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 recruitment process relocate to local communities to promote initiatives in their respective regions. In December of the same year, the company also appointed the “JAL Hometown Support Team,” whose members engage in regional revitalization efforts while continuing to fly. The goal is for flight attendants to utilize the expertise they 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 Rumi Higo, a JAL Hometown Ambassador who is involved in the development of craft lager in Yamagata Prefecture.
――Please tell us about your efforts.
Hello, everyone. This is Higo from the JAL Hometown Ambassadors Tohoku Branch.
JAL’s Tohoku Branch Office is collaborating with JR East on the “Tohoku Co-creation Project” to promote the region’s attractions and create new value.
Last year, we developed the “Yamagata Prefecture Cherry Craft Lager,” which features cherries grown in Yamagata Prefecture.
And this year, as the second installment of our upcycling project, we’ve turned our attention to “melons” from Yamagata Prefecture.
When people hear “Yamagata,” many may think of cherries or La France pears. However, the melons grown in this fertile land are also one of Yamagata’s “delicious delights” that we’d love more people to discover.
“We want to share the appeal of Yamagata Prefecture melons with as many people as possible in a new way.”
With this in mind, JAL and JR East have joined forces once again to begin developing products aimed at creating new value for melons grown in Yamagata Prefecture.
――How are you involved in this initiative?
Once again, we have engaged in extensive discussions with JAL, JR East, local communities, and other stakeholders to refine the product’s concept, flavor, packaging, and promotional strategies.
I visited the brewery myself, toured the production facilities, and actually tasted a craft lager that was still in development.
What stood out most about the prototype was that, while it had the sweetness and aroma of melon, it still retained the beer’s true flavor.
“The essence of melon” and “the deliciousness of a lager.”
Rather than leaning too heavily toward one or the other, we worked with the brewery team to create a beer that strikes a balance, allowing you to enjoy both aspects.
Our goal is not merely to produce a single product, but to create new value for melons grown in Yamagata Prefecture and, through that, help people discover the region’s charm.
JAL connects regions by air, and JR East connects them by rail. This cup embodies our spirit of “regional co-creation”—a commitment to leveraging our respective strengths to create new value together with the local community.
――What kind of product is the “Yamagata Prefecture Melon Craft Lager”?
This craft lager is packed with the delicious flavor of melons grown on the rich soil of Yamagata.
The fruity aroma of melon fills the air as soon as you open the can. With your first sip, the refreshing flavor of melon gently spreads across your palate, followed by the crisp, clean finish characteristic of a lager.
We’ve achieved a perfect balance that lets you savor the melon’s unique character while still highlighting the beer’s delicious flavor. We’d also like you to take a closer look at the beer’s color.
The packaging features a striking melon motif, designed to let you experience the bountiful blessings of Yamagata the moment you pick it up.
It’s perfect not only for enjoying a drink while traveling, but also for enjoying at home, as a souvenir from Yamagata or the Tohoku region, or as a gift for someone special.
――Please share a message for travelers.
Through this craft lager, we want to share more than just the delicious flavor of melon.
“I didn’t know Yamagata had such delicious melons.”
“I wonder what kind of scenery, food, and people I’ll encounter in Yamagata.”
“I’d like to actually visit Yamagata next time.”
I hope this drink will serve as a starting point for you to develop an interest in Yamagata and the Tohoku region. Please be sure to savor Yamagata’s “delicious charm” along with the rich aroma of melon.
I hope this drink will inspire you to visit Yamagata and the Tohoku region someday.
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