A Look at the Future of 'Furusato Nozei x Authentic Shochu' in TOKYO as Envisioned by Sangen-Chuya! Part 2

Introduction

Hello! In this second part of the Sangen-Chuya project, I would like to write about the bright future this project will bring to Setagaya Ward and the Sangen-jaya area.

Let's take a look together at the new value this project will bring to the region and the 'hope' that will support the entire community!
*Part 1 of this article

1. 'Furusato Nozei' (Hometown Tax) bringing new tax revenue to Setagaya Ward

The current state and challenges of 'Furusato Nozei'
In the 'Furusato Nozei' system used throughout Japan, there is a mechanism where if you donate to a region, you can receive local specialties as 'return gifts'.
Many municipalities use this system to collect donations, but in urban areas, it has become a problem that tax revenue flows out to other regions.

Setagaya Ward is no exception, and it is projected that tax revenue will decrease by approximately 11 billion yen in fiscal year 2023 due to Furusato Nozei.
This is an important issue as it affects local public services and infrastructure development.

That is where the 'Sangen-Chuya Project' hopes to play a role.

New utilization of Furusato Nozei aimed for by Sangen-Chuya

The Sangen-Chuya project is promoting area branding under the concept of 'Sangen-jaya = A town of authentic shochu'.
We hope that as this branding spreads and original shochu under the Sangen-Chuya brand is offered as a return gift for Setagaya Ward's Furusato Nozei, it will help recover even a little tax revenue and become a new financial resource to support the region.

We want to put a stop to the outflow of tax revenue from urban areas, even if just a little, and support a Setagaya Ward where residents can live with peace of mind.
*If you want to know the details, I have summarized them in the magazine below.

2. Promoting the appeal of Sangen-jaya as a 'Shochu Paradise'

Creating further appeal for Sangen-jaya
Sangen-jaya is a popular area with a gathering of unique izakayas and restaurants, and by providing a new experience and value of 'enjoying shochu' there, we are trying to create a new appeal as a ''Authentic Shochu Paradise''.

New vitality for the entire region through shochu culture

With this new experience, a new purpose of 'enjoying shochu' will be born for tourists visiting Sangen-jaya, and new vitality will be born throughout the region.

By creating a ''shochu experience that can only be tasted in Sangen-jaya'', we are aiming to become a ''Shochu Paradise'' that people from all over the country will visit.

3. Aiming for 'Sangen-Chuya' as a symbol of the region

Not just an event, but a 'regional symbol'

What we are aiming for is not a temporary event, but to make 'Sangen-Chuya' something deeply rooted in the region, like a common phrase that comes to mind when you think of Sangen-jaya.

A vision realized through collaboration with 'Tokyo Island Shochu'

We will also cooperate with 'Tokyo Island Shochu' (shochu made in Tokyo's Izu Islands and Ogasawara Islands), which was certified as a Geographical Indication (GI) in 2024, to boost shochu culture throughout Tokyo.

By cooperating as ''TEAM SHOCHU TOKYO'', we want to promote the appeal of Tokyo to the whole country and further spread 'shochu culture from Tokyo
'.*What is Tokyo Island Shochu? ↓

4. 'New shochu culture' spreading to the younger generation

Promoting shochu culture incorporating health consciousness
The Sangen-Chuya project wants to convey the still-unknown appeal of shochu, especially to women in their 20s and 30s.

Amidst rising health consciousness, authentic shochu, which has the characteristics of being ''sugar-free' and 'purine-free'' is attracting attention as a very suitable 'health drink'.

By delivering this healthy appeal to the younger generation with influence through social media, we will propose new ways to enjoy shochu.

The 'Sangen-Chuya' brand shared on social media

The special feeling of Furusato Nozei return gifts and items that can only be obtained in Sangen-jaya will likely spread as a new value for enjoying shochu among the younger generation as well.

5. The future of 'Sangen-Chuya' growing together with the region

Co-creation with local restaurants and new industries
The Sangen-Chuya project hopes to become a project that grows together with the entire region by cooperating with Sangen-jaya restaurants and new industries that have had little relationship with shochu until now, such as beauty salons and fitness clubs, through the common target of health-conscious women.

By having local restaurants offer limited menus using Sangen-Chuya brand shochu, we envision a figure where the entire region becomes one and grows together.

Also, by building a track record as a Furusato Nozei return gift, we expect a synergistic effect where we cooperate with the government and the entire region becomes excited about shochu culture.

The Future of "Sangen-Chuya" Delivering Hope to the Community

The Sangen-Chuya project aims to deliver hope for the future to those who love shochu, those who love Sangen-jaya, and the younger generation seeking new experiences.

Our goal is to create a system that supports the region through experiences that can only be had in Sangen-jaya, and to realize a new style of regional economic development by supporting Setagaya Ward's tax revenue through the Furusato Nozei program.

We will continue to move forward so that this challenge brings vitality to the entire region and becomes a bridge of hope for both residents and visitors.

*The story of the people behind Sangen-Chuya who fought to make it the 'number one city for Napolitan pasta' in Japan ↓