It was the power of design that brought light to Nishitachi, the largest entertainment district in Miyazaki Prefecture.

The flags that connected people, the town, and Kirishima
continued to uplift the streets throughout the COVID-19 pandemic.

Located on the west side of Tachibana Street in Miyazaki City is Miyazaki Prefecture's largest dining and nightlife district, commonly known as "Nishitachi." The "Nishitachi Kirishima Flags" are displayed on the streetlights, adding color to the street. We spoke with Tomoaki Saito of the Nishitachi Town Development Cooperative and Fumitomo Yamaguchi of the Planning Office, who have been involved in the initiative of this flag display.

The relationship between the Nishitachi Town Development Cooperative and Kirishima Shuzo dates back to around 2000, when the cooperative was founded. At that time, Nishitachi was very dark, and a streetlight improvement project was underway. The cooperative's representative at the time shared his passionate desire to somehow brighten up the town with Takuzo Enatsu, who was then the Senior Managing Director of Kirishima Shuzo.
Deeply moved by this sentiment, Kirishima Shuzo launched a flag design competition in 2001. The initiative invited submissions from designers across Miyazaki Prefecture, with winning works displayed throughout Nishitachi. The goal was not only to revitalize the district itself, but also to support and showcase local designers. This is the origin of the Nishitachi Kirishima Flag project.

"Through this initiative, the once-dark streets began to feel brighter," says Saito. "When we took the flags down for typhoon precautions, we even received inquiries asking why they were gone. I think that shows how much the flags have become a familiar sight, like a seasonal tradition."

Currently, Yamaguchi is involved with the Nishitachi Kirishima Flag project as an employee of Kirishima Shuzo, but previously, he participated in this competition as a designer for a different company.
"It's a project to support my hometown of Miyazaki, and there are few restrictions, so I can freely express my own style. I've been participating for a long time as a place to test my abilities. Opportunities to meet designers from within the prefecture are not that frequent, so the annual competition briefing sessions have become a place to deepen our relationships, like a class reunion," Yamaguchi says.

The project had continued uninterrupted since its launch in 2001. However, in 2021, the year marking its 20th anniversary, it was forced to come to a halt due to the spread of COVID-19.
"We felt like we had walked alongside Nishitachi, and we didn't want to let this project come to an end. On the other hand, we also felt that there was still room for improvement in this project," Yamaguchi says.

The competition itself could not be held. Yet there had to be something they could do. Amidst this dilemma, while cleaning out the warehouse, he noticed a collection of wonderfully designed flags from the past 20 years lying dormant. He wanted these designs to see the light of day once again, to let flags that had once colored the streets of Nishitachi shine there once more. Driven by that desire, the flag upcycle project began to take shape.

With the idea of making the flags easy for local restaurants and bars to use for everyday errands and shopping and allowing people in the town to see them being used, they decided to remake the flags into tote bags. When they asked for businesses to use the tote bags, the applications filled up very quickly.

"What makes these bags so special is the story behind them — that they were once flags hanging throughout Nishitachi. The people who received them were truly delighted," says Saito.
"There aren't many manufacturers that would go to such lengths. When the COVID-19 pandemic hit and Nishitachi lost its vibrancy, Kirishima Shuzo delivered a case of shochu to each and every one of the roughly 1,200 restaurants and bars, saying 'Hang in there.' There are actually shop owners who decided against closing their businesses because of this kind of thoughtfulness. As an organization, we are grateful to Kirishima Shuzo, but it’s clear that each shop also feels grateful. When you see this flag, filled with such sentiment, it really gives you energy. These flags truly embody the spirit of Nishitachi."

After a one-year hiatus, the Nishitachi Kirishima Flag Competition resumed in 2022. Up until then, the competition had consistently used the four seasons as design themes, but from that year onward, it was decided that designs would be solicited with a different theme each year. The theme for 2022 was "HAPPY NIGHT," which is used in the cooperative's emblem. In exchange for removing the seasonal theme, there were many vivid and bright entries, and more designs that were more in line with Nishitachi.

With the production of tote bags and the renewal of the competition as catalysts, communication between the association and Kirishima Shuzo has become more active, leading to events being held in Nishitachi.
Past flags are still stored in a warehouse. Looking ahead, the team is exploring new ways to introduce the Nishitachi Flags to a wider audience — including projects that would transform the flags into new forms and place them into the hands of the public.

"It feels like we've just begun chapter 2, and we're now working together in a tight scrum. We want to continue working together with the mindset of designing an entire town," said Saito.

Yamaguchi adds, "I want to use my perspective, which allows me to understand both the designer's feelings and Kirishima Shuzo's intentions, to help Nishitachi prosper through the power of design, even in ways that are not limited to the flag."
During the COVID-19 pandemic, when everyone was feeling down, the flags on the streetlights became a catalyst for people to lift their heads. They will undoubtedly continue to be a symbol that brightly illuminates the future of Nishitachi.