TOMODACHI Amway Japan Foundation Tohoku Future Leader Program 2025: Envisioning the Future of Regional Revitalization
On July 27, 2025, the final presentations for the “TOMODACHI Amway Japan Foundation Tohoku Future Leader Program 2025″ were held at Kesennuma Amway House Hirakeru in Kesennuma City, Miyagi Prefecture. Fifteen high school students from Kesennuma, who participated in the approximately seven-month program, presented their regional revitalization plans, infused with their learnings and passion for their community.
After returning from their U.S. training, the participants utilized design thinking methods and logic models to develop their regional revitalization plans as a team. The final presentations on July 27 welcomed approximately 50 attendees, including Kesennuma Mayor Shigeru Sugawara, local government officials, school representatives, local business owners, NPO members who served as instructors, and parents.
Each group blended their learnings from the U.S. with Kesennuma’s unique characteristics, presenting their vision for an appealing Kesennuma they aspire to create.
- Group 1: Coloring Kesennuma with Art
Inspired by the urban art of NYC, the group proposed “Seawall Art” under the theme of “Kesennuma x Art.” This project will fuse art with local traditions. With a festival concept, this project aims to create an engaging town for residents and tourists of all ages to enjoy together. - Group 2: Creating a Community Full of Local Pride with High School Students
Applying lessons on cultural preservation learned from a study trip to the U.S., the group proposed a “concept guest house” by utilizing a vacant house in Kesennuma. The interior will feature the theme of Kesennuma’s tourism mascot, “Hoya Boya,” and its fishing boats. The group also hopes to plan exchange events with local high school students, aiming to create a town with the warmth of its people. - Group 3: A Citywide Cultural Festival that Unites Kesennuma
Inspired by community problem-solving in the U.S., the group proposed a “Town Cultural Festival” for Kesennuma. It will feature interactive cultural events like workshops with fishermen and design contests to promote local collaboration, preserve tradition, and make the town a more desirable place to live.
Following the presentations, Kesennuma Mayor Shigeru Sugawara shared his comments, “Through your presentations, I could clearly see that you have all experienced and learned a lot from the program experience. As the youth who will carry the future of Kesennuma, your lives will inevitably be connected with the global community, and I hope for Kesennuma to be that kind of city.” He also offered words of encouragement, expressing his hope that they would use this experience as a foundation to develop their ability to think and act for themselves.
Furthermore, Ms. Kafu Toh, Representative Director of the Amway Japan Foundation, expressed, “From your words, I felt a deep affection for Kesennuma, the weight of the time you spent learning with your peers, and a sincere desire to build your own town with your own strength.” She commended the students’ enthusiasm and growth, expressing best wishes for their future endeavors.
Participant Sena Ogata stated, “Through this program, I realized that the way Kesennuma looks from the inside is different from how it looks from the outside. The U.S. training and our follow-up sessions made me appreciate that Kesennuma is a more fascinating city than I had ever thought. I now feel a strong desire to make this wonderful city an even better place for the future.”
The program in 2025 was generously sponsored by the Amway Japan Foundation, with support from Kesennuma City and Kesennuma Community Development Inc.
