[Training Column] Reconsidering the Miyagi/Sendai PR Video Online Backlash Issue (2017) [Updated 20251203]
I am Takagi, your instructor.
Drawing on my experience as a former radio station announcer and news reporter, I conduct "Crisis Management and Media Relations Training" and "Explanation Skills Improvement Training" for local governments and public institutions across the country.
Our theme this time is as follows.
The theme for this session is:
"Reconsidering the Miyagi/Sendai PR Video Online Backlash Issue (2017)"
(The image is for illustrative purposes only and differs from the actual image.)
My crisis management and media relations training is primarily aimed at local governments and public institutions.
While the training program focuses on media response during emergencies (crisis management public relations), I also explain "online backlash" under the item of "online risk management."
In that training, I often introduce the 2017 Miyagi/Sendai tourism PR video backlash case. The overview is as follows.
■ Miyagi Prefecture/Sendai City Tourism PR Video Backlash Issue (2017)
・An online backlash occurred regarding the PR video for the "Sendai/Miyagi 'Date na Tabi' Summer Campaign 2017" launched by Miyagi Prefecture, Sendai City, and others.
・The video production cost was approximately 23 million yen. It featured the celebrity Dan Mitsu.
・The content was based on the motif of Urashima Taro. It included footage such as close-ups of Dan Mitsu's lips.
・The video itself was viewed over 3.1 million times on YouTube.
・Sendai City Mayor Emiko Okuyama stated it "lacked consideration."
・Miyagi Prefecture Governor Yoshihiro Murai stated, "If it is neither good nor bad, it will not attract interest."
・Critical voices were sent from citizens to the prefecture and others. Criticism also arose from city and prefectural assembly members, and the video was later deleted.
This issue was also covered in newspapers, online, and other media.
Dan Mitsu Video: Sexual Expression? Miyagi Prefecture Tourism PR Causes Ripples
https://mainichi.jp/articles/20170719/k00/00m/040/035000c
Sexy PR Video with Dan Mitsu Using Reconstruction Budget, Who Decided It? Governor Satisfied but Criticism of "Backlash Marketing"
https://www.sankei.com/article/20170724-NRMTGCQP4RMQRPEBBRSHH6YSVQ/
Behind the Scenes of Online Commercials That Repeatedly Cause Backlash and Spread
https://www.yomiuri.co.jp/fukayomi/20170726-OYT8T50016/
(*Please note that the introduction articles may have broken links.)
From here on are my views as an instructor.
This is a type of "backlash marketing" (a technique of intentionally causing online backlash to generate buzz), but I advise local governments and public institutions to avoid it.
Why should local governments and public institutions avoid backlash marketing?
One of the reasons can be attributed to"digital tattooing."
"Digital tattoo" refers to negative information remaining on the internet.
This directly leads to negative impacts on real society and daily life.
Although I updated this article in December 2025, searching for terms like "Miyagi Sendai video backlash" easily brings up information related to the 2017 "Miyagi Prefecture/Sendai City Tourism PR Video Backlash Issue."
Therefore, in my lectures on crisis management and media relations training, I...
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