[JR Tokai / JT] Exploring New Relationships Between People and Regions Through 'Breathing' - Regional Co-creation Project 'CO-KYU' Launched

'CO-KYU Project' Main Visual

Japan Tobacco Inc. and JR Central Group's co-creation local media 'conomichi' (hereinafter, 'conomichi') are pleased to announce the launch of the regional co-creation project 'CO-KYU' (Kokyu) (hereinafter, the 'CO-KYU Project'), which explores new relationships between people and regions with 'breathing' as its theme, and the opening of the project website. CO-KYU Project Site: https://market.jr-central.co.jp/conomichi/feature/detail/26 CO-KYU Project Site

This project is a joint initiative that combines the 'value of breathing' explored by JT's corporate R&D organization 'D-LAB' (hereinafter, 'D-LAB') with the know-how of 're-reading regional resources' cultivated by 'conomichi.' As the first initiative, in collaboration with 'Mori no Innovation Lab FUJINO' (hereinafter, 'Mori Lab'), which is active in Fujino, Kanagawa Prefecture – a 'town of forests, lakes, and art' – we will implement a special program with an added perspective of 'breathing' in the 'Mt. Jinba Night Walk,' a program that involves climbing Mt. Jinba while experiencing the five elements (wood, fire, earth, metal, water) through the five senses. ■ Background and Objectives of the 'CO-KYU Project' Launch Why 'Breathing' and 'Regions' Now? Many of us living in modern times may have shallow breathing due to stress from busyness and information overload, long hours of desk work, and poor posture. In response to this issue, the JT Group, which has been exploring mental richness by focusing on breathing, and the JR Central Group, which has been re-reading regional resources as unique characteristics through its 'conomichi' business, have collaborated to create the 'CO-KYU Project.' This project aims to explore the impact of 'breathing' brought about by the familiar nature, culture, and regional resources of an area, its contribution to well-being, and to foster a new form of regional co-creation starting from breathing. Exploring New Relationships Between People and Regions In the 'CO-KYU Project,' we will re-read familiar nature, culture, and regional resources from the perspective of 'breathing,' creating new experiences through the five senses, such as the sounds of the forest and the scent of the wind. Time spent breathing deeply and opening the five senses can alleviate physical and mental tension, providing an opportunity to regain the mental space and well-being that modern people tend to lose. At the same time, these experiences foster familiarity with the region, leading to a gentle relationship between people and the region.