Ibaraki Prefecture has achieved its highest ranking among prefectures, reaching 42nd place. This moves it out of the bottom slot that it has held for seven years in a row until 2019, according to this year's rankings on attractiveness by prefecture released on Wednesday by Tokyo-based private research company Brand Research Institute Inc.
Hokkaido has ranked first for that past 12 years in a row among the 47 prefectures, while the bottom place this time went to Tochigi Prefecture.
The company conducts an annual online survey of about 30,000 consumers every summer to determine the rankings. Since 2009, when the company began releasing the rankings, Ibaraki Prefecture had ranked bottom, except for 2012, when it ranked 46th.
The company's analysis says the prefecture rose in the rankings because "more people are spending time at home due to the spread of the coronavirus and as a result have more opportunities to discover the charms of Ibaraki Prefecture -- such as its rich agricultural products -- through TV programs and other media."
Ibaraki Gov. Kazuhiko Oigawa expressed his mixed feelings about the results.
"It's good that our prefecture has risen in the rankings," the governor said, "but the results don't adequately reflect the greatness of our prefecture.
"I'm confident our prefecture has the potential of more growth," the governor said, indicating he intends to put more emphasis on creating and developing tourism resources, such as camping sites and publicizing them.
To Tochigi Prefecture, he said, "I understand how they are feeling now. I suggest they should not swing between happy and sad" every time the ranking is released.
Tochigi Gov. Tomikazu Fukuda told reporters, "I found myself shouting 'Huh?' because we were aiming for 25th.
"We'll work harder to improve and develop our prefecture so it will be chosen by more people," the governor added.
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