Remember Shimane

Remember Shimane (リメンバーしまね) is a community brand and promotional platform created in 2008 with the goal of raising the profile of Shimane Prefecture, which is often described as Japan's least-known prefecture. The project was run by the entertainment company DLE Inc. and was officially recognized by Shimane Prefecture. Its central concept was an 'ouendan' (cheering squad) that anyone could join, with no membership requirements other than a desire to support Shimane. Members, called 'danin', participated through website content such as message boards, travel reports, columns, giveaways of local specialties, and even a book-publishing project based on member submissions. The brand's mascot and second-generation cheering squad leader was Shimanecco, Shimane Prefecture's tourism character. The first leader, Yoshida-kun, became honorary leader. Honorary members included FROGMAN (Ono Ryo), Sano Shirō, Rikuko, Nishikori Yoshinari, Nishikori Ken, and Yoshida Eisaku. The community grew steadily: membership surpassed 10,000 on June 28, 2010, and reached about 18,000 by April 2012. The site featured a 'dan-kun' (squad precepts) list of ten humorous conditions that captured the affectionate, slightly self-deprecating tone of the project. Remember Shimane operated for about 17 years. A related site, 'Motto Remember Shimane', ended on March 31, 2025, and the main site itself was closed. The official homepage now displays a farewell message thanking participants and encouraging them to continue promoting Shimane together. The brand remains a notable example of regional revitalization through digital community building.

Remember Shimane was launched in 2008 by DLE Inc. with the explicit mission of energizing Shimane Prefecture, which was framed as 'Japan's least-known prefecture.' The project was officially recognized by Shimane Prefecture and operated as a community brand rather than a conventional tourism campaign. Its structure revolved around an 'ouendan' (cheering squad) that anyone could join, with no membership criteria beyond a desire to support Shimane. This open-door policy attracted members from both inside and outside the prefecture. The community was led by a mascot: Shimanecco, the second-generation tourism character of Shimane Prefecture, served as cheering squad leader. The first leader, Yoshida-kun, was later named honorary leader. Honorary members included notable figures such as FROGMAN (Ono Ryo), Sano Shirō, Rikuko, Nishikori Yoshinari, Nishikori Ken, and Yoshida Eisaku. The site offered interactive content: a message board called 'Let me say! Let me hear! Waiwai Plaza,' travel and food reports, a Shimane column, grassroots promotion by members, giveaways of local specialties, a book project based on member submissions, staff tweets, and the 'Shimane En-ing for you Project' to boost the fortunes of Shimane lovers. Membership grew steadily. On June 28, 2010, the number of members exceeded 10,000. By April 2012, it stood at approximately 18,000. The project also published a set of ten 'dan-kun' (squad precepts) that humorously captured the emotional connection many people feel with Shimane, referencing Izumo Taisha, the bubble rings of beluga whales, the Iwami Ginzan World Heritage Site, Lafcadio Hearn, Matsue wagashi, Yasugi-bushi dance, Oki Island exile, and the spiritual aura of the prefecture. After about 17 years of operation, the related site 'Motto Remember Shimane' ended on March 31, 2025. The main site also closed, and its homepage now displays a farewell message thanking participants and encouraging continued support for Shimane. The brand is remembered as an early and successful example of using digital community and character branding for regional revitalization in Japan.

• 2025

  'Motto Remember Shimane' site ended on March 31; main site also closed.

• 2012

  Membership reached approximately 18,000 as of April.

• 2010

  Membership surpassed 10,000 on June 28.

• 2008

  Remember Shimane website launched by DLE Inc. to promote Shimane Prefecture.

A prefecture-endorsed fan community and promotional brand that uses humor and grassroots participation to boost the visibility of Shimane Prefecture.

• Remember Shimane online community

  A membership-based website with message boards, reports, columns, and giveaways.

• Shimane cheering squad (ouendan)

  Open fan club with no membership requirements; led by mascot Shimanecco.

• Shimane book project

  A project to create books about Shimane based on member submissions.

1. 1リメンバーしまね公式サイトre-member.jp
2. 2リメンバーしまね - Wikipediaja.wikipedia.org
3. 3Remember Shimane - Wikidatawikidata.org