Japan’s hottest city uses its scorching record to boost tourism

This past summer on August 12, the city of Shimanto in Kochi Prefecture experienced a record-setting temperature of 41 degrees Celcius (105.8 Fahrenheit), the highest ever recorded in the country. But the little city on Japan’s southern island of Shikoku took the less than ideal title in stride, using it as a new way to promote the area. The city’s “41℃” campaign has been received positively by tourists and citizens alike, boosting the area’s tourism industry and bringing a little fame to the relatively unknown city.

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