Even those who call Oku-Matsushima home consider the locale one of the Japan’s most scenic views. And yet it remains one of the nation’s best-kept secrets - occupied by a friendly community of people who speak of the small village as having a beauty that humbles you.

Japan National Tourism Organization (JNTO) wanted to showcase these local stories and bring them to life for global audiences. Where all roads lead home is an advertisement feature produced for Japan National Tourism Organization by BBC StoryWorks, designed to do just that.
 
This branded video, set in Oku-Matsushima in Miyagi Prefecture, showcases the breathtaking views of Matsushima Bay through the story of a photographer aiming to capture its beauty and a local oyster fisherman, Abe Koya, who serves as both guide and host. Through their journey, audiences discover the importance of connecting with local communities in a meaningful way and leaving a positive impact on the destinations visited, conveying the appeal of the sustainable tourism that JNTO strives to promote.