Crowdfunding has proven popular as a way to help businesses affected by the virus

Online crowdfunding has proven to be a popular way for people in Japan to support small and medium-sized businesses struggling to stay afloat during the novel coronavirus pandemic.

Donations, which began to increase in March, doubled in May compared to the previous month, according to a study by a large Japanese crowdfunding website. The amounts continued to rise, with a total of 27.4 billion yen ($ 258 million) raised between January and July.

Rinku Yamada, a dairy farmer in Coca, Shiga Prefecture, is just one of many who have used crowdfunding to help their businesses survive since the outbreak.

The attached photo shows the crew of Yamada Farm in Coca, Shiga Prefecture, and the cows they raised. (Kyodo)

After being cut off by selling dairy products at Yamada Farm after supermarkets began canceling events in March, the 39-year-old thought of ways to avoid wasting the roughly 30 liters of milk produced daily by each of its cows. 120 or so that are being raised on a farm.

The idea of ​​crowdfunding came to light and a campaign was launched in May with the aim of collecting one million yen and offering milk and dairy products as gifts. It reached its goal within a few days.

By the end of June, Yamada had raised about 2.1 million yen from about 400 donors. The money was used to help pay for cow feed and workers’ wages, and some supporters even visited the farm for the first time thanks to the campaign.

The appeal of crowdfunding is that supporters can easily pledge small sums, and anyone can start a campaign by simply passing the platform’s screening. In Japan, the concept took off in 2011 after being used to raise funds in the aftermath of the Great East Japan Earthquake.

In February, the major Japanese crowdfunding platform Campfire Inc. Coronavirus Support Program Offers Reduced or Fee Waiver For Businesses In Financial Hardship Due To The Pandemic.

More than 2,900 projects have been included in the program so far, totaling 7.16 billion yen collected from about 620,000 donors.

Entire industries have also banded together to raise money. In April, film directors and others in the entertainment industry launched a “Mini-Theater Aid” fund to bail out independent theaters across the country.

The approximately 331 million yen raised through the crowdfunding initiative was subsequently distributed to more than 100 cinemas.

But with cinemas still limiting the number of seats they sell to at about half the venue’s capacity, the future looks bleak. Due to these difficulties, Yujiku Asagaya, an art cinema in Suginami Ward, Tokyo, has suspended operations from Saturday.

Tsunehisa Inoue, director of Cine Wind, a small movie theater in Niigata Prefecture that managed to raise 15 million yen from a campaign fundraiser for operating costs, welcomed with an alternative funding method.

“I was happy to receive messages from the fans. I want to do whatever it takes to keep running so that I can meet their expectations,” he said.

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