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Utilization of Regional Resources

 Tohoku Bureau of Economy,Trade and Industry

We support the creation of new businesses utilizing regional resources. Support is provided under the Act on Promotion of Business Activities by Small and Medium Sized Enterprises (SMEs) Utilizing Regional Resources (effective June 2007)

Case study

Towada Horseback Riding Club Co.

Project name

Branding of Yabusame archery as a sport using 'New Nannbu horses' bred with proprietary technology

Promotional video

Click the website below for the video uploaded to the Ministry of Foreign Affairs of Japan YouTube page.

Towada Horseback Riding Club made use of METI’s regional resource utilization program in event management and public relations activities to re-brand Yabusame culture. We advised them and conducted PR to develop sales channels.

Details of METI support measures

We support SMEs that are engaged in utilizing regional resources in developing demand to carry out new business activities (such as the development of new products and services).

Main support measures

About of Yabusame

Yabusame is a traditional Japanese martial art where archers shoot at targets while galloping on horseback. Performances were traditionally held at shrines and considered to be sacred rituals reserved for men, but in recent years women have joined the competition.

Yabusame for sport

Towada Horseback Riding Club is making efforts to popularize Yabusame among people of all generations and both sexes, be they young, old, men or women as an enjoyable sport conducted under appropriate and safe rules and principles of fair play. As one of the activities, Towada city and Towada Horseback Riding Club hold beautiful and daring Yabusame competitions to increase the participation in the horseback riding sport. A secondary goal is to establish Towada City as the destination for tours to experience this unique tourism resource.

Features of Yabusame sport

  1. Riders loose traditional Japanese arrows at 3 target boards while galloping at high speeds down a straight 200 m track.
  2. It is easy for the audience to understand even if they are not familiar with this particular competition.
  3. The unique horses for the competition, known as “Nannbu-uma” (Nambu horses) are bred in Japan or under Japanese breeding principles. The horses must all have a shoulder height under 150cm tall.
  4. It is a sport that any person, regardless of age or sex can participate in.
  5. It is especially popular in the Tohoku area.

About Towada City

Located in the southern region of Aomori Prefecture, this region, known locally as the “horse town” is the area centered around and including Towada City. In the past it was one of the largest trading posts in Japan and it has sustained Japan’s equestrian industry since the Meiji era, being one of the most famous areas for producing quality horses. Towada city promote their horse culture in various ways, with equestrian-themed monuments interspersed around the government district being very popular with tourists.

The area becomes especially crowded in late April when tourists come to see the cherry blossoms and watch the cherry tree horseback archery (“SAKURA YABUSAME”).

Events

SAKURA YABUSAME

A unique, female-only horse racing event called “SAKURA YABUSAME” is held in Japan every year. Female competitors from all over the country come to compete in distinct classes for a single day of competition.

World YABUSAME Championship

Yabusame lovers from all over the country gather and compete in a day of spirited competition for the grand prize. It is an opportunity to fully enjoy the wonder of martial arts that have been passed down from ancient times and pay tribute to the fact that the Japanese stallion still thrives today.

Business Brief Summery

Company name

Towada Horseback Riding Club Co.

President

Ayuko Kamimura

  • Photo courtesy of Towada Horseback Riding Club Co.
Contact Us
Regional Brand Collaboration Promotion Office, Tohoku Bureau of Economy, Trade, and Industry
Tel:+81-(0)22-221-4923
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