JAL, which has bases throughout Japan, has been continuously implementing regional revitalization initiatives (currently the “JAL Furusato Project”). In August 2020, flight attendants selected through an internal application process moved to the area and launched the “JAL Furusato Ambassadors” to promote regional initiatives, and in In December of the same year, JAL appointed “JAL hometown supporters,” who are involved in regional revitalization while serving on board. The aim is to develop products and solve regional issues for hometowns and other regions with which they have connections, utilizing the knowledge they have accumulated as flight attendants.
We spoke with Ms. Yoshimi Ogawa, a JAL Furusato Ambassador who is involved in collaborative sake products in Niigata Prefecture.
–What can you tell us about your initiatives?
Niigata is known as a “rice-producing” and “sake-producing” region.
We participated in this initiative as a three-company collaboration with Yahiko Sake Brewery and Niigata Shuhan with the hope of communicating the charms of Niigata to the rest of the country through sake brewing, which represents Niigata’s regional products.
In addition, given the fact that many people are not familiar with sake these days, we wanted to convey the appeal of Niigata’s sake to as many people as possible through the “sake made from rice planting by women” initiative.
In order to promote sake and other regional attractions to a wider audience, JAL Furusato Ambassadors in Niigata participate in sales promotion events for regional products, develop products with farmers, and engage in a variety of other activities.
–How are you involved in this effort?
Since May 2022, we have been planting, harvesting, and brewing rice together with JAL Furusato Ouen-tai and Niigata Airport staff. We also discussed the taste of the sake with each other, aiming to create a sake that would be accessible to a wider range of people.
Junmai Daiginjo made with 100% Yamadanishiki produced in Niigata Prefecture has a gorgeous aroma and an impressive soft taste, making it a sake that goes well with meals.
As a JAL hometown ambassador, I was also in charge of inventing the product name and designing the label.
The product name “Sora to Nadeshiko” is a cross between “Sora,” our primary workplace, and “Yamato Nadeshiko,” a word that symbolizes a strong and supple Japanese woman.
The label shows an airplane flying and a scarf around the neck of a woman, which is also worn by our flight attendants and airport staff.
The bottles are available in sky blue “Sora” and pink “Nadeshiko” bottles, and the design of the two bottles together makes them perfect for gift-giving, as the illustrations of women face each other when placed side by side.
–What are your future plans and prospects?
We would be happy if many people become aware of this initiative and think “Niigata’s sake is delicious” or “I want to visit Niigata.
With the hope that “READY! LADY! READY! SORA TO NADASHIKO” will be the link between people and Niigata, we will continue to promote Niigata’s local products and the attractions of Niigata through such efforts in the future.
–What is your message to travelers?
In Niigata, which boasts the largest number of sake breweries in Japan, visitors can tour various breweries and learn about the differences among them.
In addition to rice, Niigata is rich in nature and offers fresh fish from the Sea of Japan, strawberries “Echigohime” that are available this time of year, edamame in summer, and other seasonal vegetables and fruits that are very delicious.
© Source travel watch
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