Viral Trading Cards Showcasing Middle-Aged Men Rise in Popularity in Minor Japanese Community
In Rural Japan, Trading Cards Featuring Local Elders Motivate New Generations
In the serene town of Kawara, situated in Fukuoka Prefecture in southern Japan, traditional trading card games like Pokémon, Yu-Gi-Oh, and Magic: The Gathering are being replaced by something uniquely uplifting. Here, children are captivated by a different type of card game, which exchanges fantastical beings and spell-casting champions for genuine local legends: middle-aged and elderly community men, affectionately known as ojisan.
This remarkable and heartwarming collectible card game was conceived by Eri Miyahara, the secretary general of the Saidosho Community Council. Distinct from its sparkling, monster-filled commercial counterparts, this trading card game showcases actual community members—retired fire chiefs, soba noodle instructors, and even ex-prison guards—all represented as character cards with stats, elemental types, and imaginative “attacks.”
The Origins of a Distinct Idea
Miyahara’s inspiration stemmed from the wish to bridge the gap between generations in a swiftly aging area. “We aimed to enhance the connection between children and the older generations in the community,” she shared with Fuji News Network (FNN). “There are so many incredible individuals here. I felt it was truly unfortunate that no one was aware of their stories.”
What began as a community initiative has blossomed into a cultural trend. Since the introduction of the first series of 47 cards, the trading card game has captured the town’s imagination. Each card embodies not just a likeness but a life: like the distinguished Mr. Honda, 74, a past fire brigade chief showcased on the coveted “Firewall” card, or Mr. Takeshita, 81, a soba noodle master recognized for his culinary classes.
From Local Legends to Trading Card Celebrities
The community’s response has been overwhelmingly favorable—especially from the game’s youngest participants, who now look up to men they may have previously disregarded. “I was genuinely taken aback when [kids] asked me to sign [their cards],” chuckled 68-year-old Mr. Fujii, a former prison officer who has since become a community volunteer. “I never dreamed I would become a trading card, much less have fans.”
In fact, Mr. Fujii’s unanticipated popularity is far from singular. Many ojisan featured in the cards now find themselves in high demand by children eager to complete their collections and collect autographs.
The game’s influence reaches well beyond trading. Since its inception, participation in local events has reportedly doubled, with elders increasing their volunteer efforts and youth displaying newfound respect for their seniors. Packs of three cards, priced at just ¥100 (around 70¢ USD), and bundles of six for ¥500 ($3.50 USD), are affordable even for children’s limited allowances—boosting their wide-ranging appeal.
A Blueprint For Community Involvement
What started as a simple, low-cost initiative has generated a wave of community involvement, mutual respect, and intergenerational conversation. The card game’s success imparts significant lessons in civic innovation and the importance of amplifying local narratives. It shows that heroes can be found not solely in comic books or fantasy worlds, but in the everyday wisdom and fortitude of our neighbors.
Miyahara, pleased with the response, regards the trading card series as more than just a game, but as a catalyst for social rejuvenation. “Since the game gained popularity, so many children are beginning to view these men as heroic figures,” she remarked, highlighting her belief that storytelling and play can be transformative agents.
Looking Forward
What lies ahead for Kawara’s iconic ojisan card game? Reports suggest plans are in the works to expand the series, possibly incorporating women elders and enhancing the game mechanics.
Whether this community-led trading card game sparks similar endeavors in other regions of Japan—or even the world—it has already redefined the image of a hero in Kawara.
A former firefighter who once faced real flames. A modest noodle-maker preserving culinary heritage. A volunteer who, long after retirement, continues to contribute.
In Kawara, these are the contemporary legendary figures. Not conjured from fantasy, but celebrated for their real-life contributions—all immortalized in glossy, collectible format.