Why Minami-Izu Farmers’ Market Yunohana Survived the COVID-19 Pandemic? : Focusing on the Role of Social Capital

Abstract

Yunohana is a farmers’ market located in a depopulated area but has many visitors. We investigated why Yunohana survived the COVID-19 pandemic from the perspective of social capital using participant observations, face-to-face interviews, questionnaires, and data analysis related to the management situation. Despite the lack of face-to-face events and sales pitches in the first year of the pandemic, total sales were the same as before the pandemic; surprisingly, in the second year, sales exceeded before the pandemic. Yunohana was strongly supported by regular local customers rather than tourists. Yunohana's purpose of establishment was not solely to receive the income but also to become a core base for regional revitalization creating a comfortable place (Ibasyo) for all related persons including visitors, farmers, and staffs. Yunohana’s two leaders struggled to creating three key social structures: trust, norms, and networks within and around Yunohana. As a result, all people associated with Yunohana developed an attachment to the community and Yunohana itself. This is why Yunohana survived the pandemic.