Captivated | Yoshinori Isagai, Director, Keio Research Institute at SFC
2024.11.12
I am captivated by Italy. Whenever I enter a café, the first thing I do is check if they have espresso. Lately, I've started listening to a lot of Italian pop and canzone. Many of the daily necessities in my home—shampoo, soap, toothpaste, and shaving cream—are made in Italy. My mineral water is also from Italy. They all have a timeless, beautiful design, and above all, they feel wonderful to use.
I first set foot in Italy in 2010. While researching policies for regions with declining populations, I became interested in community-building movements originating in Italy, such as Cittaslow (cittàslow) and Albergo Diffuso (albergo diffuso: scattered hotel). Cittaslow is about enhancing sustainability by making the most of local resources like food, history, and culture. I conduct field research, mainly visiting small villages in central and northern Italy, covering aspects like agriturismo (farm stays) and community activities. Almost every area has a magnificent church with a piazza (square) in front of it. Nearby, there is always a bar. In the piazzas and bars, people are always gathering, their conversations flying back and forth, sounding almost like singing (and some people really are singing), and they all seem to be having a wonderful time. On the other hand, strolling along the tranquil cobblestone paths gives one the illusion of having wandered into the Middle Ages. These scenes shine as if they were straight out of a movie.
Beyond the beautiful cityscapes, another reason I fell in love with Italy is the interaction with its people, who are full of *campanilismo* (local pride). At airport shops and other places, if I greet them in my broken Italian, they shower me with praise, repeatedly saying, "Perfetto! (Perfect!)." They even flatter me with comments like, "I thought you were Milanese because of your accent," which always puts me in a good mood (and often leads to me buying extra things). I'm also frequently asked to teach Japanese greetings. Once, as I was leaving a hotel and said, "Grazie. Arrivederci. (Thank you. Goodbye)," the hotel staff replied with the Japanese they had just learned, "Arigato gozaimashita," and we patted each other on the shoulder and laughed. Another time, I got into such a lively conversation with a small shop owner about Italian local pride, Japanese history and culture, and bonsai that they pulled down the shutter to close up shop, even though it was still daytime, just so we could keep talking. I suppose it is the fusion of all these experiences that has made me feel like I want to be enveloped by Italy.
I have also started to incorporate the theme of Italian community building into some of my general courses and research group classes. Recently, many students in my research group have become interested in concepts like Cittaslow and bars, and an increasing number are choosing these as themes for their graduation projects. Furthermore, many students are choosing Italy for their graduation trips, and some have even started studying abroad at Italian universities. Eventually, simple Italian phrases began to appear in class slides and email exchanges, and some students have become fans of Italian sweets and accessories. In fiscal year 2022, when the Secretary General of the Cittaslow International headquarters gave an online lecture, two students took on the challenge of a Q&A session in Italian. It seems a love for Italy is contagious.
■ Scenes from the online lecture
Cittaslow is also beginning to attract attention in community building in Japan. In fiscal year 2024, the " National Promotion Committee for Slow Town Development " was established to promote Cittaslow and facilitate exchange among interested municipalities. In the Yoshinori Isagai Research Group, a new research project on the theme of Cittaslow has also been launched. Indeed, the Cittaslow concept of a "slow town" that is pleasant to live in and where everyone feels happy will surely provide hints for the community building of the "Forest of Health and Culture" district.