Recent Japanese rural societies face to the crisis of population decreasing and the decline in industrial activities. To promote industries and community vitalization, the development of local brands products using local resources is encouraged. The present study investigated the relation between remarkable local products and people’s choice of their own residential location. Three industries, agriculture, fishery, and a university, were presented as characters of a model city to student participants. They answered the degree of attractiveness of the industries, their preference for urban environment and their choice to live in the model city. The attractiveness of agriculture and fishery had influences on their choice to live, but university had no relation to the choice. Their preference for urban environment also had effect on the choice, and the effect was more than the attractiveness of the industries. The results suggested that the development of local brands of remarkable products would be effective breakthrough in population decreasing. It also suggested that focusing on people who do not have strong preference for urban environment might be an effective way to increase population using local brands.