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JR East's Commitment to Regional Development

JR East, under its corporate vision "Transformation 2027," is dedicated to promoting regional revitalization unique to its group. By maximizing its resources, JR East collaborates with local communities to foster sustainable development across various regions in Eastern Japan. One of the initiatives launched to achieve this goal is the Regional Co-Creation Awards, introduced last year to honor individuals and organizations making significant contributions to this cause. Recently, the winners of the 2nd installment of these awards were announced, showcasing exemplary partnerships between the JR East Group and local communities.

1. Overview of the JR East Regional Co-Creation Awards

(1) Objective

The primary goal of the awards is to recognize outstanding efforts by individuals and organizations that work alongside the JR East Group in pursuing sustainable regional development. The awards are organized annually to showcase these initiatives and stimulate co-creation efforts within the region.

(2) Award Categories

Recipients of the awards include individuals and organizations that have collaborated with JR East to engage in sustainable regional development efforts. Selected participants receive either the Grand Prize or the Excellence Prize.

(3) Selection Committee

The selection committee comprises experts and leaders in the relevant fields:

• - Yoshinori Ochi, Visiting Professor, Toyo University
• - Jin Sumei, Chairman, Japan Tourism Promotion Association
• - Daisuke Sato, Executive Director, Katana Corporation
• - Manabu Yoshida, Representative, HAMADOORI13
• - Hiroshi Wada, Co-Representative, Zukutochie Co., Ltd.
• - Harumi Nakagawa, Executive Director of Marketing, JR East
• - Hiroyuki Takeshima, Deputy Director of Marketing, JR East

All members were chosen for their expertise and contributions to sustainable practices. The selection process evaluates the impact and innovation of the proposed projects.

(4) Co-Creation Website

The projects honored with the Grand and Excellence Prizes will be widely promoted through JR East's advertising channels. Details, including the award ceremony, will be available on the JR East Co-Creation website: JR East Co-Creation Website

2. Recipients of the 2nd JR East Regional Co-Creation Awards

Grand Prize: Anjuka City Tourism Association

The Anjuka City Tourism Association received the Grand Prize for its initiative to enhance the “Usui Pass Abandoned Railway Walk” leveraging the abundant railway heritage of Usui Pass, which was closed in 1997. The organization collaborated with Anjuka City to create guided walking tours in 2018, establishing its value as a tourist attraction. They plan to introduce a night walk in 2024, increasing its appeal and value. This initiative exemplifies how local resources can be harnessed sustainably, exemplifying the partnership between the JR East Group and local communities.

Excellence Prize: VERTERE LLC and Okutama Town (Tokyo)

VERTERE LLC, in partnership with Okutama Town, was awarded an Excellence Prize for its craft beer project aimed at revitalizing the community. With the decline of population and necessary upkeep of vast town-owned lands, VERTERE’s new brewery, developed with JR East Urban Development, hosts numerous community events, attracting over 3,500 attendees. The project not only fosters job creation and promotes settling in the area but also boosts local industries and tourism alongside activities such as hiking.

Excellence Prize: HAKUTAI Corporation

HAKUTAI Corporation was awarded for its upcycling project using cherry tree pruning branches in Yamagata Prefecture, where issues like population decline and a shortage of workers in core industries are pressing concerns. As they approach the 150th anniversary of cherry cultivation in 2025, HAKUTAI aims to create high-value products from what was once wasted material. Collaboratively, JR East plans various workshops for children and commemorative tickets utilizing upcycled materials, contributing to the initiative’s success.

Excellence Prize: Nagawa Town (Nagano Prefecture)

Nagawa Town also received an Excellence Prize for its project transitioning from traditional community buses to a full-on-demand bus service. This initiative addresses the challenges of maintaining convenient public transport in a mountainous area with scattered communities. By implementing AI on-demand systems starting April 1, 2024, they aim to increase user numbers and reduce monthly travel distances, utilizing a two-decade partnership with JR Bus Kanto.

Through the JR East Regional Co-Creation Awards, these remarkable projects highlight the importance of collaborative efforts in revitalizing and sustaining local communities in Eastern Japan. The recognition not only fosters pride but also encourages further innovative initiatives for regional prosperity.