Hidden Opportunity Pursuit (HOP): Seven Japanese and International Students from Hitotsubashi University Present Creative Tourism and Sake Promotion Ideas

The Hidden Opportunity Pursuit (HOP) program brings together Japanese and international exchange students to uncover regional tourism potential, promote inbound tourism, and raise global awareness of Japanese sake. By combining diverse perspectives, the program fosters innovative and collaborative ideas.

At the final presentation event, students showcased their proposals to representatives from Nabedana Sake Brewery and Katori City’s tourism sector, who supported the program. Highlights included a two-day custom tour plan for international visitors to the Katori and Sawara regions, promotional videos highlighting the charm of Sawara and the wonders of sake-brewing in Kozaki Town, and creative food and sake pairing ideas using international ingredients — all reflecting the students’ fresh, cross-cultural approach.

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