This event, held in Ube City, harnessed the AR sport HADO — which integrates the real and the digital — for the purpose of “interaction across generations and regions.”

Three categories were offered: the “Enjoy Division” for beginners, the “Corporate/Group Division” for workplaces and organizations, and the “Expert Division” where top players from across Japan gathered. From trial sessions that anyone could casually join, to high‑level competitive matches, the content was designed so a broad range of participants could enjoy it.

In particular, in the Expert Division, strong teams from across the country assembled and engaged in heated battles, contributing to the expansion of intercultural participation beyond the region.

Organiser’s Comment
“We introduced HADO because we wished to root a new entertainment content in Ube City and revitalise the region. By using the latest technology of AR sport, we aim to create a new sports culture that can be enjoyed by both children and adults, and to promote Ube City as an attractive regional city. Through holding the event annually, awareness that ‘November in Ube City means HADO’ has spread, and many players from outside the city now come to visit. We genuinely feel that young people in the area are gaining new experiences, and that this is fostering the city’s attractiveness and a sense of unity.”

A New Model of Regional Revitalization That HADO Brings
The “Ube HADO Fest” is a public‑private collaborative event operated by the local government, regional companies, and citizens united. Leveraging technology, it builds a mechanism for regional communication that spans education, sport and tourism.

Such next‑generation sports events originating in the region are expected to have combined effects such as:

• Retention of young people in the region (increased “related population”)

• Promotion of citizen health and exercise

• Economic ripple effects through industry and tourism collaboration
  And adoption trends are spreading to other municipalities.

Event Overview

• Name: Ube HADO Fest 2025

• Date: Sunday, November 2, 2025 | 9:00–17:00

• Venue: Historia Ube (Ube City, Yamaguchi Prefecture)

• Participation Fee: Free (Advance application & lottery required)

• Organizer: Ube HADO Fest Executive Committee

• Sponsors: UCD Consulting Co., Ltd.; Kogetsudo; Okawauchi Painting Industry Co., Ltd.; WADA Co., Ltd.; Kijima Noodle Co., Ltd.; Magnus Industry Co., Ltd.; Sankō Bussan Sales Co., Ltd.; Washoku Kobayashi; Asahi Meat Co., Ltd.; Inoue Hiromi Co., Ltd.; Daisan Propane Co., Ltd.

• Supporting Organisations: Ube City; Ube City Board of Education; Ube Tourism & Convention Association; Ube City Sports Commission; Ube Chamber of Commerce & Industry