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The Mainichi

Series of Pokemon-themed exhibits sharing Japan's regional charms begins in Miyagi Pref.

SENDAI -- The company behind the popular Pokemon game and anime franchise is launching a series of exhibits across Japan to promote regional products, with the first kicking off in northeastern Japan's Miyagi Prefecture on April 24. The Pokemon Company has unrolled its Pokemon Local Acts initiative to promote the charms of local communities in Japan with the help of "ambassadorial Pokemon" in 12 prefectures to date. In the latest initiative, the company is collaborating with department stores across the country to stage the exhibits. It aims to encourage people to learn about the charms of each region through the characters and visit those areas. The exhibits will sell products made in collaboration with each area alongside original Pokemon merchandise. At an opening ceremony at the Fujisaki Department Store in Sendai on April 24, 15 Pokemon character mascots for 12 prefectures including the water-riding Lapras for Miyagi Prefecture, Geodude for Iwate Prefecture and Chansey for Fukushima Prefecture, were present for the ribbon-cutting. The exhibit features around 540 items such as Miyagi's specialty "sasakamaboko" (bamboo leaf-shaped fish cake) packaged with Lapras illustrations among other local delicacies. On weekends and national holidays, meet-and-greet sessions with Pokemon characters will be held via a lottery system. The company's Senior Director Chihiro Hirose said, "We hope the power of Pokemon will connect and bond people with regional communities." The exhibit is open in Sendai until May 6, after which it will be brought to the prefectures of Fukui and Miyazaki this summer and winter, respectively. (Japanese original by Hiroyuki Yamanaka, Sendai Bureau)