Rina Nagaoka Wins 'Marketer of the Year 2025' Award for Regional Innovation

Rina Nagaoka Receives 'Marketer of the Year 2025' Award

Rina Nagaoka, the CEO of Otetsutabi Co., Ltd., has been awarded the prestigious 'Marketer of the Year 2025' in the regional category by Nikkei Cross Trend. This award celebrates individuals who have achieved remarkable results with products and services released between September 2024 and August 2025, as well as those who have excelled prior to that period.

This year marks the eighth iteration of the award, which aims to recognize the power of marketing in bringing about positive change in consumers and society. The selection process involves evaluating nominees based on five criteria: ambition, challenge, benefits, execution of customer issue resolution, and providing value to society through innovative perspectives. Rina's contributions to Otetsutabi clearly exemplify these qualities, making her a deserving winner.

About Rina Nagaoka

Born in 1990 and hailing from Owase City in Mie Prefecture, Rina graduated from Chiba University. Her career began with a PR and promotion event planning company, followed by a significant role in launching a Japanese cuisine promotion project with the Ministry of Agriculture, Forestry and Fisheries. Afterward, she decided to start her own business, leading to the establishment of Otetsutabi in July 2018. Rina is driven by a desire to create opportunities for people to visit seemingly desolate areas, turning what may appear to be a lack of activity into vibrant community engagement.

What is Otetsutabi?

Otetsutabi is a unique human resource matching service that combines short-term assistance work with travel opportunities. The platform connects local businesses struggling with labor shortages—such as accommodation facilities and farmers—with travelers eager to explore new areas. While travelers are responsible for their transportation costs, they can earn compensation during their stay, thereby alleviating the financial burden of their travels. This interactive experience allows for a deeper appreciation of local culture and lifestyle.

Local businesses benefit as well, as they can attract workers from across the country through the allure of travel, simultaneously promoting tourism and boosting the regional economy.

The platform has recently seen a surge in registered users, now exceeding 89,000 as of November 28, 2025. This increase includes a notable rise in participants over the age of 50, with their representation growing from about 7% in December 2021 to around 30% by late 2025, reflecting the platform’s appeal across various demographics.

The Vision for Otetsutabi

Otetsutabi aims to generate a new flow of people to regional areas by addressing the critical issue of labor shortages through innovative travel experiences. By fostering genuine interactions between travelers and locals, the platform creates lasting ties that can transform visitors into regular patrons—establishing a robust community of enthusiasts connected to these regions.

The company invites media coverage and collaboration to share the unique opportunities this platform offers, encouraging a new style of travel that emphasizes meaningful connections and support for local economies. If interested, feel free to reach out through the contact form provided on their website.