Exploring Local Revitalization Through Jochu: A Collaboration Between Naorai and Japan Post

Naorai Co., known for its unique patented method "Low-Temperature Distillation®", has made strides in producing and selling a new category of Japanese liquor called "Jochu". This innovative spirit, which can be classified as either a spirit or liqueur by tax law, is making headlines with Naorai's recent selection as a collaborative partner under Japan Post's "Local Co-Creation Initiative" for its fourth phase. This program aims to foster local economy revitalization by addressing social challenges through the deployment of Japan Post's young and mid-career staff to venture companies and local government entities for a period of two years. Starting April 1, 2025, Naorai will welcome Mr. Shunya Tada as part of this initiative.

On May 17, 2025, Tada will take part in the panel discussion at the "Design Dimension 2025 HIROSHIMA" conference, sharing insights into the role of large corporations in driving regional investments and co-creation projects. The conference itself is centered around the theme of design management and the intersection of corporate and community interests.

About the Local Co-Creation Initiative

The initiative was launched in April 2022 and aims to select Japan Post Group employees through an open recruitment process to address societal issues facing local communities. Throughout the previous three phases, 16 employees were dispatched to 15 organizations across 13 regions, focusing on economic revitalization, population engagement, and the maintenance of local functions. As this fourth phase kicks off, two headquarters employees and five branch employees will be engaged in new regional collaborations.

Project Overview at Naorai

During his tenure at Naorai, Tada will focus on establishing a new base of operations while facilitating the domestic and international expansion of Jochu. By leveraging the resources from Japan Post and local assets, the aim is to foster collaborative business ventures between Naorai and Japan Post Group, enhancing community engagement in the process.

What is Jochu?

"Jochu" is crafted from locally sourced sake provided by partner breweries. Using a carefully selected pure rice sake and the proprietary "Low-Temperature Distillation" method, Naorai produces a spirit that encapsulates the rich aromas and flavors that sake inherently possesses. With an alcohol content of 41%, Jochu offers a unique and smooth drinking experience that becomes even richer over time, making it well-suited for long-term storage and international export—a first of its kind from Japan.

Naorai's Vision for Local Revitalization: The Jochu Model

As the number of sake breweries in Japan declines, Naorai is committed to forging partnerships with various breweries to purchase sake and apply its unique distillation process for producing and selling Jochu. This model not only uncovers new value in local sake but aims to create employment by establishing distillation facilities across different regions. With an ambitious goal of opening eight facilities by 2025 and expanding to a total of 47 by 2028, Naorai seeks to collaborate with approximately 600 sake breweries nationwide under the "Jochu Model," a sustainable business strategy aimed at revitalizing local economies and preserving Japanese sake culture.

Tada's Participation in the Design Dimension 2025 HIROSHIMA

Tada brings valuable experience to the conference, having shifted from real estate development to focusing on community co-creation projects. His participation underscores the vital connection between Japan Post Group and local revitalization efforts, emphasizing the need for new business initiatives that break free from existing frameworks within communities. Tada is eager to dive into regional perspectives to foster innovative business creation and generate added value for local supply chains related to sake breweries and beyond.

For more details and to sign up for the conference, please refer to: Design Dimension 2025 HIROSHIMA

Company Overview

- Name: Naorai Co., Ltd.
- Established: April 6, 2015
- Capital: 93.03 million yen
- CEO: Koichiro Miyake
- Headquarters: Mikado Island, Kure City, Hiroshima Prefecture
- Tokyo Office: Bunkyo Ward, Tokyo
- Business Focus: Production and sale of Jochu and other alcoholic beverages