Introducing the YAMANASHI Re-Connect Project: Revitalizing Regional Ties with Young People

The New YAMANASHI Re-Connect Project: Revitalizing Regional Connections

In a unique collaboration between CGO Dotcom and Harukiya, the YAMANASHI Re-Connect Project has been established to foster connections between the youth and the charms of Yamanashi Prefecture. This initiative follows the Yamanashi Chuo Bank's focus on connecting Tokyo and Yamanashi, aiming to attract the younger demographic back to the region.

Why Focus on 'Gyaru'?

The term gyaru has evolved beyond a simple fashion statement; it represents a cultural movement capable of effectively communicating with today's youth. Gyaru are recognized for their strong social media presence, trend awareness, and ability to engage in empathetic communication. By utilizing the relatable voices of gyaru, the project aims to ensure serious information about regional revitalization reaches a younger audience.

At the heart of the project lies a unique concept: the establishment of a gyaru priestess tea room, where attendees can engage in one-on-one conversations about their queries or concerns. This casual and welcoming setup aims to lower psychological barriers, creating a space where visitors can realistically envision life in the countryside.

Why Yamanashi?

Yamanashi Prefecture symbolizes an ideal rural area for young people, boasting numerous aspects that promote a high quality of life:

- Top-Class Healthy Lifespan: Both genders in Yamanashi enjoy one of the nation's highest healthy life expectancies, indicative of excellent health support.
- Robust Child-Rearing and Healthcare Support: The prefecture offers extensive resources for healthcare and child-rearing, setting it apart as a nurturing environment.
- Affordability: Low living costs enhance the attractiveness of settling down in Yamanashi, coupled with manageable commutes that support work-life balance.

Nonetheless, many of these appealing aspects remain unknown to urban dwellers. For young people considering a move, effective information delivery is crucial. By collaborating with local companies and financial institutions to create experience-driven PR initiatives in an information hotspot like Shibuya, the project transitions Yamanashi’s charm from mere awareness to genuine interest and subsequent action among young people.

Project Activities

The YAMANASHI Re-Connect Project intends to implement several activities to meet its objectives:

1. One-on-One Tea Room with Gyaru Priestesses

Visitors to the event can participate in informal consultation sessions within a tea room manned by gyaru priestesses, providing companionship while discussing life challenges related to career, relationships, and family.

2. Collaboration with Local Companies

The initiative will enhance collaboration between Yamanashi-based businesses and external entities interested in new projects and product developments. These interactions signify an important first step towards igniting new entrepreneurial potential.

3. Cultural Integration

To bridge contemporary and traditional cultures, the project plans to transform the event space into a festive environment reflective of Yamanashi's cultural essence, including shrines and festivals, all tailored through the creative lens of gyaru aesthetics.

Event Details

The first event of the YAMANASHI Re-Connect Project, titled Summer Tea Festival, is scheduled for August 6, 2026.

- Location: Inside MIYASHITA PARK (Floor 3)
- Ticket Price: 1,000 yen with complimentary drinks for the first 100 attendees and unique local gifts.

This festival aims to elevate Shibuya with Yamanashi’s authentic tea, celebrating a century of craftsmanship by Harukiya. Visitors will experience a vibrant atmosphere with special drinks, live DJ performances, and the heartwarming presence of gyaru priestesses encouraging positive dialogue around life’s concerns.

Attending the Summer Tea Festival is not merely about trying tea; it represents a day of cultural exchange, interactivity, and community connection.

Ongoing Commitment

Both CGO Dotcom and Harukiya are committed to promoting Yamanashi's rich cultural heritage, industry, and lifestyle in such a way that urban youth can truly embody and connect with the region. This event aims to create a more organic, slow-formed relationship between the city’s youth and their rural counterparts, intertwining values and lifestyles. As such, the project aims to sustain cooperative efforts geared towards shaping the future of Yamanashi collaboratively with its young residents, paving the way for a new model of regional revitalization from Shibuya to Yamanashi and beyond.

About CGO Dotcom

With a mission to 'Elevate Society,' CGO Dotcom focuses on bridging social gaps into value, running workshops and various business support initiatives. Their signature service, Gyaru-style Breasts, is an innovative approach aimed at tackling various societal challenges and corporate dilemmas through creative brainstorming.

Their past collaborations include over 130 companies, including well-known organizations like Mitsubishi Pencil and Tokyu Construction, and features in prominent media outlets such as Forbes Japan, NHK, and more.

About Harukiya

As a longstanding tea merchant in Yamanashi, Harukiya embraces tradition while fostering contemporary innovations, developing a range of products that resonate with both local and broader markets. Their ethos lies in connecting people and regions through tea, continually striving to preserve regional culture and invigorate local industries.

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