The 4th Island Meeting was held on Hachijojima on December 21, 2018 in the training room at the Hachijomachi Chamber of Commerce and Industry. Seven participants who had attended all the meetings in the series gathered for the session. After a recap of the previous Island Meeting, the facilitator outlined and reaffirmed the aim of the Island Meetings as well as the goals for the 4th session, namely defining the values that the group wanted to provide to the typical visitor (persona) and drawing up an action plan, before asking participants to present their individual thoughts on "island treasures" they would like to communicate to the persona.

The persona chosen for Hachijojima was a woman called Yuki, an influencer who is good at sharing information with those around her. Each participant described the treasures they would like to show Yuki and imagined how she would feel about experiencing them. Examples of her feelings included, "I made new friends and would like to visit Hachijojima again" and "Next time I'll have to take my camping gear!" Participants also summarized the value that specific treasures could bring to the life of the persona and how they would relate to the essential attractions of the island. To visualize the ideas put forward in the presentations, they then each voted on the three best treasures and the three values they most wanted the persona to perceive. As a result of this process, the highest votes for "island treasures" went to "hub for people to meet," "hachijo lemons, umikaze (sea breeze) shiitake mushrooms, and other produce grown in the unique climate of the island," "sea and mountain tours to restore and stimulate," and "indie vibe." Values that participants especially wanted the persona to perceive were "warmth of the people," "the island terroir,"(*1), "boost of vitamin H,"(*2), "cycle of recharging and detoxing," "eating taste of Hachijo's distinct cuisine," and "heightened spiritual receptivity."

*1 Flavors and fragrances that reflect the local environment.

*2 A term coined from the "H" of Hachijojima to express the power of the island to re-energize people through humor, healing, etc.

The next task was to arrange the island values perceived by the persona on a chart. The key phrases were "island climate" and "cycle." The facilitator summarized the persona characteristics and brand values noted on the chart by assessing the Hachijojima persona as a woman who is highly sensitive, prefers natural environments, and wants to improve herself. She likes nature and wishes she could have a hometown in the countryside. She likes people but city life tires her. The facilitator assessed this as a realistic persona.

What this kind of persona needs is physical and mental refreshment and self-improvement. The key phrases for the island's brand concept are "things reflecting the climate and true essence of Hachijojima," and "cycle." A Hachijojima brand concept sheet was drawn up based on the facilitator's summary.