Pan-Pacific Conference XXXIV. Designing New Business Models in Developing Economies

Photo2. Omigawa St (the closest station to the ocean)
Genge fish tempura, Kanzuri spice, Kashiwazaki soup
rice, Yukimuro Premium Coffee (coffee aged in natural
ice box), “Koshino Shu Kura” sake cup, Beer cup made
in Tsubame and Niigata local sake tasting set.
Photo3. Sake tasting set(3kinds of Sake & Specialties)
Relaxing “Ashiyu” or footbath while enjoying the
scenery from car window, Prefecture flower Benibana
or safflower colour bar counter, Comfortable Tatami
mat lounge area en suite to foot bath, and reserved
“Ozasiki” or tatami seats
Photo5. Relaxing “Ashiyu” in train car
(2) “Toreiyu Tsubasa,” Yamagata Shinkansen (July
2014 - )
Collaborating with Yamagata Destination Campaign
2015, “Toreiyu Tsubasa” as one of the highlights of
Entertainment Train” series has been planned and
launched with the following characteristics.
The moment passengers step onto the Yamagata
Shinkansen, they will experience the world of hot
springs village of Yamagata Area, the Kingdom of hotsprings,
and enjoy new journey style.
Photo4. Exterior of “Toreiyu Tsubasa”
Itaya Pass for autumnal red leaves, winter snow
scenery, Zao Mountains, etc.
Yumamori attendants, Yamagata local sake in the
lounge, Kendama free trial
Zao wine, Yamagata local sake, Mustard pickled mini
eggplants, Smoked soft boiled egg “Smocchi”, original
Ekiben “Oshoshinacchi”, Yamagata dialect meaning
thank you produced by local cuisine producer “Kochan”
and made with plenty of local ingredients.
V ACHIEVEMENTS
(1) In case of “Koshino Shu Kura”
In 2015, total number of passengers has reached 13,200
with high car-loads of 87.3% for 243 trains with the
capacity of 70 passengers each.
As the number of passengers in 2016 has remained high
to January when the data is available until, it can be
said that the project is successful and is widely accepted
by wider audiences.
In terms of the revenue, it is ranked the second highest
among 7 of the “Entertainment Train” series.
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