Overview

As part of the “Local creators market”, we served as a branding producer for traditional craft production areas across Japan. We designed a mid-term strategy for the production areas of Yamanaka lacquerware and Okuaizu braidwork, and proposed and implemented the first steps in this direction.

Background

In 2017 and 2018, we were in charge of branding producer of traditional craft production areas across Japan for the “Local creators market”, a project to support hometown specialties by the Ministry of Economy. Support for Yamanaka lacquerware and Okuaizu braidwork production areas. They needed specific advice on what and how to do in response to their vague desire to expand overseas.

Support contents

In order to look back on the efforts made by the regions to date and reaffirm their current position, we conducted a survey of the objective, unique attractiveness and key points of each region. Based on this information, we designed a medium-term strategy and proposed the first step in the process. In addition, we followed up on the production of a brand book for the region, which was produced in parallel with the strategy.

Synergy

By utilizing the support of subsidy projects and the involvement of external human resources, we were able to specifically try to deal with themes that were not possible to tackle even if we knew about them in the producing regions alone.

Memorable episodes

We had an opportunity to learn about the regional revitalization model that had been implemented since 1974 in Mishima Town, Fukushima, where Okuaizu braidwork is produced. This was a highly suggestive idea when considering the relationship between production areas and consumption areas, as well as urban and rural areas in today’s world.