City in Ibaraki taps overseas tourists to fuel 'cross-bound' tradeーNHK WORLD-JAPAN NEWS

Key Concepts

• Cross-bound Strategy: A regional economic development model that leverages inbound tourism to build brand awareness and facilitate future export growth.
• Experiential Marketing: Using the physical experience of visiting a production site (e.g., a brewery) to create emotional connections that drive long-term consumer loyalty.
• Inbound-to-Export Pipeline: A business framework where tourists are converted into brand ambassadors and repeat customers in their home countries.
• Local Specialty (Meibutsu): Regional products (e.g., lotus root, ice fish) used as cultural anchors to attract tourists and promote regional identity.

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The "Cross-bound" Strategy in Tsuchiura

The city of Tsuchiura, located in Japan’s Ibaraki Prefecture, is implementing a "cross-bound strategy." This initiative aims to capitalize on the record-breaking influx of foreign tourists to Japan by using tourism as a gateway to boost the export of local products. The core logic is that by providing visitors with an immersive, authentic experience, the city can create a lasting memory that translates into future demand in international markets.

Case Study: Traditional Soy Sauce Brewing

A primary example of this strategy is a local soy sauce manufacturer with over 330 years of history.

• The Process: The company invites tourists to witness traditional brewing methods, specifically the use of large wooden barrels.
• Strategic Adaptation: The company produces specialized items for export, such as alcohol-free, light soy sauce tailored for markets like Dubai.
• The Goal: By combining historical storytelling with product tasting, the company aims to build a "loyal following." The expectation is that when these tourists encounter the brand in high-end supermarkets in their home countries, they will recognize the product and purchase it based on their positive travel experience.

Leveraging Local Specialties for Tourism

Tsuchiura is utilizing its existing tourism infrastructure—such as its popular cycling roads and scenic lake tours—to introduce visitors to local culinary specialties:

• Lotus Root (Renkon): A staple of the local diet, featured in diverse dishes like beef cutlet sandwiches and fried tofu.
• Japanese Ice Fish: A regional delicacy served during boat tours on the local lake.
• Visitor Feedback: Tourists have expressed high interest in these products, noting that the combination of beautiful scenery (such as cherry blossoms) and unique local food creates a compelling reason to return and a desire to seek out these products abroad.

Challenges and Future Outlook

While the initiative shows promise, city officials acknowledge several hurdles in scaling this model:

1. Product Identification: Determining which local goods have the highest potential for success in foreign markets.
2. Distribution Infrastructure: Developing robust online sales channels to bridge the gap between a tourist’s visit and their ability to purchase products once they return home.
3. Market Penetration: Moving beyond tourism to establish consistent, long-term export distribution.

Synthesis and Conclusion

The Tsuchiura "cross-bound" strategy represents a shift from viewing tourism and trade as separate sectors to integrating them into a single, cohesive economic engine. By transforming tourists into brand advocates, the city hopes to achieve two goals: wider international recognition of its regional identity and the sustainable growth of its local export economy. As noted by local officials, the ultimate objective is to position Tsuchiura as a pioneer in cross-border trade, proving that local heritage can be a powerful driver of global commerce.