With bases across the country, JAL has been continuously implementing initiatives to revitalize local communities (currently known as the “JAL Hometown Project”), In August 2020, the company launched the “JAL Hometown Ambassadors” program, in which flight attendants selected through an internal application process relocate to local communities to promote initiatives in their respective regions. Additionally, in December of the same year, the company appointed the “JAL Hometown Support Team,” whose members engage in regional revitalization efforts while continuing their flight duties. The aim is to utilize the expertise cabin crew members have cultivated in their roles to develop products and address regional challenges in their hometowns or areas with which they have ties.
We spoke with Minori Mizukami, a JAL Hometown Ambassador who recently gave a lecture to students in Hokkaido.
――Please tell us about your efforts.
JAL and Jissen Women’s University Launch Industry-Academia Collaboration! Students will take on the role of “JAL Hometown Ambassadors” and participate in workshops designed to uncover the unique charms of their local communities. As a prelude to this, a lecture on “What is a JAL Hometown Ambassador?” was held on May 11!
JAL and Jissen Women’s University are now entering their sixth year since first offering this course in 2021. From the very beginning, we have focused on “proposing new business initiatives for regional revitalization” and have continued to provide an educational program that applies students’ creative ideas to the real world. This term features a new three-month project for students centered on the theme: “Developing initiatives that convey the region’s appeal while staying close to the community, from the perspective of a JAL Hometown Ambassador.” This lecture served as the kickoff for that project.
――How are you involved in this initiative?
To kick things off, I gave a presentation to the students on “What is a JAL Hometown Ambassador?” It was essentially a training session for new JAL ambassadors, covering not only examples of past initiatives undertaken by JAL Hometown Ambassadors, but also the background and stories behind them, as well as tips on building sustainable systems and shifting mindsets.
After the lecture, students asked questions such as, “How can we balance community service with business?” and seeing the earnest look in their eyes made me feel a renewed sense of responsibility.
We received feedback such as, “I learned that it’s important to focus on creating sustainable benefits and systems, rather than just one-off events,” and “I was surprised by the airline’s commitment to forging deep connections with the local community, rather than simply operating as a means of transportation.” We also heard strong enthusiasm for future workshops, with comments like, “We want to shape the region’s future with our own ideas,” and “We want to propose hands-on events and new products that only college students can create.”
――Could you tell us about your future plans and outlook?
Moving forward, student workshops will be held in preparation for the interim presentation in June and the final presentation in July. This lecture was a truly valuable opportunity for me as well to seriously consider the future of our community alongside the students. I am already looking forward to seeing what innovative ideas for regional revitalization will emerge from the fresh perspectives of the next generation.
――Please share a message for travelers.
As an airline, our mission goes beyond simply “transporting people and goods from one place to another”; it is to discover the hidden treasures of each region and help create more “special places” for everyone. That is the mission of us, the Hometown Ambassadors.
We look forward to continuing to share with you the “stories unique to each region” that we’ve worked hard to craft together with the local community, so please stay tuned.
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