the group performed at a shopping district in niigata city.he event attracted more than 150 people. >> translator: they're charming and have cute smiles. >> translator: i love them. >> reporter: as a promotion gimmick, the group hands out scallions. they were formed for the express purpose of promoting niigata onions. >> translator: keep up the good work. >> reporter: the group is the brain child of niigata prefecture's agricultural cooperative. scallions sell the most of all vegetables produced in the prefecture. but sales are dwindling annually under pressure from cheap chinese imports. to stem that trend, the cooperative holds concerts at promotional events and festivals throughout the prefecture almost every week. they've also distributed 1.7 million labels featuring the idols to farms in niigata to create even more buzz. >> translator: we'll suffer a lot if scallion production goes down. it could weaken niigata's agricultural industry. it's a matter of life or death for us. >> reporter: in matsuyama city, western japan, a different idol g