Abstract
The purpose of this study is to examine the future brand strategies for Tamba-Dainagon adzuki bean, focusing on efforts to revitalizing the Tamba area, located in the central part of Hyogo Prefecture, mainly by making full use of Tamba-Dainagon adzuki bean. The adzuki bean has been cultivated in the area for about 400 years and has been one of the special products of the area. It is used as the main ingredient of quality Japanese-style confectionary; however, its insufficient supply has not been satisfying the demand for it, and only a small amount of it has been consumed in Tamba. It is important to solve these problems. Therefore, efforts are being made to establish a supply system of Tamba-Dainagon adzuki bean and familiarize “Tamba-Dainagon adzuki zenzai” with consumers all over Japan in order to revitalize the Tamba area. The author believes that it is indispensable to make long-term efforts to have “Tamba-Dainagon Adzuki Zenzai” eaten by many more people in the area, especially young people and children, as the first step to familiarize the “Zenzai.”
