Iida City, JR Central, SUITEN, and Airbnb Japan Establish "Dual Residence Promotion Consortium"

Iida City, Central Japan Railway Company (hereinafter, JR Central), SUITEN Co., Ltd. (hereinafter, SUITEN), and Airbnb Japan Inc. (hereinafter, Airbnb Japan) have established the "Dual Residence Promotion Consortium."

This initiative has been selected for the Ministry of Land, Infrastructure, Transport and Tourism's "FY2025 Leading Project Implementation Project for Dual Residence." With an eye toward improved access due to the future establishment of the Nagano Prefecture Station (provisional name) for the Chuo Shinkansen, the aim is to build a platform that fosters and creates a "co-creation population" where local residents and businesses, along with dual residents, jointly create regional value.

To commemorate the establishment of this consortium, a kickoff event will be held on July 20, 2026 (Mon, Holiday) for local businesses, media representatives, and residents.

Background and Objectives: Creating "Reasons to Visit" and "Places to Engage," Designing Chemical Reactions

Iida City is a region expected to see dramatic improvements in access to the Tokyo and Chubu metropolitan areas with the future establishment of the Nagano Prefecture Station (provisional name) for the Chuo Shinkansen. To seize this opportunity and promote sustainable town development, a mechanism is essential for players within the region and individuals with diverse external expertise to continuously interact and create chemical reactions.

Through this consortium, the four parties will collaborate to create "reasons to visit" Iida City and "places to engage together" in the region. By approaching the "re-reading of regional resources" with urban talent and local residents, we will build a pioneering model for dual residence.

Beyond "Related Population": The "Co-creation Population" This Initiative Aims For

Image of Co-creation Population

According to the Ministry of Land, Infrastructure, Transport and Tourism's "Survey of Related Population Status" (announced June 27, 2025), the estimated national related population is approximately 22.63 million. While there are individuals who wish to be proactively involved, stating "I want to utilize my skills for regional contribution," the total number of related population has decreased by approximately 2.3 million since the COVID-19 pandemic, necessitating new approaches beyond simply relying on external "visits" or "support."

This initiative aims to create a "co-creation population" defined as "people inside and outside the region who jointly nurture regional resources and activities as their own." Instead of simply welcoming external talent as "customers," we will build new relationships where they become "drivers of regional development" on equal footing with local residents.

Roles of Each Party in This Consortium

Roles of Each Party in the Consortium

Iida City: Overall project management, system development for dual residence promotion

JR Central: Building a co-creation system connecting urban talent and the region through communication via economichi

SUITEN: Development of the medium-to-long-term stay facility "HIGASA" and coordination of on-site programs

Airbnb Japan: Networking of accommodation providers, including home-sharing

Initiatives by This Consortium

As part of the "Leading Project Implementation Project for Dual Residence," the following measures will be promoted:

On-site Field Research: Teams composed of participants from urban areas and the city will conduct field research on regional resources in areas centered around Tenryukyo.

Visualization and Asset Creation of Regional Resources: Information gathered through research will be edited into "PR assets" such as printed materials in collaboration with creators involved in this project, and disseminated both within and outside the region.

Development of Stay and Living Environments: Former vacant houses in the region will be developed into the "HIGASA" accommodation base, creating an environment where people from inside and outside the region can naturally interact.

*Details regarding implementation will be announced on the economichi website in the future.

Comments from Each Representative

Ken Sato, Mayor of Iida City, Nagano Prefecture

"In an era where population decline and a shortage of regional contributors are progressing, and maintaining and improving regional vitality is a challenge, 'co-creation' where local residents and people from outside the region jointly create new appeal is an indispensable initiative. Through the 'place' created by the establishment of this consortium, we will expand the region's potential and generate new vitality."

Yutaka Yosano, Senior Managing Executive Officer, Deputy General Manager, Business Development Headquarters, Central Japan Railway Company

"Leveraging the network and know-how cultivated through our economichi business, we will foster a 'soil for co-creation' where motivated individuals from outside the region and local residents work together. As a partner paving the way for Iida City's future, we will contribute to the creation of new human flows."

Hiroki Hirano, CEO, SUITEN Co., Ltd.

"We will create a space where local businesses and urban talent can interact as equal partners, rather than being in a position of external support. Our goal is a 'good vibes' region where emotional richness and economic rationality coexist. Starting from the co-creation population hub HIGASA, we will nurture relationships of 'creating together,' not just 'thinking together,' with the region."

Noriyasu Taniguchi, Business Development Manager, Airbnb Japan Inc.

"By leveraging Airbnb's home-sharing network and jointly fostering stay experiences that allow visitors to put down roots in the region, we will contribute to the expansion of the related population. At this historic turning point of the Chuo Shinkansen opening, we will support this challenge of connecting a new lifestyle of dual residence with the region's sustainable vitality, together with Iida City's attractive hosts."

Kickoff Event Overview

Date: July 20, 2026 (Mon, Holiday) 10:00 AM - 12:00 PM (scheduled)

Venue: HIGASA (7456-5 Ryue, Iida City, Nagano Prefecture)

Speakers: Mayor of Iida City, Representatives from JR Central, SUITEN, and Airbnb Japan

Content: Part 1: Project Announcement and Talk Session

Part 2: Co-creation Workshop involving local residents and stakeholders

Application: Please apply from the URL below. *Participation is free of charge.

Apply here

About HIGASA

HIGASA, with the concept of "From travel to work, to living," is an exchange hub where tourists, business visitors, and those who wish to live in the town can stay under the same roof. It is located on the former site of the "Higasa Senbei" famous confectionery factory, and has been renovated with the cooperation of local young people, new residents, carpenters, and creators. A tourist rest area, co-working space, satellite office, and trial residency housing – work is born from an extension of travel, and living sprouts from a continuation of a stay. We are fostering a place that creates connections linking the region.

HIGASA Photo

"conomichi" and Initiatives in Iida City, Nagano Prefecture

"conomichi" is a "co-creation type local media" that connects regions with visitors. It utilizes the resources of the JR Central Group to support various regional projects and creates a "cycle of co-creation" between the region and visitors through its communication. In Iida City, prior to the establishment of this consortium, field work was conducted where participants from urban areas and local residents jointly re-read regional resources. Leveraging the regional network and know-how cultivated through past activities, we will move forward with the implementation of further co-creation projects.

▼ "conomichi" Website

https://market.jr-central.co.jp/conomichi/

[Contact Information for This Matter]

SUITEN Co., Ltd.

Company Name: SUITEN Co., Ltd. Mission: "To guide regional society to a temperature of good vibes." Location: 7456-5 Ryue, Iida City, Nagano Prefecture Business Activities: Planning, development, and operation of HIGASA / Product development of regional assets / Dual residence coordinator HIGASA Facility Details: https://www.about.higasa.site/ Instagram: @higasa_tenryukyo (https://www.instagram.com/higasa_tenryukyo/)