[JR Central] Iida City, JR Central, SUITEN, and Airbnb Japan Establish "Dual Residence Promotion Consortium" to Foster "Co-creation Population" with an Eye on the Linear Chuo Shinkansen Nagano Prefecture Station (Tentative Name)

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 on improved access due to the future establishment of the Linear Chuo Shinkansen Nagano Prefecture Station (tentative name), 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.

Furthermore, 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 where dramatic improvements in access to the Tokyo metropolitan area and the Chubu metropolitan area are expected due to the future establishment of the Linear Chuo Shinkansen Nagano Prefecture Station (tentative name). To seize this opportunity and promote sustainable town development, a mechanism is essential for local players and individuals with diverse external expertise to continuously interact and create chemical reactions.

In this consortium, the four parties will collaborate to create "reasons to visit" Iida City and "places to engage together" in the region. By adopting an approach where urban residents and local residents jointly "re-read regional resources," we will build a leading model for dual residence.

Beyond "Engaged Population." What is 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 the Status of Engaged Population" (announced June 27, 2025), the national engaged population is estimated at approximately 22.63 million. While there are individuals who wish to actively participate by "utilizing their skills for regional contribution," the total number of engaged 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." We will build a new relationship where external individuals become "drivers of regional development" on an equal footing with local residents, rather than being treated merely as "customers."

Roles of Each Party in This Consortium

Roles of Each Party in the Consortium

Iida City: Overall project management, establishment of systems for promoting dual residence

JR Central: Building a co-creation system that connects urban talent with the region through communication via economichi

SUITEN: Development of the medium-to-long-term accommodation 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 participants from within 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 affiliated with this project, and disseminated both inside and outside the region.

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

*Details regarding implementation will be announced on the economichi HP (https://market.jr-central.co.jp/conomichi/) 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 stewards are progressing, and the maintenance and improvement of regional vitality are being questioned, '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."

Yu Yosano, Senior Managing Executive Officer, Deputy General Manager of Business Development Division, 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 opening up the future of Iida City, we will contribute to the creation of new human flow."

Hiroki Hirano, CEO, SUITEN Co., Ltd.

"We will create a place 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 HIGASA, a hub for fostering engaged population, we will nurture relationships of 'creating together,' not just 'thinking together,' with the region."

Noriyasu Taniguchi, General Manager of Business Development, 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 engaged population. At this historic turning point of the Linear Shinkansen opening, we will support this challenge that connects the new lifestyle of dual residence with the sustainable vitality of the region, together with Iida City's attractive hosts."

Kickoff Event Overview

Date and Time: 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.

https://higasa2026.peatix.com/

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 spend time under the same umbrella. The site, formerly the factory of the famous confection "Higasa Senbei," was inherited and renovated with the collaboration of young local residents, new immigrants, carpenters, and creators. It serves as a tourist rest stop, co-working space, satellite office, and trial residency housing – a place that fosters connections, where work is born from extending a trip, and life sprouts from continuing a stay.

Photo of HIGASA

Initiatives in "conomichi" and Iida City, Nagano Prefecture

"conomichi" is a "co-creation type local media" that connects regions with visitors. It supports various regional projects utilizing the resources of the JR Central Group and creates a "cycle of co-creation" between the region and visitors through its dissemination. 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. By 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/

"conomichi" Website