In Kumamoto Prefecture, the Tengu Bridge, a site featured in the anime 'Natsume's Book of Friends', has been restored after being severely damaged during a flood in 2020 that resulted in widespread destruction and loss of life. The bridge serves as a pilgrimage site for fans of the series and is crucial to the local tourism sector, leveraging 'content tourism' to generate interest and draw visitors to the region. The recent completion ceremony of the bridge included recognition from the Minister of Land, Infrastructure, Transport and Tourism, indicating the bridge's importance to local economic revitalization through its connection to the beloved anime.

The anime 'Natsume's Book of Friends', created by Kumamoto-born author Yuki Midorikawa, gained popularity since its TV debut in 2008 and features locales and cultural elements from the Kumamoto region, enhancing the sense of connection and loyalty among fans. The community's effort to restore the bridge reflects a broader trend of utilizing popular culture to foster economic recovery and community spirit following natural disasters. With a strategic plan launched in 2021 to revive tourism in the rain-affected areas, the involvement of anime fans has proven crucial in shaping local policy and fostering tourism strategies centered around cultural assets.

The implications of this revival extend beyond mere restoration; the success engenders a model for other regions affected by disasters to invest in cultural heritage as a means for recovery. As the local government and citizens continue to promote the Tengu Bridge as a tourist attraction, they hope to build a sustainable tourism model that capitalizes on content-related tourism—transforming local misfortune into opportunities for growth and community engagement, while significantly boosting the local economy with expected returns exceeding 2 billion yen from renewed tourism efforts.