The TOMODACHI KaoLINK Fukushima Rebranding Program aims to rebrand Fukushima through the power of scent. By creating original scents that are tied to the emotions of particular regions and events, participants learn about community building, marketing, branding, project management, and the power of developing memories and emotions through scent.
This project is supported by Air Aroma Japan in collaboration with local community leaders and TOMODACHI Alumni with strong ties to Fukushima.
Find out more about the TOMODACHI KaoLINK Fukushima Rebranding Program: http://kaorinomachi.
TOMODACHI KaoLINK Fukushima Rebranding Program 2017-2018
TOMODACHI KaoLINK Fukushima Rebranding Program I (2017-2018)
The first session took place in October 2017 in Fukushima. For this year’s program (2017-2018), “Tourism” will be the main theme as we consider how to use scent to revitalize local events in Fukushima. The students created the story for the “Nakayama Setsugekka” which is the festival holds every year in February in Shimogo. The story is called “mystical flower that would only bloom on the night of the Setsugekka” and it based on the local anecdote.
TOMODACHI KaoLINK Fukushima Rebranding Program II (2017-2018)
The second session took place on December 10, 2017 at the Sumida Aquarium in Tokyo. The students learned the power of scent and utilization of scent through walking around the Sumida Aquarium. They started creating scent for the “Nakayama Setsugekka”. Read more >>
TOMODACHI KaoLINK Fukushima Rebranding Program III (2017-2018)
The third session took place on February 15-17, 2018 in Shimogo, Fukushima. In this session, participants joined the snow festival called “Nakayama Setsugekka” to help rebrand the festival through scents. Participants gained a deeper understanding about utilization of scent for tourism, through communicating with local leaders and organizing the event. Read more >>
TOMODACHI KaoLINK Fukushima Rebranding Program IV (2017-2018)
The fourth session took place in Fukushima City, Fukushima Prefecture, on April 14 and 15, 2018. The fourth part of the program was held in Hanamiyama Park in Fukushima city, with the theme of “Discover and share the charm of Hanamiyama with your loved ones.” Read more >>
TOMODACHI KaoLINK Fukushima Rebranding Program V (2017-2018)
The fifth session was held on June 23th 2018, at the Air Aroma Japan Co., Ltd. showroom in Tokyo. For the fifth program, individuals active in the forefront of advertising and media industries were invited as lecturers. The lecturers advised the participants how to convey the full bodily experience and charm of “Nakayama Setsugekka” and “Hanamiyama,” which they experienced as part of the program. Read more >>
The final presentation took place on August 24, 2018, at the Australian Embassy in Tokyo, Japan. During the sixth and final session, five team representatives presented ” Fukushima’s New Sightseeing Branding Ideas.” Read more >>
TOMODACHI KaoLINK Fukushima Rebranding Program 2016-2017(Pilot Program)
KaoLINK Fukushima Rebranding Program I (2016-2017)
The first session took place in October 2016 in Shimogo in Minamiaizu District, Fukushima. High school students and college students who are candidates as a leader for this program discussed how to rebrand Fukushima through the power of scent. Read more >>
The second session took place in December 2016 in Tokyo. Participants experienced the power of scent at the Sumida Aquarium, where they rented a space to conduct presentations about Fukushima’s strengths. They also attended the lecture from professor Yoshinaga who is a professional about design and marketing. Read more >>
The third session took place in February 2017 in Tokyo. The core members of the program did a presentation about “messages from Fukushima”. Here, the students presented ideas that they turned into business plans and potential products. Read more >>
The fourth session took place on April 29-30 2017, in Fukushima. The weekend’s theme was to connect aroma with experiences and to understand that scent is about creating memories and combining different senses together. By the end of the program, the participants created nine scents related to nine colors that were connected with memories reflecting the best aspects of Fukushima. Read more >>
The last session took place on August 25, 2017 at the Australian Embassy Tokyo. Participants told their experience about what they learned and what they want to do in the future by presentation style. After the presentation, they held Omusubi (rice ball) workshop which had taken place in the fourth session.