Itoigawa City located in Niigata Prefecture suffered from a population decline since 1955 and was seeking for a tourism strategy. Itoigawa is in the middle of the Japanese archipelago. A tectonic line passes through Itoigawa showing distinct and unique geology on either side of the fault. Today the city is the stone capital of Japan. Although, Itoigawa was recognized as Japan's first UNESCO World Geopark in 2009 for its dazzling geology, the city didn’t have any prominent tourism resources and was pale in comparison to famous neighboring tourist attractions. Thus, Itoigawa decided to launch a city branding strategy by utilizing its unique “stones” of various shapes and colors. The city conducted a citizen participation type art activity to make, “STONE FACES,” which took place at public facilities, museums, and elementary schools. Furthermore, it spread this concept on social media to encourage nationwide participation through smartphones. The platform led to spread a nationwide experience of rediscovering the allure of Itoigawa stones through diverse perspectives.