JVCampus
JVCampus

Subject | Business & Management

  • Learning

Local x Sustainability: Economics of branding rural Japan through Ehime case

  • Sixth industrialization
  • Branding
  • Local Activation

In order to realize a sustainable society and food security, it is essential to reduce the urban-rural disparity, which is one of the fundamental causes. For that, the management of small-scale and family farms in rural area, who account for the majority of food producers, must be improved. Japan has been recognized from other countries as a success case on this issue. However, there are almost no concrete analyses or explanations from the local side in literature other than Japanese.

In this lecture, we will take up the example of Ehime Prefecture, a region in Japan, and learn about the unique Japanese strategy for revitalizing the region, which has been implemented by industry, government, academia, and citizens in order to overcome the unfavorable conditions in market competition, while sometimes comparing it with the situation overseas.

In this lecture, we will learn about Japan's unique strategy for revitalizing the region, which focuses on small-scale farmers, using the concept of the food value chain, which is well known worldwide. After confirming the role of the government and external organizations in the market in economics, we will learn about the significance and effectiveness of Japan's unique strategy for revitalizing the region, which integrates industry, government, academia, and citizens, through academic explanations, abundant examples, and virtual visits.
This course will be offered in three main styles.
1) Analytical tools, concepts and current situation: Learn about value chains, food value chains, the role of markets and governments, branding, tertiary industrialization, and the current state of agriculture in Japan.
2) Virtual tours: Experience the appeal of local areas, which are the basis for branding.
3) Introduction and analysis of attractive cases: Introducing attractive cases and analyzing them through food value chain analysis methods.

  • Target
    Bachelor
  • Language
    English
  • Caption
    English
  • Lecture time
    45-60min.
  • Start month
    Anytime
  • Length
    No setting
  • Delivery method
    Ondemand
©Ehime University.  Last Update 2025-12-04
  • Content
    学習内容
  • Staff
    スタッフ
  • Competency
    コンピテンシー
  • Information
    その他の情報
  • Contact
    お問合せ
  • Related Contents
    関連コンテンツ

Content／学習内容

  • What will We Learn Here？ :
    Let‘s learn for our common future !

    • Environment Issues
    • Poverty/Social Inequality

    Learn about the purpose and structure of the lectures,
    as well as the learning points of each lecture

    Videos

    ／学習動画

    • Introduction＆Global Urgent Issues

      As urgent global issues, war and conflict, environmental problems, and poverty and social disparities are identified. We learn that these issues exacerbate damage and threaten the survival of our society.

    • Vicious cycle ＆ urban-rural inequality

      We learn that these three issues reinforce each other, creating a vicious cycle. Furthermore, we learn that efforts to address the urban-rural disparity in Japan can provide significant insights for solving these global challenges.

    • Roadmap of Our Journey

      Through understanding points of each lectures, we address our learning points along with broad roadmap

    Lecturers

    ／講師

    • Hideyuki Kurita

      associate professor, Institute for International Relations, Ehime University

  • What is Food Value Chain? :
    Analytical Tool to understand unique challenges in rural Japan

    • Food Value Chain
    • Branding
    • Ethical Commodities
    • Local Government

    In a series of lectures, students will learn about food value chain analytical concepts used around the world to use as a tool to understand the uniqueness of rural and regionally led branding strategies in Japan.

    Videos

    ／学習動画

    • Understand Value Chain

      There are a variety of value chain concepts depending on one’s analytical purpose..
      In this section, we select the most common value chain model which was developed by Michael Porter as our starting point.

    • Basics of Food Value Chain

      In this course, we will study food value chains from three dimensions.
      In this part, we will study two of the three dimensions: the value-added activities added in each sector, called primary activities, and the value-added activities within each sector, called support activities.

    • Food Value Chain in Details

      The third dimension is value-added activities that contribute to society and the natural environment. Here, we take ethical commodities as an example.

    Lecturers

    ／講師

    • Hideyuki Kurita

      associate professor, Institute for International Relations, Ehime University

  • Grasp of Variety of Farmers through FVC

    • Self-Consumption-Oriented Agriculture
    • Market Oriented Agriculture
    • Modernized Agriculture

    Videos

    ／学習動画

    • FVC in Self-Consumption-Oriented: Mozambique

      We learn one gneral Mozambican farmer as Self-Consumption-Oriented farmer and his FVC.

    • FVC in Market Oriented: Philippines

      As the second type, a market-oriented farmer, we study vegetable farmers in the Philippines and their FVC.

    • FVC in Modernized : Japan

      As the third type, a modern farmer, we study Japanese farmers and their FVC. The term “modern” is only temporary and will be changed to a more essential name in the final lecture.

    Lecturers

    ／講師

    • Hideyuki Kurita

      associate professor, Organization for the Promotion of International Cooperation, Ehime University

  • Challenges in Japanese Agriculture.
    and Its Future Potential:

    How Will Small-Scale Farming Survive?Challenges in Japanese Agriculture and Its Future Potential

    • Rural Agriculture
    • Food Sufficiency Rate
    • Large agriculture and small agriculture

    Learn about the characteristics of Japan agriculture

    Videos

    ／学習動画

    • Overview of Agriculture and Food Self-Sufficiency

      After learning about characteristics of Japanese agriculture, we will understand through statistical data that Japanese agriculture and food security are on the edge .

    • Small-Scale Farming and Large-Scale Farming

      After learning about the characteristics of small-scale and large-scale agriculture, we analyze statistical data to understand the situation of Japanese agriculture, which has been increasingly displaced by large-scale farming.

    • Potential of Small-Scale Farming

      Through several case studies in Ehime Prefecture, we explore the potential for sustainable agriculture that is uniquely achievable through small-scale farming.

    Lecturers

    ／講師

    • Hideyuki Kurita

      associate professor, Organization for the Promotion of International Cooperation, Ehime University

    • Hiroki Kasamatsu

      associate professor, Faculty of Collaborative Regional Innovation, Ehime University

  • Branding Strategy of Local Government and Producers’ Cooperative

    • supeciality product
    • local market

    Understand the characteristics of Ehime Prefecture, walk around the sales floor of Ehime Prefecture products, receive product explanations from salespeople, and learn about products that reflect the characteristics of Ehime Prefecture.

    Videos

    ／学習動画

    • Market Theory & Role of Government

      We identify the main roles of the government in market theory and deepen understanding of the items related to the local government strategies highlighted in this lecture.

    • Branding Strategy of Ehime Prefecture

      We learn Branding Strategy of Ehime Prefecture from a responsible staff of Prefectural Office

    • Strategy of Producer’s Cooperative

      We learn about the unique Japanese agricultural cooperative JA and its local branches, focusing on their roles in promoting regional agriculture and implementing branding strategies.

    Lecturers

    ／講師

    • Hideyuki Kurita

      associate professor, Organization for the Promotion of International Cooperation, Ehime University

  • Framework of National Policy to Revitalize Rural Japan

    • 6th industrialization
    • Revitalization of Rural Japan

    Learn about the charm of Ehime Prefecture and learn about the branding strategy through Ehime Prefecture’s mandarin oranges, which have brought that charm to the forefront.

    Videos

    ／学習動画

    • Introduction. & Framework of National Policy

      We learn about Japanese policy framework for relitalization of Japanese rural and agriculture

    • 6th Industrialization: Japanese Unique Strategy

      We learn about 6th industrialization as Japanese unique strategy for revitalizing rural and agriculture in Japan

    • JPN Key Culture to understand Japanese FVC

      We learn three key Japanese culture for understanding Japanese FVC

    Lecturers

    ／講師

    • Hideyuki Kurita

      associate professor, Organization for the Promotion of International Cooperation, Ehime University

  • Specialty Products, Branding, and Tourism in Ehime

    • Specialty Products
    • Branding
    • Tourism

    We learn about the Features of Ehime and specialty product. So that we can easily connect among them and can understand tourism and brandig in Ehime.

    Videos

    ／学習動画

    • Ehime & Its Specialty Products

      We learn about the Features of Ehime and specialty product for deep understanding of branding and tourism of Ehime.

    • Virtual Visit to the Market

      We visit a famous tourist market in Ehime Prefecture to experience the atmosphere, engage in conversations with shop staff, and gain a deeper understanding of Ehime’s specialty products and their sales methods through the wide variety of goods available.

    • How to Make Brand Story

      After learning about story that support brand value, we gain a deeper understanding of several major types of brand stories

    Lecturers

    ／講師

    • Hideyuki Kurita

      associate professor, Organization for the Promotion of International Cooperation, Ehime University

  • Roadside Station 1: KARARI

    • 6th Industrialization
    • Branding
    • direct sales outlet

    After learning about the role of roadside stations and their diversity, you will understand the mechanism of roadside station karari, which was created through trial and error

    Videos

    ／学習動画

    • Introduction. & What is Roadside Station

      Michi-no-Eki(roadside station), now recognized as a unique symbol of Japan’s tourism culture, has rapidly expanded across the country following a period of trial and error in the 1990s. In this lecture, we will explore the history, roles, and diversity of roadside station.

    • KARARI in Uchiko Town

      Visit Uchiko Town to discover its unique charm, and then explore Karari, where you’ll learn about its origins and roles from its representative.

    • Women Power in Karari as Engine for Developing Frontier

      Hearing from representative of producer group of KARARI about womens efforts, activities, and present joy

    Lecturers

    ／講師

    • Hideyuki Kurita

      associate professor, Organization for the Promotion of International Cooperation, Ehime University

  • Roadside Station 2: Agora Marche in Minatto

    • Branding Strategy
    • 6th Industrialization
    • Ownership

    Learn about an efficient system due to the latecomers of the Agora Marche, a different characteristic road station from Karari, and make comparison between two.

    Videos

    ／学習動画

    • Attractiveness of Yawatahama city

      Visit at Yawatahama city and learn features and attractiveness of the city for understanding well on branding local specialities

    • Agora Marche of Minatto

      Visit Agora Marche in Minatto and learn its branding strategy from its representative.

    • Comparison btw Karari & Agora Marche

      Compare two roadside stations that have achieved great success through entirely different systems, examining their differences, the reasons behind them, and the key common factors that contribute to their success.

    Lecturers

    ／講師

    • Hideyuki Kurita

      associate professor, Organization for the Promotion of International Cooperation, Ehime University

  • SANDAIME MIKAN SHOKUNIN:
    ITADAKI Brand from Rural Small City

    • Business Management
    • Enterpreneur

    Learn about the case of a mandarin farmer who shifted from family farming to corporate farming and succeeded in turning it into a sixth industry

    Videos

    ／学習動画

    • Introduction＆Web-exploration

      Visit the website of the SANDAIME MIKAN SHOKUNIN to gain a deeper understanding of their products and brand story, and learn about the overview and strategy of their business.

    • Interview on SANDAIME MIKAN SHOKUNIN

      Visit company of SANDAIME MIKAN SHOKUNIN and learn about their way of success

    • Analyze on FVC of SANDAIME MIKAN SHOKUNIN

      From 1st and 2nd section, we try to explain the reason of success from its FVC

    Lecturers

    ／講師

    • Hideyuki Kurita

      associate professor, Organization for the Promotion of International Cooperation, Ehime University

  • Magenta Mikan.
    6th industrialization and  connecting with LOVE

    • Special Market
    • 6th Industrialization
    • Chocolate with mandarin orange

    Learn about the producers’ strong love for citrus and their market strategies that are strongly connected to some consumers who can sympathize with them

    Videos

    ／学習動画

    • Introduction of Magenta Mikan

      We learn from producer’s story about her activities and reasons of turning into 6th industrialization

    • Love connects ​producer and consumers

      producer and consumers

      Understand the producer’s deep passion for mikan and chocolate, along with their philosophy, and learn about the brand strategy targeting select consumers who resonate with this sensibility.

    • Visit at a Small Workroom for Processing and Analysis

      Observe the process of making mikan powder in a small workshop dedicated to the producer’s sixth industrialization efforts, while learning about the various innovative approaches applied during the processing stages.

    Lecturers

    ／講師

    • Hideyuki Kurita

      associate professor, Organization for the Promotion of International Cooperation, Ehime University

  • Gogo Island 1 :Two Branding Strategies

    • JA (Japan Agriculture)
    • Branding

    Visit Gogo Island and learn about strategies to turn a disadvantage into an advantage such as remote islands into attractiveness = profit.

    Videos

    ／学習動画

    • Island as a Good Case of Turn Disadvantage into Advantage

      Gogo Island, a remote island with limited market access, serves as an excellent case for understanding the branding strategy of “turning disadvantages into advantages.” Learn about the island’s background and the characteristics of its two main citrus-producing regions as a foundation for further analysis.

    • Visit Two Farmers in Different Strategies

      Visit two farms, listen to their branding strategies, and learn about the reasons behind their significant brand success.

    • Analyze Two Farmers

      Through FVC analysis, compare the two farms, examining their differences and similarities to gain a deeper understanding of the branding strategy that “turns disadvantages into advantages.”

    Lecturers

    ／講師

    • Hideyuki Kurita

      associate professor, Organization for the Promotion of International Cooperation, Ehime University

  • Gogo Island 2:Tourism under construction

    • Island Business
    • Not for money only but for joy

    Visit Gogo Island and enjoy its attractions to understand its charm. Speak with two business owners who were so captivated by the island that they relocated their shops there, and learn how the island’s remote location transformed from a disadvantage into an advantage through these concrete examples.

    Videos

    ／学習動画

    • Virtual Visit

      We will visit the tourist spots on Gogo Island and learn about the charms of the island.

    • Visit Two Business in Gogo Island

      We will hear from two individuals who were among the first to recognize the appeal of Gogo Island. They relocated their lives from major markets like Tokyo and Yokohama to the island and started a coffee shop and craft beer production. Through their stories, we will explore the island’s attractions, potential, and future prospects. We will also learn about their struggles, passions, and sources of motivation, which become more evident precisely because they are still in the midst of trial and error.

    • Analysis on Two Business

      By examining the differences and similarities in the business philosophies and strategies of the two entrepreneurs running the coffee shop and the brewery, we will identify key points for transforming the challenges of rural areas into advantages.

    Lecturers

    ／講師

    • Hideyuki Kurita

      associate professor, Organization for the Promotion of International Cooperation, Ehime University

  • Food Value Chain Revisited

    • Participatory Development Method
    • Integrated Food Value Chain
    • Ownership

    In this lecture, we will take on the role of FVC coordinators, rather than mere observers, to promote FVC improvement. After learning about concepts that emphasize diversity and participant engagement, which are useful for coordinating FVC improvement, we will modify the second activities of FVC to make it more applicable for FVC improvement . Finally, they will make proposals for FVC improvement based on case studies abroad.

    Videos

    ／学習動画

    • Several Key Concepts

      Learn about two concepts for practical use

    • Review second activities

      We review secondary activities of FVC from previous lectures

    • Apply New FVC to Foreign Cases

      Analyze new initiatives in Mozambique and the Philippines based on the revised FVC.

    Lecturers

    ／講師

    • Hideyuki Kurita

      associate professor, Organization for the Promotion of International Cooperation, Ehime University

  • Our Common Future through FVC

    • Integrated FVC
    • Glocal

    Conduct an exam to test the level of understanding of the keywords mentioned in the lecture and how to use the analysis tools.

    Videos

    ／学習動画

    • Global Urgent Issues and FVC

      Through review of our lectures, we reaffirm that restructuring relationships involving all glocal stakeholders through goods is essential in solving urgent global issues.

    • Re-coordination of FVC as the Solution

      Reposition the FVC restructuring for branding as a solution to urgent global issues based on what we have learned so far.

    • The Final Task

      We understand final task to be evaluated level of understanding about this lecture

    Lecturers

    ／講師

    • Hideyuki Kurita

      associate professor, Organization for the Promotion of International Cooperation, Ehime University

Staff／スタッフ

    Hideyuki Kurita
    Ehime University Institute for International Relations
    associate professor
    Career

    1.2001/04-2003/09 Lecturer, Faculty of Law and Letters, Ehime University
    2.2003/10-2014/03 Associate Professor, Faculty of Law and Letters, Ehime University.
    3.2006/04-2012/03 Center for Asia-Pacific Studies, Waseda University 4.2014/04-Present Associate Professor, Center for Asian/African Exchange, Ehime University 5.2014/06-Present Visiting Professor, Lurio University

    Hideyuki Kurita
    Ehime University Institute for International Relations
    associate professor
    Career

    1.2001/04-2003/09 Lecturer, Faculty of Law and Letters, Ehime University
    2.2003/10-2014/03 Associate Professor, Faculty of Law and Letters, Ehime University.
    3.2006/04-2012/03 Center for Asia-Pacific Studies, Waseda University.
    4.2014/04-Present Associate Professor, Center for Asian/African Exchange, Ehime University.
    5.2014/06-Present Visiting Professor, Lurio University

    Hideyuki Kurita
    Ehime University Organization for the Promotion of International Cooperation
    associate professor
    Career

    1.2001/04-2003/09 Lecturer, Faculty of Law and Letters, Ehime University
    2.2003/10-2014/03 Associate Professor, Faculty of Law and Letters, Ehime University.
    3.2006/04-2012/03 Center for Asia-Pacific Studies, Waseda University 4.2014/04-Present Associate Professor, Center for Asian/African Exchange, Ehime University 5.2014/06-Present Visiting Professor, Lurio University

    Hiroki Kasamatsu
    Ehime University Faculty of Collaborative Regional Innovation
    associate professor
    Career

    1．2002/04-2010/03 Shimane Prefecture Mountainous Region Research Center, Senior Researcher
    2．2010/4-2011/03 Shimane Prefecture Mountainous Region Research Center,Specialized Researcher
    3．2011/04-2011/10 Assistant Professor of Agriculture Regional Innovation, Ehime University
    4．2011/11-2016/03 LecturerFaculty of Agriculture Regional Innovation, Ehime University
    5．2016/4 – 2022/09 Lecturer,Faculty of Collaborative Regional Innovation, Ehime University
    6．2022/10月- 現在 associate professor,Faculty of Collaborative Regional Innovation, Ehime University

Competency／コンピテンシー

Course Objectives

This lecture aims to understand the unique attempts at branding and sixth industrialization in regional areas, which have been developed with collaboration among industry, government, academia and citizens in the same region, through the concept of the food value chain, a relationship that takes into account interactions with the natural environment and connects small-scale farmers with consumers.

Learning Outcomes

1) Be able to understand products of interest in everyday life along with Food Value Chain and analyze them from the perspective of sustainability

2) Be able to explain the methods of branding and 6th industrialization, which are being promoted by collaboration of industry, government, academia, and citizens in the same region of Japan

3) Be able to explain the significance and effectiveness of the methods of branding and 6th industrialization promoted by regional level in Japan

Information／その他の情報

References

・Nakano, Ken. 2014. The “Sixth Industrialization” for Japanese Agricultural Development. THE RITSUMEIKAN ECONOMIC REVIEW. Vol.LXIII No.3・4
https://www.google.co.jp/url?sa=t&rct=j&q=&esrc=s&source=web&cd=&ved=2ahUKEwjO3InMrYaEAxWHjK8BHQ-ZAbMQFnoECBUQAQ&url=https%3A%2F%2Fritsumei.repo.nii.ac.jp%2Frecord%2F1880%2Ffiles%2FE63_34nakano.pdf&usg=AOvVaw1IKTas-2gRlXXEnpMpMxnt&opi=89978449
・Udhayakumar, G. V. Et al . 2021. Farmers Producer Organization Driven Agri-Food Value Chain: Role of Actors and Strategies. LAP LAMBERT Academic Publishing

Contact／お問合せ先

〒790-8577
Ehime Prefecture Matsuyama City Bunkyo-cho 3
Hideyuki Kurita
Tel: 089-927-9269
mail:kurita.hideyuki.mk@ehime-u.ac.jp

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