Yokohama Mayoral Election: Nijisanji VTubers as Awareness Characters Stir Debate

With the official announcement of the Yokohama mayoral election approaching on July 20, the Yokohama City Election Commission's appointment of Yashiro Kizuku and Kaisei, members of the popular virtual liver group 'Nijisanji,' as public awareness characters has become a significant topic. This unusual initiative is seen as an effort to boost voter turnout, especially among younger generations, but it has sparked mixed reactions on social media.

From July 3rd, the Election Commission plans to encourage voter participation through various promotional materials for the mayoral election, alongside campaigns for the House of Councillors election. Slogans like "I'm definitely gonna vote!" (ぜってぇ投票してやるからな！) are being used on posters and other materials, and many express hope for its effectiveness, with comments such as "This could be a trigger for young people to go vote" and "It will likely resonate more than being told by unfamiliar adults on social media." However, negative opinions have also emerged, such as "Bringing 'oshi-katsu' (fan activities) into politics is a bad fit" and expressions of discomfort like "It's becoming creepy," drawing attention to the future of these promotional efforts.

The upcoming Yokohama mayoral election is expected to center on an evaluation of the four-year tenure of incumbent Mayor Takeharu Yamanaka. So far, multiple candidates have announced their intention to run, including a newcomer, a former company employee, as an independent, intensifying the election campaign. Among citizens, there is anticipation for specific policy pledges, such as city-wide smoking bans or measures against overtourism, and an interest in candidates' ability to implement policies. Furthermore, citizen groups like the "Citizens' Group for Creating a Mayor" and business associations like the "Yokohama Council (Yokohama 5 Minsho)" have decided on a "free vote" policy for this election, indicating active efforts across various sectors to scrutinize candidates' policies and personalities.

The term "Yokohama Mayoral Election" has also ranked high among Yahoo! Real-time Search trending topics, indicating strong public interest. It is hoped that each voter recognizes the importance of their single vote and goes to the polls to shape the future of Yokohama.

The Context

Japan consistently faces the challenge of low voter turnout, particularly among younger generations in local elections. To combat this, election commissions often seek innovative ways to engage youth. This initiative by the Yokohama City Election Commission taps into the popularity of 'VTubers' (Virtual YouTubers), who are online entertainers using animated avatars. Nijisanji is one of Japan's leading VTuber agencies, with a large following among young people. The use of VTubers as public awareness characters is a novel attempt to leverage their influence and connect with potential young voters in a way traditional campaigns might not. The term 'oshi-katsu' refers to the passionate activities of fans supporting their favorite idols or characters, and the debate centers on whether this form of enthusiastic support is appropriate when applied to political figures or campaigns. The Yokohama mayoral election is a significant local contest, directly impacting citizens' daily lives through policies on issues like urban development, environmental regulations, and tourism. The incumbent mayor, Takeharu Yamanaka, was elected in 2021, largely on an anti-casino platform, and his performance over the past four years will be a key determinant for voters.