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How to have difficult conversations
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Introduction to Data Science
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The six step guide to practical project management
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Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
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My japan award
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My Japan Award B班
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My Japan Award
2017 ・今年のテーマ 「わたしのまちの、あるもの探し」 まちへの関わり⽅は⼈それぞれです。住んでいたことがなくて も、あなたの好きなまちに⽬を向けてみましょう。 ないものねだりをやめて、あるものを探しに。素朴で純粋な、 当たり前に埋もれた魅⼒をあなたの視点で探し出し、まちの⾯⽩ さに気づいていない⼈の⼼を動かす作品を作ってください。 「募集要項 - MY JAPAN AWARD 2017」 HTTP://MY-JPN.COM/AWARD/ABOUT/
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市場環境分析
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訪⽇外客数 日本政府観光局(JNTO)http://www.jnto.go.jp/jpn/statistics/data_info_listing/pdf/170117_monthly.pdf JTB総合研究所 https://www.tourism.jp/tourism-database/stats/inbound/ 訪⽇外客数は近年⼤幅に増加している。
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訪⽇外客数 2015年1⽉〜12⽉ 1973万7千⼈ 2016年1⽉〜12⽉ 2403万9千⼈ (前年⽐21.8%増加) 2016年の訪⽇外客数はJNTOが1964年から統計を取 り始めて以降最多の訪⽇者数となった。 日本政府観光局(JNTO) http://www.jnto.go.jp/jpn/statistics/data_info_listing/pdf/170117_monthly.pdf
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国別訪⽇⽬的 中・韓・台 東南アジア 欧米 ⽇本⾷を⾷べること (95.8%) ⽇本⾷を⾷べること (95.2%) ⽇本⾷を⾷べること (98.5%) ショッピング (89.8%) ショッピング (89.9%) 街歩き (78.8%) 街歩き (76.5%) ⾃然・景勝地観光 (79.6%) ショッピング (78.4%) ⾃然・景勝地観光 (72.6%) 街歩き (76.5%) ⾃然・景勝地観光 (77.6%) ⽇本の歴史・伝統⽂化体験 (14.3%) ⽇本の歴史・伝統⽂化体験 (40.6%) ⽇本の歴史・伝統⽂化体験 (65.0%) JNTO訪日旅行データハンドブック2016 http://www.jnto.go.jp/jpn/statistics/jnto_databook_2016.pdf
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国別訪日目的 中・韓・台 東南アジア 欧米 ⽇本⾷を⾷べること (95.8%) ⽇本⾷を⾷べること (95.2%) ⽇本⾷を⾷べること (98.5%) ショッピング (89.8%) ショッピング (89.9%) 街歩き (78.8%) 街歩き (76.5%) ⾃然・景勝地観光 (79.6%) ショッピング (78.4%) ⾃然・景勝地観光 (72.6%) 街歩き (76.5%) ⾃然・景勝地観光 (77.6%) ⽇本の歴史・伝統⽂化体験 (14.3%) ⽇本の歴史・伝統⽂化体験 (40.6%) ⽇本の歴史・伝統⽂化体験 (65.0%) JNTO訪日旅行データハンドブック2016 http://www.jnto.go.jp/jpn/statistics/jnto_databook_2016.pdf 欧⽶⼈は⽇本の歴史・伝統⽂化に対する関⼼が⾼い
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まとめ ・旅⾏先としての認知度の⾼まり、SNSによる 情報発信によって訪⽇外国⼈は年々増加傾向を辿っている ・国別に⾒ると、欧⽶諸国は他国と⽐較して ⽇本の歴史・伝統⽂化に対して関⼼が⾼い
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会津地⽅観光分析
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会津地⽅観光⽬的 ・観光種⽬別⼊込数 (平成27年度) 1位 「歴史・⽂化」
約603万⼈ 2位 「温泉・健康」 約177万⼈ 3位 「スポーツ・レク」 約166万⼈ →会津地⽅の観光⽬的は、 「歴史・⽂化」の割合が突出して⾼い 福島県観光客入込状況平成27年度分 https://www.pref.fukushima.lg.jp/uploaded/attachment/177121.pdf
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会津地⽅を訪れる訪⽇外国⼈ 福井県 43位 50,450⼈ 徳島県
44位 46,930⼈ 秋⽥県 45位 45,300⼈ 福島県 46位 43,100⼈ ⿃取県 47位 30,830⼈ 都道府県別訪⽇外国⼈ランキングで福島県はワースト2位 「日本経済新聞 外国人観光客 どこに行く?何を買う?」 HTTPS://VDATA.NIKKEI.COM/PRJ2/FT-SIGHTSEEING/
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主な要因 →⽇本からの注⽬も薄いため観光地について海外への発信が意欲的でない →6年経った今でもこの避難命令がされた県と⾒なされ⾵評被害が続いている 「ジャパンガイド外国人が興味を持っている都道府県ランキング2016」HTTP://RANK.JAPAN-GUIDE.CO.JP 「都道府県別魅力度ランキング2016」HTTP://TABETAINJYA.COM/ARCHIVES/NEWS/_201681/ ⽇本での観光地としての浸透が薄い ・都道府県別魅⼒度ランキング2016 39位(下から7番⽬) ・外国⼈が興味を持っている都道府 県ランキング2017 35位 東⽇本⼤震災と福島第⼀原発事故 ・2011年3⽉11⽇に東⽇本⼤震災が原 因となり福島第⼀原発で事故が発⽣。 →観光客数が減少(2010年1884万⼈ →2011年1538万⼈) →中国・ブラジル・フランスなど各国 が⾃国への避難命令を勧告
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まとめ ・会津観光の⽬的の多くはその地の「歴史・⽂化」 ・観光地としての知名度が低い上に、原発の⾵評被害 によってさらに訪⽇外国⼈が訪れにくくなっている →そのため会津地⽅は復興に向けて動き出している
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復興への道のり 〜喜多方〜
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「漢字のまち喜多⽅」プロジェクト ・これまで喜多⽅は「ラーメン」や「蔵」の街を観光資源にしていた。 →2011年頃から東⽇本⼤震災の後に激減した観光客を呼び戻し、ま た商店街の活気を取り戻すことを⽬的に「漢字」を観光資源にする 取り組みを⾏っている。 漢検生涯学習ネットワーク http://www.kanjicafe.jp/uploads/00011.pdf
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「漢字のまち喜多⽅」プロジェクト なぜ漢字? ○樂篆家(らくてんか) ⾼橋正⺒さん ・2002年に喜多⽅市に「樂篆⼯房」を開設 →2007年から現在でも喜多⽅市内の⼩学校の卒業 記念品に「創作漢字」の印鑑が贈呈されるなど喜 多⽅市に「漢字」の⽂化を根づかせていった。 →震災後、喜多⽅市内を盛り上げるツールとなる。 「楽篆家 高橋政巳」HTTP://WWW.RAKUTEN-KOBO.JP/PROFILE/
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「漢字のまち喜多⽅」プロジェクト 創作書体 漢字の源である「象形⽂字の甲⾻⽂字」「周時代の ⾦⽂」「秦時代の⼩篆」などの古代⽂字を祖形とし て、独⾃にデフォルメしたもの 「漢字は最⾼のデザインの結晶であり、⼈間の根本 を表す哲学の塊である」(⾼橋正⺒さん) 雪 ⾯ ⾬ 「楽篆家 高橋政巳」HTTP://WWW.RAKUTEN-KOBO.JP/PROFILE/
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「漢字のまち喜多⽅」プロジェクト ○古代⽂字ミステリーウォーク 市内の商店200件以上の看板に、その店の象徴となる創作書体を⼊れ設置。こ れをもとにした市内を散策する企画を実施。 →想像⼒を駆使して楽しみながら学び、市⺠やお店との交流の架け橋となる 「古代文字ミステリーウォーク」HTTP://WWW.RAKUTEN-KOBO.JP/PROFILE/
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仮説
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「SUPER DRY 極度乾燥(しなさい)」HTTP://BANQMOSH.COM/SUPERDRY 仮説 この喜多⽅で使われている創作漢字は、 「⽇本の歴史・伝統⽂化」 に関⼼のある欧⽶⼈の興味を引くのではないか? →なぜ欧⽶⼈なのか?
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「SUPER DRY 極度乾燥(しなさい)」HTTP://BANQMOSH.COM/SUPERDRY 欧⽶⼈にとっての漢字① ○Super dry極度乾燥(しなさい)」の例 漢字=記号・形・デザイン
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海外での漢字ブームが素晴らしい https://ameblo.jp/wakanoww/entry-11767957597.html ○体に漢字のタトゥーを⼊れている 「中⼼」と「台所」と⼊れている⼈が多い ○アメリカには漢字のタトゥー屋さんがある 「菓」でsweet、「彫」でhotなどおかしい漢字もみられる 欧⽶⼈にとっての漢字② ⇨漢字を「デザイン」として捉えている
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タウンウォッチング
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1⽇⽬(喜多⽅) グリーン・ツーリズム 喜多⽅⽥舎体験 男⼦班「農家⺠宿みずふぁーむ」 ⼥⼦班「農泊やまけん」 ・⺠泊の⼤場秋江さん (喜多⽅を漢字の街にする会のメンバー)からお話を聞く
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2⽇⽬(喜多⽅) ・古代⽂字ミステリーウォークに参加 ・喜多⽅を漢字のまちにする会 副会⻑の斎藤百合⼦さんからお話を聞く
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2日目(喜多方) 古代⽂字ミステリーウォーク 古代⽂字⽂字看板を 店頭に掲げている店舗が 喜多⽅市内に約200店舗ある マップを⽚⼿に街を歩き、 該当する古代漢字を探すツアー
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2日目(喜多方) 古代⽂字ミステリーウォーク
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2日目(喜多方) 古代⽂字ミステリーウォーク
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2⽇⽬(喜多⽅) 喜多⽅を漢字のまちにする会 副会⻑ 斎藤百合⼦さん談 中国からのお客さん 『中国では古代の史料が⽂化⼤⾰命に よって燃やされてしまい素晴らしい漢 字の⽂化が捨てられてしまい⽇本の古 代漢字を⾒たときに感動を覚えた。』 喜多方の漢字は日本文化として、中国人からもお墨付きを頂いている!
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まとめ ・200点以上の漢字看板が喜多⽅市内にある ・「漢字のまち喜多⽅」はまだ欧⽶⼈にはあまり知られて いない。 →喜多⽅は漢字に関⼼のある欧⽶⼈に興味を持ってもらえる町
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ターゲット 漢字を魅⼒的に感じている欧⽶⼈
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インサイト 欧⽶⼈は漢字のどこに魅⼒を感じているのか?
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インサイト 欧⽶⼈は漢字に対して神秘的と いう印象を持っている グループインサイト(9⼈) 左右対称な形に惹かれる⼈が多く いる 外⼈はその国らしさが出ている ものに惹かれる 意味と形が連想されやすいから ⾯⽩い アルファベットと違ってたくさ んあり、使い分けているのが⾯ ⽩い ⽂書にすると右から縦書きで新鮮 (私たちがアラビア語に抱く感覚)
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インサイト グループインサイトのまとめ 欧⽶⼈は漢字を 「アート」 としてとらえているのではないか。
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インサイト アートとは? ・⼀番の⽬的は、表現すること ・作品がどんな感情を表しているかを相⼿に理解 されなければその作品は失敗であるとは考えてはいない ・利益のためのものではない ・主観的なものであり、正解はない アートとデザインの違いは?https://www.webcreatorbox.com/webinfo/art-design
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インサイト調査 場所 新⼤阪駅 対象者 2組7名(アメリカ・スペイン⼈)
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インサイト調査 質問 Q A なぜ旅⾏先を⽇本にしたのか? 2組とも ⽇本⽂化に興味があったから ⽇本⽂化といえば?
アニメ・城(⽇本家屋)・和楽器 など 漢字を⾒て何を感じる? アジアの⾔語・意味はわからない 未知(ミステリアス) (漢字の看板を⾒せて) どう思う? デザインがイケている ⾯⽩い 漢字に思えない 意味はわからないけれど パワーを感じる
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インサイト調査 結果 ⽇本に来たからには⽇本⽂化を感じられる場所に⾏く 漢字の看板を⾒せた時は 「cool」「nice」「interesting」 など捉え⽅が⼈によって異なっていた →欧⽶⼈にとって「漢字=アート」と⾔える
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コンセプト 喜多⽅の”感じる”漢字
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コンセプト ”感じる” 喜多⽅の漢字は、読むものではなく アートとして、”感じる”ものとして考える
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キャッチコピー ”カンジカタ、ムゲンダイ喜多⽅感字“ →外国⼈にとってカタカナは、外来語で多く使⽤されており、 ひらがなよりポピュラーなのでは?
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完成動画
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ご静聴ありがとうございました