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A unique startup support initiative is underway in Beppu City, the hot spring town with a population of 110,000. B-biz Link, established in 2017 as the operational arm for the "Tourism Valley Initiative," leading in this effort. We interviewed Hiroki Suezaki, who transitioned from being an engineer to a city official and now works with the regional business production team, about the current state and future prospects of Beppu's startup support system.
Could you please introduce yourself and tell us about your career path?
I'm Hiroki Suezaki, born in 1977 in Beppu. After living in Beppu through middle school, I attended Oita National College of Technology. Following graduation, I worked for six years at Nippon Steel Corporation's Yahata Works in Kitakyushu.
While working there, I began to question my impact on end users and wanted a job where I could help people more directly. During a time of limited job opportunities, I sought work with a major company in my hometown. At age 26, my last chance to take the civil service exam, I passed and began working at Beppu City Hall in 2004.
At city hall, I gained diverse experience across various departments. I started in the Statistics Section handling census work, transitioning from technical to administrative work. I later worked in legal affairs, national health insurance calculations and budget management in the Finance Department.
In the Agriculture, Forestry and Fisheries Department, I was involved in regional revitalization projects, including the development of 'Zabon Cider' which continues today. In the Environmental Department, I managed everything from municipal cemeteries to handling noise and odor complaints from citizens."
How did you become involved with B-biz LINK and the “Tourism Valley“ Initiative?
Later, I joined the Tourism Valley Promotion Section of the Industrial Policy Department, where I helped develop the 'Tourism Valley Initiative.' Beppu currently has five higher education institutions, including APU, Beppu University, Kyushu University's Hot Spring Hospital, and Kyoto University's Geothermal Research Facility. In 2019, we launched the Tourism Valley Initiative to create new job opportunities for young talented individuals in tourism-centric Beppu.
In 2020, I was seconded to B-biz LINK, where I currently work. Established in 2017, it consists of three divisions: the Regional Business Production Team, the Tourism Marketing Team, and Beppu International Plaza (BIP). I work in the Regional Business Production Team, managing startup support through programs like the One Beppu Dream Award and developing corporate relationships through workation initiatives."
Could you explain the structure of B-biz LINK and its staff composition?
B-biz LINK consists of four divisions: General Affairs, the Regional Business Production Team, the Tourism Marketing Team, and BIP (Beppu International Plaza).
The Tourism Marketing Team handles inbound content creation and overseas promotion. BIP operates the 'Wonder Compass' tourist information center at Beppu Station and conducts Japanese language courses for foreigners.
Of our 20 staff members, 6 are city officials, and 14 were directly hired by B-biz LINK. Employment arrangements vary, including fixed-term contracts for specific projects and potential permanent positions based on performance.
Other municipalities often express envy at our organizational structure. We hope to eventually minimize city official involvement and have B-biz LINK employees lead operations."
What kind of programs do you offer to support startups?
Our flagship program is the 'ONE BEPPU DREAM AWARD 2024.' It's more than just a business plan competition - it includes the 'Dream Academy,' which offers learning opportunities, Conversations with entrepreneurs, participant networking and study sessions.
This year, we launched an entrepreneurship experience program for elementary and middle school students. It allows children to create mock companies, experience various jobs, and interact with entrepreneurs, aiming to develop life skills and broaden their future career options.
The ‘One Beppu Dream Award’ is a six-month business plan competition where the finalists that pass through screening undergo a two-month refinement period before the final selection. Uniquely, the focus isn't on choosing winners but on connecting finalists with 'supporters' - companies that become fans of their business plans and provide backing. These supporters offer various forms of assistance, from funding to venue provision and PR support.
The only requirement for entry is a desire to do business in Beppu - residency doesn't matter. This year's seven finalists include someone living in Taiwan and APU graduates, showcasing international diversity. Participants range from students to people in their 50s."
How are you strengthening the startup ecosystem in Beppu?
We use Beppu Fan Town as a platform where the ‘One Beppu Dream Award’ finalists mentor the next generation of entrepreneurs, promoting cross-generational exchange.
For finalists, we offer the 'B-Startup' program, which extends beyond the competition to support ongoing growth. It includes mentorship and growth funding of around 1 million yen, used strategically in consultation with mentors.
One success story is the 'Lost Item Delivery' service, which handles forgotten items for international tourists. Hotels can use the service for free, with costs covered by tourists who've left items behind. Through the B-Startup program, this service has secured external investment and is expanding."
What impact does APU (Asia Pacific University) have on Beppu's startup ecosystem?
APU students have been actively involved for the past 2-3 years. For example, two students from Hokkaido and New Zealand established an office in Beppu through the ‘One Beppu Dream’ and continued their business operations. The international perspective and high sensitivity to trends that APU students bring has been invaluable to our ecosystem.
How does Beppu's startup support compare to other cities?
For a city of 100-110,000 people, we have an exceptionally comprehensive support system, driven by our mayor's strong vision. Like Silicon Valley, we clearly aim to create an environment where people can easily pursue their goals.
Our support programs and measures are quite substantial, comparable to prefecture-level initiatives, which is remarkable for a city our size. Beppu's tourism infrastructure makes it ideal for startup experimentation, whether using ryokan and hotel facilities or developing new hot spring-related initiatives."
What challenges and opportunities do you see for Beppu's future?
We often hear APU graduates say they love Beppu and want to stay, having developed relationships and attachments throughout their four years of interactions here. However, many can't return due to limited job opportunities. Our crucial role is creating an environment where young people can pursue their aspirations in Beppu.
The Tourism Valley Initiative is relatively young - about 4-5 years old, with two years affected by COVID-19. We're just beginning to see results and will continue developing new initiatives through the process of trial and error.
Personally, as both a city official and a member of this organization, I hope to effectively bridge the public and private sectors, utilizing my position to reflect ground-level voices in city policies.
Do you have any final message for those considering starting a business in Beppu?
Beppu is a welcoming place that embraces diverse people. I encourage anyone with questions to reach out - that's what B-biz LINK is for. Even if we can't answer immediately, we can connect you with the right people. No inquiry is too small; we're here to help.
Editor's Note
A unique startup ecosystem has emerged not from major cities like Tokyo or Osaka, but from Beppu, a hot spring town of 110,000 people. This ecosystem reflects the journey of Mr. Suezaki, who evolved from an engineer to a civil servant, and now stands at the forefront of startup support. Throughout the interview, what stood out was Beppu's capacity for inclusivity and its rich environment for nurturing talent.
Leveraging the presence of educational institutions like APU, unique tourism resources like hot springs, and most importantly, a culture that welcomes newcomers, Mr. Suezaki and his team are steadily forging new paths. B-biz LINK's initiatives might well become a new model case for startup support in regional cities.
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