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.

Following the four islands of Oshima, Kouzushima, Miyakejima, and Hachijojima, which participated in FY 2018, residents from seven islands consisting of Toshima, Niijima, Shikinejima, Mikurashima, Aogashima, Chichijima, and Hahajima participated in FY 2019 and held island meetings to discuss the branding of the islands.
The following is a reflection of the initiatives that Chichijima took in FY 2019.

<Contents>
Chichijima's Treasures and Brand Value
Chichijima's Target Persona
Chichijima's Brand Concept and Initiative Ideas
Presentation at the Tokyo Treasure Islands Branding Debriefing Session
FY 2019 Chichijima Initiatives
Participant Feedback

Chichijima's Treasures and Brand Value

Chichijima's island meeting began with the participants showing off the island's treasures. Chichijima is known for the beautiful Bonin blue oceans and the various endemic species, but on top of that, the participants talked about nature in the island being close to both the ocean and the mountain, a society that has close contact with customers, and unique sushi that is made using mackerel, which other island don't have, as Chichijima's treasures.

Chichijima's brand value was thus described as a completely open and different world that is accessible by a 24-hour trip. Visitors are able to experience an otherworldly and open feeling only after spending 24 hours for a one-way trip, and there is a generous cultural climate towards visitors.

Chichijima's Target Persona

In response to people saying Chichijima welcomes visitors as if they were family and prefers those who are looking for deep family-like relations, the target persona of the visitors the island wants to welcome was set as "people who come to Ogasawara to be a part of the family."

As the participants considered ideas to attract the target persona, initiatives that particularly attracted their attention included the development of an information collection and communication tool, strengthening the environmentally friendly initiatives within the island, and conducting an environmental conservation program that involves teaching the island's ecology.
For the study tour in Tokyo, the participants visited relevant companies. At ZENRIN CO., LTD., a hearing on communicating the appeals of a region using maps was done. At WWF Japan, an environmental conservation organization, the participants learned the activities of the world's nature conservation organizations. Finally, at JTB Corp., they learned the need for corporate training and social contribution programs. These hearings allowed the participants to gather hints to turn their ideas more concrete.

Chichijima's Brand Concept and Initiative Ideas

Using the discussions, the brand concept of Chichijima was decided as "An otherworldly island where life shines as it is."

On the premise of aiming for a sustainable society, Chichijima is currently undertaking initiatives including people going into the mountains to learn about the unique ecosystem and exotic species extermination, an environmental conservation program that involves beach cleaning activities and thinking about ocean pollution, and a booklet titled the Bonin Traveler's Log that serves as the visitors' record and communication tool with islanders.

Presentation at the Tokyo Treasure Islands Branding Debriefing Session

A debriefing session was held on February 18, 2020 at the Marunouchi vacans. During the session, those that participated in the island meetings presented their brand concept and initiatives for ideas to business operators on the mainland.

After the presentation, opinions were exchanged with corporate training operators, travel agencies, and various companies that showed interest in the contents of Chichijima's presentation, which became an opportunity to realize the initiative ideas later.

FY 2019 Chichijima Initiatives

June 10, 2019 First island meeting | Consideration of the island's treasures
July 8, 2019 Third Tokyo Treasure Islands Meeting (Comprehensive Meeting) | Study tour and talk session on regional brand
August 26, 2019 Second Island Meeting ① | Consideration of core concepts and target persona
August 28, 2019 Second Island Meeting ② | Brush-up of brand values, target persona, and initiative ideas
September 17, 2019 Third Island Meeting | Brush-up of initiative ideas
November 25, 2019 Fourth Tokyo Treasure Islands Meeting (Comprehensive Meeting) | Interim reporting on brand concept and initiative ideas
November 26, 2019 Fourth Island Meeting | Study tour
December 11, 2019 Fifth Island Meeting | Brush-up of initiative ideas
February 18, 2020 Tokyo Treasure Islands Branding Debriefing Session | Presentation

The Tokyo Treasure Islands Project is continuing to polish the naturally shining treasures that the people of Chichijima love to let more people know of their appeal.

Participant Feedback

I'm happy because the detailed initiative ideas were completed, all of the participants are serious, and because the island meetings are making proactive progress. From now on, I'd like to think about telling others in the island so that all of the people in the island will become interested in the initiatives. I want to continue in a way that makes everyone have fun while creating samples of the initiative ideas and constantly conducting monitor tours.(Homare Nishimoto, Regional Coordinator, transportation industry, ukulele musician)