Local communities in Hokkaido, Japan, are looking to capitalize on the success of Sucker Punch's PlayStation 5 title, Ghost of Yotei, by promoting tourism to areas featured in the game. The region surrounding the real-life Mount Yotei is planning a range of initiatives, including official merchandise collaborations and curated tours, to draw visitors, particularly outside the traditional ski season.
Ghost of Yotei, which transports players to 17th century Japan, garnered attention for its detailed recreation of Hokkaido's natural landscapes, especially Mount Yotei. The game's release last October prompted positive reactions from residents of the affected areas. Now, towns within the Niseko region, already a popular ski destination known for its heavy snowfall and long season from November to May, aim to extend their tourist appeal throughout the year.
During the peak ski months, luxury accommodations in Niseko can reach approximately 200,000 yen (around $1,200) per night, a figure that drops significantly to about 10,000 yen ($60) during the summer off-season. With the hope of attracting visitors during these quieter months, a discussion group was formed to explore tourism strategies connected to the game. This group includes representatives from seven towns and various tourism associations.
"We want to focus these promotional efforts on seasons other than winter," a Niseko representative told Nikkei, as reported by VGC. To achieve this, Niseko has partnered with a Tokyo-based company specializing in intellectual property collaborations. Initial plans include releasing Ghost of Yotei-themed T-shirts, with aspirations to broaden the range of officially licensed merchandise. Local businesses are also participating, with Kumagera, a company known for its sustainable products made from local wood, already offering Ghost of Yotei-themed badges and magnets. The development of guided tours highlighting locations depicted in the game is also underway.
This initiative echoes the impact of Sucker Punch's previous title, Ghost of Tsushima, which saw a notable increase in visitors to Japan's Tsushima Island. The success of that game even led to the appointment of its director, Nate Fox, and creative director, Jason Connell, as cultural ambassadors for the island. However, the surge in tourism also presented challenges, with Tsushima's Watazumi Shrine undergoing repairs funded by fan donations while some areas eventually had to ban tourists due to disruptive behavior.