2019 Volume 23 Pages 64-73
Local communities are suffering from the impact of the deteriorating birth rate and the aging population. Positive transformations of negative community resources are often undertaken by the community to rejuvenate local society. However, very few researchers have noted the process of transformation of these negative values. This article examines the process of transformation of negative existence to positive resources using the case study of drift ice in Okhotsk, Hokkaido. The local community has long been suffering from the detrimental effects of drift ice, and there has been long–standing economic damage to the local economy. The process can be described by four distinctive components, namely “cultural branding,” “cultural marketing,” “scientific branding,” and “scientific marketing.” The proposed model explains the transformation process of negative resources to positive values.
