Sat Sep 7, 2019, 2:15 pm - 2:30 pm
Sat Sep 7, 2019, 3:30 pm - 3:45 pm
Sun Sep 8, 2019, 2:15 pm - 2:30 pm
Sun Sep 8, 2019, 3:30 pm - 3:45 pm
All times are given in Central European Summer Time (CEST / UTC +2).

NAMAHAGE in Tokyo is an attempt to reinterpret the functions of traditional deities and folklore, and implement these in the city of modern era. Focusing on the contemporary urban relevance of the NAMAHAGE ritual, NAMAHAGE in Tokyo seeks to reconstruct and implement the NAMAHAGE system in a modern city. It translates and reinterprets for the urban context the ritual´s functions, including maintenance of rural community through mutual surveillance, initiation into adulthood, and reinforcement of family bonds.

Making the city their habitat and evolved in adaptation to individual areas like Akihabara, Harajuku, and Sugamo, the “urban NAMAHAGE” identify “bad children” (=adults in need of discipline) in each neighborhood based on the data accumulated by mutual surveillance via social media as well as other networks of surveillance spread across the city. When they emerge on New Year´s Eve, these NAMAHAGE enforce discipline by mind hacking, taking full advantage of sensing and VR technologies and bringing growth, happiness and blessings to the people of the city.

Project Credits:

  • Media Art Director: ICHIHARA Etsuko
  • Communication Planner: ABE Genki (ISID OPEN INNOVATION LAB)
  • Strategist, Manager: HAYAKAWA Yukie
  • Technical Producer: NOZAKI Kazuhisa
  • Video Original Writing & Planning: ASO Kamo
  • Video Direction: MATSU Hiroaki (TYO)
  • Video Producer: WATANABE Masashi (MAZRI Inc.)
  • Videography Assistant: ISHIBASHI Hiroki (MAZRI Inc.)
  • Mask Production of NAMAHAGE in Akihabara: IKEUCHI Hiroto
  • Costume Production of NAMAHAGE in Akihabara: chloma
  • Costume of NAMAHAGE in Harajuku: chloma
  • Mask and Costume Production of NAMAHAGE in Sugamo: korotoro NAKASAKA Akiko
  • UI Visual Design: NAKAMURA Keiichi, YOKOYAMA Naoto (flapper3 Inc.)
  • Motion Graphic: NAKAMURA Keiichi, YOKOYAMA Naoto (flapper3 Inc.)
  • Main Theme Song:The Puh「NAMAHAGE LAND」
  • Logo Design: HATA Yurie
  • Website Production: CHONO Kaoru (602 inc.)
  • Cooperation: Oga City, Akita
  • Namahage of Akihabara Mask Designer: IKEUCHI Hiroto
  • Namahage of Akihabara Costume Designer: SUZUKI Junya (chloma)
  • Original Story by ASO Kamo
  • Directed & Edited by MATSU Hiroaki (TYO Inc.)
  • Production: MAZRI Inc.
  • Produced by ISID / INNOLAB
  • This movie is created as a trial research project for the governmental “Basic Policy for Promoting Measures
    related to Preparations for and Management of the Olympic and Paralympic Games in Tokyo in 2020.


Etsuko Ichihara (JP), born in 1988, is a media artist / fantasy inventor. Etsuko Ichihara has been creating artworks that interpret Japanese culture, customs, and beliefs from a unique point of view, and present new, technology-based approaches. Thanks to their strong impact, these works have been
introduced across a wide range of media. Etsuko Ichihara’s “Digital Shaman Project” was included in the Excellence Award at the Japan Media Arts Festival, Honorary Mention in PRIX Ars Electronica 2018 and STARTS Prize Nomination.

In April 2011, ISID established the Open Innovation Lab to collaborate with companies and educational institutions in technology research and service development by making practical use of cutting-edge technologies, including those that are still in experimental phases.