#Japan #Yonago #CHEERS #Gainare Tottori #U-23 Future Design Group

Introduction to a Community-Centric Project

In a groundbreaking initiative, CHEERS Co., Ltd., based in Meguro, Tokyo, has collaborated with Gainare Tottori, a J3 professional soccer club located in Yonago, Tottori Prefecture. This partnership aims to create an innovative community model that combines sports, education, and local engagement, encouraging the next generation to thrive and connect closely with their surroundings.

Project Background and Objectives

The project forms part of a wider initiative supported by the Japan Sports Agency under the Sports Open Innovation Promotion Project, which is designed to foster growth in the sporting sector and promote investment through collaborations between sports organizations and various industries. This innovative approach aims not only to elevate the value of sports but also to tackle societal challenges by generating new business ideas and services.

With the primary goal of enlivening the local area, this initiative encourages students to take the lead. They will work alongside local businesses and organizations to address community challenges and promote the region’s unique appeal. Gainare Tottori has taken a leading role here, harnessing local resources and formulating a collaborative goal with CHEERS that emphasizes the development of a sustainable business model for the community.

The U-23 Future Design Group

Fundamentally, this project introduces the U-23 Future Design Group, a community created by high school and university students. This group meets at the Seido Academy, a facility developed in a repurposed school, with the aim of fostering collaboration among students, the soccer club, and the local community. The focus lies on enabling young individuals to experience entrepreneurship, build connections with their local club, and cultivate future fans while establishing new revenue streams.

Implementation Schedule

Throughout 2025, a series of planned activities will be conducted:

• - November - December 2025: Formation of the U-23 Future Design Group and recruitment of members
• - February 2026: Workshops for product development, including recipe creation
• - February 26, 2026: DEMO DAY for showcasing developed products
• - May 24, 2026: Launch of product sales at a Gainare Tottori match

Development of KACHI-MUSUBI

As part of the project, the first workshop for the U-23 Future Design Group was held on February 14, 2026. Participants were challenged with creating the 'KACHI-MUSUBI,' a rice ball inspired by local ingredients and values. Guided by Masaki Otsuka, a community development producer and 'onigiri enthusiast,' participants engaged in brainstorming sessions that culminated in the culinary creations reflecting Tottori’s charm, such as the 'Inaba Umasumaki' and 'Gainare Ten Toriyaki Onigiri.'

Results and Community Response

The initiative yielded impressive outcomes, highlighted by significant achievements:

• - Diverse Participation: 80% of participants were female, and 40% were new visitors to Gainare Tottori games, indicating strong engagement with previously untapped demographics.
• - Satisfaction and Demand: 100% of surveyed participants expressed interest in future events, showcasing a strong desire for continued community involvement.
• - Media and Local Interest: Coverage by regional media, including Yomiuri Shimbun and Nihonkai Television, indicated high regional interest in the project’s outcomes.

Transition from Validation to Implementation

Following the completion of the initial validation, the KACHI-MUSUBI was improved and officially launched for sale during a Gainare Tottori match on May 24, 2026. Students took active roles in the sales process, effectively communicating their products’ benefits to attendees, resulting in a swift sell-out of 40 sets within 20 minutes – a remarkable success. Students expressed satisfaction with their involvement, noting the rare opportunity to develop and sell their own product.

Future Plans

Excitement continues to grow among students as they propose new initiatives, such as creating a historical map of Sakai Port or boosting attendance at Gainare Tottori matches. Inspired by this initial success, the aim is to formalize the U-23 Future Design Group into an annual program from 2026 onward. Plans include collaboration with local food and beverage companies and exploring partnerships with municipal organizations to foster greater community engagement.

Moreover, leveraging the knowledge gained from this pilot program, CHEERS aims to expand its collaborative projects nationwide, working to create engaging community-driven experiences with various stakeholders interested in local development and youth engagement.

Invitation to Collaborate

With a deep belief that adults inspire children by setting examples, CHEERS is excited to partner with businesses eager to enrich the future of local communities through engaging projects. By combining our expertise in creating memorable experiences with local businesses and their exceptional offerings, we seek to develop a new model of community collaboration. Local governments are encouraged to reach out for tailored programs aimed at creating vibrant communities that embody pride and sustainability for the younger generation.

Feel free to connect with CHEERS to explore potential collaborations and co-creation opportunities, helping to build a brighter future for the local youth and communities.