The 1st JACE Event Awards "Japan Event Grand Prize" goes to Inakadate Village's "Rice Paddy Art" + "Rice Code"

The Japan Association for the Promotion of Event Industry (JACE) held the inaugural JACE Event Awards announcement and ceremony on June 15 at Arcadia Ichigaya in Chiyoda Ward, Tokyo. Inakadate Village's "Rice Field Art" + "Rice Code" project won both the "Japan Event Grand Prize" and the "Event Professional Award."

The JACE Event Awards recognize outstanding events both domestically and internationally. From 104 event entries submitted in 2014, eight category winners were first selected. The Japan Event Grand Prize was then chosen from these by the Selection Committee (Chairman: Toshio Nakamura, Managing Director, Japan Chamber of Commerce and Industry) as the most outstanding work. The Event Professional Award was selected by votes from certified Event Business Management Specialists.

Inakadate Village's "Rice Field Art" + "Rice Code" initiative was implemented by Inakadate Village, Aomori Prefecture—a rice-producing region—to counter declining rice consumption and revitalize the village. Using the rice fields themselves as a stage, they created "Rice Field Art," drawing magnificent pictures on the land using six varieties of differently colored rice. Growing into a full-scale nature event over about ten years, it attracted 290,000 visitors from around the world to the village of 8,000 residents. They also developed "Rice Code," which allows rice purchases simply by scanning the rice field art with a smartphone, creating an experiential event that linked visitor attraction with sales.

At the award ceremony, Chairman Nakamura presented the certificate and a trophy made of LEGO blocks to Takao Suzuki, Chairman of the Inakadate Village Revitalization Promotion Council. Suzuki expressed his joy, stating, "We've overcome many challenges while continuing to cultivate these rice fields. Receiving this award is truly moving. We want to continue sharing rice field art with the world. We hope everyone will find an opportunity to visit Aomori."

JACE launched the "Japan Event Awards" commendation program in 2004 but suspended it following the Great East Japan Earthquake. This time, building on the previous commendation program, the purpose and selection methods were revised.

Award Acceptance Speech by Takao Suzuki, Chairman of the Inakadate Village Revitalization Promotion Council

Award-winning works and organizers are as follows (titles omitted):

【Japan Event Grand Prize】【Event Professional Award】

　Inakadate Village "Rice Paddy Art" + "Rice Code": Inakadate Village Revitalization Promotion Council

【Category Awards】

＜"Shaping Thoughts" Award＞

Lost Towns: Model Restoration Project - Memories of Home: Miyagi Special Exhibition (Lost Towns Model Restoration Project Executive Committee, NHK Sendai Broadcasting Station, Kahoku Shimpo)

＜HOT JAPAN! Award＞

SUPER GIRLS EXPO: The Ultimate Beautiful Girls Expo (Yoshimoto Kogyo)

＜Tohoku Bonds Award＞

Tohoku Rokkon Festival 2014 Yamagata (Tohoku Rokkon Festival Executive Committee)

＜Century Award＞

22nd Century Nasa Beach Project (22nd Century Nasa Beach Project Committee)

<Seasonal Art Award>

People, Water, Light, Region: Milky Way Project (Milky Way Project, Local Government, Organizations)

＜Children's Future Award＞

Fukushima Smile Project (Japanese Red Cross Society Fukushima Prefecture Branch)

<Advertising Impact Award>

Precious SKY FASHION SHOW feat. GUCCI (Shogakukan)

Details for each award can be viewed on the JACE website.

jaceeventaward.pre-cam.jp/

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