【Summary Report 2018｜Miyakejima】Tokyo Treasure Islands Project

Many treasures including the vast natural landscape, specialty products, and unique traditions and cultures can be found in the 11 islands of Tokyo. The Tokyo Treasure Islands Project, which began in FY 2018, is an initiative carried out by the inhabitants of the islands that aims to brand the Tokyo Islands region through polishing and widely communicating these treasures.

In FY 2018, island meetings were held in Oshima, Kouzushima, Miyakejima, and Hachijojima, in which residents participated to discuss the branding of the islands.
The following is a reflection of the initiatives that Miyakejima took in FY 2018.

Contents
What are Miyakejima's Treasures? A Consideration of the Island's Treasures
Setting Miyakejima's Target Persona
Miyakejima's Brand Concept and Action Plan
Presentation at the Tokyo Treasure Islands Museum
FY 2018 Miyakejima Initiatives
Participant Feedback

What are Miyakejima's treasures? A consideration of the island's treasures

In the first island meeting, there was a discussion on the island's treasures. The participants talked about the various appealing resources in the island such as the ocean, large trees, and Akakokko, which are a part of the island's nature, specialty goods like gelidiaceae and Asitaba, as well as cultural festivities that change with the season. Among the many resources, the participants listed the volcano as a treasure. The volcano deserves special mention because it erupts in approximately 20-year cycles and is a central figure in the island's nature, history, and culture.

In the second island meeting , the venue was moved to the capital and the meeting was held jointly with Oshima, Kouzushima and Hachijojima. The participants learned about branding through case studies presented by experts in regional branding and by visiting facilities and companies that have succeeded in branding in the capital. Using the knowledge obtained, the participants will polish the appealing individuality unique to Miyakejima from the third meeting onwards.

Setting Miyakejima's Target Persona

In the third island meeting, the target persona was described as single females in their 20's to 30's and people in their late 30's who are raising a family and can feel the fascination of nature.

In the fourth island meeting, the participants discussed the island's treasures to communicate to the target persona. Using the volcano as the central symbol, treasures for communication included interaction with residents (sharing of values), bare nature, shrines, festivals, and food.

Miyakejima's Brand Concept and Action Ideas

In the fifth island meeting, the brand concept and action ideas were discussed.

The brand concept was decided as "living with a volcano to awaken the five senses." It describes the land, sea, food, rituals, and lifestyles that are unique to volcanic islands.

The action plan focused on the three activities of tourism, which are walking, studying, and eating.
1. A volcano walking plan where geospots are toured and a guide takes visitors around Oyama to feel the energy of the volcano.
2. A volcano studying plan where shrines and power-spots are toured. Through conversations with the residents, the visitors learn about the lifestyle and diversity of cultures.
3. A volcano tasting plan that incorporates green tourism, which involves interacting with the residents of Miyakejima through agriculture.

These all provide experiences centered around the volcano, which is the treasure of Miyakejima, that will awaken the five senses.

Presentation at the Tokyo Treasure Islands Museum

The Tokyo Treasure Islands Museum was held in Tokyo Midtown on March 22, 2019. Those that participated in the island meetings presented their brand concept and action plans to business operators in the mainland.

After the presentation, companies specializing in outdoor gear, lease manufacturers that transport fish, ICT (Information Communications Technology) companies, and various other companies that were interested in the contents of the presentation exchanged opinions with the participants, making it a business matching opportunity for the future.

FY 2018 Miyakejima Initiatives

September 18, 2018 First Islands Meeting | Consideration of the island's treasures
October 23, 2018 First Tokyo Treasure Islands Meeting (Comprehensive Meeting) | Joint ceremony with 11 islands
October 24, 2018 Second Island Meeting | Fieldwork by four islands and lecture on regional brands
November 29, 2018 Third Island Meeting | Consideration of the target persona
December 13, 2018 Fourth Island Meeting | Creating the island brand and concept sheet; consideration of the action idea
January 29, 2019 Second Tokyo Treasure Islands Meeting (Comprehensive Meeting) | Interim presentation of the brand concept and action plan
February 13, 2019 Fifth Island Meeting | Brush-up of the brand concept and action plan
March 22, 2019 Tokyo Treasure Islands Museum | Presentation