By Kyann Edouard
Ōita Prefecture, located in northeast Kyūshū, is often described as Japan’s onsen capital, home to Beppu and Yufuin. Yet for Governor Kiichiro Satō, the prefecture’s identity cannot be reduced to hot springs alone. As Japan confronts demographic decline, he sees Ōita as a model for how prefectures can sustain vitality while planning realistically for smaller populations.
Today, the prefecture’s population has dropped just below 1.1 million, declining by nearly 10,000 annually, mostly due to natural decrease. Satō recognizes the severity of this challenge, but argues that revitalization must come from strategic investment, rather than limiting Tokyo’s growth. “The solution,” he notes, “is not to stop the capital from developing, but to ensure the regions receive the same bold and strategic investments.”
Ōita’s cultural and historical depth reinforces its resilience. Once known as Bungo, it prospered through rice cultivation and fishing. The Ōtomo clan welcomed Christianity and Western learning in the 16th century, making Ōita one of the earliest gateways for European medicine and music. Today, Usa Jingu Shrine, with over 1,300 years of history, continues to symbolize this spirit.
The prefecture also maintains an active industrial base, from Nippon Steel’s large-scale projects to advanced manufacturing by Canon, Sony and Daihatsu. Ports, abundant water and skilled labor sustain its role as a production hub.
Ōita is equally defined by its global outlook. The Beppu Argerich Music Festival, now in its 25th year, draws international performers; the Oita International Wheelchair Marathon has become a symbol of inclusion; and Ritsumeikan Asia Pacific University (APU) attracts students from over 100 countries, with half of its 6,000 students coming from abroad. Even the airport has embraced a new identity, rebranded as Oita Hello Kitty Airport.
For Satō, the path forward lies in bold national infrastructure. The expansion of the Shinkansen network, including the East Kyushu Shinkansen, along with the connection of the Toyo Strait between Kyushu and Shikoku via roads and other infrastructure, will form a double network along the national axis.
This is expected to generate economic benefits throughout Western Japan and serve as a catalyst for investment in Oita Prefecture. “This is not simply about convenience,” he stresses, “but about revitalizing the national economy and unlocking inbound tourism.” By strengthening transport, diversifying tourism beyond Beppu and Yufuin, and connecting regional industry to global markets, Ōita is positioning itself as a prefecture ready to turn demographic challenge into national opportunity.
Usa Jingu Shrine
To hear more from President Sato Kiichiro of Oita Prefecture, check out this interview with him.
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