JAL, which has bases throughout Japan, has been continuously implementing regional revitalization initiatives (currently the “JAL Furusato Project”), and in August 2020 launched the “JAL Furusato Ambassadors,” cabin crew members selected through an in-house recruitment process who move to the area to promote initiatives in their respective regions. In December of the same year, JAL appointed “JAL Hometown Cheering Troops” who are involved in regional revitalization while serving as flight attendants. 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. Chisaki Phillips, a JAL Furusato Ambassador who is involved in sake brewery experience tours in Hiroshima Prefecture.
–What can you tell us about your initiatives?
Hiroshima Prefecture is strengthening the Hiroshima brand under the concept of “ENERGY OF PEACE,” which is “energetic, delicious, and easy to live with.
The abundance of fresh seafood from the sea and the mountains, the peaceful climate, the desire for peace, and the energy that has achieved reconstruction are the driving force behind the city of Hiroshima as it heads toward tomorrow. I have been fascinated by the resilient and energetic city of Hiroshima for 12 years now, having moved here from the Kanto region.
This time, we will introduce a tour to Saijo in Higashihiroshima City, Hiroshima Prefecture, known as one of the three most famous sake brewing areas in Japan, to experience the sake brewing culture rooted in the local community.
–How are you involved in this effort?
As one of the Japan Tourism Agency’s signature product creation projects for fiscal 2022, we planned and produced the “Sake Brewery Experience Tour” in cooperation with Kamotsuru Sake Brewery and Discover Higashi-Hiroshima (DMO). The tour is designed to provide visitors with an opportunity to learn about the essence of sake brewing through discussions with, learning from, and experiencing professionals in the rice polishing and brewing processes, all of which are important in sake brewing.
–What are your future plans and prospects?
Focusing on the three elements that determine the taste of sake (water, rice, and craftsmanship), Jalpak has been offering 6-day tours, each lasting 2 days and 1 night, for each season since FY2023. The Spring Experience Tour “Water” course was held in early April.
The following is an overview of the “Rice” course, an autumn experience tour currently on sale.
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