The small mountain town of Shinonsen, known for its deep connection to record culture, hosted its first-ever “Record Store Awards.” Organized by the town and local shop Feel Records, the event brought together music lovers from across generations.
We spoke with a representative from Shinonsen’s Department of Commerce and Tourism—the team behind the event—to learn how it all began, what it means for the community, and how records are helping this quiet town rediscover its identity.
“Record Store Awards” – How It All Began
Shinonsen has long been a town of craftsmanship. It’s been famous for producing sewing and specialty needles for over a century—and, more surprisingly, it’s one of the few places in the world that still manufactures record player needles (styluses).
Two companies—Nippon Seiki Jewelry Industry and Okuda Seishin—continue this tradition today. However, because most of their products are shipped outside the area, few residents are even aware that their town plays a small but important role in global record culture.
So, to celebrate the 20th anniversary of Shinonsen’s founding, the town decided to launch a project that would reconnect locals and visitors with its history. The result was the creation of the “Record Store Awards.”
“We wanted to remind people that Shinonsen’s craftsmanship—especially in making record needles—is something truly special,” said the town representative.
How Was the “Record Store Awards” Held?
The event invited participants to submit a record and a personal story inspired by the year’s theme, “Warmth.” The idea was simple yet powerful: share a record that feels special, along with the memories or emotions tied to it.
Entries came in from all over, and the response exceeded expectations. The stories revealed not just a love for music but also how vinyl continues to connect people through shared experiences.
Spreading the Word
As a first-time event, getting the word out was no small task. The organizers turned to Radio Kansai for on-air promotion, distributed flyers to record stores and music-related businesses, and shared information on the Shinonsen town website.
They even delivered flyers to every household in the area to spark interest among residents.
“Partnering with record shops really helped,” said the organizer. “They already have strong ties to music fans, and that helped our message reach the right audience.”
Who Participated?
Most submissions came from people in their 50s and older—the generation that grew up during vinyl’s golden age. Many said they had returned to listening to records as a relaxing hobby after retirement.
But there were also younger voices among the entries. People in their 20s and 30s wrote about childhood memories of listening to their parents’ records, creating touching stories that bridged generations.
“It showed us that record culture is alive across all ages,” one judge reflected. “It’s not just nostalgia—it’s a shared experience.”
How Were the Winners Chosen?
The Department of Commerce and Tourism first reviewed all submissions, then a panel of local experts scored them based on creativity and emotional impact. The final results were decided through careful judging, with a Grand Prize and Outstanding Achievement Awards presented to the top entries.
The winning story, by a participant known as Hanappe, stood out for its vivid emotion.
“Just by reading it, you could feel the warmth of the memory,” said one of the judges. “It was like the music itself came alive.”
The Award Ceremony
The ceremony took place on November 3rd—Record Day—at Yakushiyu Square in the heart of Yumura Onsen, the town’s famous hot spring district.
The event was also broadcast live on Radio Kansai, hosted by personalities Hiromi Bamba and Naoko Kumemura. Alongside the award presentations, the hosts shared the touching stories behind each winning record.
The celebration didn’t stop there. The night before, a DJ event and Record Jacket Art Exhibition showcased records submitted to the contest, allowing visitors to experience the warmth and artistry of vinyl firsthand.
The Atmosphere at the Event
The plaza was filled with excitement and music. Under the crisp autumn air, the sound of vinyl echoed across the square, creating a nostalgic yet lively atmosphere.
“The combination of the live radio broadcast, the laughter, and the crackle of records made it feel magical,” said one attendee. “You could feel the entire town connected through music.”
Other Record-Related Efforts in Shinonsen
The “Record Store Awards” are just one part of Shinonsen’s growing effort to promote itself as a “Town of Record Culture.”
The local group Shin-Onsen Association regularly hosts record-themed events at TOJI, a cozy event space above the Zentan Bus Terminal.
Across town, record players have been installed in local inns, cafés, tourist centers, and even public baths like Yakushiyu Onsen, so visitors can enjoy the sound of vinyl in unexpected places.
“We want young people who’ve never experienced records to feel their charm—and to understand the history of Shinonsen’s needle industry that made it all possible,” the organizers said.
Looking Ahead: Shinonsen’s Future with Records
After the success of its first year, the town hopes to make the “Record Store Awards” a continuing tradition.
“Our dream is for Shinonsen to be recognized both as a town of craftsmanship and a town of records,” said the town’s tourism representative.
Through this ongoing celebration of sound, craftsmanship, and community, Shinonsen is proving that even in the digital age, the warmth of analog music—and the stories it holds—can still bring people together.