government

government

rice-code

16m ago
SOURCE  

Description

A small village in northeast Japan famous for rice, Inakadate, was struggling with aging and declining population along with drop in rice sales, since Japanese eating habits have shifted away from rice toward a more Western diet. Nevertheless, the village’s main income source remains rice. So we tried to re-energize the village by creating a fusion of agriculture and digital technology.We created huge art pictures in our rice field by planting different colors of rice. We then developed a new technology called “rice-code”, which let visitors scan the rice art with their phones like a QR code and purchase the rice. “Rice-code” transformed a scene that people naturally want to photograph into a brand new selling place. As a result, the project successfully attracted 251,320 visitors, about 30 times the population of the village and sales jumped dramatically. The power of rice revitalized the village again. This movement even moved the government to build a special train station for the visitors. Designing the rice field, designs the new selling place.