Transforming Young Emigration into Community Engagement through CRM Expansion in Japan

In a progressive effort to address the persistent issue of youth emigration, Synergy Marketing Inc., headquartered in Osaka, has pioneered the FAVTOWN platform aimed at fostering community connections among young people from various regions. This innovative platform has recently expanded its CRM-based model to three areas: Wakayama Prefecture, Ehime Prefecture, and Shizuoka City.

The primary concept behind FAVTOWN differs from traditional models that merely view youth emigration as synonymous with population decline. Instead, this initiative approaches youth departures as opportunities to design ongoing relationships with these individuals, defined as a “community engagement model.” Integrating data-driven insights, FAVTOWN unearths continuous engagement channels beyond conventional event-based or migration-emphasized campaigns.

Currently, FAVTOWN is implementing its flagship support program called “Furusato-bin,” which provides a lifestyle assistance gift to around 2,500 participants. This initiative has been designed specifically for young adults aged 18 to 29 who leave their hometowns for studies or employment.

The “Furusato-bin” program is a collaboration among FAVTOWN, local municipalities, and regional businesses. It delivers care packages that contain local products and essentials, reinforcing the message that communities support and welcome their young emigrants back home anytime. At the same time, by registering for FAVTOWN, these young adults contribute to the visualization of out-migration data, which will help facilitate future connections and support.

By employing its proprietary CRM system, “Synergy!”, FAVTOWN not only sends out these gifts but also plans to provide ongoing local information and explore U-turn opportunities for recipients, thereby aiming for a deeper, more sustainable relationship.

Campaign Scale and Area Expansion

Wakayama Prefecture (Max 1,500 Participants)

Started in 2022, this campaign is expanding across various municipalities in the region. The details for participation can be found here.

Ehime Prefecture (Max 1,000 Participants)

The program is implemented in three areas: Nanyo, Chuyo, and Toyo, through partnerships with local governments and enterprises. More information is available here.

Shizuoka City

Expansion into Shizuoka is scheduled for the end of 2025, with plans to build community ties in the region. More details can be found here.

*Please note that application conditions and shipping times may vary by area, and a lottery may be held in the case of an excess number of applications.

A Shift in Perspective: From Emigration to Community Building

For many local governments, youth emigration appears to be an unavoidable challenge. However, the disconnect that often occurs post-emigration can hinder future community reconnections and U-turn opportunities. FAVTOWN champions the idea that instead of merely attempting to prevent emigration, embracing ongoing connections through strategic community engagement can be a viable regional policy choice. By collaborating across public, academic, and private sectors, the initiative aims to accumulate and visualize data from former residents while creating continuous information dissemination and engagement avenues.

Thus far, FAVTOWN has successfully implemented its model in Wakayama City, Matsuno, Kinokawa, and Ainanshima in Ehime, as well as in Hashimoto City. Further expansions into areas like Hokkaido and Kyushu are also on the horizon.

Key Features of FAVTOWN

FAVTOWN signifies a groundbreaking community support platform that aspires to convert the love and connection of local residents and expatriates into community capital. The platform's notable features include:

- Visualization and formation of a relationship population centered on out-migrants.
- Enhancement of community affection through partnerships with local businesses, universities, and organizations, along with the execution of the “Furusato-bin” initiative.
- Centralized management of member and program data on a singular platform powered by the “Synergy!” CRM system.

FAVTOWN not only offers lifestyle assistance gifts but also serves as a medium for sustaining connections, transforming challenges associated with youth emigration into proactive community engagement opportunities. By designing an integrated approach for collecting and sharing resident data, FAVTOWN stands as a model for nurturing relationships with young emigrants, representing a shift in how regional policies can embrace community ties.

Conclusion

In conclusion, FAVTOWN's innovative CRM model marks a shift in traditional approaches to youth emigration, emphasizing lasting connections with young adults who have left their hometowns. By intertwining local communities with their young expatriates through support initiatives, FAVTOWN is paving the way for future engagement and community renewal, thereby transforming the narrative of emigration from one of loss to one of enduring connection and support. The initiative's expansion signifies a growing recognition among governments of the importance of sustaining ties with young emigrants to revitalize communities actively.