#Japan #Rakuten #Yamanashi #Otetutabi #Koshu

Introduction

Otetutabi, a unique matching service that combines helping and traveling, has partnered with Rakuten Group and Yamanashi's Kōshu City to launch an innovative initiative focused on creating local fans through working experiences in the region.

Background

As Japan faces challenges such as population decline and an aging society, many regions are grappling with labor shortages in various industries, particularly during peak seasons. Meanwhile, the ways in which citizens engage with regions have expanded beyond mere tourism or the daunting prospect of relocation. Now, many individuals seek diversified engagements that involve working, supporting, or regularly visiting areas they grow fond of.

The government has acknowledged this shift by proposing a new system called the ‘Hometown Residents Registration System’ (expected to be implemented in 2026). This initiative aims to visualize and institutionalize people’s ongoing relationships with specific regions, fostering sustainable community development.

Kōshu City, known for its rich resources including wine and fruit cultivation, has faced challenges in securing workers during busy periods. By collaborating with Rakuten, which boasts one of Japan's largest consumer platforms, and Otetutabi, the trio aims to utilize their strengths to promote ongoing connections between tourists and the local community. The initiative seeks to create lasting relationships with consumers through engaging in hands-on work experiences within the region.

Partnership Details

The newly established ‘Kōshu City Fan Club’ on Rakuten Market serves as a platform that promotes various ways people can connect with the city, such as working, supporting, enjoying, residing, or considering moving there. From this page, individuals can apply for Otetutabi’s collaborative projects across Kōshu City. Participants are invited to assist in agricultural or tourism-related activities, which enables them to interact with local residents and gain deeper insights into daily life in the area.

First Initiative: Work Experience at Higashiyume Winery

The first募集 for Otetutabi in Kōshu was hosted at Higashiyume Winery in Katsunuma Town. This project received overwhelming interest, with applications from participants filled on the very first day of launch. This initiative allows individuals to delve into the everyday workings of winemaking, facilitating an immersive experience that is further enhanced by Kōshu's unique accommodation support.

Work and Interaction: Grape Canopy Work and Local Cuisine

During the rainy season, participants help protect grape clusters by manually covering them with umbrellas, a crucial step in the winemaking process. On rainy days, activities shift indoors to include bottling and labeling.

Stay is provided at the winery’s cottage, where participants enjoy local bento lunches while engaging with local staff to immerse themselves deeper into everyday life.

Additionally, participants benefit from Kōshu's exclusive lodging support, which includes access to a day-use hot spring, "Tenku no Yu", providing relaxation with a view of the Kofu Basin and the Southern Alps.

Participant Feedback

Feedback from participants highlights the richness of these experiences. One participant noted, “The sprawling vineyards were stunning and therapeutic. The hospitality from local people offered a unique experience that standard tourism couldn’t replicate.” Another participant emphasized the depth of knowledge gained about local wines and culture, stating how enjoyable their stay was and how they were keen to return.

Future Outlook

Through this initiative, Otetutabi aims to foster a positive cycle: from working in the region to understanding and appreciating it, leading to support through activities like hometown tax contributions and eventual repeat visits.

As expressed by Otetutabi's CEO, Rina Nagaoka, this partnership opens new avenues to connect individuals who may previously have had no ties to the region. By using Rakuten’s extensive platform, the goal is to introduce potential visitors to Kōshu's beauty, ensuring its legacy is passed on to future generations. The project at the winery attracted rapid attention, underscoring the public’s interest in work-life experiences that celebrate local culture.

Conclusion

Otetutabi serves as a bridge for people seeking to explore regions through meaningful work, promoting both short-term labor solutions and the cultivation of lasting “relationship populations” who are committed to promoting and returning to these areas in Japan. As Otetutabi continues to expand its reach across Japan's localities, it is poised to usher in a new era of engaged travel that benefits both communities and travelers alike.