{"page":"\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/resources-c03aa079.css\" /\u003e\n\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/lp_boclips_stylesheets-517835be.css\" media=\"all\" /\u003e\n\u003cdiv data-title='Beatrix Potter\u0026#39;s Peter Rabbit acquires Japanese agent' data-url='/boclips/videos/5c54c300d8eafeecae15dfb4' data-video-url='/boclips/videos/5c54c300d8eafeecae15dfb4' id='bo_player_modal'\u003e\n\u003cdiv class='boclips-resource-page modal-dialog panel-container'\u003e\n\u003cdiv class='react-notifications-root'\u003e\u003c/div\u003e\n\u003cdiv class='rp-header'\u003e\n\u003cdiv class='rp-type'\u003e\n\u003ci aria-hidden='true' class='fai fa-regular fa-circle-play'\u003e\u003c/i\u003e\nVideo\n\u003c/div\u003e\n\u003ch1 class='rp-title' id='video-title'\u003e\nBeatrix Potter\u0026#39;s Peter Rabbit acquires Japanese agent\n\u003c/h1\u003e\n\u003cdiv class='rp-actions'\u003e\n\u003cdiv class='mr-1'\u003e\n\u003ca class=\"btn btn-success\" data-posthog-event=\"Signup: LP Signup Activity\" data-posthog-location=\"body_link_boclips\" data-remote=\"true\" href=\"/subscription/new\"\u003e\u003cspan\u003e\u003cspan\u003eGet Free Access\u003c/span\u003e\u003cspan class=\"\"\u003e for 10 Days\u003c/span\u003e\u003cspan\u003e!\u003c/span\u003e\u003c/span\u003e\u003c/a\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-body'\u003e\n\u003cdiv class='rp-info'\u003e\n\u003cdiv aria-label='Hide resource details' class='rp-hide-info' role='button' tabindex='0'\u003e\u0026times;\u003c/div\u003e\n\u003ci aria-label='Expand resource details' class='rp-expand-info fai fa-solid fa-up-right-and-down-left-from-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003ci aria-label='Compress resource details' class='rp-compress-info fai fa-solid fa-down-left-and-up-right-to-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003cdiv class='rp-rating'\u003e\n\u003cspan class='resource-pool'\u003e\n\u003cspan class='pool-label'\u003ePublisher:\u003c/span\u003e\n\u003cspan class='pool-name'\u003e\n\u003cspan class='text'\u003e\u003ca data-publisher-id=\"30356011\" href=\"/search?publisher_ids%5B%5D=30356011\"\u003eCurated Video\u003c/a\u003e\u003c/span\u003e\n\u003c/span\u003e\n\u003c/span\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-description'\u003e\n\u003cspan class='short-description'\u003eLake District, 11th September 20081. Various shots of the Lake District2. Junko Ishiwata reading Peter Rabbit book3. Shot of Peter Rabbit book pages turning4. SOUNDBITE: (English) Junko Ishiwata, Tour Guide:\"I like England and I like...\u003c/span\u003e\n\u003cspan class='full-description hide'\u003eLake District, 11th September 2008\u003cbr/\u003e1. Various shots of the Lake District\u003cbr/\u003e2. Junko Ishiwata reading Peter Rabbit book\u003cbr/\u003e3. Shot of Peter Rabbit book pages turning\u003cbr/\u003e4. SOUNDBITE: (English) Junko Ishiwata, Tour Guide:\u003cbr/\u003e\"I like England and I like Lake District and I wanted to tell how wonderful and how beautiful it is to Japanese people\"\u003cbr/\u003e5. Near Sawrey village wide shot of car on residential road\u003cbr/\u003e6. Close of bus stop sign\u003cbr/\u003e7. Junko greeting Japanese tourists coming off bus\u003cbr/\u003e8. Various shots of Japanese Tourists\u003cbr/\u003e9. Junko leading Japanese tourists through Beatrix Potter's garden\u003cbr/\u003e10. SOUNDBITE: (English) Stephen Broughton, Director of Mountain Goat Tours:\u003cbr/\u003e\"I think that she is really enjoying it. She has got a very busy schedule. She's touring with Japanese visitors from London at least five days a week and according to what she has said to us she has really enjoyed the experience so far of being in the Lake District\"\u003cbr/\u003e11. Junko talking to Japanese Tourists.\u003cbr/\u003e12. SOUNDBITE: (English) Stephen Broughton, Director of Mountain Goat Tours:\u003cbr/\u003e\"The Japanese market is very important to us. There's, I believe, 750 thousand Japanese tourists to the UK every year and about 70 to 75 thousand come to the Lake District.\"\u003cbr/\u003e13.  Various shots of Japanese tourists\u003cbr/\u003e14.  SOUNDBITE: (English) Stephen Broughton, Director of Mountain Goat Tours\u003cbr/\u003e\"They certainly see the Lake District as a real target to come and visit because of their liking of the area, what they have seen on the television, what they have seen from the films and obviously and what they have learned by reading the 'Tales of Beatrix Potter'.\"\u003cbr/\u003e15. SOUNDBITE (English) Junko Ishiwata, Tour Guide:\u003cbr/\u003e\"Lake District looks very beautiful for Japanese people and Japanese people like Peter Rabbit very, very much because it is very cute and it's very popular character in Japan. We have lots of Peter Rabbit goods around us like Peter Rabbit china and baby clothes or even bank account card. So we want to see the home of Peter Rabbit.\"\u003cbr/\u003e16. Sign saying this way to house camera pans right\u003cbr/\u003e17. SOUNDBITE: (English) Saori Masuya, Tourist:\u003cbr/\u003e\"Peter Rabbit is very cute and when I visit here today I felt I'm in a Peter Rabbit world and I felt like I'm in a book and I saw it. I felt really calm and I feel like I'm a friend of Peter Rabbit\"\u003cbr/\u003e18. Hilltop Sign (Beatrix Potter's house)\u003cbr/\u003e19. Beatrix Potter's House\u003cbr/\u003e20. Junko with Japanese tourists going into Beatrix Potter's house\u003cbr/\u003e21. Various shots of house and garden\u003cbr/\u003e22. SOUNDBITE: (English) John Moffat, Property Manager for The National Trust:\u003cbr/\u003e\"I think many of them expect to find Pete Rabbit, they expect to see him wandering around, and it's one of the challenges we have is we try and portray Hilltop as if Beatrix Potter had just walked out for a few minutes. When she died in 1943 she was very specific in her will as to how the house was to be kept, and looked after for ever afterwards, and she new that Hilltop would be the place that people came to who wanted perhaps to remember her or see where the books were written\"\u003cbr/\u003e23. Shot of information book in Japanese; pages being turned over\u003cbr/\u003e24. Various shots of National Trust leaflets in Japanese\u003cbr/\u003e25. SOUNDBITE: (English) John Moffat, Property Manager for The National Trust:\u003cbr/\u003e\"For the National Trust at Hilltop the Japanese market is actually the second biggest market we have after the UK market, the domestic market. So we actually have a Japanese version of our guidebook. We produce Japanese versions of our leaflets both for Hilltop and also for the Lake District.\"\u003cbr/\u003e26. Various shots of Peter Rabbit merchandise in the Beatrix Potter shop\u003cbr/\u003e27. Various shots of Junko with Japanese tourists leaving and getting into tour bus.\u003cbr/\u003e28. Tour bus driving off\u003cbr/\u003eTo many he is a bushy-tailed, made-up cartoon but to the Japanese, Peter Rabbit is reason enough to travel across the world. \u003cbr/\u003eIn fact, there are now so many Japanese tourists that come to the Lake District, home of Beatrix Potter, that the first Japanese tour guide has been appointed.\u003cbr/\u003eJunko Ishiwata is from Sendai City in northern Japan, and has been employed by 'The Mountain Goat Tour Company' to help introduce Japanese Beatrix Potter fans to the Lake District.\u003cbr/\u003eFurther fuelled by the release of the Hollywood movie, 'Miss Potter' in which Renee Zellweger starred as Beatrix Potter, companies like Mountain Goat are supplying a unique service to its Japanese visitors.\u003cbr/\u003eMountain Goat Tours director, Stephen Broughton, reports a 40 per cent increase in the number of people doing daily tours, which the company mainly attribute to interest in Peter Rabbit.\u003cbr/\u003eHe say this keeps Ishiwata busy 5 days a week or more. \u003cbr/\u003eMountain Goat Tours recruited Junko Ishiwata for some training sessions last year, when she was still a student. \u003cbr/\u003eShe enjoyed it so much she applied for a full time job. \u003cbr/\u003eMost of the Japanese tourists come to the Lake District to visit the home of Beatrix Potter, and to see some of her original paintings. \u003cbr/\u003eHer house, Hilltop, is situated in the small village of Near Sawrey. \u003cbr/\u003eAs well as the house and gardens, there is a small shop where tourists can purchase Peter Rabbit goods.\u003cbr/\u003eThe Japanese market is very important to the Lake District tour operators, and to the National Trust, who own Hilltop. \u003cbr/\u003eStephen Broughton says Japanese visitors are 2nd in number only to the UK visitors, numbering between 70 and 75 thousand.\u003cbr/\u003eEngland is a very popular destination for Japanese visitors due to its traditions, old buildings and spectacular scenery. \u003cbr/\u003eThe Lake District has an added attraction because Beatrix Potter and Peter Rabbit are so popular in Japan.\u003cbr/\u003eIshiwata says in Japan Peter Rabbit has a full line of collectibles, some even geared towards adults. \u003cbr/\u003eOne tourist, Saori Masuya, says she loves Peter Rabbit and feels like she is entering his magical world by visiting Hilltop.\u003cbr/\u003eThe Potter books are taught to Japanese children at an early age, where the market is large for animal picture books like Winnie the Pooh and Hello Kitty!\u003cbr/\u003eJohn Moffat, who is the property manager for Hilltop, says the National Trust has had to adapt to the increase in the Japanese tourists. \u003cbr/\u003eHe says the challenge lies in keeping the house looking and feeling like Beatrix Potter has just stepped out and that Peter Rabbit will pop out from around the corner, because this is what the tourists expect. \u003cbr/\u003eThe National Trust has also started to produce leaflets written in Japanese due 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