What does regional revitalization using DX look like? 5 successful case studies

DX refers to “the transformation of products, services, and business models by utilizing data and digital technologies to respond to drastic changes in the business environment based on customer and societal needs, while also transforming the organization, processes, corporate culture, and structure to establish competitive advantage,” as defined by the Ministry of Economy, Trade and Industry (METI).

The concept of DX originated in 2004 in the work of Professor Erik Stolterman, who described the changes digital technologies bring to all aspects of people’s lives. In Japan, the term began to spread around 2011 when IDC Japan first introduced it. Subsequently, both “DT” and “DX” were used in English-speaking contexts, but when the Ministry of Economy, Trade and Industry clearly adopted “DX” in its 2018 DX promotion guidelines, that notation became mainstream in Japan.

One term often confused with DX is “IT adoption.” Generally, IT adoption means using information technology to streamline operations and improve efficiency, such as replacing phone calls and letters with email or chat. However, DX goes beyond merely reducing work time or automating processes; it fundamentally transforms the business through digital technology to create new value. For example, internet banking replaced traditional branch-based transactions with fully online account management, providing new value to customers in the process.

Here we introduce actual initiatives that utilize DX as a lever for regional revitalization.

In anticipation of the “Shinano Temple Grand Opening,” held once every seven years, this project actively used digital technology to analyze visitors’ preferences and behavior patterns with the aim of enhancing satisfaction and increasing repeat visits. The initiative centered on renewing the city’s tourism website and delivering content tailored to visitor interests. Digital content such as an interactive map—combining GPS with illustrations to show the visitor’s location and nearby recommended spots—enabled collection and analysis of behavior patterns that were previously invisible with traditional surveys. Data collected through this effort will be used again for future grand opening events, contributing to sustainable regional revitalization.

ながの観光net
https://www.nagano-cvb.or.jp/

The apparel industry has traditionally involved multiple intermediaries such as manufacturers, workshops, and intermediaries, resulting in inefficiencies and errors due to complex communication channels. sitateru provides a platform business centered around “sitateru CLOUD,” which unifies information management and communication with sewing factories. This makes production processes transparent and efficient, improving productivity across the industry. In addition, the platform matches small brands and manufacturers with skilled local artisans and factories, reducing the burden on brand-side ordering and activating regional sewing industries.

シタテル
https://sitateru.co.jp/

This e-commerce site in Fukushima Prefecture focuses on the people behind products rather than the products themselves. Unlike conventional sales sites that emphasize convenience, value, and pricing, Shiokuribito prioritizes empathy and connection with producers as the gateway to long-term relationships. Producer stories and photos taken with disposable cameras appear before product information, conveying the personality of the creators themselves. Purchases include small tokens or thank-you notes conceived by the producers, creating a sense that the buyer has received a “care package” rather than simply buying a product. The site’s “Search by Memorable Moments and Words” feature lets users explore based on intriguing images or phrases instead of product categories, delivering a unique shopping experience. These experiences foster bonds with the locale, build new communities, and generate tourism and relocation interest, all of which support sustainable regional activation.

シオクリビト
https://shiokuribito.com/

ADDress is a subscription service that provides living bases in over 300 vacant houses nationwide. Plans start at ¥980 per month and include community meals and up to two trial stays per year. Catering to diverse purposes such as workations, multi-base living, and trial relocations, this service offers young people interested in rural life a low-barrier way to test living in different regions without committing to full relocation or home ownership. As of November 2023, membership had grown to about 20 times its initial size. The service emphasizes “connections with people” by using shared houses rather than whole-house rentals, encouraging communication among members. Support from “house guardians” and “town guardians,” as well as shared activities based on common interests, fosters community and revalues vacant homes as attractive regional bases.

ADDress
https://address.love/

Here is one branding project supported by BOEL. The Hakodate Airport website had not been updated for many years, resulting in outdated interface design and web technologies that made the site difficult for users to find or use. To address this, real-time flight information was integrated into the website with seamless data linkage, enabling travelers to easily view flight details from anywhere. This improved convenience not only for passengers, but also for local bus guides, taxis, inns, and hotels—helping them anticipate customer arrival times from delay information and enhancing services. Additionally, new tourism information was added to showcase the attractions of Hakodate, further promoting tourism centered on the airport.

函館空港
https://airport.ne.jp/

In this article, we introduced examples of regional revitalization through DX. Each case leverages local strengths and resources in ways that offer many points of reference from the perspective of the SDGs. What strengths and attractions exist in your region? And how can they be valued and enhanced through DX? Let’s think together about achieving sustainable regional communities.

Reference: “The Evolution of the Definition of DX”

Reference: “Learning from 10 Successful Case Studies of Regional Revitalization: The Path to Improving Productivity”

Reference: “Good Design Award 2022: ‘Shiokuribito,’ an Online Marketplace from Fukushima That Reflects the People Behind It”

Reference: “Toward Becoming a Leading Sustainable Tourism City: Nagano City Tourism DX Promotion Project by the Nagano Tourism Convention Bureau”

Reference: “PR TIMES Launches a New Community Plan Starting at ¥980 per Month! Expanding to 30 Countries Overseas Next Spring”

“Web Designing vol.198,” Mynavi Publishing Corporation, October 2019, Vol. 19, No. 5, Issue No. 199