This is a tourism promotion event based on the islands and coastal areas from 10 municipalities in Hiroshima and three municipalities in Ehime jointly hosted by Hiroshima and Ehime. The event period is for about seven months from March 21 to October 26, 2014, having more than 300 events. The local residents as well as the executive committee and municipalities organize and run "private-sector events" making use of the attractions of the Setouchi area. The initial plans are brushed up from the perspective of value creation and community design so that they can continue after the event period and lead to local development. Value Creation Service (hereinafter referred to as "VCS") is in charge of the design for Ehime, and studio-L is in charge of the design for Hiroshima.