Selling "Ainu Crafts" in Tokyo! Project Production for Local Products Sold Outside the Region

A project between Lake Akan Ainu craft artists and the "fennica" label by select shop BEAMS.

Previously, we covered the regional challenges that led to the goal of "local production for external sales" and the "teaming" approach that drives the project, centered on the sustainable values inherited from Ainu culture.

In Part 3, we introduce the measures to realize the vision and the "implications for regional revitalization" found therein. The keys are a new framework connecting the region with the outside world and building motivation among the players.

The Encounter with fennica BEAMS Was the Breakthrough

"We don't do superficial collaborations, like just slapping a label on existing products." This is what Keiko Kitamura, Director of fennica, told us during our first meeting. When we approached BEAMS, known for its focus on promoting Japanese culture, about collaborating to realize the project, they proposed working with fennica. Within BEAMS, which offers diverse lifestyle proposals, fennica is a label that discovers craft from around the world and operates it at a high business level.

"We want to engage with the artisans, take time to dialogue, and aim for what we want them to create, while also aligning with what the artisans themselves wish to create." Kitamura's words perfectly captured the vision cherished by fennica, which has consistently engaged with craftspeople across different regions.

This aligns perfectly with the direction of our project, which aims to create sustainable tourism resources and industries. It also coincides with fennica's longstanding interest in Ainu crafts, leading to the full-scale launch of this unprecedented collaborative effort between Beams and Dentsu Inc. as partners.

Craftsmanship Born from Trust Between Ainu Artists and fennica

In the fall of 2017, we visited the artisans together with Mr. Morio of Dentsu Inc. (who was stationed at Akan Lake Hot Springs and is the author of the first installment), Ms. Terry Ellis, Director of fennica, Mr. Kitamura, and the coordinator. From there, we made numerous trips to Akan Lake, engaging in repeated dialogues with each of the six artisans to draw out their ideas.

The artists also work in tourism-related fields in their daily lives. We proceeded with the creative process while considering the pace of the artists, who balance both commitments. The deep understanding and respect for Ainu traditions and the artists demonstrated by the two members of fennica fostered mutual trust. It took about a year from the start to gradually solidify relationships with the artists, confirm mutual intentions, and see concrete works take shape.

The project team during their first visit to Lake Akan. From left: Dentsu Inc.'s Nobu Miyazaki, Miki Tsukagoshi, Toshiaki Morio

Will the vision really take shape?? Sharing with all stakeholders

Beyond the artists, numerous local players were involved in the project: the Akan Tourism Association, Kushiro City, Kushiro Shinkin Bank, coordinators, photographers, writers... How did we drive this project, spanning over two years, covering vast distances, and involving diverse stakeholders? While the passion of the fennica and BEAMS team was crucial, the Dentsu Inc. team also drove the project forward through two key points.

First, sharing a common vision of the products being sold in stores.

To help everyone truly grasp where the pieces would be sold and the customers who would pick them up, we organized an inspection program in Tokyo. Beyond visiting fennica stores and learning about the fennica brand, it included trend lectures by magazine editors who read lifestyle currents, visits to lifestyle shops, and tours of craft-related museums... Not just the artists, but all stakeholders toured together, experienced these places, and shared their impressions.

For the artisans, seeing and experiencing diverse crafts and folk art transcending regions and time periods provided hints for their own work. It also offered an opportunity to evaluate themselves relatively and aim for greater heights. By expanding each artisan's vision, we aimed to fuel their motivation for the launch over a year away.

A particularly memorable point from the magazine editor's discussion concerned current purchasing trends: "Interest is shifting to who makes the product; items are bought out of empathy for the maker's lifestyle." They noted, "Consumers are buying the story itself—the maker's passions and values—through the product." This perspective led to a PR strategy focused on deepening and showcasing the stories behind the artists.

Another key point was sharing the vision and its broader implications.

While we discussed the effectiveness of vision and messaging in the second session, we also focused early on preparing and sharing the broader societal impact. Leveraging Dentsu Inc.'s expertise in PR, we actively communicated the media exposure plan to key supporters, including the Kushiro Shinkin Bank, who consistently backed this project. This helped them visualize how fennica would expand beyond its storefronts and into wider society.

Media response provided momentum

As the project progressed, local media outlets that caught wind of the information quickly conducted interviews. Furthermore, having an NHK film crew closely follow the project from its early stages also served as a motivator. These factors stemmed from the novelty and unexpectedness of the BEAMS × Ainu collaboration, combined with the project's ability to incorporate social significance.

The vision of "Lake Akan Next Generation," backed by key local stakeholders like the tourism association, municipality, and credit union, positioned this not merely as a "novel collaboration" but as a "new initiative for the region's future." This perspective was key to its reception by the media.

Through sharing these sales floor concepts and media outreach, we fostered a gradual yet solid awareness. This motivated not only the artists but everyone involved. Such motivation-building was crucial for each person to leverage their expertise and drive the project toward its goal.

PR Strategy for Communicating the Project

As product development progressed, the launch date at the fennica store was set for October 2019.
With the conviction that something good was taking shape, the question became: how should we announce the project?

Discussions involving the Dentsu Inc. PR team led to the decision to center our efforts around PR communications.
This strategy leveraged the project's unique characteristics from various perspectives: for Lake Akan, it represented a new industry and tourism opportunity; for fennica, it marked the debut of new lifestyle items created in collaboration with Ainu artisans.

In the press release, we incorporated elements emphasizing angles like "craftsmanship/manufacturing," "lifestyle items," and "regional economic drivers," all based on the project's core themes: "BEAMS × Ainu Collaboration," "Ainu Culture and Craft Artists," and "Lake Akan Tourism." We then approached the media.

As a result, we secured media exposure reaching a wide target audience across lifestyle magazines, men's and women's fashion magazines and websites, economic newspapers, and local newspapers. This outcome stemmed from the combined communicative power inherent in the project: the outreach capabilities of the fennica and BEAMS brands, the appeal of the artists and their works, and the charm of Lake Akan itself. Having each media outlet cover the project from their unique perspective and introduce its appeal went beyond merely announcing the launch; it became an asset for the Lake Akan region and the artists themselves going forward.

"AINU CRAFTS" Finally Enters the World

On October 13, 2019, numerous pieces developed over two years of prototyping and production were displayed at the fennica storefront of BEAMS JAPAN in Shinjuku.

Simultaneously, an event showcasing Ainu crafts and Lake Akan footage was held in the "B Gallery" exhibition space on the same floor. Integrating the sales floor with the gallery space created a more expansive presentation of Lake Akan and Ainu culture.

"AINU CRAFTS from Lake Akan - Tradition and Innovation -" Storefront

Right after opening, the store welcomed many fennica fans and new customers who had heard about it through media, all browsing the merchandise. Purchases came in steadily, and even high-priced items sold out almost entirely during the event period.

During the period, live performances of Upopo (Ainu folk songs) were held by the sister unit "KAPIW&APAPPO," who are active not only as artists but also as singers. On the final day, a talk event was held featuring artists from Lake Akan and Asahikawa who participated in the project, along with the fennica director and the B Gallery curator. The event successfully conveyed the artists' intentions, the charm of Lake Akan, Ainu culture, and Ainu craftsmanship to many visitors, concluding to great acclaim.

Scene from the talk event at B Gallery

After the event ended, additional orders have already been placed by customers who visited fennica. Work for the artists continues to be generated, and contributions to the local industry are already visible. It seems fair to say that Lake Akan, previously seen from Tokyo as merely a "tourist destination," is now beginning to become a place of "exchange" both culturally and economically. This "AINU CRAFTS" project is planned to continue in the future.

Hints for regional revitalization seen through this two-year project

We have delivered this series in three installments so far. Some readers may have thought, "Perhaps it's only possible because of the powerful identity of Ainu culture..." However, we believe it contains several points that offer valuable insights for various regional revitalization initiatives, which is why we have shared them here.

To summarize and reflect on what we've discussed in this series:
①    Identifying local challenges and defining current needs ( Part 1: Local Production, External Sales)
② Analyzing regional assets and defining what to establish as the core ( Part 2: Ainu Sustainability = The Modern Bible)
③     Organizational structure and mindset for tackling projects with a long-term, flexible perspective (Part 2: Teal Organizations and Vision Building)
We have covered these points.
In Session 3,
④      Achieve breakthroughs through new collaborative frameworks
⑤      Fostering a gradual yet solid awareness for realization and driving progress
⑥    Strategically initiating information dissemination involving media
We have conveyed that when these elements come together, a new light for the region becomes visible.

At first glance, this may seem like a list of obvious points. However, we suspect many regional leaders are grappling with questions like: Who exactly should we involve locally? Who should we partner with externally? How do we drive, develop, and shape these initiatives?

I hope you can replace the "Ainu culture" discussed here with your own region's unique assets and use the steps visible in this project as a reference for revitalizing your own community.

I believe regional revitalization means creating opportunities for local players to thrive, channeling their energy into boosting local industries. For the challenges regions face, I think Dentsu Inc.'s network, its problem-discovery and communication skills honed in advertising, and its project production capabilities can be leveraged.

In conclusion: Have we truly created tourism resources?

We have introduced a project that aims to create a new breakthrough for the industries in the Akan Lake Hot Springs area. However, maintaining continuous efforts and information dissemination for the future remains a challenge.

Has this become a new tourism resource for the region? The results may only become apparent a little later. If anyone reading media coverage or this article finds themselves intrigued, please do visit Lake Akan. The refreshing air of eastern Hokkaido in summer and the greenery of the national park are truly delightful, and the world of minus 30 degrees in winter is also magnificent. In the land where the Ainu people live, please experience firsthand the birthplace of "AINU CRAFTS."

Lake Akan frozen over