FUJIYOSHIDA, YAMANASHI — In an effort to rejuvenate a once-thriving shopping district near Mount Fuji, the local government of Yamanashi Prefecture has introduced a new subsidy system to attract store owners and revitalize the area. The Honcho-dori shopping street, also known as Fuji-michi, is currently lined with vacant stores but has gained attention for its retro charm and scenic views of Mount Fuji, drawing tourists and social media enthusiasts.
The city government aims to leverage the influx of tourists and transform the street into a hub for tourism-related businesses. As part of this initiative, they are offering subsidies of up to 5 million yen (S$44,900) to individuals or businesses willing to open stores in the area. So far, 19 applications have been submitted, with 18 expected to be approved, including plans for restaurants, guesthouses, souvenir shops, and experiential workshops.
One recipient of the subsidy, Kazuki Horiuchi, is set to open a retro-style restaurant serving chargrilled yakitori in a refurbished building that once housed a home electronics store. He hopes to create a memorable dining experience for both domestic and international visitors.
The city government is also working to preserve the district’s nostalgic atmosphere, which has attracted tourists in recent years. With daily visitor numbers exceeding 4,000, the area’s appeal lies in its vintage signboards, lanterns, and a scenic view of Mount Fuji. A company promoting the revitalization is also offering subsidies to maintain the retro exteriors of buildings and connect property owners with aspiring business operators.
The project seeks to balance modern revitalization efforts with preserving the district’s unique charm, ensuring that Honcho-dori continues to captivate visitors for years to come.