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Awards Entry

2016 Jci Congress In Quebec, Canada
To the world:Come and Discover the Charms of
ARAKAWA!!
JCI Japan
Best Local Economic Development Program

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Entry Information
Award Program: 2016 JCI Congress in Quebec, Canada
Category: Best Local Economic Development Program

NOM Information
National Organization: JCI Japan
Shigenari Yamamoto
E-mail: japan@jci.cc

National President:

LOM Information
Local Organization: JCI Tokyo
President: Shujiro Nakahara
President Email: s.n.540529@gmail.com

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Basic Information
Duration : July 7 , 2015
Staff : 286
Arakawa Ward
Local organizations
Sponsors :Local university
etc.
Budget : 7,000 USD
Profit / Loss : 0
In which UN SDG bestfit (if apply): ?:About 210,000 people who live, study and work in Arakawa.
Who is benefited ?: About 16,000 foreign residents in Arakawa.
About 5,000,000 foreign tourists who visited to Nippori Station
Objective : Our purpose was to innovate Arakawa’s economy by promoting andspreading information about Arakawa’s economic activities and uniquecommodities to the world, through local people, foreign residents, andforeign tourists in Arakawa.
Positive change focus points• Expanding international perspective of Arakawa citizens, andleading to a deeper mutual understanding of Arakawa people andforeign residents and tourists.
• Motivating Arakawa people to invite more foreign tourists to
Arakawa for sightseeing, eatings, and accommodations, the Tokyo
Olympics and Paralympics is held in 2020 is held in 2020.
• As a result, activating regional economy and social activities.
Active Citizen
Developing the skills of leaders of the Arakawa economy to spread
Arakawa’s attractive aspects of traditional crafts and culture to the world.
Overview : Eighty-eight percent of the 19,740,000 foreign people who came to Japanvisited Tokyo. More than 60% of them used Narita airport.
Half of the 60% who visited Tokyo through Nippori Station, when theywent to their accommodations.
That mean, at least 5,000,000 people passed through the Nippori Station.
For the purpose of activating the Arakawa economy, Arakawa citizens
need to convey the attractive aspects of Arakawa’s food, clothing, andestablishments to foreigner residents and tourists in Japan.
Potentially five million foreign visitors could stop by Arakawa a year anddo sightseeing and spend money, which would impact the activation of
the Arakawa region.
To make it possible, it’s so important to make positive changes in
Arakawa citizen’s recognition of foreigner residents and tourists.
[positive change]
By supporting the change ,the mangers who are the base of Arakawa’s
economy will start to actively take economic actions. The active chain of
economic activity will spread to all over the Arakawa region.[active
citizen]
So we thought these two changes below are necessary.
1. Re-recognition of regional culture, food, clothing, andestablishments.[positive change]
Understanding the attractive aspects of the Arakawa region for the
purpose of spreading it abroad.
By having the same experience with the people who have a
different background and culture, they can re-recognize the valuesof their own culture.

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2. Connecting presenting information abroad to the promotion of
consumer activities.[active citizen]
People who re-recognized and changed their thoughts, startexchanging ideas and spread them around the world.
By interconnecting regional corporations and people, the region’s
economy will improve.
To carry out the above changes, we took the following actions.
a) Bon Dance with Yukata
Merchants from Arakawa’s famous textile street, hotels in Arakawa, andmembers of JC offered more than 100 sets of Yukatas and their sashes.
We invited a teacher who taught how to wear Yukatas, and she gave
lessons to everyone.Then we enjoyed the Bon dance together while
wearing Yukatas.
All participants brought back these Yucatas and sashes to their homecountries as souvenirs.
Then they explained about Japanese clothing culture to people in theircountries using Yukatas, thereby spreading Japanese culture to theirhome countries.
b) Experience of eating Monja
Foreign residents and tourists ate Monjya together with local people.
We surved “vegetarian Monja”, “Halalu Monja”,and”Monja which wascustomized for each person’s allergies”. Monja has ability to be adapted
to diverse cultures, religions, life styles, and allergies.
We provided Monjya spatulas (HAGASHI) with their name is on it, to theforeign people who registered beforehand.
c) Experience of Japanese Festival and Tatami
Foreign and local people attended a festival together. At the festival theyexperienced cheep sweets (DAGASHI), cotton candy, shaved ice,
goldfish scooping, and Japanese mask, by the cooperation of some ofregion’s unions.
They also experienced Tatami which is one of Japan’s traditional house
culture at the booth of Tatami for taking rests.
d） Experience of Portable shrine
Foreign and local people carried the portable shrine together. This is aJapanese traditional Shinto’s custom.We learned the meaning of carrying
the portable shrine and the manner together.By carrying the portableshrine under the same sense of purpose, we had a sense of unity.
e) Spreading information by using SNS like local media and social media
We spread information about the activities above from a) to c) using
Facebook.These projects were also broadcasted by the local TV
show. All the participants spread information on their own by SNS
spreading the information all over the world.
People who saw this information came to visit Japan, Tokyo, andArakawa from all over the world.

[Awareness from the project]
The project caused next movement.
2015 project “ Recognize from experience”
Arakawa people recognized there are many regional Innovations which
can connect to the world.
3 companies and 6 organizations participated in this project started a
program about regional economy revitalization activity.
2016 “ Learning from the recognition and then send out the message”
Alibaba and JETRO cool Japan are known as masters who used
Innovation to connect to the world, involved 120 people and 20
companies in learning explicit methods on how to enter overseas
markets.
1 company reviewed its overseas expansion business and started thebusiness with Alibaba.
As the regional development program with its successful examples andhttp://www.jci.cc/eawards2n/print.php?lang_id=1&u=54434

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business contents, the movement was expanded and shared among the
local companies in the Arakawa-Ku.
Results :1. Bon dance with Yukata [cultural exchange]
All of more than 100 sets of Yukata were worn by foreign people
who wanted to participate for only 2 hours.
Through the experience of dancing Bon dance together, we could
verify that dancing is one of most effective universal
communications. Not only by the excited and fun atmosphere, butalso by the results from the questionnaire survey.
The result of the survey was 66% said “enjoyed or interested”.
2. Experience of eating Monjya [Economic change & Cultural
exchange]
We offered the experience of Monja for $ 5 for 30 minutes togroups of 4 outside, we don’t usually eat Monjya outside.
We prepared 400 sets of Monjya beforehand, and all of them were
eaten by people who have different backgrounds.
We could realize and verify Monjya should be a key tool to theactivation of the Arakawa region.
We served “vegetarian Monja”, “Halalu Monjya”, and” Monjya
which is customized for each person’s allergies”. These areadapted to the diversity of cultures, religions, life styles, andallergy.
3. Experience of Japanese festival and Tatami [Economic
exchange & cultural exchange]
All of the cheep sweets, cotton candies, shave ices, goldfishes,and Japanese masks were sold out. Each participant enjoyedthemselves through these activities.
Especially cheap sweets and cotton candies were popular. There
are many wholesalers of cheap sweets in Arakawa.
So Arakawa’s wholesalers were active at this events.The result ofsurvey was 65% said “enjoyed or interested”.
4. Experience of Portable shrine [Cultural exchange]
Many of foreign visitors looked so excited to carry the portableshrine. We could share the culture of god and the manner
together.
Like Bon dance and carrying portable shrine, the activities in which
we move our bodies with the music were popular for theparticipants.We verified that these contents could be tools to tell
the charms of Japan, Tokyo, And Arakawa.
The result of survey said “enjoyed or interested” was 65%.
By cross cultural communications and economic exchanges, the numberof companies trade was increased.
By re-recognition of our own culture, we could produce leaders who will
promote economic activities.
Actions Taken : From 1/8 to the day
7times of meeting with officers from the tourism promotion division in the
Arakawa ward office.
5 times of the field survey.
From 3/2 to the day
5 times of selection of the construction suppliers and meetings.
From 4/1 to the day
Searching for the participating organizations, Cooperation organizations
and companies.
7/7 “The entrance of Japan and Tokyo!! Spread the charms of
Arakawa to the world!!!!” is held.
Distribution of the flyer
Distribution and collection of the questionnaires
From 7/8 to 9/30
The project verification
Recommendations : Including members of JC, foreign president member, and the people
concerned, more than 140 foreign people participated with this project.
Many of foreign residents in Arakawa experienced with culture, history,

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and the spirit of OMOTENASHI of Arakawa.
Many people who lives in Japan, Tokyo Arakawa or other countries couldchange their mind positively by seeing the posts of SNS for this events.
[positive change]
This project became the trigger for that more foreign people comes to
Arakawa for sightseeing. As the results, Arakawa’s economy wasactivated.
The improvement point is attendance number of foreign people. The
number of Japanese participant was almost reached our setting goal, but
the number of foreign people didn’t reach to it.
There was limited capacity to the place, and we couldn’t add more
people.
So we decided to select the place which is bigger and good access fromnext time.
Then we can invite more people to spread Arakawa’s charms.

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Award Category criteria

1

Objectives, Planning, Finance and Execution

What were the Positive change
objectives of thisprogram?
• Growing international perspective for Arakawa

people, and leading to deeper mutual
understanding of Arakawa people and foreigners.
• Motivating Arakawa people to invite more
foreign tourists to Arakawa for sightseeing,
foods, and accommodations, when the Olympic isheld in 2020.
• As a result, activating region economy and social
activities.
Active Citizen• Growing leaders of Arakawa economy who
spread Arakawa’s attractive aspects of traditional
crafts and cultures to the world from the Arakawa
citizens.
How does this [Impact]
program align to We could provide the impact by showing that many
the JCI Plan offoreign people participated with the activities of
Action?

experiencing with Japanese culture and local
foods,clothing, and shelters, to the managers of our
supporting companies.

[Invest]
By the intimate corporation with administrations, we
could reduce a lot of the fees of the place.We got a lotof sponsorship, it made possible for JCI Tokyo toincrease the amounts of assets.
[Motivate]
The fact that JC and local unions worked together tomake Arakawa’s economy better made a big impact.
[Collaborate]
The collaborations of local unions, local people andJC created internal deep connection, and a sense ofunity as Arakawa.
[Connect]
After this project, we and local unions did anotherproject to spread the Arakawa’s charms together.
Was the budget an We made a sponsorship board, and listed every
effective guide for sponsorship unions on it.
the financial
The board was offered from the supporting companies.
management of
the project? Hotels, the members of JC who is related to hospitality,

and unions relating it offered Yukatas and the shases.

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We spend a lot of money to the parts of foods, clothing,and establishments. That was connected to the valuable
performance.
How does this JCI mission
project advancethe JCI Mission• Local unions and companies recognized the newand Vision?

demand for foreign tourists.[Positive Change]• By proving that local culture and industry areable to export abroad, we found possibilities todevelop local economy.We provided
opportunities for young managers to grow up, byworking together with them.[Development
Opportunities]

JCI vision
By this project spreading our local culture and industry
to the world, We built up network among young people
who are going to become leaders to develop local
economy.
Young people recognized the importance of next global
network especially.
1. They should develop not only domestic sales but
also international transactions in this age ofglobalization.
2. Products sold by domestic enterprises are able to
be exported abroad by building global network.
3. We should increase foreign tourists from all over
the world by informing charms of local regions.

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Award Category criteria

2

Promotion of Free Enterprise

How did this We could provide the impact by showing that many
program seek to foreign people participated with the activities ofexhibit JCI Values,
experiencing with Japanese culture and local foods,
especially "freeenterprise"? clothing, and shelters, to the managers of our

supporting companies.
We could change their mind like they can provide theirproducts or service to foreign people in their local area.
We and our supporting companies and local unions
proved that Arakawa’s small and medium enterprises
can provide their characteristic products to the world.
We proved that many foreign people think Japaneseculture and products are attractive.
We promoted “free enterprises“ by proving that theenterprises which provide characteristic Japaneseculture products can develop by using the way of tellinginformations and distributions.
How was free Local people recognized local economic activities areenterprise acceptable to abroad too.
promoted during
the project?

We distributed the English edited flyers of this project
to some local unions and shops.
We proposed and provided the recipe of the “vegetarian
Monjya” and “Halalu Monja” to each Monja shops tomake these Monjas were served with more restaurants
and eaten by more foreign people.
We proved that fair developments of economy beyond
the races and nationalities is possible in local area, byfoods,clothing, and shelters.

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Award Category criteria

3

Impact on Local Economy

How was the We measured how much impact was on by the results
impact on the local of the questionnaires.
economymeasured?

Which activity was most impressed?

• “Experience of Monja” was most popular (72%)• “Bon dance” and “carrying the portable shrine”
were second popular (66%)• This event should be done next time (76%)• Understood that international exchange isimportant (74%)• knew the local culture by through this event(73%)• thought that I want to be a leader to do this kindof project (55%)• Came up the ideas of new products (54%)
Expecting the number of participant 1316, Participanton the day 1489.
The corporation of Arakawa ward, other 12 unions,companies, about 60 of local volunteering people.
What was the The local residents spread the charm’s of Arakawa byintended impact on themselves, and more foreign people come to visit to
the local
Arakawa by seeing the information which they spread.
economy? What
goals were Then that connect to the activation of the local
originally set? economic activities.

The local enterprises found the possibilities of thebusiness for foreign people.
We conducted a project that we and local unions
spread and sole Arakawa’s characteristic industries
products to the world together
What was the We prepared all equipments and products from the local
actual economic companies, and we could appeal that there are so many
impact produced
cheap sweets wholesales in Arakawa.
by this project?

More customers came to the sweet shops than before,
and local economic activities are activated.
By the experience of eating Monja, the number ofpeople who visit to Monjya restaurants.
The listening investigation shows the fact more andmore foreign tourists and resident started to come their
shops and restaurants, and the sales were raised after
this project.
[Awareness from the project]

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The project caused next movement.
2015 project “ Recognize from experience”
Arakawa people recognized there are many regional
Innovations which can connect to the world.
3 companies and 6 organizations participated in thisproject started a program about regional economy
revitalization activity.
2016 “ Learning from the recognition and then send out
the message”
Alibaba and JETRO cool Japan are known as masters
who used Innovation to connect to the world, involved
120 people and 20 companies in learning explicit
methods on how to enter overseas markets.
1 company reviewed its overseas expansion businessand started the business with Alibaba.
As the regional development program with its
successful examples and business contents, themovement was expanded and shared among the local
companies in the Arakawa-Ku.

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Award Category criteria

4Impact on Community and Participants

How was We measured it from the results of the questionnarire
community andparticipant impact• This event should be done next time (76%)
measured for this• Understood that international exchange is
project?

important (74%)

Expecting the number of participant 1316, Participanton the day 1489
The corporation of Arakawa ward, other 21 unions,companies, about 60 of local volunteering people.
Describe the actual [Collaborate][Positive change]
impact on the local
community and the We gave impacts on the people who participated as one
participants.

of the members of local communities.

We had a offer from a local union that they want towork for regional contribution and activation of theregion together.
We had many voices asking if the event is held in 2016
from local unions and volunteers.
By the international exchange and economic activities
were happened at the same time, global networking wascoming up.
By the POSITIVE CHANGE, we decided to conduct a
project ” The project in which we learn how to spread
Arakawa’s characteristic industries to the world” withlocal communities.

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Award Category criteria

5Partnerships and Public Relations

What was the We advertised at administration’s magazines, and put
promotional posters, and distribute the flyers by corporation ofstrategy for thisschools below.
program?

• Akamonkai Japanese Language School• Akamonkai Japanese Language School Nippori• LECC Japanese Language School• Dynamic Business College• Inter Cultural Japanese Language School• LIC International School• International Foreign Language School• Tamagawa International School• University of Capital Tokyo• Tokyo International Foreign Language School• Tokyo International Japan-Korea School• Tokyo international Business College Japanese
Department• Tokyo International Cultural Education School• International English Skill School• Shurin Japanese Language School• Shinpo International Institute• MANABI Foreign Language School in Tokyo• Tokyo Jyohoku Japanese Language School• Asia Student Culture Association• ABK Gakuin Japanese Language School• Kyoritu Foundation Japanese Language School• China-Japan School
We also distributed flyers to restaurants below• 22 of Monja restaurants(These were on the mapof Arakawa Monja)• Hotel Lungwood
We distributed sponsor unions to• Tokyo Chamber of Commerce and Industry
Arakawa Branch• Tokyo Nippori Union of Fiber Wholesale• Nippori Marche(Marchais)• Korean Chamber of Commerce and Industry inJapan Arakawa Branch• Arakawa Monjya Study Group• Arakawa Life
• Nippori Station
340 of bulletin boards in Arakawa
350

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Distributed 100 flyers to 22places like public facilities,
Ward office, Hureai mansion, and Hiroba mansion
Distributed flyers on the day
Promotion of the event’s date using Facebook.
How successful
was thepromotion? Pleaseindicate figureswhere applicable.

• The corporation of Arakawa ward, other 21
unions, companies, about 60 of local volunteering
people• 17 College students helped us as volunteer. Thisis first time they helped us.
• Expecting the number of participant
1316, Participant on the day 1489

List the partners [Main sponsors]that participated inthis program. (write• Arakawa WardN/A if none)• Tokyo Chamber of Commerce and Industry
Arakawa Branch• Tokyo Nippori Union of Fiber Wholesale• Nippori Marche(Marchais)• Korean Chamber of Commerce and Industry inJapan Arakawa Branch• Arakawa Monjya Study Group• Teikyo University of Science…other enterprises
How did partners Administration
participate in the
program?
• Provided the place, Ward mayor and sub ward

mayor conducted on the spot investigation.
Corporate Unions• Tokyo Chamber of Commerce sponsorship,
attracting customers, on the spot investigation.
• Arakawa Corporation Association articles
sponsorship, sponsorship, on the day set up,
attracting customers, management.
• Teikyo University of Science on the day set up,
management, attracting customer.
• Study Group of Monja articles sponsorship, on
the day set up, management, attracting customers.
Enterprises articles sponsorship, on the day set up,
attracting customers, on the spot investigation.

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Page 8Award Category criteria

6Long-term Impact of the Program

What is the Spreading information about charms of Arakawa
expected long-term constantly.
impact of thisBoth of local union and this project impact local people
project?

effectively by conveying Arakawa’s valuable aspects.
Foreign residents, corporation union, and individuals
willingly tend to corporate projects which local unions
host.
We created a positive cycle between spreading
information about charms of Arakawa and international
exchange. As a result, local activities are promoted.
coexistence and co-prosperity as a purpose can beshown in above actions. These actions are for convivial
society.
Local communities and JC conducted below projects.
• The project which we learn how to spread
Arakawa’s charms.
• The project which the Arakawa’s companies
learn how to distribute their products and takeactions.
• The project which the Arakawa’s companies
prepare for establish a system of accepting
foreign people.

Carrying out above projects and local people promoteeconomic activities more actively, can give more
impacts.
We created “POSITIVE CHANGEs” at this project
created.
What changes
would you make toimprove the resultsof this project?

1. Increase the number of corporate unions whoworks with JC[The way to improve]- Inform this project’s overview to civilization
organizations.
- Take more host or help of projects.
- Spread valuable information with corporate
unions by multilateral approach.
- More local charms are spread, more local
economy activities are promoted.
- Prepare bigger and more convenience placenext time, because place’s space was limited andwe couldn\'t accept enough number of people.
2. International Exchange =fun Traditional
craft=New Positive Change[The way to improve]
Get rid of our thought that verbal communication
is not only way to communicate tools with

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nonverbal international exchanges like
BONODORI (Bon dance) and MIKOSHI(portable shrine).
Inform more foreign people about Japaneseculture activities
Change our mind that local attractive traditional
craft is old, it’s new in different culture.

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