The Aesthetics of Self-Deprecation: The Tracks Go On, Even in the Red - Choshi Electric Railway
↑ Continued from the previous article
Due to long-standing financial difficulties, the Choshi Electric Railway has been implementing a PR strategy centered on selling "Nure Senbei" (moist rice crackers) and "Mazui-bo" (tasty-sounding but literally "bad-tasting" sticks) for several years to expand revenue outside of railway operations.
This PR advertising does not rely on outside agencies; all catchphrases and creative materials are produced in-house by employees. As these reached the public eye, voices of support grew from all over the country.
The catchphrases include:
・A rice cracker shop wearing the skin of a railway company
・A bicycle-operation business despite being a train
・A railway soaked in sea breeze and red ink
・The tracks go on, even in the red...
and many more. They are full of self-deprecation and humor, making you want to support them.
I worked in public relations for a short time during my corporate days, and it used to take months to release even a few lines of copy, involving brainstorming, legal checks, production, publication, and effectiveness measurement. Considering that, the sense and speed of the Choshi Electric Railway are nothing short of genius.
■ Something Good in Choshi
I headed to the platform, aiming for the Choshi Electric Railway departing at 10:00 from Choshi.
Despite the Shiosai No. 1 train having disgorged a full load of passengers, there were few people transferring. Where did everyone go?
I feel like time flows more slowly on this platform.
A former Nankai Electric Railway train pulled into the platform, still in its Nankai colors.
The Choshi Electric Railway has an official collaboration with the Nankai Electric Railway in the Kansai region, focusing on regional exchange.
The train, affectionately known as the "Zoom Car" during its Nankai days when it traveled to Mount Koya and Wakayama, is spending its remaining years here in Choshi.
The two-door, long-seat train departed Choshi Station, having filled up with passengers before I knew it.
■ Inuboh Cliff-Edge Line
The nickname for the Choshi Electric Railway is a play on words between business management and the "cliff" of the landscape.
Many of the naming rights given to each station, such as "Agari-choshi" (Rising Choshi) for Motochoshi and "Kami-ke-kuro-hae" (Hair-growing-black) for Kasagami-kurohae, are hilarious, and the train is filled with laughter from start to finish.
Also, the Choshi Electric Railway does not accept IC cards like PASMO or Suica; only cash payments are accepted. I don't know if they said they couldn't install the system because they have no money, but the conductor walks around checking tickets.
There are many young crew members, which, if you think about it, shows an intention to revitalize employment.
The train arrived at Inuboh Station. More than half of the passengers got off here.
We decided to stop by the Inubosaki Lighthouse, the only tourist spot in the morning.
There used to be an aquarium here in Inubosaki called the Inubosaki Marine Park, but it is now closed. This is another headwind for the Choshi Electric Railway's passenger transport.
There is a shop at the station, and of course, they sell Nure Senbei and Mazui-bo, but my wife, of all things, bought a head of locally grown cabbage because "it was so beautiful," and I, an old man, ended up having to carry it in my backpack for the rest of the day.
■ Thank You
While laughing at the playful naming along the line, the station sign at the terminal Tokawa Station says "Thank You".
Looking back on the journey so far, you will surely feel even more affection for the Choshi Electric Railway, which runs brightly and positively despite its struggles, with its self-deprecating and humorous vocabulary.
And finally, you can feel the warm message: thank you for riding to the end of the line, thank you for supporting the Choshi Electric Railway, and thank you to the local people who help make it exciting together.
The Choshi Electric Railway gives me laughter and inspiration every time I ride it. Once again, I felt a renewed sense of "Go for it, Choshi Electric Railway!"
Oh, right. I need to feed my wife soon