Reviving the Charms of Fujiyoshida City: The Mt. Fuji Re-Style Project Unveiled

On March 12th, 2023, a collaboration was announced between Ameba Sports Japan, headquartered in Shinjuku, Tokyo, and Fujiyoshida City, Yamanashi Prefecture, led by Mayor Shigeharu Horiuchi. This alliance focuses on promoting a modern mountain sports lifestyle through the renowned brand Salomon.

Fujiyoshida City, nestled at the foot of Japan's highest peak, Mt. Fuji, is rich in natural beauty, historical significance, and cultural heritage. Known for its unique traditions and breathtaking landscapes, the city is also a sister city to Chamonix-Mont-Blanc, France since 1978, making it an ideal partner for Salomon, which embodies the spirit of mountain sports.

The primary objective of this partnership is to enhance the appeal of Fujiyoshida and its surrounding areas while preparing to unveil the "Mt. Fuji Re-Style Project."

Objectives of the Collaboration

The partnership centers around several key areas:
1. Enhance the value and appeal of assets in the Mt. Fuji area.
2. Support the conservation of natural environments and resources.
3. Promote mountain activities and tourism.
4. Collaborate on branding, marketing, and promotional efforts.
5. Work with local businesses and organizations to invigorate the region.
6. Other activities agreed upon by both parties aimed at revitalizing regional resources and mountain activities.

The Mt. Fuji Re-Style Project

The heart of the Mt. Fuji Re-Style Project lies in rediscovering and reintroducing the value of Fujiyoshida's natural offerings, tied closely to Mt. Fuji itself. By combining modern mountain sports elements introduced by Salomon, the project aims to explore and express new values in the region.

Key Highlights of the Project

1. Chuu-no-Chaya Renewal: This mountain hut, which has been standing for over 300 years, will undergo renovations to enhance its appearance and functionality, making it a hub for mountain sports enthusiasts. Salomon's influence will be infused into the new design, including the addition of shower facilities and a shoe rental service to improve accessibility and recognition within the community.
2. Reproducing the Fuji-Michi Trail: The Fuji-Michi is an ancient path that traces the history of Fuji's cultural pilgrimage dating back to the Edo period. The project aims to reinvigorate this historical route, showcasing local landmarks and integrating the surrounding commercial areas for a unique visitor experience.
3. Partnership with Local Businesses: To stimulate the economy around Fujiyoshida and Mt. Fuji, the project seeks to foster collaboration with local entities. In particular, Salomon’s membership program, S/PLUS, will offer special services and incentives to local businesses, encouraging visitor engagement and boosting the area's attractiveness.
4. Coordination with Fujiyoshida Mountain Rescue Station: Addressing safety concerns on Mt. Fuji, Salomon will extend support to the rescue station. Volunteers from local hospitals are poised to ensure that hikers receive necessary assistance, improving security and well-being on the climbing routes.
5. Environmental Conservation Efforts: As part of its corporate responsibility, Ameba Sports Japan is committed to collaborating with Fujiyoshida officials on initiatives for trail maintenance and environmental improvement, culminating in a sustainable approach to tourism and sports.

Conclusion

The Mt. Fuji Re-Style Project promises not only to celebrate the natural and cultural richness of Fujiyoshida but also to innovate its future in alignment with modern mountain sports. Through collaboration with Salomon and local operations, the city expects significant economic and social development while enhancing its appeal as a tourist destination. This initiative marks a crucial step towards a thriving local economy centered around one of Japan's most iconic landmarks, Mt. Fuji.

For more information regarding Salomon's initiatives, visit their official website. Interested readers can contact Salomon Call Center at 050-1720-4849 for inquiries.