“Ottamage! Awaji Island,” a playful tourism promotion campaign highlighting the unique charm of Awaji Island with a special focus on its famous onions. “Ottamage!” is a wordplay combining tama, a Japanese term meaning “ball” and commonly used to refer to onions with ottamage, a humorous expression meaning “so surprising it makes you say ‘Wow!’” The concept expresses Awaji Island’s fun, unexpected appeal through bold, eye-catching visuals. The campaign is part of the “Awaji Island’s Surprising Charms” project organized by Uzunokuni South Awaji Co. Ltd. It features whimsical, onion-themed installations and interactive attractions located at the Uzunoka Onaruto Bridge Memorial Hall and surrounding areas. Designed to be highly photogenic, the installations encourage visitors to take playful photos against a scenic coastal backdrop creating a memorable and lighthearted way to experience Awaji Island’s local culture and specialties.