A Souvenir Born from a City of Collaboration

Facilitating & Designing Local Co-Creation

Launched in 2021, this project brings together local and outside collaborators in Nihonbashi to develop new city-inspired souvenirs. Over two editions, six unique food souvenirs were created. Bridgine, a web media platform, led the initiative, supporting and promoting the collaboration. By engaging local businesses and workers, the project fosters connections and a framework for ongoing co-creation within the city.

Issue

Evolving from Storytelling to Creation

Since its launch in 2019, Bridgine has covered around 200 local initiatives. However, a key challenge arose: How can media go beyond storytelling to actively create and nurture collaborations?

Focusing on souvenirs as a tangible outcome, the project facilitated partnerships between Nihonbashi-based businesses to develop original products. The Bridgine editorial team took on a supporting role, ensuring the project became an integrated "Tsunagifuto" initiative, combining media exposure with product development.

Co-Developed Nihonbashi Souvenirs

Collaborations & Products
Historic Restaurant Association "Sanshikai" × Patisserie Hiromi & Co.

Nihonbashi Sablé (Unagi, Sukiyaki, Soba flavors)
¥1,210 each, ¥3,500 set (tax incl.)

Heiwa Doburoku Kabutocho Brewery × Michelin-Starred French Restaurant "La Paix"Doburoku Rouge (720ml) – ¥3,630 (tax incl.)

Japan’s first department store "Nihonbashi Mitsukoshi" × Luxury Hotel "Mandarin Oriental Tokyo"
Panettone made with Nihonbashi honey – ¥1,944 (tax incl.)

#Related Events & Community Engagement

To encourage collaboration across industries, the project hosted interactive sessions, including:

・Three presentations & talks on the future of Nihonbashi souvenirs
・Group discussions among participants
・Project briefings explaining the development process
・Additionally, two workshops explored key the

"What Defines a Modern Nihonbashi Souvenir?"
"The Role of Design in Product Development"

Each session featured expert speakers, visual summaries (graphic recordings), and open discussions. The events attracted local workers, media, and key stakeholders, and included an exclusive tasting session for new products. A pre-sale event was also held, allowing attendees to purchase items immediately. A dedicated photo spot encouraged social media sharing, increasing online visibility.

Future

Strengthening Local Collaboration & Impact

The project’s success extended beyond its initial launch, with products continuing to be sold at participating businesses and inspiring a second wave of collaborations. Participants shared positive feedback, stating that the initiative:

・Opened new business opportunities
・Boosted internal motivation by showcasing craftsmanship
・Effectively connected Nihonbashi with other communities

To further expand participation, a co-creation guideline was developed, sharing insights from past collaborations. By continuing this initiative, the project aims to catalyze more partnerships, enhance local engagement, and redefine media’s role in urban development.