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 spoke with Risa Yamaguchi, a JAL Furusato Ambassador who is involved in promoting fermented food culture at the Chubu Branch Office.
–What can you tell us about your initiatives?
Hello everyone! My name is Yamaguchi, JAL Furusato Ambassador for the Chubu region. I have been working as a JAL Furusato Ambassador based here in Aichi Prefecture since December 2025.
JAL hometown ambassadors will serve as guides and provide hospitality just like in-flight service. JAL Furusato Ambassadors will serve as guides and provide hospitality as if they were on board the aircraft, while offering a meal filled with umami and introducing the charms of regional food culture and the airline industry.
The “Enjoy the Umami of Fermented Food” in-flight meal-style luncheon event will be held on March 7. This project is organized by Meitetsu Kanko Service, which focuses on promoting Aichi Prefecture’s tourism through its reservation website “Tabiroku! Aichi, Nagoya Air Catering, which has been providing in-flight meals for half a century since 1975, and JAL, which aims to solve regional issues and revitalize local communities through the JAL Furusato Project, etc. This project brings together the knowledge of Meitetsu Kanko Service, which focuses on promoting Aichi’s tourism through its “Taberoku! This is a special food experience event that takes advantage of Aichi’s food culture and the “umami” of fermentation.
–How are you involved in this effort?
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