TEACHER'S COLUMN

I specialize in marketing and innovation, and the hot spring areas of Oita Prefecture are an excellent learning environment with many interesting initiatives that take advantage of the local characteristics. Hot springs are not only a place to relax, but also a unique space where people can talk with each other regardless of their position. Another attraction of hot spring areas is that they are not just about soaking in hot water, but also about healing, food, and experiences that can be enjoyed together. Some hot spring areas are creating a brand of their local characteristics and promote their brand effectively. For example, in Yufuin Onsen, where you can still see traditional Japanese scenery and lifestyles, the rich natural environment and long-established hot spring inns are popular among foreign nationals and the younger generation. In Beppu Onsen, a community called Toji Joshi (“hot spring cure girls”), which includes APU students, is active in promoting a new style of hot spring cure that encourages people to reexamine their minds and bodies.

When promoting regional revitalization, people tend to compare the city to urban areas that are thriving with people and goods. However, the charm of a region is not something to be imitated, but something to be created by the people themselves. The fun of starting completely from scratch and the sense of accomplishment from the entire community coming together are only possible in local places. The initiatives in Yufuin and Beppu are successful examples that may spread to other prefectures in the future.

In my seminar, I try to bring students to the actual field as much as possible. Hearing about business directly from those running it allows students to develop the skills to discuss the ideas in their own words based on experience, rather than simple remembering what they are taught. I value what I feel and broaden my perspective through dialogue with colleagues from different countries and regions. I hope that you will dive into the wonderful field of hot spring areas and take on challenges that will lead to innovation.