Formation of Regional Image following the Development of Vineyards and Wineries

A Case Study of the Southern Sorachi Agricultural Area of Hokkaido, Japan

Abstract

Southern Sorachi, a large-scale paddy-rice-producing area, formerly had no distinctive regional features, because rice paddies are found throughout Japan and, thus, cannot be a distinctive feature. However, the recent debuts of vineyards and wineries have given the area the features of a wine-producing area. This was a result of collaborations among producers and of active producer-consumer interactions which fostered sustainable cultural relationships that go beyond mere trading in wine. The municipality of Mikasa is promoting the region by combining the wine-related regional resources with the heritages of nature and culture, including former coal mines.