Regional Newspapers Challenging Regional Revitalization (4) COOL ARITA ~Challenge for the Future

~Regional Newspapers Are Now Challenging New Initiatives, Leveraging Their Bonds with Readers as Assets~
Today, regional newspapers are leveraging their strong local networks to create new businesses and undertake initiatives that significantly contribute to regional revitalization. Each company is breaking traditional boundaries, continuously generating successful cases in new fields that lead to regional revitalization. This column, "Regional Newspapers Challenging Regional Revitalization," picks unique examples from these efforts and presents them over six consecutive weeks!

Saga Shimbun launched the "COOL ARITA ~ Challenge for the Future" project last year as part of its 130th anniversary commemorative initiatives. It aims to create and promote new appeal for Arita ware, a traditional craft of Saga Prefecture celebrating its 400th anniversary next year, by developing and selling new products in collaboration with two different industries.
One initiative involves collaboration with BEAMS Creative Research Institute, centered on the concept of "Breakfast Scenes with Arita Ware." The idea is to wake up early for "morning activities," then enjoy a stylish, slightly luxurious breakfast using Arita ware tableware. By co-developing with BEAMS, a select shop popular across age groups, the project proposes this lifestyle, primarily targeting young women who have had limited exposure to Arita ware.
The other is Arita ware Disney merchandise. Its concept is "One Soup, Three Side Dishes," a tradition of Japanese cuisine. The collection features tableware with Mickey icons expressed through traditional patterns and uniquely shaped trinket boxes instantly recognizable as Mickey. The aim is to expose children to "authentic" craftsmanship from an early age, helping refine their sensibilities. It will also be part of the Disney <Japan Classic> series, which develops and sells products that express the Disney worldview using Japanese traditional crafts and techniques.

From April 29 to May 3, a limited-time collaboration cafe, "COOL ARITA CAFE," opened at the Arita Pottery Market. It served lunch using tableware created through this project, sold products, and gained tangible feedback. "The challenge is expanding sales channels. We also want to spread the idea that local newspapers can become partners in new marketing approaches utilizing local content," said Mr. Mizumachi. Moving forward, collaboration with local media seems poised to develop this into a precedent where traditional crafts find new avenues for growth.