The music festival "Earth Celebration (EC)" is held in Sado, Niigata. Organized by the Japanese taiko group Kodo, this event attracts many participants from all over the world every year.
However, due to the Great East Japan Earthquake in March 2011 and the subsequent nuclear power plant accident, the number of tourists and foreign residents decreased significantly. In order to attract tourists to Japan, Kodo and the think tank organization "SCOP" reached out to SET Japan and promoted it to the world through social media. For the first time, the festival was live-streamed, with more than 12,000 unique viewers. It became a hot topic on Facebook and Twitter, and in response to a tweet from a European viewer saying, "I'm watching the live broadcast while having breakfast!", the concert audience shouted, "Yoroshiku from Japan!" There was also an exchange such as returning.
