Gratitude for the “Connection” that Spread from Miyagi to Aichi, Expanding the Circle of Support Nationwide

A Feeling from Mr. Ichijo 🤝

First Innovation (Headquarters: DEUX TOURS EAST Tower 52F, 3-13-1 Harumi, Chuo-ku, Tokyo; President & CEO: Yushi Kinone) sincerely thanks everyone for their warm participation and supportive voices in the SNS support campaign "Support Aichi from Miyagi - Yushu Ichijo Tsunagari Ouen Campaign -", conducted as part of the initiatives of the Tsunagari Ouen General Incorporated Association (Chairman: Kuniaki Shimizu, Vice-Chairman: Yushi Kinone).

This campaign was launched following a heartfelt desire from "Yushu Ichijo," a historic inn with a history of about 600 years in Shiroishi City, Miyagi Prefecture, to "support Aichi through connections." The bond nurtured in Miyagi transcended the region, spreading to support Aichi and providing an opportunity for many people to participate.

During the period, numerous support posts and reposts were shared on social media, and the office also received inquiries about new support projects from those who resonated with the sentiment of "Yushu Ichijo." We are deeply grateful for this warm expansion.

The "Aichi Tsunagari Ouen" is scheduled to continue until the end of July 2026. We will continue to roll out multiple gift campaigns sequentially as projects that connect the charm of regions and the feelings of people.

The “Feeling of Support” Born in Miyagi Reaches Aichi

The background of this initiative lies in the connections built through the "Miyagi Tsunagari Ouen." The president and the proprietress of "Yushu Ichijo" have been deeply involved with us in regional and informational dissemination, going beyond the framework of sponsorship. Working together as "insiders" who face the region on-site and share the same feelings has been a very strong support for us.

The relationship of trust nurtured through this has led to the current "Aichi Tsunagari Ouen."

"We want to support Aichi through connections."

This single phrase was filled with the relationship and realization we have built up, and the feeling for the region.

The act of supporting someone across regions is by no means a given. However, we feel great significance in the fact that this feeling is calling for new empathy and spreading to the next connection.

Voices Wanting to “Support” Lead to New Expansion

After this campaign, we have received various voices at our office from people who resonated with the sentiment of "Yushu Ichijo."

"We also want to support our region." "We want to participate in the Aichi Tsunagari Ouen." "Is there anything we can do to help?"

Receiving such words was an event that made us feel that this initiative is beginning to spread as an activity that connects the feelings of people.

The circle of support born in Miyagi connects to Aichi, and then to another region. We feel this chain is one of the new possibilities for regional support.

We plan to sequentially implement multiple gift campaigns during the "Aichi Tsunagari Ouen" period.

As a project to deliver the charm of the region and the feelings of its people, we aim to create an initiative that participants can enjoy being involved in.

The Feeling Embedded in the “Experience” of Lodging

What "Yushu Ichijo" provided was a pair of accommodation vouchers for a weekday stay with breakfast.

This accommodation voucher embodies the desire to "deliver the charm of the region through experience."

Founded in the 1500s, the inn, with its approximately 600-year history, possesses charms cultivated over many years, such as its architecture registered as a National Tangible Cultural Property, its free-flowing hot spring source, and its long-loved cuisine.

A night there is also a time to touch history, culture, and people's feelings.

Through such experiences, new interest and empathy are born, and those feelings connect to support for another region. We believe this cycle is one of the important meanings of this initiative.

Yushu Ichijo

“Individual Support” Spread Through SNS

This campaign was conducted through the SNS platform "X."

Many people participated by following the official account and reposting the post.

Each post and repost may be a small action. However, that action spread information, delivered the charm of the region, and led to the power to connect people's feelings.

Because the information spreads through empathy from person to person, we feel that the charm of Aichi is being delivered nationwide in a warm manner.

Also, in this campaign, we received warm participation and supportive voices from many people.

Winners will be notified via direct message (DM) on X from the office. Please note that due to privacy protection, we will refrain from disclosing information about the winners.