How do you integrate resources and platforms when you lack silver bullet depth?
In the countryside or second-tier places, where rents are low and land is large, local resources are intangible value-added budgets. Identifying invisible business opportunities that can touch customers and create experiences, and transforming "cultural slogans" into good business that can make money but also work well with the local community for mutual benefit, is often more golden than the metropolis!

★★★ Look at Japan, these cases can make money also earn hearts ★★★
[Resources are like pits, it's up to you how you dig]
◆How can an event in the countryside attract international attention? In Tsumagoi Village, Gunma Prefecture, "there is nothing but cabbage fields," but the Tsumagoi Family Association created the "Shouting for Love of Wife in the Center of Cabbage Fields" based on the old name of the place, "Tsumagoi," which was reported by the international media and drove the attraction to a fever pitch, as well as the promotion of cabbage products.
◆Broadband is a human right and a gold: Kamiyama-cho in the Tokushima mountainous region of Shikoku combines artists-in-residence and international exchanges through Japan's fastest fiber-optic, where even a Tokyo-listed tech conglomerate has set up a satellite presence and reversed the problem of aging populations in remote villages.
◆Moving the magazine to the mountains and opening a hotel to win awards: "Self Traveler" moved the company to Niigata, the country of luxury snow, and turned the closed down hot spring hotel into the "Satoyama Ten Posts" which allows travelers to experience quality life in depth, and won a number of awards such as the best hotel, the best restaurant and so on, with the accommodation costing TWD 20,000 for one night!

[The old is the treasure, from the environmental disadvantage to find out the marketing joke.]
◆The "snow room" discarded by modern companies has become a super selling point, and the century-old sake brewery has made a big turnaround: Must old plants fail to keep up with the times? "Hakkaiyama" in Minami-Uchinuma has used an old "snow room" to store luxurious snow, turning it into a natural giant refrigerator, and designed "eco-friendly air conditioning" and "vintage snow-covered wine" to experience marketing, which makes it stand out from many competitors.
◆80-year-old grandmother snatches orders on Facebook, earns one million Taiwan dollars a year: In Katsushimachi, located in the mountainous area of Tokushima, elderly people have started a business selling wild leaves. When traditional agriculture fails to make a profit, how do the elderly rekindle their fighting spirit and mobilize all the farmers in the village to create an annual revenue of hundreds of millions of yen?

[Regional Management of Top Companies]
◆Starting from countryside hotels, we analyze the undefeated myths of the Hoshino Group: buying land and giving half of the equity to the local community, creating the town of Elm Street as a place for residents to do business and exchange ideas, and cooperating with a wild bird conservation organization. … The god of hotels, Yoshiharu Hoshino, creates an unrivaled threshold of competitiveness with the "philosophy of altruism".
◆How can Enterprises support long-term art activities? Is the development of cultural and creative industries the solution to save old and poor villages? From the commercial operation of the two major art festivals in Japan, Earth and Setouchi, we can dig out the vein of local sustainable development and think about what kind of art festivals are needed in Taiwan in order to be long-lasting and to drive the flow of people.

★★★Think about Taiwan: how to create profits and create the long-tail effect of activities with a small budget? ★★★
◆Taiwanese flavor red chair head of 90 yuan is transformed into a sightseeing tool in Osaka: How to promote sightseeing in Osaka with insufficient budget? Transport the cheap red chair head to Osaka as a tool for exhibits and food stories to publicize the culture of the local residents and make Osaka people fall in love with Tainan flavor.
◆The speech or work is not popular and can only be understood by few. "Slow Food Festival" connects small stores to create 10 million revenue: Tsun Wo Tong, which continues to cultivate the longitudinal valley in Huadong, has cultivated 32 slow food stores and organized the Slow Food Festival in conjunction with the county government, which has coached more than 100 stores.

★★ Dialogue: Pingtung‧The Reversal of Taiwan's South ★★★★
- Pan Meng-an, Governor of Pingtung County X You Zhiwei, Founder of Earthworm Culture

Book Features

Who says there's nothing in the countryside, low cost to find out about the big touches!
The best case study of strategy expansion•marketing planning•curatorial creativity

Red Chair Tourist Club" in Osaka, Japan, Pingtung Design Exhibition, Tainan Fucheng New Year's Eve, LEXUS Owner's Tour…
You Zhiwei, the curator who is best at helping places tell their stories, integrates and analyzes the local cases of Taiwan + Japan,
Make good use of cultural and creative leverage to break out of the landscape and location!

You Zhiwei

Currently Serve as:
General Manager of Feng Shang Travel Agency
General Manager of Earthworm Integration Culture
National Development Council Local Creative Experts Counseling Group
Investment Deliberation Committee, Cultural Creation and Leisure Industry Group, National Development Fund (NDF)
Member, Cultural Content Investment Review Committee, Cultural Policy Research Institute

Served as:
Chairman, Taiwan Tourism Strategy Development Association

He started his business using travel as a medium, from overseas customization needs to small trip design on the island, allowing consumers to become interested in and identify with the value of the place through experience. In recent years, he has collaborated with LEXUS Taiwan on the "Food Tour", helping to interpret the brand's spirit and marketing plan. He established the Earthworm Culture to extend the value of experience, which led to the success of the "Red Chair Tourist Club" in marketing Tainan to Japan, winning the Good Design Award in Japan. He participated in the Taiwan Design Fair with "Pingtung Ya," which utilized technology and local interest to draw crowds, and in 2020, he hosted an alternative New Year's Eve event in Tainan, linking up local performances with the "Municipal City Opera," creating the most local New Year's Eve event in history. He continues to revitalize the energy of cities and localities through travel and cultural planning, and he leads the integration of resources and innovation across fields.

1. Kamiyama Town, A Technological Mountain Town for Young People to Aspire to
- Fastest Network Breaks the Destiny of Remote Villages, And 100 Billion It Companies Are Based in the Satellite
2. The Magic of Tsumagoi Village's Wife-Loving Power and the Wildly Popular Cabbage Economy
- Tourism Value of Cabbage Field Villages
3. Hakkaisan, Snow Room to Sales Point, Revitalization of Minami-Yu-Numa
- A Century-Old Brewery That Quadrupled Its Sales
4. Kamisatsusho, A Grandma's Leaf Sale Earns Millions of Dollars a Year
- Leaves from the Countryside, Generating 200 Million Yen in Annual Revenue
5. The Most Beautiful Fishing Village, Igan Town, Has Turned a Tourist Center into a Hotspot
- No Mosquito Pavilion, Keeping Tourists Here
6. Shinshoji Temple's Guangting Garden, A Cross-Border Art That Has Shocked Countless Tourists
- A Century-Old Shipyard, Turning the Place Around with Aesthetics
7. A Centuries-Old Store That Not Only Does Well, But Also Does Well in the Neighborhood
- The Creative Art of Selection by Nara Nakagawa Masashichi
8. Fusenoyama Hot Spring, A Town Remodeling Starting from a Bathhouse
- An Architect's Plan to Return to His Hometown with a Win-Win Situation for Life, Business and Ecology
9. A Model of Literati Enterprise: D&department
- A Business That Starts from Design and Deepens Tourism and Food
10. Taiwan Model from Seto Inland Sea Art Festival
- What Kind of Art Festival Do We Need?
11. The Earth Art Festival: A Solution to Resurrect the Old Poor Countryside?
- Art Festival Is Both Art and Business, How to Make It Last?
12. Regeneration of Old Houses: The Best Place to Move to in a Declining Port City
- Ten Years in the Making, Onomichi City's Empty House Bank Consolidation Plan
13. Satoyama Ten Posts, An Award-Winning Mountain Boutique Hotel
- Magazines Build Dreams, A Cross-Business Saga That Puts Cultural Values into Practice
14. Local Residents Are the Strongest Salesmen
- Hoshino-Karuizawa Hoshinoya's 15-Year Unbeatable Secret
15. The Good Business of Robin Hood's Altruism
- Hoshino-Takefujima Hotel's Regional Management of Buying Land and Giving Away Equity
16. You Don't Have to Start All over Again to Turn Defeat into Victory
- Hoshino Yamanashi Yatsugatake Sake Resort, Which Is Not a "Me Too" Resort
17. Not Only Emotions, But Also Data
- I Learned from Hoshino Yoshiro Entrepreneurial Science
18. Why Is the Money Soup Located in a Train Station?
- The Inspiration for the Post-Disaster Transformation of the Shopping Mall at Maekawa Station
19. Born out of the Earthquake, A Museum Researcher Starts a Thank You Business
- Watalis Wabu, A Small Item That Conveys Emotions Through Old Kimonos

PART II Think about Taiwan
1. Ninety-dollar red chairs for sightseeing make Osaka people fall in love with the flavor of Tainan
- Abandoning celebrity endorsement, the small budget of popular culture has a big effect
2. Small budget for New Year's Eve, "Fucheng Opera" rejects canned content
- Integrate local resources and continue the long-tail effect of the event
3. Starting a Business in the Countryside is the Only Way to Go Slow
- The Taitung Slow Food Festival, a 10 million output value festival, is a small store in the back of the mountains
4. Young people open up their stores! Old Markets Become Hot Spots
- The old-school yet youthful Dongmen Market in Hsinchu, China.
5. Off-topic Traveling, Life Needs a Different Air Every Now and Then
- Who says international travel is boring? Spend seven days in the countryside to cultivate your career!
6. The bigger the customer, the more they love to hear stories!
- Lexus's 30,000-dollar-a-day trip to Chinguashihi
7. "Success is also rent, failure is also rent" is the truth of the development of business districts?
- The Survival of Tainan's Cheng Hsing Street

PART III [Dialogue]
Pingtung‧The Reverse Attack in the South of the Country
- Pan Mengan X You Zhiwei X Han Songling