The Tsuchiura Brand-Up Project video shoot has begun.

Tsukuba University is proceeding with video production to promote agricultural products on commission from the Tsuchiura City Agriculture, Forestry and Fisheries Division. From November 21 to 22, filming was conducted featuring Shoji Yamada from THE BACK HORN.

Tsuchiura City is located within approximately 60km of the Tokyo metropolitan area, yet farmland extends from rural areas with satoyama landscapes at the foot of Mount Tsukuba to lowlands along Lake Kasumigaura. In particular, the city is rich in agricultural, forestry, and fishery resources, including lotus root, which boasts the highest production volume in Japan, as well as rice, flowers, buckwheat, and aquatic resources from Lake Kasumigaura. Tsuchiura City leverages these characteristics by certifying agricultural, forestry, fishery products and processed goods, promoting them as the Tsuchiura Brand, and working to enhance brand value. The Murakami Shinoaki Laboratory in the Comprehensive Form Department of the Faculty of Art at Tsukuba University is proceeding with the production of the first-ever PR video under the Tsuchiura Brand Up Project on commission from Tsuchiura City. Otohaha Nakamura, a fourth-year student in the Faculty of Art, serves as the planner and director. As the featured subject in the video, Shoji Yamada from THE BACK HORN (affiliated with Victor Music Arts), who has ties to Tsuchiura City, was cast, and filming took place over two days from November 21 at various locations throughout Tsuchiura City, including lotus root paddies and soy sauce warehouses. The video is scheduled to be completed in March 2023, and will be released online from April onward, with subsequent screenings planned at events both within and outside the city.