JAL, which has bases throughout Japan, has been continuously implementing initiatives to revitalize local communities (currently known as the “JAL Hometown Project”), and 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. In December of the same year, it also 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 Ms. Asami Yamamoto, a JAL Hometown Ambassador who is involved in planning rice balls made with local ingredients in Kagoshima.
――Please tell us about your efforts.
Hello, everyone! I’m Yamamoto from the Kagoshima Branch of JAL Hometown Ambassadors.
Starting in November 2025, Kagoshima Airport has been selling rice balls made with local Kagoshima ingredients, thanks to a partnership between the local restaurant Buen-tei and JAL. There are three varieties: Kagoshima’s specialty “Kurobuta” pork, packed with umami; the flavorful “bonito rice” from Makurazaki City; and “salt” from Bōzu in Minamitsushima City, which brings out the natural flavors of the ingredients. Since their launch, these rice balls have been well-received by many passengers visiting Kagoshima Airport.
As the second installment of this series, sales of the “Chicken Rice Bento” and “Chicken Rice Onigiri” began on July 1, 2026. A launch event was held at Kagoshima Airport the day after the products went on sale. At a tasting event attended by media representatives and airport officials, we received positive feedback such as, “The dashi broth has really soaked in—it’s delicious,” and “I finished it all in one go.”
――How are you involved in this initiative?
This product was created out of a desire to promote Kagoshima from the airport through bento boxes that showcase local specialties—an idea conceived by Kagoshima’s first JAL Hometown Ambassador.
After taking office as the second ambassador in October 2025, I carried on that vision and have been working toward the first phase of PR efforts and the realization of the second phase.
――Please tell us about your commitment to collaboration products.
For this second installment, we’ve based the dish on “Torikko,” a chicken rice dish that has been loved by many fans since Buen-tei’s founding. The ingredients include chicken from Kagoshima Prefecture, as well as carrots, burdock root, shiitake mushrooms, bamboo shoots, and konjac. Buen-tei’s signature bonito broth is the key to its flavor.
I spoke with President Kozono of Buen-tei about his passion for chicken rice and his meticulous, labor-intensive approach to making it, and I incorporated those sentiments into the label design.
We aimed for a design that you’ll want to take home even after you’ve finished eating. By featuring a map of Kagoshima and an airplane taking off, we’ve captured the excitement of setting out on a journey. We hope you’ll take the label home with you as a memento of your trip. Furthermore, we’ve added a playful touch to the bento’s contents, inspired by our desire for you to enjoy your journey through the skies. We’ve carved the carrots into airplane shapes to visually evoke the excitement of travel.
――Please share a message for travelers.
The collaboration products—the three types of rice balls from the first series and the chicken rice bento and rice balls from the second series—are available for purchase at “SKY CAFE KAGOSHIMA,” located in front of Gates 5 and 8 after passing through security screening at Kagoshima Airport.
Whether you’re relaxing before your departure or looking for a treat during your flight, we invite you to enjoy the rich flavors that embody Kagoshima’s dedication to quality.
© Source travel watch