Practice of social education on the subject of traditional crafts Presentation at TOHOKU CRAFT Student Collaboration Project

This study reports on Akita University's participation in the "TOHOKUCRAFT Student Collaboration Project" to propose value propositions for traditional crafts. Traditional crafts differ in use, beauty, and points that evoke a sense of beauty, depending on where they were produced. Aesthetics has a design aspect and a brand aspect. With both design and brand, there is value. In this project, six students enrolled at Akita University conducted a regional survey to learn about the value of Kabazaiku (wild cherry bark work), which has been handed down in the Kakunodate area of Senboku City, and to create new values that are compatible with current lifestyles. There is a long history of branding traditional crafts, and the brand story has already been established to some extent. This paper reports on the results of students' own learning through active learning of methods to create new value propositions for already established brands and to gain consumer engagement.