2014/10/12

JCIAwards Entry

2014 Jci World Congress
Arakawa Food Festival
JCI JAPAN
Best Local Economic Development Program

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Entry InformationAward
2014 JCI World Congress
Program:Category: Best Local Economic Development Program

NOM Information
National Organization: JCI JAPAN

National President:

Kazuya Suzuki
E-mail: japan@jci.cc

LOM Information
Local Organization: JCI Tokyo
President: Keisuke Sugawara
President Email: office@tokyo-jc.or.jp

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Basic Information
Duration : JUL-2013 TO DEC-2013 (EVENT: 08-SEP-2013
Staff : 38 MEMBERS
Executive Committee of Arakawa Food Festival Private Volunteer Group
Sponsors :of Arakawa District Arakawa Dis
Budget : 100 HUNDRED DOLLAR
Profit / Loss : 0
In which UN MDG bestfit (if apply): ?:People who live and serve in Arakawa District(APPROX. 250,000
Who is benefited ?:PEOPLE)
Objective : Those who live and serve in Arakawa District recognize the featured foodculture of the area again and become proud of it as affection to Arakawa
District. With the affection, they learn to pass the culture inside andoutside of the area.
Overview : We held an event focused on its marvelous local food culture ’monja’
which is familiar with the district residents. This event captured manyorganizations’ attentions such as Arakawa District, Tokyo Chamber ofCommerce and Industry, and restaurants of the district. Thanks to the
fantastic and proud culture, many organizations and influential men was toconsider they made ’monja’ as the district’s tourism factor even if people
thought Arakawa District had nothing special about it’s feature and that it
could not become a sightseeing spot.
Results : We held ’monja’ experience booth, and 180 sets 380 people came there.
According to the questionary survey, 70 percent of the participants
recognized there was the food culture ’monja-yaki’ as the feature of
Arakawa District. Besides JCI 10 organizations agreed with transmitting
the food as the attractive food culture of the district, and we were able toorganize an executive committee.
Actions Taken : In July 2013, we organized the Executive Committee of Arakawa Food
Festival, and established executive committee four times with 10
organizations moving in Arakawa District. For getting corporative funds,
we sought the cooperation from other organizations in the area. On 8th
September 2013 when our event was held, Many restaurants in the district
that we asked participated in the event for showing the various foodculture in Arakawa District. At the booth of Arakawa Monja Experience,
we prepared approximately 50 cooking stoves with iron plates and letparticipants make monja by themselves and enjoy it. We gave them’Arakawa Monja Map’ which introduced about 60 ’monja’ restaurants in the
district and promoted visually that there are really many ’monja’
restaurants there. After the festival, we led them to enjoy the ’monja’
culture. To pass the feature of Arakawa District on participants, we also
had many of them come and gave added grace on the stage. We created
our original character related to ’monja’ and set up about 40 original
banners with treating the character and writing the phrase ’Monja no
Furusato Arakawa’. In this way, we promoted ’monja’ culture to theparticipants with the phrase written on the banners.
Recommendations : In the festival, we had many meetings from the planning stage with local
volunteer organization. As it joined very positively including operation onthat day, cooperation from every staff seems to lead to the successsafely. We could achieve many of the objects: we could involve thegovernment of Arakawa District and no less than 10 organizations and set
up 40 banners with the phrase ’Monja no Furusato Arakawa’ there. After
this, we will have evaluation meetings and executive committee and makeour business better on and after next year. We think we could involve only
10 organizations nevertheless there are still many organizations in
Arakawa District. The causes of it are the shortage of announcement andtoo many purposes for the festival, so we will involve more organizations
and accomplish our objects by focusing on only main purposes andadding a clear explanation.

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Award Category criteria

1

Objectives, Planning, Finance and Execution

What were the Those who live and serve in Arakawa District
objectives of this recognize the featured food culture of the area again
program? and become proud of it as affection to Arakawa

District. With the affection, they learn to pass theculture inside and outside of the area. The
administration and various organizations of the
district also realized the possibility of ’monja’ as
the tourism factor on the food culture of Arakawa,and they make Arakawa really attractive byenhancing the value of Arakawa as ’monja’ city withthe residents and the government cooperating with
one another.
How does this As the way to improve economic environment ofprogram align to Arakawa District, we focused on its food culture as
the JCI Plan of tourism resource and involved the residents and theAction? powerful organizations, which agrees with JCI Active

Citizen Framework.
Was the budget an We paid no less than 70 hundred dollars for theeffective guide for event management from our budget. And, it cost us
the financial 30 hundred dollars for the advertising expenses andmanagement of the the festival brochure. 75 percent of our budget was
project? cooperative funds from the local enterprises and theorganizations and the government. To get the funds
from them, we explained the necessity of thebusiness to them, which led to tell the principle ofthe business as a result.

How does this Vision: Under the big cooperation from JCI members
project advance out of the district, we held the hugest event of all
the JCI Mission the events that the youth organizations in theand Vision? district have. As a result, we could show the district

administration and organizations that we are Leading
Global Network of Young Active Citizens.
Mission: By giving roles to many JCI members andyoung potential members and leading our business to
succeed, we gave all of them development
opportunities.

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Award Category criteria

2

Promotion of Free Enterprise

How did this As everybody thought there was nothing special
program seek to about features in Arakawa District, enterprises in the
exhibit JCI Values, area believed that they couldn’t increase its
especially "free benefits by making the district sightseeing spot inenterprise"? corporate activities, which is disadvantageous for us.

Our business is the program for realizing thateverybody in the district think their food culture as
tourism resource. They recognized it was helpful fordeveloping the society that they focus on the same
way and promote their business on enterprises’ freeintention.
How was free Through the business, the participated enterprises
enterprise and cooperative organizations were given chances topromoted during contribute to the society by economic development.
the project? They recognized that it was possible for monja to be

tourism resource by providing people with the foodculture. It was a chance for the residents to be
proud of Arakawa district again that everyone
reassessed its soul food ’monja’. We provided over
60 ’monja’ restaurants there with ’Arakawa Monja
Map’ and the banners.

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3

Impact on Local Economy

How was the We conducted the questionnaire survey about if you
impact on the local know Arakawa District has ‘’monja’ ’ as its tourism
economy resource before and after the festival. Before: Yes, I
measured? know there are many ’monja’ restaurants in

Arakawa. 10% No. 90% After: I recognized there aremany ’monja’ restaurants in Arakawa. 81% I
couldn’t. 19%
What was the We make the administration and economic
intended impact on organization in Arakawa District recognize that there
the local economy? is ’monja’ as tourism resource in the area where
What goals were such resource is not particularly plentiful. We asked
originally set? them to promote ’monja’ as the most importantbusiness for Arakawa Branch of Tokyo Chamber ofCommerce and Industry, which over half of small andmedium enterprises in the district join. In this way,
we decided our purposes that they do the business’Arakawa monja Map’ and that it is appeared insome public newspaper.
What was the We could set up the same banners at over 60
actual economic ’monja’ restaurants in Arakawa District. ’Arakawa
impact produced monja Map’ was also distributed at many places. As
by this project? a result, the business was appeared also in many

medias. And, according to the feedback of each’monja’ restaurant over half of them increased theirproceeds. Our business was quite effective for the
economy of Arakawa District.

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Award Category criteria

4Impact on Community and Participants

How was In the community, we surveyed feedback of various
community and cooperative organizations and ’monja’ restaurants,
participant impact and we conducted questionnaire survey to themeasured for this participants. I recognized there are many ’monja’
project? restaurants in Arakawa. 81% I couldn’t. 19%
Describe the actual The event participants were the following:
impact on the local merchants, people who joined our event on thecommunity and the stage, all the people of local volunteer groups who
participants. cooperated with us in management, and generalpublic participants. Most of them were glad to join
the event, and they recognized the food culture of’monja’ as tourism resource of Arakawa District.
With promoting ’monja’ as its tourism factor, it wasa really big value that we could collaborate with local
volunteer organizations which should cooperate withus again after this.

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Award Category criteria

5Partnerships and Public Relations

What was the With involving the administration, powerful economic
promotional groups and local volunteer organizations, we
strategy for this conducted word of mouth and creating brochure,program? poster and website in parallel. Utilizing personal

relationships cultivated until now during JCI
movement, we explained many times for people whoare active in Arakawa District to participate in the
Executive Committee of Arakawa Food Festival. At
the same time we applied to cooperative funds of
local development through Tokyo Chamber ofCommerce and Industry in Tokyo. Also, we planned
various trials for developing the culture of ’monja’
in Arakawa District and organized that we livened up
our food festival the best.
How successful The administration and 10 influential organizations of
was the promotion? Arakawa District cooperated with us. On these
Please indicate media, our business was appeared as ’Arakawa
figures where monja’ : Arakawa Cable TV (diffusion rate is 48%),
applicable. Asahi newspaper (subscription rate is 30%), andNippori Walker< (circulation is 50,000 copies).
’Arakawa Monja Map’, which we started to
distribute in the festival, caught much attention fromthe press, so the various media reported not only
the festival but the ’monja’ map as well. It wasappeared with photos in many newspapers such as
Asahi newspaper, Nikkei newspaper and Yomiuri
newspaper. And, it was reported in terms of local
efforts in the corner of ’Genba ni Attack’, which isin ’Morimoto Takero Standby!’ of TBS radio, whichis the top-rated radio program. Also, on the TV
program ’Dokomo dankai club’ of Nippon Cultural
Broadcasting, Inc., the program focused on the’monja’ culture of Arakawa District as well as’Arakawa Monja Map’. Considering these incidents,
the district’s ’monja’ culture must be penetrated
steadily.
List the partners Executive Committee of Arakawa Food Festivalthat participated in Private Volunteer Group of Arakawa District
this program. (write Arakawa District Arakawa Branch of Tokyo Chamber
N/A if none) of Commerce and Industry Arakawa City Art Culture

Promotion Foundation The casts on the stage
How did partners The Executive Committee of Arakawa Food Festival
participate in the was organized by 11 people who are representatives
program? from 7 organizations in Arakawa District, and theydecided the chairman of the executive committee
from themselves. The executive committee took aleading part and managed the Arakawa ’monja’
Experience booth, where they communicated withmany participants over ’monja’s. Many restaurants
in the district that we asked participated in theevent for showing the various food culture in
Arawkawa District. To pass the feature of Arakawa
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District on participants, we also had many of themcome and gave added grace on the stage.

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Page 8Award Category criteria

6Long-term Impact of the Program

What is the The festival is to be known to all the people as
expected long-term successful example of cultural promotion by local
impact of this organizations, and it is accepted as a model case forproject? many areas which is lack of tourism factors to beable to transmit their new features. As a result, inthe many areas their own cultures are in thelimelight. And then, their residents love their areaand learn to pass their marvelous cultures withhaving pride. If the stated things happen, it will be
motive force for all areas of Japan to be fantastic
and attractive. In 2020 when Tokyo Olympic is held,
people will learn to have pride in their hometown’s
culture not only in Tokyo but in every area of Japan
as well, and each of area will transmit Japanesefeatures to foreigners coming to Japan. In the way,
Japan will be recognized as ’Golden Cultural
Country’ from abroad. Next, when the recognition
from foreigners is transmitted to Japan, theJapanese will be able to pass Japanese culture withhaving more pride, which will make Japan more
attractive.
What changes We concentrate on making public in advance to thewould you make to residents about the business and create theimprove the results environment that the residents become united andof this project? cooperate much more to the business with us. It isnecessary for each organization to recognize various
problems such as pecuniary problems, hands
problems and the problem that how we can involveothers. If we state continuously the produced results
this time in the district, we think it will be effective
continuously.

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