2023.04.25

Creating Industry & Employment with "Goto No Tsubaki"! What Is the Future of the Goto Islands (JAPAN) Connected by Skincare Cosmetics?

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Sixty years ago, the Goto Islands were home to about 150,000 people. Today, that number has dwindled to roughly a third, presenting significant social challenges.

We talked to Okada, Director of Goto no Tsubaki Co., Ltd., and Yoshihama from the PR department about creating a sustainable future for Goto through cosmetics that leverage the vitality of the island's native tsubaki (camellia).

Goto Islands: The Island of Tsubaki

The Goto Islands are located at the westernmost point of Nagasaki, Kyushu. This archipelago is composed of 152 stunning islands, most of which are part of Saikai National Park, preserving untouched natural beauty.

With a rich history tied to the missions to Tang China, the revered monk Kukai, and the culture of hidden Christians, the islands also host 51 churches. In 2018, these were recognized as a World Heritage Site under the "Nagasaki Churches and Christian Sites," offering immense historical and cultural appeal.

"The islands are home to around 10 million wild camellia trees known as 'yabu tsubaki.' These camellia trees, which produce valuable camellia oil, have been integral to island life.

"The history of camellia oil dates as far back as the Nara period. Since the Goto Islands were the last Japanese land point before envoys of the Tang missions set out to the mainland, records in the historical text 'Shoku Nihongi' show that the island's camellia oil was presented as a tribute to China.

"In more recent times, islanders would harvest camellia seeds to make oil for hair care and apply it to their skin to prevent sunburn during summer farming activities. They even used camellia leaves as preservatives in lunch boxes, making camellias an indispensable part of their daily lives."

"Despite its rich natural and historical tapestry, the current population of the Goto Islands now falls below 50,000. With no university on the islands, young people must leave to pursue higher education, and many parents don't see the benefit of passing on their family businesses.

"In recent years, however, there's been a growing trend of people moving to the islands. With more young families relocating here, the Goto Islands have climbed up the rankings of 'Rural Areas Where Families with Children Want to Live', signaling a slight yet promising increase in younger residents amidst an aging population."

Aiming for Regional Revitalization by Leveraging the Island's Treasures "Tsubaki"

The "Goto no Tsubaki Project" originated from Tsuyoshi Matsushita, a native of the Goto Islands and the Executive Director of the Matsushita Foundation. Driven by a desire to give back to his hometown, Matsushita initiated this project to create industry and employment centered on the island's valuable resource, tsubaki, contributing to its sustainable development.

The project's predecessor, the "Tsubaki Research Society," was launched about a decade ago, bridging local government, producers, academia, and the private sector. This collaborative effort aimed to industrialize camellias through information exchange and study sessions. The next step was to commercialize products, leading to the establishment of Goto no Tsubaki Co., Ltd., which manufactures and sells the "Goto no Tsubaki" cosmetics brand.

"In this project, various entities, including universities and research institutions studying camellias, businesses outside the prefecture, and other local enterprises, are working together to revitalize the Goto Islands. We are involved in numerous initiatives to make this happen.

"Actress Sayuri Yoshinaga, who has visited Goto for personal trips and shares the passion of Matsushita, also supports and encourages the project as a 'Tsubaki Supporter' since February 2020."