Reporter: Yuichi Kondo, CEO, Sakura Liquor Store Co., Ltd.

Sakura Liquor Store took on the challenge of selling sake under legal and regulated conditions from scratch. The road to achieving growth was not smooth. They visited sake breweries one by one to procure sake, only to be flatly rejected, with customers saying they were doing their best just to sell to their current wholesaler. They also visited restaurants to sell sake, only to be rejected everywhere, with customers saying they couldn't change their existing relationships. Despite these circumstances, they persevered, continuing to visit one restaurant after another and increasing their client base.

The turning point came when overseas exports began to take off thanks to a partnership with a major liquor retailer in Hong Kong. Domestic sales also saw the expansion of online sales, as the company sought to add high value to its products by providing detailed sake data sheets.

However, a fire at their sake warehouse in November 2022 put the company in a difficult position. However, crowdfunding generated more support than expected, turning the crisis into an opportunity and getting the company back on track for growth.

Exports have now expanded to over 20 countries overseas, and the founder's wish to let people around the world know the value of sake is coming true.

While the glamorous world of Kabuki is well known, the world behind the scenes, or the world surrounding Kabuki, is not so well known. Therefore, this time we asked Tachiki Tsuneo, who works at Nagoya's Misonoza Theater and has been involved in the Kabuki performance industry for many years, to explain how the Kabuki business works, share his experiences and case studies, and report on Kabuki school activities.

By understanding both the front and back worlds of Kabuki, we can build new business models with a correct understanding when considering how to respond to inbound tourism. With this goal in mind, Kabuki was explained from a variety of perspectives.

Kiso River cormorant fishing is a traditional fishing method that has been passed down in this area for 1,300 years. It is now an intangible folk cultural asset of Inuyama City and is practiced annually from June 1st to October 15th.

A cormorant fisherman boards a cormorant boat with a bonfire lit at the bow and controls 10 cormorants, using hand ropes to control them as they catch ayu that have gathered around the bonfire. The fisherman then makes the cormorants spit the caught ayu into a spitting basket. This series of techniques is impressive and can truly be called the art of fishing.

Some say this fishing method is animal cruelty, but the cormorants' synchronized movements with the fisherman make it clear that they understand that their job is to receive food after the fishing is over.

On this day, a female cormorant fisherman gave a briefing before boarding the boat, and the cormorant fishing began while we were looking at the lit-up Inuyama Castle. At the end of the cormorant fishing, the fisherman again explained the movements. The detailed explanation was very easy to understand, and we were able to enjoy the cormorant fishing to the fullest.

Gagaku, a culture that originated in Europe, spread to the Middle East, India, China, and Korea, and was perfected during the Heian period when it was fused with Japanese music. It was subsequently passed down as court music and is currently passed down through the Imperial Household Agency.
Said to be the world's oldest orchestra, gagaku is highly regarded overseas, and presenter Takao Matsuhisa has taught gagaku in many countries. He plans to teach gagaku in Ho Chi Minh City, Vietnam in 2024, and to teach and pass it on at the University of Hawaii in 2025.
During the Q&A session following the presentation, we discussed how gagaku, a traditional culture that Japan is proud of, can be utilized in inbound tourism businesses. It is a valuable part of Japanese tourism that we hope to cherish and utilize in the future.

Mr. Otsuka Katsuki, Section Chief of the Tourism and Cultural Exchange Department of the Nagoya City Tourism and Cultural Exchange Bureau, reported on Nagoya City's latest tourism initiatives. While Nagoya City is working to attract tourists, it is also working to strike a balance so as not to inconvenience local residents with overtourism. Promotional measures aimed at overseas visitors include promoting wide-area tourism, promoting the city's attractions through international students, and attracting international cruise ships. Furthermore, in promoting historical tourism, the number of school trips from overseas has been increasing. Furthermore, as "Nagoya cuisine" has recognition comparable to that of Nagoya Castle, the city will work with external tourism organizations to promote this through websites and social media, as well as events. Nagoya City has created a promotional video on YouTube, and we would appreciate your cooperation in spreading it.

Nagoya City Promotional Video
Wellness Edition: https://youtu.be/wyCSwRb17m8?si=1V-yJPIVUDPV6s-1
Amusement Edition: https://youtu.be/Sq1ZYhFp20M?si=diuJEg_xVdku94V-
History Edition: https://youtu.be/IrMcut9UOik?si=1Rn3ifSYiUqsTlQZ
Food Edition: https://youtu.be/Wdrv27OiI3o?si=imAWHpxjBjRi25uJ
Night Edition: https://youtu.be/654eAXV8dzA?si=sylxE6o6y4OtcYUx
Digest Edition: https://youtu.be/9WWDsm8mlfk?si=bVX7L97eB6Ec0Rz5
Family Edition: https://youtu.be/DCBUZFfWqiQ?si=3CbfOzm55rBBK2g7
Festival Edition: https://youtu.be/NLxrYKQ0zgA?si=vd28t0fb1noqnqE6

We held the event as an opportunity for everyone to listen to President Inuzuka's talk and take action to consider how Centrair International Airport, which does not currently have direct flights from Europe, the United States, and Australia, will change in the future, and how we can participate in this process.
It was reported that the airport company is working hard to secure direct flights from Europe and Australia, but in reality, it appears that sales activities are struggling due to a lack of content in the Chubu area. It seems that some kind of local influence will also be necessary.

The presenter, Nakajima, decided to tackle the economic issues facing Filipino pub hostesses as the topic of his graduate school research. To understand the reality of the situation, he spent his days as a student and his nights visiting Filipino pubs to conduct interviews. After frequent visits, he developed a connection with one woman, eventually deciding to marry her and gaining a vivid understanding of the realities of Filipino pub hostesses. When he took his memoirs on a round-the-world trip on the Peace Boat, someone he met on board suggested that he publish them. However, publishing them required even more rigorous research, and after much research that put his life at risk, he finally managed to get his book published. This autobiographical novel garnered a greater response than expected, and a film director he happened to meet proposed screening it. However, filming required a large amount of funding, and he once again found himself scrambling to find sponsors.

What is needed for Aichi to be chosen by travelers from around the world? We heard a lecture from Saito Shinnosuke and Yanagidaira Shota of MATCHA Inc., an information company that provides tourism information about Japan overseas. They gave advice such as: It's important to choose one thing that will make people want to visit the region (like the Eiffel Tower in Paris) and promote it; in Japan, night markets are key for Hakata; and surprisingly, the keyword "Nagoya" is ranked fifth among inbound searches. This is thought to be the Ghibli effect, but making use of this keyword would be effective. The content was useful for future inbound business in Aichi.

The Technical Intern Training Program will be abolished, and the system will undergo major changes in the future, with a focus on specific skills and developmental employment. As Japan's system for accepting foreign workers undergoes major changes, Yokoyama Jin, author of "Foreigner Troubles Q&A," explains the new system and other issues, citing this book.

To get people from other countries to purchase your products and services, it's important to get to know them. The most useful way to do this is to exhibit at exhibitions held overseas. By observing the people who visit an exhibition, you can see how you can improve your company's products so they're more accepted.
Exhibiting at an overseas exhibition can be difficult due to travel expenses and other factors. Therefore, we also explained how to apply for subsidies that will help you exhibit at an overseas exhibition. This information will be useful for expanding your business to inbound tourists.