JAL, which has bases throughout the country, 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 their respective regions to promote local initiatives. Additionally, in December of the same year, the company appointed the “JAL Hometown Support Team,” whose members engage in regional revitalization efforts while continuing to fly. The aim is to utilize the expertise cabin crew members have cultivated in their roles to develop new products and address local challenges in their hometowns or regions with which they have ties.
We spoke with Mao Fujimoto, a JAL Hometown Ambassador who is involved in promoting the charms of Oita.
――Please tell us about your efforts.
Hello, everyone! I’m Fujimoto, the JAL Hometown Ambassador for Oita Prefecture.
JAL, Ore no Co., Ltd., and Hijimachi collaborated to host the “Traveling Makers Dinner: Oita Prefecture, Hijimachi” on July 26 at Ore no French Grand Maison TOKYO.
On the day of the event, we welcomed 51 guests, who enjoyed a special French meal featuring a generous selection of seasonal ingredients—the pride of Hinode Town—paired with Portuguese wine.
In this post, we’ll take a look at the event day, which was filled with smiles!
――How are you involved in this initiative?
In preparation for the event, we first visited Hinode Town to interview the producers.
Attractive ingredients such as “Toma-O,” a Manai tomato known for its high sugar content; rare white vegetables from Tanaka Farm (white okra, white eggplant, and “Snow White”); and the brand-name “Hinode Pork.” Furthermore, from touring the flounder rearing facility to observing the auction at Ogami Fishing Port and even taking a fishing boat cruise, the more I learned, the more I was drawn into the profound charm of Hinode Town.
On the day of the event, together with Hijisaya (Sayaka Yoshikawa) from the Hinode Town Regional Revitalization Corps, I wholeheartedly shared the passion of the local producers I had met in person and the appeal of their ingredients.
In addition to the sumptuous dishes lined up on the tables, the Portuguese Ambassador to Japan—whose country has a sister-city partnership with Hinode Town—took the stage. Furthermore, the venue was filled with a sense of unity thanks to a brief lecture on Portuguese wine by Mr. Hasegawa, the manager of Grand Maison TOKYO, and a spectacular performance billed as “Eatertainment.”
I was able to truly see our guests smiling and enjoying themselves right before my eyes, and I savored the joy of being able to convey the charm of Hinode Town firsthand.
It wasn’t just a simple “dinner party”—it was a special evening where guests could fully experience the entire town of Hinode as a form of entertainment!
――Please tell us about your future plans and outlook.
Going forward, we hope to organize special tours that will actually welcome you all to Hinode Town!
All of the producers who appeared via video on the day of the event were such wonderful, energetic people—meeting them always lifts my spirits.
I really hope you’ll have the chance to meet him in person and experience his warm personality for yourself.
We’ll continue to work together with the people of Hinode Town to bring you not only the local ingredients Hinode Town is famous for, but also the best experiences you can only have here!
――Please share a message for travelers.
From seasonal cuisine that showcases the best of Hiji Town, to exhilarating fishing boat cruises offering breathtaking views of Hiji Town from Beppu Bay, to the heartwarming “Fishermen’s Moms’ Meals” prepared by local mothers, and the town’s rich history—the charm of this town cannot be fully captured in a single word.
We invite you to come and experience this luxurious journey that engages all five senses firsthand.
I’m truly looking forward to the day I can meet all of you in Hiji Town, Oita Prefecture!
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