Recently, I came across the news that Yamagata City has registered the phrase “Yama-Ra” as a trademark. It was fascinating to learn about Yamagata City’s efforts to revitalize the region by leveraging this phrase, especially since the city has ranked number one in Japan for ramen-related dining expenses for two consecutive years.
Yamagata City’s achievement of topping Niigata City in ramen consumption for two years in a row is both surprising and delightful news for ramen enthusiasts. The strategy to trademark and brand the phrase “Yama-Ra” to attract more tourists is an exceptionally effective approach for the local economy.
The process of trademark registration requires time and effort. Yamagata City applied for the trademark “Yama-Ra” with the Japan Patent Office last May, and it was registered in December. The rapid success within this short period is a testament to the efforts of the city’s brand strategy department.
The city is using the “Yama-Ra” phrase in promotional activities, such as creating banners and posters to be displayed in ramen shops throughout the city. This initiative is expected to further highlight Yamagata’s ramen both within and outside the region.
As noted in the comments from the city’s brand strategy department, their commitment to using the “Yama-Ra” brand to promote the deliciousness of Yamagata’s ramen domestically and internationally is commendable. It will be exciting to see how this brand grows and impacts the region in the future.
I believe Yamagata City’s approach serves as a valuable example for other regions. Branding local specialties and culture to attract tourists as a means of regional revitalization will likely gain more attention in the future.
This news about trademark registration has reaffirmed the importance of rediscovering and promoting the value of regional attractions.
