Niigata Rashisa

Niigataness (rmj. Niigata rashisa. jp 新潟らしさ) is characteristics that can be broken down as uniquely Niigata like being made in Niigata, historically from Niigata, something that comes from Niigata. It can also be how people use a service or place the Niigata-ness will come out in their actions and from Niigata perspective especially if Niigata-born. There is Niigata-stylish where a person can have a great appearance from things of a style that is unique to Niigata and comes from a Niigata viewpoint that comes from culture and lifestyle of the prefecture. Aspects of Niigataness comes out through the expression of “Niigata’s Charms” and this can be said to different unique areas that have both Niigata Charms and that unique cities, villages, and places charm.

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The Market has moved towards a trend of low-cost, new, and the same ideas of “cool”, but that is in opposition of high-cost, old, and the unique and that might be due to not wanting to stand out and not as much people spending as they did in the bubble era. What is in between is something with a low-cost variation, a sense of “Niigata Cool”, and somewhat familiar with the somewhat unique and everything in between. Through Niigata-like feel customers from outside the prefecture tend to be repeat customers and if it does not have a feeling of Niigata-ness it feels like the usual. People enjoy things that are “Made in Niigata”, “Known in Niigata”, “Manufactured in Niigata”, and/or “A Niigata Brand Product”.

Domestic visitors imagine a sense of unity with nature that has snow as a nuisance and a mountainous place for skiing. However, what they are really surprised and excited about is the artistic aesthetics, the passion for rock, niigata italian things, sake and onsen near rice fields. 

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Niigata Komejirushi
Niigata Prefecture Government set up a council to consider the appeal of Niigata through a project called “Niigata Komejirushi” where it helps people think independently and broadly consider Niigata’s Charms. This is made up of Iwasa Jura (Jiyujin Co. Director), Atsushi Kanno (Kodo Cultural Foundation), Tomoko Sugaya (ANA), Toshihiro Takahashi (Discover Japan), Michie Takahashi (Niigata Nippo), Shunsuke Tani (Kunel Work), Masanobu Nagao (Niigata University), Utako Fujiwara (Niigata Komachi), Hiroshi Maruta (Houmi Agriculture Co), Mayumi Yamazaki (Hot Spring Essayist), Tomoaki Watanabe (Mitsui & Co), Hideyo Hanakazu (Niigata Prefecture Governor). Its goals are rebuilding Niigata charm and Niigata-ness from the perspective of both inside and outside the prefecture.

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How to Niigata https://howtoniigata.jp/komepro/ 
Local Niigata Fun https://tjniigata.jp/gourmet/202204vegetannbo/ 
Suzu Store http://suzu365.info/archives/1445