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00:00AOKI WA AOKI WA TOMOYO OMAETO
00:29Yamai-no-machi is known as the tea village of Ehime Prefecture.
00:32Yamai-no-machi has a population of only 800 people.
00:36More than 200,000 tourists come here every year.
00:41The tourist facility, formerly known as Funoi,
00:44miraculously recovered.
00:46The key was in a simple sweet.
00:51This time, a new PR manager came to the studio.
00:54I'm Moe Kamikokure.
00:56Nice to meet you.
00:59I'm Moe Kamikokure.
01:01I've been listening to your episodes.
01:04I've always wanted to go to a location.
01:06I've been telling my manager.
01:08I didn't expect to go to the studio first.
01:10I'm very happy.
01:12Mr. Oemura's puns are amazing.
01:14Oh, my God!
01:16It's really amazing.
01:18It's really amazing.
01:21The brand Nishinokaze is looking for a new value to change the city around Japan.
01:27This time, Ehime Prefecture, Chuo City, Shikoku Prefecture, has this brand information.
01:32Tourist information on the roadside.
01:35100 times the chance of winning the lottery.
01:37A phantom sweet.
01:40Chuo City, Shikoku Prefecture, east of Ehime Prefecture,
01:43as the name suggests, is almost the center of Shikoku.
01:46It's the only city in Ehime Prefecture that has all three prefectures.
01:51About 80% of the area is forest.
01:54This stage, Shingu-cho, is in the middle of the three prefectures.
02:00The phantom sweets that tourists love in this city are...
02:06Mr. Oemura.
02:07Mr. Nishida.
02:08Mr. Kamikokure.
02:09I'm in the middle of Shikoku.
02:13Do you know where I am?
02:17I'm in the middle of Shikoku.
02:19I'm in Shikoku.
02:23The one wearing a leaf.
02:25The announcer of A.I.TV, Kaori Taki.
02:28The leaves are amazing.
02:31This place is the famous Shingu-cha tea field in Chuo City, Shikoku Prefecture.
02:36Shingu-cha is harvested in May of the year 2000 without using any pesticides.
02:41It's characterized by its high aroma.
02:44It's also known as the best in Japan.
02:49What a nice color.
02:59Before and after drinking.
03:01The aroma is so good.
03:04This mild depth.
03:07It's delicious.
03:11Are the sweets they're looking for related to this tea?
03:15Taki the buyer seems to know something.
03:19It's that, isn't it?
03:20Yes, it's that in Kirinomori.
03:24We process what's on the surface of that.
03:28What's on the surface?
03:30The phantom sweets are in a place called Kirinomori.
03:34Kirinomori.
03:36As they walk along the mountain road...
03:38Oh, I see it.
03:40The sign of Kirinomori.
03:43Actually, it's not a forest.
03:45It's a roadside station.
03:49The air is so fresh.
03:52It's a roadside station in the mountains.
03:55And the entrance of this roadside station is a bridge.
04:02I want to go there.
04:05The roadside station, Kirinomori, was opened in 1999.
04:09It's located at the end of the road after crossing the bridge.
04:15It's located in a mountainous area.
04:17But it's only two minutes by car from Shingu Interchange.
04:23The area is divided into four soccer courts.
04:26More than 200,000 people visit this popular spot every year.
04:32Can you see it?
04:33Kirinomori Restaurant.
04:36You can have a meal here.
04:40It's a restaurant surrounded by glass walls.
04:45It's beautiful.
04:47You can enjoy tea soba and local food.
04:54And you can enjoy this at the roadside station.
04:58Look at this.
05:01It's so cute.
05:03It's a mountain hut.
05:06There is a mountain hut-like cottage at the roadside station.
05:13You can stay in a natural location.
05:17You can use it with a loft for up to five people.
05:22Right next to the cottage is a natural hot spring.
05:28You can stay in a natural location and enjoy a hot spring at the roadside station.
05:34How do you like Kamikokuryo, where you can enjoy nature?
05:38It's so cute.
05:42But this is not the only popular secret.
05:48It's a meeting.
05:51I heard there was a meeting, so I came here.
05:57You can enjoy sweets sold at the roadside station.
06:02There is a long line at the end of the week.
06:06You can enjoy sweets at Chafe Yururi, a tea cafe specializing in Shingu tea.
06:13Excuse me.
06:16This is it.
06:21This is the identity of the phantom sweets.
06:25The name is Kirinomori Daifuku.
06:30It looks like a normal matcha daifuku.
06:38The smell of matcha is very good.
06:41The bitterness of matcha, the sweetness of red bean paste, and the richness of cream are in perfect balance.
06:49The balance is perfect.
06:51The secret to its deliciousness is the four-layer structure.
06:55The matcha used is Shingu tea's Kabuse Matcha, which is made at a tea farm.
07:03After wrapping fresh cream and red bean paste in a lot of kneaded mochi,
07:10sprinkle a lot of Kabuse Matcha on the finish.
07:15It smells good.
07:18The only daifuku that you can feel the sweetness of fresh cream and red bean paste in the bitterness of Shingu tea.
07:25This is what attracts many people.
07:30Welcome.
07:32Welcome to Tokyo.
07:34I'll take it.
07:37It appears like this.
07:39It comes suddenly, so be careful.
07:45It's good.
07:48The matcha is not too bitter, but the balance is perfect.
07:58It's very refreshing.
08:01The fresh cream is good.
08:04It's refreshing because of the fresh cream.
08:07The flavor is also great.
08:10How about the matcha?
08:13I love matcha.
08:18But what does it mean that this Kirinomori Daifuku is a phantom?
08:24It is a product that uses only Shingu tea's Kabuse Matcha.
08:28It is difficult to produce a large amount because it is sprinkled by hand.
08:36Shingu tea's Kabuse Matcha, which is grown at a tea farm,
08:39has a limited production volume per year, and there are many processes, so it is difficult to produce a large amount.
08:48In addition, only two shops in Ehime prefecture sell their products.
08:54In the out-of-town sales that are sometimes held at department stores outside the prefecture,
09:00this large queue is held from the opening.
09:03The line is amazing.
09:06The most surprising thing is the lottery sales on the Internet, which is held several times a year.
09:12The winning rate is 121 times.
09:17I've never seen a picture like this.
09:20It's hard to get it even if you want it.
09:22This rareness is the reason why it is said to be a phantom sweet.
09:28More than 200,000 people visit the roadside station for Kirinomori Daifuku every year.
09:35How was it born in the first place?
09:39Let's find out.
09:42Kirinomori!
09:46Ms. Yuriko Takano of Yamabiko, a company that operates Kirinomori.
09:52The background of the birth of Kirinomori Daifuku was the problem of overpopulation that Shingu had suffered for many years.
09:59Now it's Shingu-cho, but in the past, it was a small village with less than 2,000 people.
10:09Four municipalities were formed in 2004 in Chuo City, Shikoku Prefecture.
10:14One of them is the old Shingu village.
10:19In the 1960s to 1930s, the population of the village decreased by less than half.
10:26The village was looking for a way to stop the serious overpopulation.
10:32It seems that they knew a lot about migration policy, but it didn't go well.
10:37So they decided to build a tourist facility.
10:40It was a big project that cost about 250 million yen.
10:47A tourist facility construction plan that started with the fate of the village.
10:52However, in order to attract people, you need something that will be an eye-catcher.
10:57The Shingu-cho that Ms. Takano noticed there.
11:02Various products were developed to appeal the charm of the village.
11:07Kirinomori Daifuku, which has now become a big hit, was also born at this time.
11:14In addition, the accommodation facility was also built to allow people to stay for a long time.
11:18Thus, in 1999, Kirinomori, a large tourist facility in the village, was opened.
11:26In addition to the public land in the center of Shikoku, there were more visitors than expected at first.
11:32However!
11:34After that, the number of visitors decreased a little.
11:39This is a snowy area, so it is difficult for visitors to carry their feet.
11:45In the newspaper, it was written that it was a miscarriage.
11:52The project, which should have started smoothly, was said to be a miscarriage.
11:59Looking at the number of visitors, I was worried for a while.
12:03That is!
12:05For some reason, it has been increasing rapidly since 2005!
12:08There is a secret plan there!
12:11It's an online store.
12:13If the customer can't come, I'd like to borrow the power of the Internet and try to sell it.
12:20Not only did I sell the product, but I was able to capture the heart of the customer by doing something.
12:29Here is the problem!
12:32The reason why the roadside station, Kirinomori, was revived,
12:35was because it made a plan for the online sale of Kirinomori Daifuku.
12:40What kind of plan is it?
12:43Have a good time.
12:52The secret plan for the roadside station, Kirinomori, to be revived.
12:55What kind of plan was it for the online sale of Kirinomori Daifuku?
13:01Today's song is Morning Musume 24's Brave Dance.
13:06Let's listen to the song.
13:09The online sale of Kirinomori Daifuku.
13:12It's a song that warms you up when you receive the product.
13:21It's a polite way of saying,
13:25It's a polite way of saying,
13:33Time is running out.
13:39Let's open the flip book.
13:41Ta-da!
13:44It's a letter from someone who raised me.
13:49It's a letter from someone who raised me.
13:56I read it too.
13:59I wrote the illustrations one by one.
14:03And the moment I opened it, I felt warm.
14:07It's a little close to Kamiko Crew, but it's a little different.
14:11It's a little close to Kamiko Crew, but it's a little different.
14:13I hope it's a little warm.
14:15I hope it's a little warm.
14:17I hope it's a little warm.
14:26Takano-san was guided to the office at the roadside station.
14:31She is still following the way she did at the time.
14:36This is the e-mail magazine I wrote.
14:40What is this?
14:42It says, Chocotto Tea Break.
14:45An e-mail magazine sent to customers who purchased the product.
14:50Chocotto Tea Break in it.
14:53What is this?
14:57I regretted that the train was shaking and I was overwhelmed by the shaking.
15:01And I doubted the president's feelings.
15:06Is this like an experience machine on a train?
15:09Yes, it is.
15:11In fact, the e-mail contains a story about the world based on her own experience.
15:18What about the customers who actually read Takano-san's e-mail?
15:21Thank you for your e-mail.
15:23Thank you for your e-mail.
15:26I couldn't notice it if I didn't read the e-mail this time.
15:29I'm staying at the Kirinomori Cottage in Shikoku.
15:34I want customers to read my e-mail.
15:40I've been using this policy since I started selling online stores.
15:46I receive e-mails and lottery comments.
15:52When she started selling online stores, she added a story about the world to her e-mail.
15:58Her e-mail was interesting and she received a lot of feedback.
16:01She was ranked as the first in the world with a gourmet hit version of the e-mail site.
16:06Then, the coverage of magazines and TV was overwhelming.
16:09Kirinomori Daifuku became popular nationwide overnight.
16:13It became a hit as a magical dessert that is difficult to obtain.
16:19What do you do to win the hearts of your members and fans?
16:24I write a blog from Monday to Friday.
16:27I write a blog from Monday to Friday.
16:30I write, I'm going to go.
16:34I'm going to go.
16:36I'll do my best at work.
16:39Mr. Kamikokuryo is also awake and working from this time.
16:46The great hit of Kirinomori Daifuku is also connected to calling people to Nichino Station and Shingu-cho.
16:54What about local tea farmers?
16:58I didn't have many opportunities to interact with people,
17:04so the number of people I wanted to interact with increased.
17:08Especially in the summer, there are so many people that the streets are crowded.
17:12I'm really grateful for that.
17:15I want many people to know the charm of Shingu-cho at this opportunity.
17:20So recently, sweets using Shingu-cho have been made in addition to Daifuku.
17:27This is one of the most popular.
17:30It's called Hondan Chacola.
17:34When you break the cake, matcha chocolate overflows from the inside.
17:38It looks delicious.
17:42Matches! Matcha and chocolate really go well together.
17:46It's very rich.
17:47It feels like there is a lot of satisfaction in one.
17:51In addition, this is Chadorane, not Madeleine.
17:58There is bitterness and sweetness of matcha.
18:02The balance is just right.
18:05And this is Kamikokuryo.
18:07It's a cake.
18:10It's a charred cake.
18:13Correct!
18:21It tastes like matcha.
18:24I want to eat it with tea.
18:29All of them seem to go well with tea.
18:32It's delicious.
18:37In addition to sweets, you can experience Shingu-cho by hand.
18:41You can also compare and drink it.
18:43You can experience various things that touch the charm of Shingu-cho.
18:50There are also events such as tea festivals and harvest festivals.
18:54Many people from inside and outside the prefecture are visiting.
18:58And this excitement has spread throughout Shingu.
19:04Here is the question.
19:07I want you to enjoy Shingu more with Kirigawamori, a roadside station.
19:12There was something popular with young people last year.
19:16What is it?
19:19It's nice.
19:26You can enjoy it with Kirigawamori, a roadside station.
19:29What did you do in Shingu-cho last year?
19:35I want you to think about what facilities you can enjoy and relax when you go there.
19:44Relax?
19:46Mr. Uemura, who has been running this brand for a long time, may have an advantage.
19:53I think I understand.
19:56It's a roadside station.
19:59I think everyone can enjoy it.
20:01Everyone can enjoy it.
20:05Let's open Flip Issei.
20:08Both of you are ready.
20:10I said at the beginning that the air was good.
20:15I think it would be good to have a sauna to get the air into your body.
20:24It's also popular with young people.
20:26And it's a popular brand.
20:28There is a sauna.
20:33It's full of nature.
20:35There are many trees.
20:38Young people can enjoy it.
20:42I thought it was a sauna, but it's definitely here.
20:51What a comfortable bed!
20:55There is a bed and a sofa in this place.
20:58The ceiling is dome-shaped.
21:00What does that mean?
21:02The correct answer is...
21:05It's a camping space.
21:08Is that so?
21:10It's completely different.
21:12It takes 30 minutes by car from Kirinomori Station on the road.
21:16It's a camping facility that was opened last year.
21:20It's called Luonte.
21:22You can use up to four people in a dome-shaped tent.
21:25It's also equipped with an air conditioner, so you can spend a comfortable winter.
21:30And in front of the tent...
21:33Look at this view!
21:37It's the best!
21:40I'm healed.
21:42How do you like Kamikokure?
21:45It's the best!
21:48In addition, there is a wooden deck.
21:50There is a open-air bath where you can see the beautiful scenery of Shingu.
21:56In addition, there is a sauna where you can enjoy Shingu tea.
22:01I thought so, too.
22:03There is also a barbecue where you can enjoy the local delicacies.
22:06It's great.
22:08It's delicious.
22:13It is a new spot where you can feel the charm of Shingu, which is full of nature.
22:21The area, which has been troubled by the past for many years, has been reborn as an attractive place where you want to stay for a long time.
22:28I hope that not only Kirinomori, but also the local people will know the charm of Shingu and the beauty of Shingu tea.
22:43Even if you are an invisible opponent, how do you build a trust relationship?
22:49This mechanism may be the most important thing.
22:54Next time
22:57Please give us a word of advice.
23:01I didn't think about it at all.
23:03I'm in trouble.
23:05Only matcha is bitter.
23:07I didn't think about it at all.
23:09I'm in trouble.
23:11It's very smooth.
23:13I think I'm really in trouble.
23:17Next time, a new specialty was born in a town with no sea.
23:20That is...
23:23Did you see the bones?
23:26What does it mean to be able to eat bones?
23:29I don't even want to touch it.
23:31The road to completion was beyond imagination.