THE goal was to find or create local, unique and representative products. The local value of the products had to be recognized nationally and internationally. OVOP was proposed by Hiramatsu, the head of Oita prefecture (subdistrict) from 1972-2003, and was implemented in all villages and towns in Oita in 1980. Before the OVOP movement, most villages and towns in Oita were busy finding fault with other places and had little motivation to try somet