• Risa Tanaka (hereinafter "Tanaka")
  In fiscal 2022, the City Promotion Office was established through the reorganization of related divisions in Policy Bureau, Civic Affairs Bureau and Culture and Tourism Bureau. Please tell us about the background and background of the installation and the expected role.

• Mayor Yamanaka (hereinafter "Mayor")
  Since taking office as mayor, he has repeatedly conveyed the importance of the "citizen's perspective" to the staff. In particular, whether it is "communicated" instead of "telling" to citizens. We value such a viewpoint.
  In order for citizens to understand, information transmission from the city hall must be easy to understand and transmitted. From the beginning of his inauguration, Yokohama City has been making good efforts, but it was not well communicated to the citizens and often felt wasteful. .
  Until now, we have been working on public relations, news reports, and external city promotion for citizens in separate departments. Therefore, in order to further enhance the transmission power of the entire city, those departments were integrated and the "City Promotion Promotion Office" was newly established in 2022.
  Yokohama is full of attractive resources such as beautiful waterfront scenery, historical and cultural cityscapes, lively and vibrant sports, and the immediate natural environment. I am convinced that by linking these resources with community development, the appeal of Yokohama will be dramatically enhanced. How do you refine your urban brand power and attract Yokohama both in Japan and overseas? I think that such a city promotion is very important.

• Tanaka
  Brands have a big part formed by information. I feel that it is effective that the sender's intentions have been united and a system to face citizens has been established.
• Mayor
  In addition to transmitting the charm of the city, we will also send the measures and initiatives of Yokohama City to the citizens. By improving the quality of administrative services and having everyone use it, we will make Yokohama a place where you can think that it is easy to live and good to live.
• Tanaka
  What kind of things are you working on in the City Promotion Office?
• Mayor
  President Tanaka also received a lot of advice and formulated the Basic Policy on City Promotion. Based on this policy, all staff will share the aim of Yokohama and understand and practice the importance of "transmitting". In addition, we are promoting “Internal Blanding” to enhance the ability of staff to transmit. In order to enhance urban brand power and Civic Pride, we believe that it is important to disseminate each and every staff member. In addition, we have introduced marketing tools that can measure the effectiveness of the promotion PDCA cycle. Going forward, we will continue to develop strategic city promotions while constantly searching for effective promotion methods.
• Tanaka
  The staff is in charge of work in various fields and departments, and there are various points of contact with citizens. We hope that the background of the measures and what they aim for will be understood, and that better relationships and connections will be expanded, and that each person will raise the awareness that they are the leaders of promotion.

• Tanaka
  The Yokohama City Medium-Term Plan 2022-2025 has been formulated while incorporating public comments from Yokohama citizens. What specific initiatives will you take to achieve the medium-term plan?
• Mayor
  The population of Yokohama has declined for the second consecutive year since 2021, with the natural decline exceeding the social increase. For basic municipalities, the population is the basis of all policies, and will face many challenges, such as a decrease in city tax revenues and a shortage of workers due to population decline.
  Among them, we believe that the issue that should be prioritized and focused is "child care support". In this medium-term plan, the basic strategy that adheres to all policies was "Yokohama, a town that fosters the next generation of children who have raised children." We will speed up the policies set out in the medium-term plan, including various measures to support child-rearing, including free medical expenses for children up to the third grade of junior high school and preparation for the start of all school lunch at junior high school.
  By having the child-rearing generation choose Yokohama, the working-age population will increase, leading to securing workers, increasing tax revenue, and revitalizing the local economy. This will lead to the improvement of services to all generations. We want to create such a virtuous cycle and realize a town where people want to live and want to continue living.
• Tanaka
  When I hear the increase in the number of SNS followers and the voices of citizens, I feel that certain results have been achieved. Specifically, please tell us about the promotion measures that Yokohama City is focusing on to become a city that wants to live and wants to continue living and is chosen.
• Mayor
  Currently, we are working on a promotion of residence to promote continuous settlement and population inflow, and we are promoting multifaceted promotions to make people think that it is a city that wants to live and wants to continue living and is easy to raise children. I am. Last year, we investigated in detail the reasons for moving in and out of the child-rearing generation, and the factors that are attractive to live. We would like to expand the image of "Enriching Living in Yokohama" by utilizing the needs seeds obtained from this survey in Yokohama for various promotions, including the design of the "Residential Promotion Website" scheduled to be opened this summer.
  In addition, in cooperation with the Pokemon Will You Foundation, we are promoting initiatives that lead to the development of the next generation, such as ICT education, disaster prevention awareness, and environmental education. Going forward, we will continue to create new initiatives that will lead to a bright future for children by cooperating with various entities, including companies.

• Tanaka
  I imagine that concrete planning and execution based on evidence will increase the motivation of those involved and make it easier for citizens to speak out. Yokohama is one of Japan's leading creative cities, so it would be nice if citizens and businesses could participate in promotional activities as a party.
• Mayor
  Yokohama has a variety of attractions, including beautiful scenery, history and culture, and suburban areas rich in nature. It is also important to consider how to attract Yokohama both in Japan and overseas as a "choice city". A city where you can create creative challenges that cannot be done elsewhere. And a city where you are stimulated by various people, things, and things, and your sensibilities are refined. We would like to develop city promotions that will make many people feel so.
• Tanaka
  Can you tell us the mayor's thoughts for further improving the appeal of Yokohama City?
• Mayor
  In the medium-term plan formulated in December last year, we have set up "OPEN x PIONEER, a city that opens tomorrow," as a city image aimed at with citizens and businesses. This urban image expresses the desire to work together to create a city that is not anywhere in the world where everyone involved in Yokohama can look forward and spend a day full of hope. This year is truly a year of opportunity to further enhance the bustle and charm of Yokohama toward that goal.
  In March, the Sotetsu-Tokyu Direct Line will be opened, further enhancing the transportation network of Yokohama City. In April, a new campus of Kanto Gakuin University will be opened in front of Kannai Station, and a new industry-academia collaboration base will be created in the Kannai and Kansai areas. In recent years, many music facilities such as "KT Zepp Yokohama", "Billboard Live YOKOHAMA", and "Pia Arena MM" have been born one after another in the coastal area of the city center. K Arena Yokohama will also open. There is no other city in the world where music facilities of various sizes are concentrated in one area.
• Tanaka
  In 2027, the International Horticultural Expo will be held in Yokohama. It is expected that attention from Japan and overseas to Yokohama will continue to increase.

• Mayor
  That's right. Four years later, the International Horticultural Exposition "GREEN x EXPO 2027" will be held in Yokohama. This is the seventh exposition in Japan and the first in three prefectures. In addition to the spread and development of international flowering horticulture, we will share the SDGs, global warming countermeasures, a decarbonized society, and other lifestyles that coexist with the environment, as well as urban development that integrates nature and cutting-edge technologies, with citizens, the business community, and various companies, aiming to realize a new society through green transformation. Yokohama will send a powerful message to the world as a showcase of Nature Based Solution, which solves social issues rooted in the Expo naturally.
  In addition, it is a great opportunity to create business opportunities through the creation of new industries and the development of existing industries, and to contribute to society in light of a new era. We will prepare a perfect environment as a host city, enliven it with citizens, companies, and everyone involved, and make it a memorable Expo for many people. In addition, we will work closely with you and make preparations so that the success of the Expo can be linked to the subsequent creation of a new city in the suburbs. Going forward, we will continue to do our utmost to enhance the appeal of Yokohama and become a “choice city”.

Monthly Business Plan

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2027 International Horticultural Exposition Association [Yokohama / Kami Seya] (outside site)