Experts gathered at the Urban Brand Study Group.

In conjunction with dialogues between various citizens, we built a vision of a city brand with the advice of experts who are active in various fields.

Provide advice to the entire citizen-participation-type city brand construction project.

In accordance with the characteristics of the citizen-participation project, a method in which members of the study group and citizens discuss together is adopted.

We received advice about citizen participation type process and exchanged opinions about "now" and "future" of Yokohama as seen from experts.

• I would like to emphasize cultural activities such as jazz promenades and triennales. Foreigners appreciate such activities very much.
• The viewpoint of attracting tourism is also important. In order for tourists to repeat, each and every citizen needs to know more about Yokohama.
• Port Yokohama, but the 2/3 ward is not in contact with the sea. We believe that citizens themselves should recognize the characteristics and charm of the inland area again.
• Yokohama may be a big country. In addition to the inconvenience of transportation, there are splendor of nature, such as buying fresh vegetables nearby, and each ward has unique characteristics such as the legend of Urashima.

Together with the audience's volunteer members, we received advice on "Yokohama's strengths" and "no other characteristics."

• I think it's best to be born from people who live in a brand. Also, from a realistic point of view, what is important is "working". For example, we have to create such industries such as urban self-sufficient agriculture.
• When communicating the goodness of Yokohama to foreign customers, it means that there is an exotic atmosphere from the Japanese point of view, but from the perspective of foreigners, exoticism is not necessary. That's very difficult. Either way, Yokohama still has more and more growth in terms of tourism, and I think it is necessary to expand it.
• This movement called Imagine Yokohama is a feature of Yokohama, and it is carried out as a unique "citizen-centered activity", so if you appeal this, it will become a world-class Yokohama city.

We received advice on "brand statement (draft)" produced by citizen participation type.

• In addition to the beautiful and wonderful parts of Yokohama, is it possible to intentionally include some more muddy parts of Yokohama that Yokohama has? If there is a daytime face, there is a night face, I think that is also a big attraction of Yokohama.
• Looking at Shanghai and other places, there is much momentum that this is the world's port. If Yokohama wants to break through that, I think it is necessary to make the most of the power of digital in addition to the original potential of Yokohama. Now, you can freely send and receive information on your activities and fields of interest on the Internet. Also, unlike 10 years ago, even elderly people can make a net and take pictures with their grandchildren on mobile phones. I think it would be nice to use "digital power" effectively as a tool when creating and transmitting brands.