Welcome to Japan Railway Journal.

Today's episode is all about JR Shikoku.

JR Shikoku is known to be in a rather difficult financial situation.

However, despite that they're launching many new strategies.

So let's have a look at the new strategies of JR Shikoku.

JR Shikoku, the smallest of the seven companies in the JR Group, operates railways in the Shikoku region.

Shikoku, an island in the western part of the Japanese archipelago, consists of four prefectures:

Kagawa, Ehime, Tokushima, and Kochi.

JR Shikoku operates 9 lines with a total operating distance of approximately 850km.

According to the income and expenditure statements for each line, as announced by JR Shikoku for the 2022 fiscal year,

only the Seto-Ohashi Line, which connects Honshu and Shikoku, posted a profit.

The remaining eight lines operated at a loss, indicating the severe situation.

One particularly unprofitable line is the Mugi Line,

which runs between Tokushima and Awa-Kainan Stations in Tokushima Prefecture.

In fact, one section of the Mugi Line south of Anan Station has extremely few passengers.

Because of this, JR Shikoku reduced the number of trains that go beyond Anan Station

when they revised the train schedule in 2019.

As a result, of the 31 outbound trains departing Tokushima Station, 18 trains now terminate at Anan Station.

Passengers traveling beyond Anan Station sometimes had to wait more than an hour for the next train, depending on the time of day.

The inconvenience caused local governments and residents living along the line to express their dissatisfaction with the reduced service.

In response, JR Shikoku began a new initiative in April 2022.

That new initiative was a joint operation with a bus company.

They asked Tokushima Bus, the largest bus company in Tokushima Prefecture, for its cooperation.

Running almost parallel to the Mugi Line is a road on which Tokushima Bus runs its express buses.

The buses stop in front of the major stations on the Mugi Line, including Anan Station.

So JR Shikoku planned for its passengers to transfer to the express bus,

enabling them to travel beyond Anan Station when no connecting trains were available.

However, several obstacles had to be overcome to make this plan a reality.

First, they had to revise the service schedule.

The problem was, that the Anti-Monopoly Act restricts different transportation operators from aligning their service schedules.

Fortunately, the Ministry of Land, Infrastructure, Transport and Tourism made a special exception,

allowing the bus's arrival and departure times to be adjusted to coincide with the gaps in the train's schedule.

The next issue was the fare.

Normally, when transferring between a railway and a bus, an initial fare for each service is required.

Now, passengers traveling beyond Anan Station can transfer to the bus using a JR ticket or commuter pass.

In the past, it cost 1,830 yen to go from Tokushima Station to the final destination, Awa-Kainan Station, on the JR line.

Transferring to the bus at Anan Station, it cost 630 yen to ride the JR line,

and an additional 1,400 yen to take the bus to the final station.

A total of 2,030 yen.

It is now possible to transfer to the bus and still only pay 1,830 yen.

It's the first time in Japan that a bus and train company, which are normally in competition,

have come together to agree on a set fare structure.

The joint operation is now in effect.

This announcement can be heard when boarding trains that terminate at Anan Station.

Transfer information.

We recommend passengers transferring at Anan Station
take the bus as it leaves sooner.

And these messages can be seen on the noticeboard at the ticket gate.

Bus and train information is shown on
JR's noticeboard

to let passengers know that the bus
is also a convenient option.

And with the bus, the number of services
has technically increased.

These passengers, who traveled to Anan Station by train, are transferring to the bus.

We were going to take the train but they said
we could use our tickets for the bus as well.

They are returning from a hospital they hadn't been to in a long time.

They didn't know about the service but decided to take the bus after being told by the station staff.

If not for the bus, they'd have had to wait for over an hour for the next train.

With the introduction of this joint operation, JR Shikoku keeps the passengers traveling beyond Anan Station,

and Tokushima Bus sees an increase in user numbers.

The fare income from passengers transferring between JR and the bus is split between the two companies.

Passenger numbers have been rising since
the service began in April 2022.

This year, the average number of daily users is
1.2 times higher than 2022.

We've received a lot of positive feedback
hoping the service continues.

Instead of competing, the two companies are working together to provide a vital means of transportation.

This initiative by JR Shikoku and Tokushima Bus is also being considered for other lines.

Based on the success of this modal mix,
we hope this initiative,

which we are calling the "Shikoku Model of
Public Transportation"

is used throughout Shikoku, effectively linking buses,
trains, and other modes of transportation.

I hope that the collaboration between Tokushima bus and JR Shikoku will help ensure the survival of the line.

Yes indeed.

You know, in rural areas like this, the resources that we can use for public transport is always limited.

And some of them might be within the railway company and others might be in the bus company.

And there should be an effort to bring them all together in a coordinated fashion so that the public transport within the region can survive.

I hope the sort of resourcefulness will spread from the model in Shikoku to other areas in Japan too.

Yes yes. But, in order to achieve that, there are many challenges that has to be overcome,

and that can be the coordination of the, you know, fare structure or the coordination of the train schedules and so on and so forth.

And this I think is where the central and regional governments must come in so that other operators in other regions,

whenever they have the will to do this kind of thing, have the smoother and more streamlined way into that.

I see.

But, there is more. Let's have a look at another initiative of JR Shikoku.

JR Shikoku, which has been concerned about a drop in passenger numbers due to the declining population,

has been actively working to attract tourists.

In 2000, the company began operating wrapped trains featuring popular children's characters.

This train has become so popular it has seen more than 1 million passengers since it first started operation.

In addition, "trolley trains" that run through scenic areas,

and sightseeing trains with luxurious interiors, have been added by the company as well as a variety of others.

In 2020, the company was reorganized,

and a new department was established called the "Shikoku Regional Alliances Department" to collaborate with different industries.

The aim was to develop and enliven the region through tourism

in cooperation with local governments and businesses in select spots all around Shikoku.

To revitalize Shikoku, we think tourism should be
competitive across the regions.

Tourism affects not just the travel industry
but a variety of fields.

Working together, we hope to become a driving
force that strengthens tourism in Shikoku.

They planned for the tour to visit undiscovered sightseeing spots.

Instead of going to the standard, often-visited tourist spots,

this tour explores places throughout the region that are as yet relatively unknown.

We participated in a tour that was organized in cooperation with the local bank.

On the day of the tour, the participants arrive at the meeting place, Kan-onji Station on the Yosan Line, by train.

On this day, 12 people are taking part.

A welcoming ceremony was held in front of the station.

The area sees few tourists so the mayor of Kan-onji City makes a welcome appearance.

The participants board a bus to begin the trip.

The tour guide is also a branch manager of a local bank.

We'd like to welcome you with a local specialty.

When you hear "ebi-ten,"
what do you picture?

We hope you like it.

The first place we visit is the factory of a long-established "kamaboko" shop, where they make a variety of processed fish cakes.

Here, we have freshly fried "ebi-ten" or fried shrimp cake.

The next stop is a shrine situated on top of a mountain.

This photogenic spot, located 404 meters above sea level, has become known in recent years as the "torii gate in the sky."

Next, the participants visit a farm where they harvest romaine lettuce,

a specialty item for the region that boasts the largest production in Japan.

Once harvested, the lettuce can be taken home as a souvenir.

The tour then visits an agricultural dam built around 100 years ago.

For lunch, participants enjoy a variety of dishes made using locally-grown produce.

On this tour, I learned some surprising
local knowledge,

plus I could try new food, etc.
It was interesting.

We hope a lot of people visit and
bring life to Kan-onji.

It would be good for our company, but it will
also make the city more vibrant as a whole.

Local financial institutions like local banks

know a lot about local attractions and businesses.

Through their network, we've found new customers.
That's another merit of this collaboration.

Another project being promoted by the Shikoku Regional Alliances Department is the "Regional Tourism Challenge,"

which is being conducted in cooperation with the national universities in the four prefectures of Shikoku.

The university students were asked to propose travel plans that would liven up their hometowns.

The best plans would become travel packages produced in cooperation with JR Shikoku.

The younger generation have a unique perspective.
We wanted to utilize that.

And in the process, we hope the students gain real-world
skill they can use to benefit Shikoku in the future.

That's why we started working with the universities.

It was the fifth time this competition had been held.

Eight proposals, making the most of local tourism resources, were presented by the four universities.

The Grand Prize was awarded to a project proposed by students from Tokushima University.

They proposed afternoon tea and meal with a focus on ethical consumption, a Sustainable Development Goal.

Their plan involves a tour of Ishii Town in Tokushima Prefecture, which is a proponent of "ethical consumption."

While getting in touch with the local culture, participants can enjoy afternoon tea at a temple,

then eat a meal at a "green restaurant" that's dedicated to reducing food waste.

This tour was awarded the Grand Prize because it successfully incorporates social and environmental concerns.

This is the Faculty of Integrated Arts and Sciences at Tokushima University, where the students who proposed the tour study.

When creating a tour, it's important to consider

the value and local experience you are providing.

Professor Yabe Takuya is the students' advisor and sociology professor.

The students were assigned the "Regional Tourism Challenge" as part of their regional research training by Professor Yabe.

We truly appreciate JR Shikoku collaborating
on a project like this.

From this opportunity, I hope the students become
more involved in the local community

and help further urban development. JR's actions
are definitely contributing to that.

On this day, a representative from JR's Shikoku's Regional Alliances department

has come to meet with the students who won the grand prize.

Do you have any ideas for the lunch menu?

We're thinking of using local vegetables
from Ishii with fish for the main dish.

Good. Let's push that idea
when we go to Ishii.

It's interesting. The students have come up
with so many unique ideas.

Plus this collaboration is a rare opportunity
for them so everybody benefits.

From today, the students, together with representatives from JR Shikoku, will begin working towards realizing the tour.

The students visit Ishii Town, where the tour is to take place.

First, they head to a local Japanese confectionery store to discuss the sweets that will be served during the afternoon tea.

The amber sugar one is really cute!

I think this color is a better match.

Next, they visit the temple chosen as the location for the afternoon tea.

The temple is famous for its wisteria trellises, which are glorious in spring.

The plan is to enjoy tea and Japanese sweets under the wisteria trellises.

Through these activities, the students experience how sightseeing tours are organized.

The meeting and our visit today helped us
find new problems.

We will work to resolve them so
we can start the tour.

This tour is being prepared for April 2024 when the wisteria is in full bloom.

While the population is aging,
the birthrate continues to fall.

The declining population severely impacts
Shikoku's economy. It's like a body blow.

The unique thing about us is that we
get the people involved as citizens

to solve the area's problems, not just
to promote the railway.

I think that is a wonderful way to shine a light on undiscovered attractions and tourist resources in the area.

I think here, we can point out a very special position JR Shikoku has within the island of Shikoku.

You know, as one and only railway company that covers all part of the Shikoku island,

JR Shikoku is somehow dependent on the island of the Shikoku and its future.

So from that point of view, in my opinion, JR Shikoku has the obligation to think about

the future of the island of Shikoku and that I think is what they are doing.

Mentioning future, Ryo as a professor yourself, what do you think about the collaboration between the universities and JR Shikoku?

From the point of view of students, I think this is a really valuable experience.

And this is something that all students can remember for the entire part of their lives I think,

so from the point of view of the island of Shikoku and its future, they are the future aren't they?

So it is a really really great activity by JR Shikoku.

Yeah, I'm looking forward to seeing that project coming to fruition soon.

Next up is "Tourist Trains In Style." This time, with JR Shikoku.

Iyonada Monogatari runs between Matsuyama and Yawatahama stations on the Yosan Line.

Iyonada gets its name from the sea, which can be seen from the train.

The three-car train's exterior was inspired by the sunset over the Iyonada Sea.

The interior is a mixture of Western and Japanese design, with a retro-modern theme.

The window surrounds were made in the image of Japanese shoji screens,

while the pendant lights above are shaped like mandarin oranges, a local specialty.

Down one side, counter seats are arranged to face the sea,

while the other side is raised a step higher so the passengers seated there can also enjoy the view.

Car 3 is the only car with dedicated attendants.

Welcome aboard! Let me show you around.

This is our private room, "Fiore Suite."

Named "Fiore Suite," this private car can accommodate 8 passengers.

This "charter-only" car is said to be one of the most decadent railway experiences in Japan.

Today, we got on the train departing Matsuyama Station at 8:26 a.m.

The attendants serve meals and provide onboard hospitality.

The meals served depend on the course.

This is the breakfast served on the morning train.

I love this bread, it smells like "yuzu!"
I'm very happy.

Other courses include a mini-French meal and a Japanese meal.

Local residents line up along the route to welcome Iyonada Monogatari.

They do this voluntarily and have done since the train first started service more than eight years ago.

On the way, the train slows down for tourist attractions like this castle.

The most popular spot on the line is Shimonada Station.

The train stops here for around 10 minutes so the passengers can enjoy the sea view and take photos from the station platform.

The view of the sun setting over the sea is especially popular.

Many people choose this course to enjoy the breathtaking scenery.

The most touching part was the local hospitality. Seeing
everyone waving as we passed made me very happy.

Iyonada Monogatari is a fantastic tourist
train full of love for the local area.

The tourist train Iyonada Monogatari operates on weekends and holidays.