Dishes that are cheap and eaten frequently in daily life like 「yakisoba」 or 「udon」 — people call them B-kyū gurume (popular delicacies). Recently, people have started organizing a nationwide tournament: gathering B-kyū gurume dishes that are only eaten in that particular region and then choosing the best one. When a town does well in an tournament and its food becomes famous, many tourists will go to that town to eat that dish. Thanks to that, restaurants have to hire more people. Furthermore, guests not only eat but also visit the region's tourist attractions. As a result, many towns have become vibrant (note 1).
When wanting to make a local town more economically vibrant, in the past people often invited businesses to build factories, or build tourist facilities to attract tourists, but even though they spent a lot of money, they were often unsuccessful. As for B-kyū gurume, it only needs to make food and doesn't cost much money, so it is currently receiving attention.
(Note 1) 活気が出る: become lively, full of vitality.