
