Theatre director Suzuki Tadashi led the way in taking theatre back to the countryside after almost a century of centralization of the performing arts in urban centres, especially Tokyo. Since 1973, his Toga Art Park in Toyama Prefecture has been a laboratory for native Japanese artists and a magnet for international theatre artists during its annual summer festival. A number of other regional theatres and arts festivals since that time have sprung up, including Triennales in Setouchi, Aichi, and Echigo Tsumari, as well as annual performing arts festivals in Shizuoka, Kyoto, and Kinosaki. Playwrights and directors like Hirata Oriza and Okada Toshiki are making a conscious decision to leave their bases in the Tokyo region and establish theatres and homes in Japan’s hinterlands. This paper will address how some of these festivals have played an instrumental role in regional revitalization as Japan has shifted from a manufacturing to a service economy. Such artistic activity is indicative of a revival of cultural enterprise and talent after a century of depopulation of the countryside due to industrialization and urbanization.