In a novel twist of marketing strategy, Kusatsu City in Shiga Prefecture is receiving attention for a public relations campaign advertising the fact that they don't have any hot springs, which is an uncommon stance for a Japanese city. The city's innovative campaign has spurred considerable response from the public, achieving its aim of generating dialogue and drawing visitors intrigued by this unusual promotion.

Public bath houses and hot springs (onsen) are beloved aspects of traditional Japanese culture that contribute significantly to tourism. It is unusual for a city to publicize the lack of these amenities, making this news quite a standout and conversation starter in Japanese society.

In the US or EU, such a self-deprecating marketing strategy might be seen in a region renowned for a specific resource or attraction highlighting the absence of another. This concept is nonetheless quite rare, making Kusatsu City's campaign a valuable case study in out-of-the-box tourism promotion.