Jaycees uncover, promote narratives of rural Japan to inspire foreign visitors

TOKYO -- "Without Itoigawa city, Japan would not exist."

This catchphrase is of one of the many local narratives harnessed by the Junior Chamber International (JCI) of Japan in a project to shed light on less-known regions of the country. The group plans to convert such stories into various media such as English-language novels and manga, and promote them through their global network to attract tourists.

"This country is not made up only of big cities like Tokyo, Kyoto and Osaka. Each region has its unique history, traditions and culture, and we're focusing on that," said Shigeki Yamamoto. The 37-year-old member of JCI Takaoka, in Toyama Prefecture, spearheads the national committee coordinating the venture dubbed the "Your Dream Project."

Itoigawa, the Sea of Japan coastal city in Niigata Prefecture planning to promote the "Japan's existence" catchphrase, has a population of around 39,000.

So, why the bold claim? Yamamoto presented evidence provided by JCI Itoigawa:

(1) The city is home to a UNESCO Global Geopark situated right on the Itoigawa-Shizuoka Tectonic Line, where the Eurasian and North American continental plates overlap to form what are now the Japanese islands.

(2) Because of these geological conditions, the area boasts the largest domestic production of jadeite. Itoigawa gemstone pendants and burial necklaces dating as far back as 5,000 to 6,000 years have been excavated throughout the archipelago, meaning they were widely traded and were a source of human interaction.

(3) Many of these ancient jadeite necklace beads were carved in a comma-shape, now known as "magatama," which are one of the Three Sacred Treasures of Japan's Imperial Family.

Based on these and other historical facts, JCI Itoigawa claims that, geologically and culturally, Japan would not be the country we know today without the resources of this area.

Of the 679 local JCI organizations in Japan, about 20 have already delivered such narratives. The next step, in general, is to coordinate with students studying story writing at vocational schools or members of university manga clubs to transform them into entertaining tales.

According to Yamamoto, JCI Itoigawa is developing plans for visitors to extend their stays there by aligning various local sights. For instance, the combination of the dynamic scenery created by the collision of continental plates -- from deep waters to mountains soaring 3,000 meters-plus -- and shopping for jade would perhaps be more appealing if a visitor had a chance to touch on the area's history.

The local JCI members are also consulting with officials on a plan to introduce jade as a "currency" in local restaurants. The envisaged area extends to the popular mountain resort village of Hakuba in neighboring Nagano Prefecture.

The Hakuba and Itoigawa town centers are more than 40 kilometers apart, and while this may sound like a long way, they have one major commonality: they are both on the same fault line. They are also connected by a river, a national highway and a railway all running side-by-side.

This idea that broad areas need a concerted effort to prosper is based partly on Yamamoto's professional background. He is the president of a real estate agency in Takaoka.

The city is home to three nationally designated "important preservation districts for groups of traditional buildings." These zones, totaling 160,000 square meters, are popular tourist destinations.

However, Yamamoto said, "These districts may be preserved, but the surrounding areas are full of closed businesses. Big cities thrive on the height of buildings and massiveness of departments stores. But the many smaller cities need to tap the depth and breadth of their own history and culture."

Another example he gave is a report from Toyokawa, Aichi Prefecture. JCI Toyokawa asserts that the city of some 184,000 residents "possesses the power to turn any negative situation into a positive one."

Again, the facts:

(1) Early 17th century Japan saw an end to the Sengoku (warring states) period. A large portion of the war industry was doomed to lose business, but some successfully shifted to producing peacetime goods. One typical case was gunpowder makers who turned to fireworks. Toyokawa was home to many such artisans, and today is famous for its handheld, cannon-like "tezutsu hanabi" fireworks.

(2) The symbol of the city is the prominent Toyokawa Inari temple dedicated to "fox gods," and known for its numerous stone fox statues. Visitors decreased drastically during the COVID-19 pandemic, but in July 2021 JCI Toyokawa arranged to start inviting people to visit at night to avoid congestion and enjoy an outdoor lighting attraction. This monthly event called "YORU MO-DE" proved successful and continues to this day.

(3) The local delicacy is "inari zushi," which consists of sushi rice stuffed in a sweetened pouch of fried tofu. Fried tofu is considered a favorite of foxes.

Guided by an integrated narrative, events such as crafting fireworks or eating your own handmade inari zushi, and attending YORU MO-DE would be the suggested itinerary.

JCI Japan members have reserved two upcoming international JCI events on their schedules. In May, hundreds are expected to participate in the Asia-Pacific Conference in Jakarta. There, Yamamoto plans to lecture on the overall appeal of Japan.

At the venue, the local narratives will be introduced through posters and relevant products like inari zushi will be exhibited. Feedback from the non-Japanese attendants will be reflected in each story.

The scheduled lecturer gave the example of traditional Japanese green tea. "I'm looking forward to responses which will lead to the evolution of each story, just like the globally popular Starbucks' Matcha Creme Frappuccino."

Next, the JCI World Congress is set for November in Zurich. The Japanese members hope to present their modified and complete stories here.

Yamamoto concluded, "Local Japanese communities have all tried to promote their charms but many have come to a standstill. My dream is to develop a ubiquitous system in which each locale can find an original story to differentiate and enliven themselves. When this is connected to global interest, the area can prosper economically."

(By Yoji Hanaoka, The Mainichi staff writer)