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 promoting the appeal of brown sugar shochu in the Amami Islands.
–Please tell us about Brown Sugar Shochu Day.
May 9 and 10 are “Brown Sugar Shochu Day.
In the Amami Islands, various events will be held in conjunction with this day, making it two days to enjoy the charm of brown sugar shochu.
Brown sugar shochu is a special liquor that is only allowed to be produced in the Amami Islands and is characterized by its refreshing taste. Each brewery has its own unique aroma and taste, and one of the appeals of brown sugar shochu is that you can enjoy comparing them.
This year, too, events to enjoy brown sugar shochu and lectures were held in various locations, offering locals and tourists alike a chance to experience the culture and attractions of Amami over the two days.
–How are you involved in this effort?
On May 9, I participated in the “Tsukinuki Shochu Girls Club” sponsored event “Tsukinuki Churasa~ya” as an emcee.
Cocktails using brown sugar shochu were served, and social events were held to make it easy for people who do not usually drink brown sugar shochu and the younger generation to enjoy its appeal.
Many people at the venue commented, “I’ve never had it this way before,” and “It’s easy to drink.” We feel that the event provided an opportunity for people to experience the new appeal of brown sugar shochu.
There were many occasions when the brewers directly told visitors about their recommended drinking methods and their passion for brown sugar shochu.
Visitors deepened exchanges with each other while engaging in conversation, saying, “I want to try this next time.” The atmosphere was warm and friendly, typical of Amami.
To encourage people to enjoy brown sugar shochu in a healthy way, a “pure alcohol sticker” was also available to show the amount of pure alcohol consumed.
In addition, students from Kagoshima Prefectural Amami High School made a presentation on the theme “Let’s connect the culture of brown sugar shochu to the future”.
I was impressed by the way the young generation, working in cooperation with the brewery, communicated the appeal of brown sugar shochu from their own unique perspective.
–What other events were held?
Amahome PLAZA also hosted a lecture by a visiting professor of Kagoshima University on the theme of “The Original Landscape of Shochu in Amami.
I learned a lot about the history and background of brown sugar shochu and how it has been passed down through the generations, and I felt once again that it is a profound culture.
In addition, an event was held at the Amami Whymachi shopping street, where brown sugar shochu from all the breweries in the Amami Islands was gathered, which was a great success and attracted many people.
Breweries were also present at the event, communicating directly with visitors and introducing the appeal of their respective brown sugar shochu products.
Brown sugar shochu is the culture of Amami.
The Brown Sugar Shochu Day seemed to be such a special two-day event where we learned about the background and history of the shochu, learned new ways to enjoy it, and felt connected to others.
–What is your message to travelers?
Brown sugar shochu can only be made in the Amami Islands.
There are various histories and stories behind the sake, which has been preserved and passed down by the islanders. The more one learns about it, the more one can feel the depth of this sake.
Please visit the Amami Islands and taste brown sugar shochu while enjoying the scenery, culture, and people. You will surely enjoy the taste of the local shochu even more.
© Source travel watch