#Japan #Rissho University #Moroyama Town #Moroyama #Brand Rice

Rissho University’s Initiative in Moroyama Town

Rissho University, located in Shinagawa, Tokyo, is taking significant strides in local revitalization through its business faculty. Under the guidance of Professor Shuuki Sugihara, students from the Sugihara Seminar are embarking on two vital projects in collaboration with Moroyama Town, Saitama Prefecture. These projects aim to uncover and promote local attractions and address community challenges while emphasizing active student participation.

Local Revitalization Projects Overview

The projects initiated this year are designed to engage students directly in regional branding and marketing efforts. The first focuses on developing a brand of rice cultivated with reduced pesticide use, while the second involves student-led initiatives at the MORE MORO Festival, including food truck operations.

Project One: Agricultural Branding

This project aims to elevate Moroyama Town's reduced-pesticide rice as a distinguished brand. The objective is to not only market this rice but also to enhance donor contributions through hometown tax initiatives. On August 25, students will conduct interviews with local farmers, capturing their stories and intentions in order to craft compelling narratives around the rice. This approach is intended to foster a loyal customer base by connecting consumers with the unique stories behind the product.

Following this, a rice harvesting event is scheduled for September 12, culminating in a reporting session in February 2027. During this session, students will present findings and proposals for the next steps to ensure the ongoing success of these initiatives.

Project Two: MORE MORO Festival

In the MORE MORO Festival, students will take front-stage roles by managing food trucks and applying their academic knowledge in marketing and accounting. They will conduct market analyses to develop original menu items tailored for the festival audience. This project emphasizes practical learning and aims to show students how to integrate theoretical principles with real-world applications.

Significance of the Collaborative Agreement

The partnership between Rissho University and Moroyama Town, formalized in December 2027, is part of a broader strategy to tackle challenges such as low hometown tax contributions, declining regional appeal, and the diminishing vibrancy of local industries. By leveraging the innovative perspectives of young students, this collaboration aims to generate interest in the region while also fostering sustainable economic growth.

Voices from the Participants

Professor Shuuki Sugihara commented on the striking growth of students engaged in these practical learning experiences. He noted, “Many students are deeply interested in local revitalization, and their enthusiasm is contagious. We’re engaging with new educational methods, including video editing and AI utilization, to enhance our learning approaches and ensure that the project exceeds initial expectations.”

Meanwhile, seminar leader Araki shared her transformational journey from unfamiliarity with Moroyama Town to feeling a strong connection with its community. “Through our multiple visits and collaborations in video production and events, we've come to realize the inherent beauty and warmth of this town. As 'outsiders,' we hope to rediscover the local resources and farmers' passionate stories and bridge those to a broader audience through brand rice and festivals,” she stated.

These projects represent not only educational opportunities for students but also a meaningful approach towards revitalizing and celebrating the rich culture of Moroyama Town, fostering a vibrant community moving forward.