Tottori Prefecture’s White Rabbit of Inaba Wins Top Prize in Japan’s Indie Souvenir Contest

19.August.2021 | FOOD

From July 29 to August 11, over 320,000 people from around Japan voted for their favorite lesser-known local souvenir. Sponsored by Japanese e-commerce site Mercari, the contest highlighted 47 unique goods from around the country, one for each prefecture. The winners have been announced, and the White Rabbit of Inaba from Tottori Prefecture has won first place, receiving more than 60,000 votes.

 

A music video-style web commercial featuring the winning product is now being produced to support the shop and particular region of Tottori. The music will be performed by electro-pop group Frasco.

In Japan, the rabbit is known for bringing good fortune, and has been a beloved symbol since ancient times.  The white rabbit in particular, featured in the local Izumo myth ‘The White Rabbit of Inaba,’ plays a major role in connecting the characters Onamuchi-no-kami and Princess Yakami. In 1968, the famous confectionery ‘White Rabbit of Inaba’ was created in the hopes of bringing good luck to those visiting the area.

 

Much like how an indie music group has a small group of hardcore fans but may not be well-known outside of small circles, these indie souvenirs are popular with locals, but may not be known to those outside the community. On the official website, fans can see their favorite treats displayed on what looks like album covers as an homage to this fitting comparison.

 

On social media, there was incredible support for the project from all kinds of people: those who made the souvenirs in the first place, those who love their local area, and those who were seeing these treats for the first time and dying to try them.

 

Which of the 47 souvenirs would you be most happy to receive?

 

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