Square Enix is deepening its connection with the Saga region of Japan through a yearly tourism initiative celebrating the SaGa franchise. This collaboration, which began in 2014, aims to promote the prefecture's local crafts, produce, and traditions by integrating them with the world and characters of the long-running RPG series.
What started as a small-scale event with an exhibition in Saga's city center and promotional outposts in Tokyo has grown into a significant undertaking. This year's initiative involves partnerships with eight local businesses. These collaborations focus on merging traditional elements with the fantasy themes of the SaGa games. For example, Takeo Onsen Bussankan, a local hot spring, is offering Yumino dolls—a traditional clay doll style from the city—designed to resemble Sensei, the franchise's mascot character. Other products include themed wind chimes, a crab dish made with locally sourced crab, tea, teapots, and tableware.
In collaboration with the gaming-themed craft beer company Game Brew, four Abyss Brew beers inspired by the SaGa series will be available nationwide. These initiatives are part of a broader trend in Japan where regions are leveraging popular games and pop culture intellectual property to attract domestic tourists. Saga Prefecture has historically been considered less desirable by tourists, but projects like themed manhole covers featuring SaGa sprites and characters have garnered considerable support from fans. The prefecture now boasts 32 SaGa-themed manhole covers, along with themed postboxes, buses, and trains, contributing to over 200 fan-oriented tourist spots.
Square Enix has previously supported tourism efforts in Japan, notably launching a Final Fantasy-themed campaign for Fukushima Prefecture earlier this spring. The latest wave of SaGa-themed collaborative events is scheduled to begin on October 12th, offering both long-time fans and newcomers reasons to explore this lesser-visited region of Japan.