Brand or Be Gone: Cultural Commodities and the Struggle for Rural Survival in Japan and India

Japan faces the challenge of depopulation and economic decline in rural areas. This research focuses on regional revitalization, primarily exploring the methods and policies that are concerned with the one village one product (OVOP). Recently, the Government of India launched the One district one product (ODOP) initiative which has a similar model that leverages regional strengths to address societal challenges and drive inclusive development. By examining case studies from both the countries, focusing on innovation and local resources, these policies should empower communities to harness their potential, leading to sustainable economic growth and enhanced quality of life. The research aims to identify the potential factors that led to the successful implementation of cases, creating a sustainable development based on branding a cultural commodity and testing its scalability and adaptability for policy formulations in countries facing acute depopulation or considering similar initiatives to rejuvenate rural economies.