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 interviewed Ms. Kimiko Miura, a JAL Furusato Ambassador who is involved in the planning of chocolate confections at the Aomori Branch of the Tohoku Branch Office.
–What can you tell us about your initiatives?
Shirakami Sanchi in Aomori Prefecture will celebrate the 30th anniversary of its registration as a World Natural Heritage site this year, in December 2023.
To commemorate the occasion, Nikaido and JAL hometown ambassadors collaborated to create a chocolate confection called “Shirakami Wan-tsuka”.
Wantsuka” in the product name means “a little” in the Tsugaru dialect. We named the product “Shirakami Wan-Tsuka” to introduce a little of the vast nature of the Shirakami Mountains and to share a little of the apples grown in Aomori Prefecture.
–How are you involved in this effort?
I used my knowledge as a flight attendant to plan products, conduct tastings, and devise packaging and product names, making suggestions and other proposals.
Shirakami Sanchi is a place I have often visited as a child. I became a JAL hometown ambassador and inspected the beech forest walking trail, which started my desire to let more people know about the charm of Shirakami Sanchi.
So, with the aim of raising awareness of the Shirakami mountainous area and what kind of confectionery would be easy for people to pick up as a souvenir, I did some research on my own and came up with a few ideas. I proposed these ideas to Mr. Nikaido, and from there we worked on them over a series of meetings.
–What are your future plans and prospects?
Shirakami Wan-tsuka” went on sale on October 25.
From November 1, Nikaido will also start mail-order sales through its online sales page.
We have collaborated with Nikaido in the past, and “Snow Corridor,” which we began planning and developing in 2021, is still selling well. The concept of our collaboration with Nikaido is in line with their active use of products from Aomori Prefecture and the importance they place on their ties with the local community, so we decided to develop products in collaboration with them.
–What is your message to travelers?
The Shirakami Mountain Range Visitor Center in Nishimeya Village (Nishimeya Village) and Roadside Station Tsugaru Shirakami are open during the winter months. Shirakami Wan-tsuka” is also available at Aomori Airport (JAL PLAZA), Misawa Airport (Skymart Beadle), and Roadside Station Tsugaru Shirakami. After enjoying winter sports, snow corridors, snow lanterns, or visiting the Shirakami Mountains, how about some “Shirakami Wan-Tsuka” as a souvenir?
“Wan takadabatte, kanena? (It’s only a little, but do you want to try it?)”
© Source travel watch