Target: Tokyo Residents (Couples, families, etc.)

Tokyo was once the home of beautiful riverbeds, where fireflies lit up the night sky. Until now, Tokyo has developed rapidly as a city, however from now on Tokyo must strive to become a beautiful city that coexists with nature. Our mission is to share Tokyo’s “future vision” in a way that roots itself deeply into the consciousness of Japan. Together with the citizens of Tokyo, we can recreate our vision of a “near-future Tokyo,” where the urban sprawl coexists with natural beauty, a metropolis where fireflies can reside.

We invited local citizens and held a sustainable river illumination festival called “Tokyo Hotaru,” with a focus on eco-friendly “Inori-boshi®” LED lights. “Inori-boshi®” is a solar powered device that lights up when placed in water. Its small body is an encapsulation of cutting edge “efficient/solar/battery” technologies, with deep considerations for the environment. With the cooperation of local citizens, we released 10,000 “Inori-boshi®” into the rivers of Tokyo, which became the symbol of coexisting nature and technology.

Number of visitors: 379,560

Number of participating companies: 58

Number of live broadcast audiences: 66,764

Number of comments during the live broadcast (on SNS): 25,907

Number of Website Views: 519,944 (From March 28th May 6th)

PR/Advertising Effect: More than US$16,900,000

We offered local citizens the chance to experience the coexistence of nature and the city, and with their cooperation the event ended in great success. In order to realize Tokyo’s goal of becoming a “beautiful city”, it has been decided that festival will be held once again in 2013.

What began as numerous small lights provided by “Inori-boshi®” combined with the majesty of TOKYO SKYTREE, lit up Tokyo’s cityscape. We created a big social movement, as flocks of people gathered to the event.

A truly eco-friendly and sustainable illumination, all “Inori-boshi®” used during this illumination festival were collected downriver and will be re-used in the years to come.