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 involved in Nui Katsudo in Oita.
–What can you tell us about your initiatives?
Hello everyone, this is Obarai, JAL Furusato Ambassador for Oita Prefecture.
Have you ever heard of “Jibungurumi”?
This is a custom-made stuffed animal by FUNDARD.
Employees of JAL Sunlight, a special subsidiary of the JAL Group, are responsible for some of the packing and shipping of the Jibun-Guruma dolls.
On December 8-9, 2025, in Hijimachi, Oita Prefecture, with which JAL Oita Branch has concluded a memorandum of cooperation, “Aim for Hijimachi Nui Star! Hijimachi, Oita Prefecture Round Trip Experience Tour” was held in Hijimachi, Oita Prefecture, with which JAL Oita Branch has concluded a memorandum of cooperation (Area News).
Here is a report on the tour of Hijimachi with 15 jibungurumis from all over Japan!
–How are you involved in this effort?
This tour was held as part of Hinode Town’s town promotion.
We hope that by having them enjoy the trip to the fullest and bringing back an album of their memories, they will be able to visit the same places again someday.
The tour will be led by Hijisaya-san, a self-gurumi of Sayaka Yoshikawa, a member of Hijimachi’s Community Development Cooperation Team.
Arriving at Oita Hello Kitty Airport, we first enjoyed the airport.
Oita is known for its hot springs! The footbath at Oita Airport brings hot spring water from Beppu every day. On this day, I was able to enjoy a yuzu (citron) hot spring bath.
In Hiji Town, Hijisaya-san guided us on a course that allowed us to fully enjoy the attractions of Hiji Town from the residents’ perspective, which are rarely visited on trips, such as “Sea Garden Hiji” with its fresh local produce, “Yamada Spring” with its beautiful spring water, and “Suzuran Food Hall” with its sweets made from freshly picked eggs!
The next day, we chartered a fishing boat early in the morning for a cruise around Beppu Bay. Blessed with fine weather, we could see Mt. Takasaki, the scenery of Beppu City, and as far as Cape Sada on Shikoku Island from the boat.
This time, a visit to a lively morning market and a delicious breakfast at a fishing port are included.
We looked out at the calm fishing harbor in the morning sun while enjoying fresh fried fish.
The experience of visiting Harmonyland, where you can meet Sanrio characters, is unique to “Hello Kitty to Kurasu Machi Hiji”.
At the Hinode Town Hall, the participants met with Mayor Abe and were appointed “Hinode Town Nui Star!
A-chan” was selected as the Hinode Town Nui Star! Congratulations!
A-chan, the Nui Star, remained in Hijimachi for a short time to help promote the town’s attractions with Hijisaya.
–What are your future plans and prospects?
After the tour, the owner of the Jibungurumi will receive an album of the trip. We hope that the owner of the Jibunguruma will become interested in Hinode Town and visit the town someday.
We will further develop this initiative so that it can be deployed in other municipalities in Oita Prefecture.
–What is your message to travelers?
How did you see the Jibungurumis enjoying their trip?
I believe that some attractions can only be seen by traveling from the perspective of a stuffed animal.
If you are interested in Jibunguruma, you can order it here.
We invite everyone to visit Hiji Town, which is friendly to both people and stuffed animals and full of charm.
© Source travel watch