Key Facts
The Toyama City Council election held on April 20 showcased a significant shift in campaign strategies, with many candidates leveraging social media platforms to reach voters. This approach marked a departure from traditional methods, emphasizing broader outreach beyond established local support bases.
One notable success story was Tomomi Kiji, a 45-year-old meteorologist and first-time candidate, who secured the highest number of votes-11,310-since the city’s municipal merger. Kiji, previously a weathercaster for Toyama Television, stepped down from her role earlier this year to focus on her campaign. Her platform centered on creating a society where parents, particularly mothers, can raise children without undue stress or societal judgment. Kiji stated, “I want to build a society where parents can confidently raise their children without constantly apologizing for circumstances like a child falling ill.”
Kiji’s campaign heavily utilized social media, including live-streamed discussions with guest speakers under the theme “Election Live!” This innovative approach targeted younger, tech-savvy voters, particularly women balancing careers and childcare. She emphasized the flexibility of social media, noting, “Traditional campaigns follow set rules, but social media offers freedom and ease of communication.”
Social media’s influence extended beyond Kiji’s campaign. Among the 51 candidates, 17 included QR codes on their posters, directing voters to online content. This trend reflects a growing reliance on digital platforms in elections, as seen in other regions like Tokyo and Hyogo.
However, not all candidates embraced this shift. Masao Hashimoto, a veteran council member and member of the Democratic Party for the People, relied on his team to manage social media while he maintained a traditional approach, focusing on direct voter engagement. Despite his limited personal use of technology-he still uses a flip phone-Hashimoto secured re-election with 7,616 votes, more than doubling his previous tally.
Similarly, Shigenobu Takada, a 70-year-old veteran from the Liberal Democratic Party, adopted social media for the first time, branding himself as “Shige-Jii” to appeal to younger voters. While initially hesitant, Takada credited his team’s efforts for the campaign’s success, securing his eighth term despite a slight drop in votes.
The election highlighted the evolving role of social media in political campaigns, with candidates exploring its potential to connect with voters and increase turnout.
The Toyama City Council election on April 20 highlighted the growing role of social media in political campaigns. Among the 51 candidates, 17 incorporated QR codes on their posters, directing voters to online content. This trend reflects a shift toward digital engagement, as seen in other elections across Japan.
Tomomi Kiji, a 45-year-old meteorologist and first-time candidate, achieved a historic victory with 11,310 votes, the highest since the city’s municipal merger. Kiji’s campaign focused on creating a supportive environment for parents, particularly mothers, to raise children without societal judgment. Her innovative use of social media, including live-streamed discussions under the theme “Election Live!”, targeted younger voters, especially working mothers.
Veteran candidates also adapted to this trend. Shigenobu Takada, a 70-year-old Liberal Democratic Party member, embraced social media for the first time, branding himself as “Shige-Jii” to connect with younger voters. Despite initial hesitation, his team’s efforts helped secure his eighth term.
Conversely, Masao Hashimoto of the Democratic Party for the People maintained a traditional approach, relying on direct voter engagement. His team managed social media on his behalf, contributing to his re-election with 7,616 votes, more than double his previous tally.
The election underscored the potential of social media to enhance voter outreach and participation.
