Mayuko Ichii 
The cards feature photos and illustrations of real men from the local area. Kawara Town, Fukuoka Prefecture (©Sankei by Mayuko Ichii).
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A homegrown trading card game from Kawara Town, Fukuoka Prefecture — once a cement industry hub with a population of just 10,000 — is capturing widespread attention in Japan. The cards spotlight real, local men involved in community volunteer work, turning their unique skills into powers for a battle-style game.
Created by the local community council, the cards have sparked a boom among children, attracting visitors even from outside the prefecture in search of them. These cards are also becoming a tool that connects children and local residents. They have even caught the attention of Japan's Ministry of Internal Affairs and Communications (MIC).
Made with Respect
Featured cards include:
- Plasma Conductor who can fix broken appliances
- Model Kit Enthusiast who can assemble anything
- Firewall, a former fire brigade chief
Each card includes HP (hit points) and MP (magic points), and players can battle using them.
Cards feature photos or illustrations of real local men. They were first created in November 2023 by the Saidosho Community Council to introduce local male volunteers. Each card includes flavor text detailing their skills and background.
Eri Miyahara, 45, the council's secretary general, came up with the idea. She was moved by the power and dedication of local volunteers — skilled carpenters, artists, and soba noodle masters.
"Whenever I needed anything, they were always quick to help," she said. "I started to really respect them and wonder why they could do things I couldn't. That's why I wanted kids to see them as professionals in their own right."
Always Sold Out
The cards were originally for collecting, but once children began comparing them — boasting, "Mine's stronger!" — the idea naturally evolved into a battle-style game. Simple rules were introduced to make the game both fun and a way to learn about local residents. Cards are sold in packs of three for ¥100 JPY ($0.68 USD) or six for ¥500, with the chance to score a rare "shiny" card.
Since the characters are based on real people, kids are asked not to say their opponent "died" during battles. Instead, borrowing from the nickname of the local school's nurse's office — the "Yuzu Room" — they have adopted the playful expression yuzutta ("I forfeit").
As of March 18, the collection includes 47 different cards, 28 of which feature local men. With growing interest from other regions, the project has received lecture invitations and inquiries from the MIC as a model for regional revitalization.
Women also participate in community volunteer work, but they were not featured as many felt uncomfortable being portrayed in a combat-themed card game.
Council staff produce the cards, which always sell out, and total production numbers are unknown.
Rebuilding Community Bonds
One of the most popular cards is All-Rounder, with high HP and MP and the ability to reflect opponents' attacks. It features Daimitsu Fujii, 68, who worked as a correctional officer at a medical prison for 40 years. Fujii supported the rehabilitation of inmates convicted of drug and sexual offenses. Since retiring eight years ago, he has been driving elderly residents without transportation.
"People in town recognize me or ask me to sign the card," he laughs. "Children often say, 'Hey, that's the card guy!'
"Our town is aging, and more people don't even know who their neighbors are. But these cards help reconnect kids and adults," says Fujii.
A Place Kids Want to Stay
As volunteers become more active, their cards may be upgraded to rare "shiny" cards.
"More kids are taking part in volunteer events, and the men are motivated by the attention," Miyahara says. "People don't say hello if they don't know each other, but once kids learn about their skills, they become 'heroes you can meet.' I hope this builds a community where children want to continue living."
Local Card Craze Spreads Nationwide
Other regions are also launching local trading card initiatives:
- In Aomori Prefecture, the popular Aomori no Sakana: Fisherman Cards feature real fishermen in kappa (a water-dwelling creature from Japanese folklore) costumes (sometimes shirtless). The cards promote local seafood awareness and sales.
- In Toyohashi City, Aichi Prefecture, the Toyohashi Hand-Held Fireworks Cards highlight fireworks handlers with dazzling photos and their full names.
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Author: Mayuko Ichii, The Sankei Shimbun
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