Tobu Railway has officially launched its new "Berry Berry Happy Train" on January 19, 2025, celebrating the 150th anniversary of Tochigi Prefecture's establishment. This initiative, which showcases the region's rich strawberry culture, features vibrant decorations both inside and out, embodying the essence of the area known as the "Strawberry Kingdom".
The launch of this special train not only commemorates 150 years of Tochigi's history but also marks the beginning of enhanced promotional efforts for local tourism. According to Tobu Railway representatives, "This project aims to contribute to the promotion of Tochigi as the 'Strawberry Kingdom'." This direct approach focuses on attracting more visitors to the area, which is renowned for its high-quality strawberries.
Prior to the train’s launch, Tobu Railway had already started branding the Tobu Utsunomiya Line as the "Strawberry Kingdom" line as of June 10, 2023. Station signs across the line were revamped to include strawberry motifs, creating visual landmarks representing the region's agricultural pride.
The launch event held at Tobu Utsunomiya station was attended by local community leaders and officials, emphasizing the importance of collaboration between the railway company and Tochigi’s municipalities. Together, they aim to stimulate the local economy through increased tourism.
On the train itself, passengers can expect to see both interior and exterior designs adorned with large strawberry graphics and promotional materials for various local attractions related to strawberry farming. This amalgamation of aesthetics not only makes travel enjoyable but also serves as a constant reminder of Tochigi's agricultural prominence.
Residents and tourists alike will benefit from the engaging experience offered by the Berry Berry Happy Train, as it travels along the picturesque routes of the Utsunomiya Line. Expecting to draw both local riders and visitors from afar, Tobu Railway’s initiative reflects the growing trend of promoting local culture through unique transportation experiences.
Local officials expressed their excitement over the launch. The collaboration aims to not just market the train service but also to reignite local pride among residents, reminding them of the region’s agricultural legacy. The launch of the Berry Berry Happy Train is viewed as a step toward revitalizing the local economy, which has experienced challenges over the years.
Looking forward, Tobu Railway plans to host various events and activities aboard the Berry Berry Happy Train, including seasonal strawberry picking tours, which will allow participants to enjoy Tochigi’s fresh produce right from the farm. With commitments to sustainability and local agriculture, the project signifies more than just transportation; it aims to build lasting connections between the railway, its riders, and the local agricultural community.
The Berry Berry Happy Train reflects growing tourism demands and the role of transportation companies as facilitators of regional culture preserving. By bridging the gap between history and modern transport, the initiative stands poised to be another chapter in Tochigi's narrative, fostering both pride and economic stability.