2021 Volume 26 Pages 4-11
The traditional craft industry has faced a sales slump and successor shortage due to changes in lifestyle. Some production areas are on the verge of disappearance. Thus far, businesses have played the main role in regional branding of traditional craft industries, but in some cases, the combination of aging business owners and shortage of successors have weakened branding activities. In Iiyama City, however, it is the residents who have taken initiatives to make the Onuma broom their regional brand. Together, they work toward the expansion of sales channels, successor upbringing, and development of new products. Nagano Prefecture and Iiyama City would like to offer continuous support so that community-based initiatives led by residents can offer new avenues for regional branding of traditional craft industries.
