JTB Launches Second Phase of Regional Product Development Service 'Furupo CoLABO'

JTB Corporation is launching the second phase of "Furupo CoLABO" (Furupo Collaboration), a service that provides comprehensive support from the planning and development of new regional products to their commercialization and sales. This phase begins with an industry-government-academia collaboration project in partnership with Hiroshima City and Hiroshima Jogakuin Junior & Senior High School.

In this initiative, JTB will collaborate with local governments (Hiroshima City), educational institutions (Hiroshima Jogakuin Junior & Senior High School), and local businesses to plan new products that utilize regional resources, incorporating the perspectives and sensibilities of students into product planning.

This industry-government-academia collaboration aims to simultaneously achieve regional economic sustainability and nurture the next generation by having young people, who will be future leaders in the region, actively participate in local industries and utilize regional resources.

(Furupo CoLABO Website: https://j-furusato.com/furupo_colabo)

■Background of the Initiative

Since 2014, JTB has been involved in the Furusato Nozei (hometown tax donation) business, supporting local governments and businesses in product creation and promotion leveraging regional resources. However, in many regions, despite valuable resources, challenges such as a lack of new ideas and successors, and insufficient opportunities for young people to engage with local industries and manufacturing, have become apparent. Furupo CoLABO consistently supports the planning and development of new regional products by connecting different businesses within a region, utilizing their mutual strengths, and providing support from commercialization as Furusato Nozei return gifts to promotion. The first phase involved product development support in Yufu City, Oita Prefecture.

(https://www.jtbcorp.jp/jp/newsroom/2025/10/01_jtb_furupocolabo.html)

In the second phase, we will collaborate with the education sector. For many years, JTB has connected schools and communities through various initiatives, including educational tours. Leveraging this knowledge and network, we will work with students from Hiroshima Jogakuin Junior & Senior High School to realize "regional product development involving young people from the creation process," thereby fostering a sense of ownership in the region and contributing to the establishment of a sustainable regional economic model.

■About Hiroshima Jogakuin Junior & Senior High School

Hiroshima Jogakuin Junior & Senior High School practices education that fosters each student's ability to think, act, and communicate independently while connecting with society through proactive and inquiry-based learning. This initiative has a strong affinity with the school's valued "education that deepens learning through engagement with society." (Website: https://www.hjs.ed.jp/)

■Features of this Initiative (Industry-Government-Academia Collaboration Model)

1. Product Planning and Story Development through Student Participation

Students will research and learn about the characteristics of local companies and plan new products that leverage these characteristics. Across five classes, they will participate in multiple workshops to develop product plans from the unique perspective of young people.

2. "Connect, Create, Link" Local Governments, Businesses, and Educational Institutions

As an intermediary support organization for Hiroshima City's Furusato Nozei, JTB will organize the roles and positions of Hiroshima City, local businesses, and educational institutions, creating practical learning opportunities that connect real society with education. This initiative embodies JTB Group's core principle of "connecting, creating, and linking" to resolve social issues and pave the way for the future.

3. Social Implementation Utilizing Furusato Nozei

Product ideas planned by students will be presented to actual local businesses. Products that are adopted will then go through a product development process, with the aim of future sales as regional products and promotion nationwide as Furusato Nozei return gifts from Hiroshima City.

By bringing student ideas to market as "products actually chosen," the initiative will visualize learning outcomes and contribute to increased regional recognition and expanded donations.

■JTB's Role in "Furupo CoLABO"

• Support for the overall design, operation, and facilitation of industry-government-academia collaboration projects

• Matching local businesses with educational institutions

• Support for new product planning and development focused on regional products, as well as registration and promotional support for Furusato Nozei return gifts

■Future Developments

Through "Furupo CoLABO," JTB will promote collaboration among local businesses, human resource development through industry-government-academia partnerships, and the creation of regional value starting with Furusato Nozei.

Using this initiative as a model case, JTB will contribute to "sustainable community building with the next generation" by expanding it to other regions and educational institutions in the future.