Niigata Prefecture (Department of Agriculture, Forestry and Fisheries, Food and Distribution Division) will hold a follow & hashtag photo campaign themed "Niigata Edamame" on its official Instagram account (@niigatabrand) and X (formerly Twitter) official account (@niigatabrand) as part of the "Reconstruction of PR Site for Prefecture-Promoted Brand Products and Strengthening of SNS Dissemination Project" aimed at promoting the appeal of the prefecture's promoted brand products. The campaign, titled "Straight to Deliciousness. Niigata Prefecture Renewal Commemorative! Photo Campaign," will start on July 1, 2026 (Wed). Campaign image for Instagram ■ Background of the Project Niigata Prefecture boasts the largest cultivation area for edamame in Japan, yet ranks only 7th in shipment volume. The reason for this is that so much of it is consumed within the prefecture due to its exceptional deliciousness. This campaign was planned with the desire to share this appeal, which is commonplace and cherished within the prefecture, with people across the country. Niigata edamame includes various seasonal varieties such as early-season, Niigata Cha-mame, and Niigata Ama-mame. We aim to increase opportunities for people to learn about their abundance and seasonal flavors and to actually pick them up and taste them. ■ Campaign Overview Title Straight to Deliciousness. Niigata Prefecture Renewal Commemorative! Photo Campaign Platforms Instagram: @niigatabrand https://www.instagram.com/niigatabrand/ X (formerly Twitter): @niigatabrand https://x.com/niigatabrand Eligible Products All Niigata-grown edamame Application Period July 1, 2026 (Wed) - July 31, 2026 (Fri) Winner Announcement Early August 2026 (Notification via direct message on each SNS) ■ How to Participate You can participate via Instagram or X by following these steps: How to Participate on Instagram (View Post) 1. Follow the official account (@niigatabrand) 2. "Like" the campaign announcement post 3. Post a photo or video