#Japan #Kobe #Persol Group #Kobe City #Nagata Area

Revitalizing Kobe's Nagata Area Through Collaboration

A significant initiative has taken place in the Nagata area of Kobe, which aims to enhance the sense of community and pride among local residents. This project is a collaboration between Persol Business Process Design Inc., the University of Marketing and Distribution Sciences, and the Kobe City Suma Ward. Under the insightful guidance of President Kazuyuki Ichimura of Persol Business Process Design, this partnership seeks to instill a sense of attachment and pride in the community, referred to as “Civic Pride.”

Background and Objectives of the Collaboration

Persol Business Process Design has been instrumental in creating approximately 1,000 job opportunities in the Nagata area through the operation of the Job Share Center, AOZORA・SUMAile. Beyond employment, the company is focused on generating regional value by hosting various community exchange events, seminars, and festivals. The collaboration was established with the underlying concept of connecting work with community revitalization, providing students with the opportunity to actively engage in the project's planning and execution. Notably, Associate Professor Megumi Okada from the University of Marketing and Distribution Sciences and Kobe City Suma Ward Mayor Keiji Iwaki supported this endeavor.

Division of Roles in the Project

In practical terms, the roles were clearly defined:

• - University of Marketing and Distribution Sciences: Facilitating fieldwork and planning activities aimed at nurturing Civic Pride.
• - Kobe City Suma Ward: Providing consultation on public infrastructure and support in organizing events.
• - Persol Business Process Design: Advising on event planning and career development.

Implementation and Activities

The initiative engaged 14 students from Associate Professor Okada's seminar, allowing them to interact with local government and companies before entering the workforce. The theme of nurturing Civic Pride guided their exploration of community issues. During their fieldwork, students discovered significant differences between statistical data about the population and households in Suma Ward and the actual observations they made in the Nagata area.

After identifying these issues, the students formulated solutions and took the lead in planning and executing community initiatives. One noteworthy aspect of their findings was the red asphalt roads, termed “Akami-chi,” known for being safe passages for pedestrians and cyclists, which became a hallmark of the neighborhood. Interestingly, students noted the lack of local festivals in the area, in contrast to their hometowns, where such events fostered community spirit. They concluded that organizing a festival on the Akami-chi would be pivotal in building Civic Pride.

On December 21, 2025, the “Nagata Akami-chi Furusato Festival” was successfully held. Despite adverse weather, around 1,000 residents attended, participating in activities such as food stalls, traditional games, a stamp rally, and a cosplay contest. The community expressed satisfaction, making remarks like, “I’ve never seen such a gathering in our hometown” and children eagerly asked about the next festival. The students organizing the event cited the experience as enlightening, pushing them to face challenges head-on and learn valuable lessons about teamwork and collaboration.

Outcomes and Future Plans

Persol Business Process Design plans to continue its partnership, with the goal of providing more students with insights into the importance of community revitalization. This initiative aligns with the company's vision of creating a work environment where individuals can flourish, encapsulated in their motto “Let’s work and smile together.”

In comments on the initiative, Associate Professor Okada noted how the collaboration transformed students' perceptions of their local environment, emphasizing the potential to change the ordinary into extraordinary experiences. Suma Ward's Shohei Hasegawa expressed pride in how the project brought together different sectors, emphasizing their commitment to making the Nagata area a more desirable place to live. Persol’s Nao Nakaso pointed out that the pre-festival discussions built a strong sense of unity and purpose among stakeholders, reinforcing their commitment to generating social value through community engagement.

Overall, the concerted effort among the three parties aimed to significantly bolster civic pride and engagement in community development, a noble goal on which they will continue to build in the future.