Consideration on promoting Niigata sake as a regional brand overseas

Abstract

This study outlines a framework delineating the triangle model of regional brands to establish the regional brand of “sake = Niigata” overseas. The triangle model of regional brands promotes the region itself as a brand, with the region being a method of provision augmented by storytelling. Niigata Prefecture is the subject of the zone design, being the target zone brand, and this study considers the elements relevant to the triangular model framing the regional brand Niigata Prefecture in terms of episode making. Specifically, these episodes are interesting stories related to the regional brand and the actors network, which are the core promoters of the regional brand. Each element of episode making, such as sake brewery tourism and the sake brewing program, the information center in France, and the actors network （e.g., the Niigata Prefecture Sakeology Center, the local government, and the Niigata Prefecture Sake Brewers Association）, is effective in promoting Niigata sake as a regional brand overseas. It is expected that the effective combination of each element will produce greater effects in establishing Niigata sake as a regional brand. As the regional sake brand becomes established overseas, more foreign tourists will want to learn about the story of sake and taste it locally, which will help revitalize the region.