With the implementation of national travel assistance, there is renewed attention to domestic travel.
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,” flight attendants selected through an in-house recruitment process, who settle in local communities to promote regional initiatives. In December of the same year, JAL appointed “JAL hometown supporters,” 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 Masako Takase, JAL Furusato Ambassador for the Tohoku region, who was involved in the development of sweets in collaboration with a local company in Akita City, Akita Prefecture.
–What can you tell us about your initiatives?
Among JAL’s long-term business strategy goals, we are focusing on regional activities to achieve SDGs targets and realize a sustainable society, especially wellbeing. In this context, as part of the “JAL Hometown Project,” we have developed products using primary products from the region, and also utilizing the experience we have gained from our previous flights.
–How are you involved in this effort?
Our relationship with Gozen Castilla began in 2017, when we adopted their cheesecake for our teacakes in the first class of domestic flights. The development of sweets using local products will help improve the brand power and added value of local products,” said the chef, which led to the development of the new collaborative sweet “Aomori Cassis SOY Cake”.
–What are your future developments and prospects?
We are also considering developing future collaborative products with Gozen Castilla. On the other hand, Tohoku is famous for its abundance of fruits. We are considering developing products using these fruits. We would like to continue to offer products that anyone can enjoy with peace of mind, that make people happy in body and mind, and that promote well-being.
–What is your message to visitors?
Many of Akita Prefecture’s famous products go well with alcoholic beverages, such as Shotsuru nabe and Gakko, but the plant-based “Aomori Cassis SOY Cake” can also be enjoyed without guilt by those with a sweet tooth or who avoid eggs and dairy products. Would you like one as a souvenir or for an anniversary at home?
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