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The origin of the red seal given at shrines and temples is ancient, and there is a theory that it originated from a proof of offering sutras during the Heian period. The "Goshoin" that JAL started in 2022 was inspired by this red seal.
The Gosho-in book costs 2,000 yen and the Gosho-in stamps cost 350 yen each. As of April 2023, they are on sale at JAL PLAZA (formerly BLUE SKY) stores and airport kiosks in 38 airports nationwide.
An idea born from Niigata staff spread nationwide
Kato: "In June 2021, as part of JAL's regional revitalization activity, the "JAL Hometown Project," we launched an initiative called "Hometown Wa," which transcends the boundaries of industries within the JAL Group, in order to enliven areas across the country. The idea is for members who are from or have ties to each region to form cross-sectional teams and think of ways to contribute to the region, and the idea of a "temple stamp" came from the Niigata team. Usually, these types of projects are thought up by the Regional Business Headquarters at headquarters, but we believe it is of great significance that the idea came from members of this framework. In addition, this project was made possible only because the Regional Business Headquarters and the Niigata members of the "Hometown Wa," who have been planning and producing the project, worked closely together."
These are the words of Keiju Kato of the JAL Regional Business Headquarters. Like the 88 sacred places of Shikoku, there is a custom of visiting the 88 sacred places on Sado Island in Niigata Prefecture. The plan was created with the intention of boosting efforts to register Sado Island as a World Heritage Site, but it has developed into a project to allow customers to enjoy domestic travel after COVID-19. It has been decided to commercialize the "Goshoin" tour of JAL airports nationwide.
Kato: "A similar idea came up at JTB at exactly the same time. As they were running campaigns around the country, there was a discussion about whether they could do something related to Shikoku, and one of their young employees came up with the idea of goshuin stamps. The sales department heard about this story, and after discussions between the two sides, we decided to collaborate. We both wanted to encourage more customers to visit other regions after the COVID-19 pandemic."
Collaboration between JAL and JTB is not uncommon, but this was the first time they had attempted such a collaboration that crossed the boundaries of their respective businesses. Looking back, it took a considerable amount of time to make the necessary adjustments, as the project was already underway.
Kato: "We had a lot of discussion, but we decided on a 20-page pocket-type design, prioritizing convenience so that you can include travel mementos such as boarding passes in addition to the stamps. The design is in two colors, black and maroon. The maroon is inspired by the interior decoration color of the latest Airbus A350 aircraft, and we pursued elegance. We also made many samples to get the texture and color of the gold foil stamping right."
*Masks are removed only for photo shoots.
The Gosho-in booklet has a playful twist: if you put two different colored books side by side, the JAL Tsurumaru logo will appear. And there is a secret in the design of the Gosho-in booklet that will be sold in various places.
Kato: "JAL staff from each region have taken up the brush and created the block with unique characters. In addition to the gold seal of the prefecture name and the IATA code for the airport in alphabet, we have also included a little puzzle element. We have included the numbers painted on the runway, and the red seal is an arrangement of the single character for each airport."
In addition, the Niigata Airport Goshoin, which was the product of the original idea, has been given a special treatment. Please take a good look at these details when you pick up the product.
*Masks are removed only for photo shoots.
Kato said he hopes to use this feedback in future developments. On March 18, 2023, 27 more airports will be added as part of the second wave, and by the end of September 2023, the project will be rolled out to all domestic airports served by the JAL Group. Members of the "Furusato no Wa" (Hometown Wa) from across the country, airport staff, and branch offices have joined the project, further expanding the "wa." For more information, please see the following URL.
Kato: "The first wave started at 11 airports, but now they are available at all 55 airports served by the JAL Group. We are also considering expanding overseas in the future. This initiative was born out of our desire for customers to travel to the area and discover its charm, and to collect Goshoin stamps as a testament to their travels. What's important is that this isn't a temporary thing, but that we continue it for a long time."
Goshuin stamps have a history of over 1,000 years, and are one of the reasons people travel to various parts of Japan. Please be sure to pick one up when you visit an airport in each area. We hope you will visit many airports and make many wonderful memories and goshuin stamps.
Click here for a list of Goshoin retailers
*Business hours vary depending on the store.
*When purchasing Goshoin, we recommend that you check the sales status at each store in advance.
*Please note that Goshoin stamps are not sold at Okushiri Airport and Kitadaito Airport.
・Tsuji Shop (Okushiri Port Ferry Terminal): Approximately 24 minutes by car from the airport
Hamayu-so (lodging facility on Kitadaito Island): Approximately 8 minutes by car from the airport
* Goshoin stamps are sold at stores in the restricted areas (near the boarding gates) at Osaka International Airport, Chubu Centrair International Airport, Oita Airport, Hiroshima Airport, Nagasaki Airport, and Kumamoto Airport.
*Purchases of Goshoin stamps at airport stores are limited to three per person.
We'll take you behind the scenes of JAL's work, including inside stories on the introduction of the A350 and the development of in-flight meal menus.
*Some content was updated on October 2, 2023.
The contents published are accurate at the time of publication and are subject to change.
