#Japan #Oita #JTB #Furupo #Colabo

Introduction

JTB Corporation has announced an innovative service titled 'Furupo CoLABO'. Set to launch in October 2025, this service aims to connect various regional businesses, leveraging their strengths to develop new local products. This initiative encompasses not just product development but also marketing and transformation into返礼品 for hometown tax donations. Through this service, JTB aims to contribute to the creation of new regional values and the sustainable development of local economies.

Background of the Service

Since 2014, JTB has been engaged in the hometown tax donation project, establishing connections not only with local governments but also with numerous businesses. Throughout this journey, it has become clear that various enterprises within these regions possess unique technologies and resources, many of which are interested in sustainability and upcycling. Recognizing this potential, JTB has decided to launch 'Furupo CoLABO', believing that by fostering connections among local businesses, new added value can emerge, ultimately facilitating the creation of sustainable regions.

Three Key Features of the Service

1. Business Matching and Product Development Support
- Connecting Local Enterprises: 'Furupo CoLABO' will bridge businesses aiming for sustainability, upcycling, and new value creation.
- Product Planning and Development Support: The strengths of each business will be thoroughly analyzed to support effective product development.

2. Comprehensive Promotional Support
- PR Support for Enhancing Regional Brand Value: Assistance in crafting compelling product stories.
- Digital Marketing: Analysis of segments, targets, and positioning, as well as social media engagement and web advertising.
- Tourism-Related Promotions: Utilizing JTB's network for sales and sampling through lodging facilities.

3. Sales Channel and Distribution Support
- Utilizing Hometown Tax Donations for Sales and Awareness: Proposing a product lineup tailored to the market needs.
- General Distribution Proposal and Support: Support for e-commerce sales and utilizing JTB's network for wider distribution.

Characteristics of Products within this Service

• - Cross-Industry Collaboration: Products will fuse technologies and materials from multiple businesses within the region.
• - Sustainability Story: Emphasizing products that embody sustainability through waste utilization and environmental consciousness.
• - Highlighting Regional Attractions Nationwide: The service aims for products to have a robust presence as返礼品 in the hometown tax donation framework.

Specific Initiatives

As the first project under this service, JTB will assist in product development in Yufu City, Oita Prefecture. Aiming to foster community involvement for individuals of all ages and abilities, the initiative will collaborate with 'TOAST coffee roaster', matching them with two other sympathetic enterprises for product creation.

Case Study 1: Disability-Inclusive Packaging x Local Ice Cream

• - Business 1: TOAST coffee roaster

- Role: Providing coffee with universal design characteristics, featuring artwork created by individuals with disabilities on the packaging.
- Link to TOAST

• - Business 2: Food Staff Co., Ltd.

- Role: Producing locally sourced ice cream, incorporating disability art into the packaging.
- Link to Food Staff

The partnership aims to increase social participation for individuals with disabilities and help support local industry while reducing CO2 emissions.

Case Study 2: Almonds Roasted with Universal Design Equipment x Gluten-Free Cookies

• - Business 1: TOAST coffee roaster

- Role: Using a universal design coffee roasting machine that does not require special skills for operation.

• - Business 2: Tokinoiro

- Role: Manufacturing locally sourced, allergy-friendly cookies.
- Link to Tokinoiro

The collaboration focuses on creating products that support the region while promoting sustainability through localization, all while recognizing the importance of fair wages for individuals with disabilities.

Future Outlook

JTB is committed to working with active local governments and businesses striving for sustainable community development. By 2028, the goal is to develop products in collaboration with ten enterprises, expanding to twenty by 2030. This service will not only foster regional partnerships but also contribute to the realization of a sustainable society.

Furupo CoLABO derives its name from JTB’s hometown tax initiative ‘Furupo', supplemented with Co for collaboration and LABO for research and development.