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 on board. 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. Mizuki Obarai, a JAL Furusato Ambassador who is promoting the charms of “Hello Kitty and Hibi” in Oita.
–What can you tell us about your initiatives?
Hello everyone! This is Obarai, your JAL Furusato Ambassador for Oita Prefecture.
Hijimachi, Oita Prefecture (Hijimachi) and Japan Airlines signed a “Memorandum of Understanding for Cooperation in Creating Sustainable Human Flows” on August 21.
We have been cooperating with Hinode-cho since December 2024 through the introduction of the JAL Furusato tax system to introduce and cooperate in sales of local products, and we will continue to actively work with Hinode-cho to further deepen our cooperation and improve the attractiveness of the region.
–How are you involved in this effort?
To experience the charms of “Hiji, the town where Hello Kitty lives,” I visited Sanrio Character Park Harmonyland in Hiji Town with Sayaka Yoshikawa, who is currently working as a member of Hiji Town’s local development cooperative.
Currently, the “Harmony Liner” runs directly from Oita Hello Kitty Airport to Harmony Land (in demonstration service until March 31, 2026).
The period for the Oita Hello Kitty Airport decoration and nickname change has also been postponed, and you can still enjoy meeting Sanrio characters at the airport!
The journey from the airport to Harmonyland takes about 35 minutes. The journey from the airport to Harmonyland takes about 35 minutes, and you will arrive in no time after taking your time to look at the cute interior and feel a sense of excitement.
Harmonyland is an outdoor theme park where you can meet Sanrio characters. You can enjoy seasonal events, character greetings, and attractions. Don’t miss the food featuring cute characters!
The park was filled with “Cute! The theme park was full of “cute!” and brought smiles to the faces of Sanrio fans as well as adults and children.
Under the catchphrase “Hiji, the town to live with Hello Kitty,” the town of Hiji is making various efforts to make Hello Kitty more familiar in our daily lives.
Various locations in the town are decorated with Hello Kitty and Sanrio characters, and you can also receive this cute manhole card near the Hiji Town Hall.
–What are your future plans and prospects?
HARMONYLAND CHRISTMAS, a Christmas event, is held at Harmonyland from November 7 to December 25.
JAL hometown ambassadors will also continue to communicate about the charms of Hinode Town in order to expand the related population. Please keep an eye out for more information in the future!
–What is your message to travelers?
Hinode Town is an attractive town with a good balance of richness of people and nature, history and culture, and convenience and comfort. You can enjoy the beautiful sunrise in the morning and the star-filled sky at night. It is a 30-minute drive from Oita Airport, one stop before Beppu City. Please don’t pass by. Don’t pass by,” says Yoshikawa.
We look forward to welcoming you to Hiji Town, which is close to the airport and overflowing with charm and smiles!
© Source travel watch