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 Ruriko Yoshifuku, a JAL Furusato Ambassador who is involved in in-flight sales of charms in the Amami Islands.
–What can you tell us about your initiatives?
Japan Air Commuter (JAC) has been selling “Amami Creature Fun Charms” through in-flight sales since April 1.
JAC is an airline based in Kagoshima that operates mainly on routes to remote islands and works to communicate the attractions of each region while staying close to the local community.
Amami Oshima, Tokunoshima, northern Okinawa Island and Iriomote Island are celebrating the 5th anniversary of their registration as World Natural Heritage sites. Amidst growing interest in environmental preservation, we launched this project with the hope of widely communicating the appeal of the nature and living creatures of these regions through air travel.
–How are you involved in this effort?
This project was planned and conceived by JAL Furusato Ambassadors, who are deeply rooted in the local community.
Aiming at both preserving nature and communicating the attractiveness of the region, we have been working with the Amami Leather Casuri, while being conscious of how to give shape to the charms and thoughts of Amami that we feel locally.
We were involved in the concept study and adjustment of product content, and had numerous meetings regarding color and specifications.
–What can you tell us about your products?
There are a total of 5 types, including 4 types of creatures representing Amami and 1 secret type. The design is a combination of genuine Oshima tsumugi silk and leather, and the specifications are designed to give a sense of Amami’s unique character. The charm of the local culture and nature is shaped by producing each item by hand.
In addition, the product was specially designed for in-flight sales only, with an original tag with JAC’s imprint.
The four Amami creatures are the Amami rabbit, Lidth’s jay, sea turtle, whale, and creatures that symbolize the nature of Amami, and you will have to wait until you open the package to see which design you get.
Each of the creatures that form the motif has its own reasons for being protected.
For example,
Amami Owl is a nighttime traffic accident (drive slowly at night).
Lidth’s jay (Lidth’s jay) is affected by changes in the forest environment and invasive species (actions to protect the forest).
Sea turtles are now laying eggs less frequently and the coastal environment is changing (light and litter must be taken into consideration).
Observation rules in the Amami Sea, where whales are raising their young (observe the rules)
Each of them has its own challenges, such as
We believe that making people aware of this situation is one step toward connecting Amami’s nature to the future. As part of the sales of this product, 100 yen per unit will be donated to a shelter for rare animals in Amami. We are happy if we can help protect the nature by having this product in your hands. We would be happy if we can provide such an opportunity.
–What is your message to travelers?
Amami Oshima is not only a beautiful island with its beautiful ocean, but also its rich forests and the creatures that live there are a major attraction. We hope you will visit the island and experience its nature and atmosphere.
And we hope that you will keep this charm in your hand as a memory of your trip and continue to feel Amami close to you.
© Source travel watch