( Projects )
Creating a self-sustaining community through systems and co-creation.
A regional revitalization project that expands Kyotamba’s related population under the spirit of “GREEN GREEN.”
Issues
Challenges of Population Decline and Economic Contraction in Kyotamba Town
Located in central Kyoto Prefecture, Kyotamba Town is blessed with abundant food resources nurtured by its distinctive natural environment. Historically, it prospered as a key transportation hub connecting central Kyoto with the San’in region and the Sea of Japan, fulfilling the role of “the food reservoir of the ancient capital, Kyoto.”
However, in recent years, Kyotamba has faced a sharp population decline and economic contraction. To address these challenges, the town has been advancing sustainable community development through initiatives aimed at generating external demand — including tourism, migration, and the *Furusato Nozei* (hometown tax donation) program.
A Challenge Toward Building a Self-Sustaining System Independent of External Support
Looking ahead 10 to 20 years, it became clear that simply planning annual promotional activities or executing individual initiatives would not be enough. Kyotamba needed to create an environment where the town could operate independently and continuously strengthen its competencies.
As an external design firm working on regional promotion for a local government, two key challenges emerged: *building sustainable systems* and *embedding design thinking* within the community. These efforts were essential to enable Kyotamba to take ownership of its own growth and to foster a culture of creative problem-solving that could endure beyond individual projects.
Solutions
Bringing Together the Town’s “Talents” through Public–Private Collaboration and Design Thinking
At the start of the project, we established the public–private partnership organization “Kyotamba Innovation Lab.” This group brought together Kyotamba’s diverse local “talents” — including young farmers, a fashion designer who relocated from Kyoto City, a world-class powerlifting athlete originally from Kyotamba, a traditional Japanese musical instrument artist, and passionate members from the town office.
We began by holding three design thinking workshops to create an environment where local residents could openly discuss their own resources and explore how best to communicate and share them. This process laid the foundation for a community capable of ideating and acting independently — blending local creativity with the methodology of design thinking.
Expanding the Related Population and Deepening Brand Presence through “GREEN GREEN”
Through discussions and prototyping sessions within the Kyotamba Innovation Lab, a new promotional vision — “GREEN GREEN” — was developed. This framework defined five key values, including “Harmony with Nature” and “Well-being,” and was accompanied by the creation of a new brand logo and comprehensive design guidelines.
Two core initiatives were launched under this concept: “FROM Kyotamba,” which unifies all products and activities originating from the town under a single brand identity, and “CLUB Kyotamba,” a community program designed to foster fans and ambassadors of Kyotamba. Together, these initiatives established a foundation for residents to proactively communicate the town’s appeal.
Today, the town continues to engage in ongoing prototyping in close collaboration with the design team, ensuring that the “GREEN GREEN” brand takes root within the community. This grassroots approach continues to expand participation and strengthen the local ecosystem for sustainable, resident-led promotion.
Agile Prototyping in Step with the Town
Our activities extend beyond planning and strategy to include a wide range of creative initiatives — from recruitment promotion, concept films, and dedicated websites to events such as the “GREEN GREEN MARKET,” which embodies the project’s vision.
At the heart of these efforts lies an agile prototyping approach carried out in close collaboration with the people of Kyotamba. Rather than maintaining a conventional client–contractor relationship, we work side by side with the town, continuously iterating ideas and prototypes together.
This hands-on, co-creative process has not only accelerated the evolution of projects but also strengthened the town government’s ability to operate autonomously. As a result, it has contributed to human resource development, empowering local staff to take initiative and drive future projects independently.