Doing the PR work I do for Shikoku is a real pleasure. I am very lucky I think because it’s not my “main job”, so I can do this for fun, and to be at service as I please. There’s not pressure “to sell” anything. It’s a good place to be.

So, as I am looking around Kagawa-ken, and just checking out other promotional material I keep coming back to the very cheerful, and joyful, JR Shikoku type of videos. And there is something that is in the core of it that is very attractive, and it is a kind of deeply felt love and appreciation for this area. The hills, the valleys, the people, the food, the gentility of it all is PURE Shikoku. That maybe is something that keeps friends coming back again and again.