Third round of industry-academia-government collaboration classes aimed at revitalizing the Nagasaki region

2025.02.18 Press Releases
National University Corporation / Nagasaki University / CCCMK Holdings Co., Ltd. / CCC Marketing Research Institute Nagasaki City NTAS Co., Ltd. General Incorporated Association / Nagasaki International Tourism and Convention Association

Nagasaki University x CCC Marketing Research Institute x Nagasaki City x ntas x DMO NAGASAKI Students from Nagasaki University plan and propose an event that will draw many people to Nagasaki City based on V-Point data.

The School of Information and Data Science at Nagasaki University (President: Takeshi Nagayasu), a national university corporation, collaborated with the CCC Marketing Research Institute (Director: Minoru Niihashi, hereinafter referred to as "CCC Marketing Research Institute"), a think tank that works together with consumers to solve local issues, at CCCMK Holdings Co., Ltd. (Head office: Shibuya-ku, Tokyo; President and CEO: Yoshinori Takahashi) that aims to solve local issues together with various parties, Nagasaki City (Mayor: Shiro Suzuki), NTAS Corporation (Head office: Nagasaki City, Nagasaki Prefecture; President and CEO: Masahiko Kamata), and the Nagasaki International Tourism and Convention Association (Chairman: Shoichiro Muraki, hereinafter referred to as "DMO NAGASAKI") to hold an industry-academia-government collaboration class on the theme of regional revitalization in Nagasaki, based on V-Point data, for the third time following last year.

What is the Industry-Academia-Government Collaboration Class for Regional Revitalization in Nagasaki?

In this industry-academia-government collaboration class, which began in 2022, students taking the "Society and Tourism Informatics I" course taught by Associate Professor Ichifuji Yutaka, who specializes in data mining, tourism policy, and tourism big data at the Faculty of Information and Data Sciences, Nagasaki University, will propose plans for regional revitalization based on statistically processed V-Point purchasing data as well as statistically processed data related to boarding and disembarking on Nagasaki buses from the regional IC card, the "NTAS Card."

"Once in a Century Nagasaki" Planning and proposal for an event to attract visitors mainly from Generation Z

This was the third time the class was held, and the theme was "Planning an event that will attract many people, especially Generation Z, to Nagasaki City" during this "once-in-a-century period of transformation in the city," which is also being touted as "Nagasaki's once-in-a-century transformation." 77 students participated, exceeding last year's figure of 62, and five group work sessions were held.
In addition, project presentations were held on Friday, January 10th and Friday, January 24th, 2025, and 14 projects were presented that utilized the unique creative ideas of university students living in Nagasaki. Representatives from CCC Marketing Research Institute, Nagasaki City Hall, ntas, and DMO Nagasaki also participated on the day, providing feedback on the project and holding lectures on the challenges and initiatives facing Nagasaki City. Practical discussions were held among universities, private companies, government, and DMOs regarding regional revitalization in Nagasaki.

Nagasaki University, CCC Marketing Research Institute, Nagasaki City, NTAS, and DMO NAGASAKI will consider developing the results of this industry-academia-government collaboration class into initiatives that will further revitalize the Nagasaki region.

Summary of the proposals from each of the selected outstanding teams

K-POP FES in Nagasaki (Team Name: Team Morishita)
- Lifestyle estimates using V-Point data revealed that Nagasaki's Generation Z has a higher interest in music than Generation Z nationwide. In addition, based on data on the popularity of K-POP in Japan, we are planning a K-POP festival event in Nagasaki.
-We also implemented an evidence-based approach typical of the Faculty of Information and Data Science, such as setting prices based on original surveys and considering the timing of events based on boarding and disembarking data. Furthermore, the fact that a wide range of considerations were made, including measures to address issues that may arise from hosting the event and a revenue and expenditure plan for the event, was highly praised.

New Year's Eve Countdown Event (Team Name: Mouede SHOW)
-Analysis of lifestyle estimates using V-Point data showed that Nagasaki residents have a strong tendency to be "night owls" and "place importance on annual events," and so a countdown event was planned to differentiate the area from Huis Ten Bosch, which is also located in Nagasaki Prefecture.
・When planning the event, we conducted an original survey to support our ideas and proposed events that would appeal to Gen Z, such as lantern flying, costume rentals, and drone art. The plan was evaluated as persuasive, as it was able to consider income and expenditure plans and solutions to issues based on a variety of information.

Nagasaki Athletic Meet (Team name: Heiwa Roman)
-Lack of exercise and social isolation are attracting attention as issues facing Generation Z. We proposed the "Nagasaki Great Athletic Meet" as a project to solve these issues. We designed events that anyone could easily participate in, such as events that allowed participants to enjoy communication, in line with the marketing mix.
・In addition, the "creative presentation" of materials with impactful illustrations and easy-to-understand presentations was also highly praised.

Comments from the winning team (Team Morishita)

This presentation was a wonderful experience as it allowed us to imagine what it would be like to be a working member of society and what the actual work would entail, as we were evaluated by actual company representatives. During the interim presentation, we received the suggestion that "we should hold the event at a time when there are fewer people around to spread out the bus users," and after further consideration and analysis before the final presentation, we were able to create a good plan.
In our team, we were able to smoothly prepare for the presentation by dividing up roles in detail at the beginning, which led to us receiving praise for the consistency of our slides during the presentation. On the other hand, the participants also faced challenges such as how to utilize the data provided, how to translate the rough plan into a concrete event, and how to consider budget planning and ticket prices. This was a valuable opportunity to learn the presentation skills and planning perspectives necessary for working professionals.

Comments from each person in charge

■Comment from Associate Professor Yutaka Ichifuji
This year, the third year of the event, 14 teams tackled issues in Nagasaki City. This time, the assignment included students in the data science course analyzing given data and using it to support their proposals.
All teams utilized data visualization and statistical testing to create documents that clearly summarized the validity of their proposals and the expected effects.
I believe this is the result of accurately understanding the comments made by the external lecturers who assisted us during the interim presentation, making up for any shortcomings, and fully reflecting them in the materials.
We hope that this experience will be a valuable learning experience for the students and a major step towards their growth into individuals who can contribute to society in the future.

■ Nagasaki City Information Policy Promotion Department Policy Supervisor: Seiichi Higuchi
As this once-in-a-century urban development project progresses and takes shape, I feel that people are becoming more aware of the changes in Nagasaki. We asked the participants to plan events that would take advantage of this change and make Nagasaki a city that young people would choose to visit, and all of the events they proposed were things that would liven up Nagasaki.
Nagasaki City is facing the challenge of population decline, particularly among young people, but I am heartened that young people who currently live in Nagasaki are able to plan events like this. We hope that you will continue to take an interest in Nagasaki City, the city in which you live.

■ Overview of the Faculty of Information and Data Sciences, Nagasaki University
In recent years, data-based decision-making and the use of AI in products and services have been attracting attention in all industries and sectors.
We believe that in order to produce human resources who can truly bring concrete value to the real world, we need "Information and Data Science," an education and research field that combines "Information Science (IS)," which uses ICT technology to turn ideas into reality, and "Data Science (DS)," which creates new ideas from data." Based on this belief, we established the Faculty of Information and Data Science in 2020.
A university with such a practical concept is rare even in Japan, and in addition to offering classes in basic and specialized subjects, the university also actively incorporates practical educational and research programs in collaboration with companies and local governments. Many faculty members come from private companies and research institutions, and our diverse faculty members provide ample support for your university life.

■ Overview of CCC Marketing Research Institute
Name: CCC Marketing Research Institute (CCC Marketing Research Institute)
Established: July 21, 2020
It was launched in 2020 to realize consumers' "slightly nice" goals, based on consumer consumption data, insights, changes in mindset, as well as the social and economic environment.
As a "think tank that walks and thinks together with consumers," we strive to understand consumers' awareness, and based on their opinions, we will accompany you in creating your future through the power of "data," "creativity," and "consulting."

■ Overview of Nagasaki City
Nagasaki MIRAISM (Once in a century to Nagasaki)

Nagasaki City has been carefully nurturing its history and culture for over 450 years since it opened its port.
On the other hand, in recent years, the city has undergone a once-in-a-century period of change, with the opening of Mozaki Dinosaur Park, Dejima Messe Nagasaki, the Nishi-Kyushu Shinkansen, and Nagasaki Stadium City, and the city is evolving greatly as history, culture, and change blend together.

■ Overview of N-TAS Corporation
Company name: NTAS Corporation
Established: July 2, 2018
Business details:
・Business related to the planning, promotion and issuance of electronic money cards and IC card tickets
・Business related to services such as sales, settlement, collection, and payment of electronic money cards and IC card tickets
・Business related to corporate points, coupons, and other services
・Businesses related to credit card services, etc.

■Nagasaki International Tourism and Convention Association

Nagasaki International Tourism and Convention Organization (DMO Nagasaki) aims to become "the exchange city of choice for the 21st century," and is promoting "sustainable tourism town development" by utilizing the power of marketing to "improve visitor satisfaction and increase consumption," "expand business opportunities and increase profits for businesses," and "improve citizen satisfaction."

Materials related to this matter

Third round of industry-academia-government collaboration classes aimed at revitalizing the Nagasaki region

Inquiries regarding this matter
CCCMK Holdings Co., Ltd. Public Relations Tel: 03-6800-4464