総ページ数

P9

ブックの説明

〈olahona〉ブランド創出物語から見る「やまがた宝さがし」の可能性
– 「ひとりひとりの宝」が「地域の力」と成り得るか
Feeling the Potential of Yamagata Takara Sagasi in <olahona> Brand Development
– How Can Each of our ‘Takara ‘Produce ‘Local Dynamics’

牧野由梨子
MAKINO Yuriko

The Yamagata Takara Sagasi (regional value
searching activity) was launched as part of the
Information Planning Course in 1994. Its purpose
is to identify the ideal design for the Yamagata
region by capitalizing on the strength of the
local community. This past decade, our findings
on what the local residents truly treasure or so-
called ‘Takara (heart)’ was fed back to the people
through publications and the media.
The activity focuses on’Each of our Takara’ with
the concept that if the local people enjoy and are
proud of their life in Yamagata, it will lead to
revitalizing the region. Nevertheless, there are
several processes required for an individual’s
Takara to produce Local Dynamics.
In 2003, the Course and the Yamagata Cocktail-
Type Fruit Wine Study Group started an industry-
university joint project to create a brand using the
local fruit and wine. The result was <olahona>, a
cocktail fruit wine.
This <olahona> is what blossomed through
the process of linking’Each of our Takara’
to create’Local Dynamics.’I would like to
present how <olahona> was developed, and the
relation between’Each of our Takara’ and ‘Local
Dynamics’.

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