[5-Minute Guide: World Heritage] Uncovering the “Present” of Shimane’s Iwami Ginzan: Where History and Modernity Intersect!

Hello, everyone! I’m Takahashi from the Shimane Prefecture PR Secretariat at SUNNY SIDE UP.

At SUNNY SIDE UP, we have a specialized “Regional Revitalization Unit” dedicated to solving challenges faced by local governments and businesses. This fiscal year, we are pleased to be handling the PR support to showcase the tourism appeal of Shimane Prefecture.

Shimane Prefecture has recently garnered significant attention as a filming location for the TBS drama “VIVANT,” which is now reaching its climax. The region is home to a deep culture where Japanese mythology lives on, alongside rich nature and a relaxed, warm way of life. One of the most iconic sightseeing spots in Shimane is the Iwami Ginzan Silver Mine.

Incredibly, 2027 will mark a double anniversary: the 500th year since its discovery and the 20th anniversary of its World Heritage registration!

As a PR representative who engages with the charms of Shimane every day, I’m excited to introduce the wonders of Iwami Ginzan to you in just five minutes!

Asia’s First World Heritage Mine: The Essence of Iwami Ginzan as a Pioneer of SDGs

Okubo Mabu (Mine Shaft) at Iwami Ginzan

Discovered in 1527, Iwami Ginzan is one of Japan’s leading mining heritage sites. It is said to have produced approximately 30% of the world’s silver during the 16th and 17th centuries. In 2007, it became the first mining site in Asia to be registered as a UNESCO World Heritage site.

The greatest appeal of this site is that, despite the harsh nature of mining development, it maintained a sustainable production method in harmony with the natural environment through proper forest management. This can be seen as a pioneering example of modern “SDGs” and sustainability principles, practiced hundreds of years ago. Remains that showcase advanced hand-digging techniques, such as the “Okubo Mabu”—one of the largest mine shafts at Iwami Ginzan—are still preserved in excellent condition, making it a precious place where you can experience the breath of nature and history simultaneously.

A Town of 400: Attracting New Residents from Across the Country

Omori-cho, once the political and economic hub for Iwami Ginzan mining

Omori-cho, which once served as the center of silver mine administration, is now a small town with a population of about 400. A beautiful streetscape of samurai residences and merchant houses stretches for about 800 meters, making you feel as if you have stepped back in time to the Edo period.

In recent years, this town has attracted young settlers from all over Japan. The environment—where the “mindful living” of locals who cherish their historic homes intersects comfortably with modern sensibilities like stylish renovated cafes and libraries with co-working spaces—is capturing the hearts of those seeking authentic fulfillment.

Experience Iwami Ginzan in Tokyo!

For those who cannot easily visit the site in person, we would like to share an opportunity to experience the charm of Shimane in Tokyo. From Saturday, September 19 to Sunday, December 6, 2026, the Ancient Orient Museum in Ikebukuro, Tokyo, will host a special exhibition titled “From the Ancient Orient to Iwami Ginzan”!

Additionally, “Hibiya Shimane-kan,” located across from Tokyo Midtown Hibiya, is open from 11:00 AM to 8:00 PM, where you can always find a rich variety of Shimane products and tourism information.

At the Shimane Prefecture PR Secretariat, we support public relations activities, including the production of newsletters and press tours, to deliver the profound charm of Shimane—starting with Iwami Ginzan—to media outlets and the general public outside the prefecture.

In our PR efforts, we are conscious of not simply introducing Iwami Ginzan as an “old historical site,” but rather translating it into a modern context: as the “forefront of sustainable living” and a “town of mindful living that attracts new residents.”

By building stories that combine data with specific imagery, we approach a wide range of media interested not only in tourism but also in lifestyle and regional revitalization. Even when there is a physical distance, we believe the major role of a PR company is to translate the essential value of a region and deliver it to society.

SUNNY SIDE UP handles PR and communications for a variety of products and services, including those for local governments.

What can be achieved through the power of communication? We welcome consultations starting from such questions. Please feel free to contact us using the “CONTACT” button below.