"Furusato Meihin of the Year" Regional Revitalization Award Decided!

The award ceremony for the "Furusato Meihin of the Year" (organized by the Executive Committee [JTB, Dentsu Inc., Tri-Stage, Yahoo, Rakuten]; supported by the Cabinet Office), which discovers and honors regional treasures and the stories and initiatives behind them, was held on March 15 at the Central Government Building in Chiyoda Ward, Tokyo.

This initiative, established last fall, aims to raise awareness of regional challenges, support market development for products that will sustain local futures, and foster regional fans. Thirty-four companies, including newspapers, publishers, travel agencies, and distributors, serve as official supporters.

The awards consist of category prizes and the Regional Revitalization Prize. From the entries, official supporters selected 23 category winners. For the final judging to select the Regional Revitalization Prize, a total of 9 entries across three themes—"People," "Products," and "Activities"—were nominated. From these, one entry per theme was chosen as the Regional Revitalization Prize winner.

Related article: http://dentsu-ho.com/articles/3106

Tatsuya Ito, Assistant to the Minister at the Cabinet Office, stated, "This system is extremely meaningful in connecting urban and rural areas through local specialty products. We hope it will continue for a long time." Project designer and Executive Committee Chair Hima Furuta stated, "For regional revitalization, it is crucial that local businesses sustain themselves as viable enterprises. We hope this award is seen not as a goal, but as a starting point." Chair Furuta then presented certificates of commendation to the representatives of the nine nominated projects.

 

In the "People" category of the Regional Revitalization Awards, Yohei Nagahama of the "Michinoku Agricultural Research Institute for Rice and Grains" (Murata Town, Miyagi Prefecture) was selected. (Yamamoto Town, Miyagi Prefecture) was selected for the "Product" category, and "Oyasai Crayon" (Aomori City) was selected for the "Experience" category. They were presented with trophies by Shigeru Ishiba, Minister for Regional Revitalization. In addition, final judges Rika Yukimasa (cooking researcher), Barrett Brown (EPA News Japan Bureau Chief), and Miki Tominaga (freelance announcer) presented supplementary prizes and gave their comments. Hiroya Masuda, advisor to Nomura Research Institute, speaking on behalf of the judges, said, "The award-winning products are of a standard that can compete not only domestically but also internationally. We felt their enthusiasm and creativity."

Minister Ishiba concluded, "Participating in the judging was surprising and moving, and I imagined how many smiles there must be. In any era, it is not the central government but the local communities, and not the government but the enthusiasm and efforts of the private sector, that change the country."

Official website: http://furusatomeihin.jp/