[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:27.46,0:00:32.44,Default,,0000,0000,0000,,This is the front page\Nof yesterday's morning newspaper.
Dialogue: 0,0:00:32.44,0:00:35.74,Default,,0000,0000,0000,,According to the news,\Nthe price of rice plunged this year
Dialogue: 0,0:00:35.74,0:00:39.52,Default,,0000,0000,0000,,and rice farmers are facing\Ngreat difficulties.
Dialogue: 0,0:00:39.52,0:00:43.71,Default,,0000,0000,0000,,Akita rice was sold at 8,400 yen,
Dialogue: 0,0:00:43.72,0:00:48.53,Default,,0000,0000,0000,,2,800 yen cheaper than last year,
Dialogue: 0,0:00:48.54,0:00:51.10,Default,,0000,0000,0000,,and rice farmers are crying out in pain.
Dialogue: 0,0:00:52.24,0:00:58.29,Default,,0000,0000,0000,,What do you think\Nwhen you hear about this news?
Dialogue: 0,0:00:58.29,0:01:04.47,Default,,0000,0000,0000,,You may think: "Oh, that's too bad.\NIt must be hard for the rice farmers."
Dialogue: 0,0:01:04.47,0:01:09.95,Default,,0000,0000,0000,,However, once you've finished\Nreading this newspaper
Dialogue: 0,0:01:09.95,0:01:14.27,Default,,0000,0000,0000,,you will probably forget about this news.
Dialogue: 0,0:01:16.75,0:01:22.66,Default,,0000,0000,0000,,These farmers who make\Nour daily rice are struggling.
Dialogue: 0,0:01:22.66,0:01:24.84,Default,,0000,0000,0000,,It can't be dismissed as irrelevant to us.
Dialogue: 0,0:01:24.84,0:01:28.66,Default,,0000,0000,0000,,But why don't we care enough?
Dialogue: 0,0:01:29.79,0:01:35.60,Default,,0000,0000,0000,,It's because we don't know\Nthese farmers in person.
Dialogue: 0,0:01:36.50,0:01:40.47,Default,,0000,0000,0000,,If you have a farmer you know in person,
Dialogue: 0,0:01:40.47,0:01:43.74,Default,,0000,0000,0000,,this news probably wouldn't seem\Nas irrelevant anymore.
Dialogue: 0,0:01:43.74,0:01:49.04,Default,,0000,0000,0000,,The relationship with others\Nfosters empathy.
Dialogue: 0,0:01:50.70,0:01:56.69,Default,,0000,0000,0000,,Here in Japan, consumers and producers\Nare divided by a big distribution system.
Dialogue: 0,0:01:56.69,0:02:00.85,Default,,0000,0000,0000,,The information that we consumers\Ncan get about the food we eat are
Dialogue: 0,0:02:00.85,0:02:05.44,Default,,0000,0000,0000,,its price, looks, taste, calories, etc.
Dialogue: 0,0:02:05.44,0:02:08.16,Default,,0000,0000,0000,,These are all information for consumers.
Dialogue: 0,0:02:08.16,0:02:12.23,Default,,0000,0000,0000,,Of course, these are important\Nin selecting food,
Dialogue: 0,0:02:12.24,0:02:15.39,Default,,0000,0000,0000,,but something essential is missing.
Dialogue: 0,0:02:15.39,0:02:20.46,Default,,0000,0000,0000,,It is the actual people who are working\Nbehind the scenes of our food.
Dialogue: 0,0:02:21.96,0:02:27.59,Default,,0000,0000,0000,,How many producers do you know in person
Dialogue: 0,0:02:27.60,0:02:31.13,Default,,0000,0000,0000,,among the food you eat every day?
Dialogue: 0,0:02:31.93,0:02:36.31,Default,,0000,0000,0000,,Many of you may not know a single person.
Dialogue: 0,0:02:37.72,0:02:41.08,Default,,0000,0000,0000,,Now that we have lost empathy,
Dialogue: 0,0:02:41.08,0:02:43.73,Default,,0000,0000,0000,,Japan's primary industry\Nis in a dire situation.
Dialogue: 0,0:02:43.73,0:02:50.74,Default,,0000,0000,0000,,In 1970, just before I was born,\Nthere were 10.25 million rice farmers.
Dialogue: 0,0:02:50.74,0:02:54.53,Default,,0000,0000,0000,,This has sharply declined to 2.6 million,
Dialogue: 0,0:02:54.53,0:02:59.77,Default,,0000,0000,0000,,and 75% of them are 60 years or older.
Dialogue: 0,0:02:59.77,0:03:06.08,Default,,0000,0000,0000,,There are only 170,000 young farmers\Nwho are 40 years or younger.
Dialogue: 0,0:03:07.27,0:03:13.03,Default,,0000,0000,0000,,As for fishermen,\Nthere were 570,000 in 1970.
Dialogue: 0,0:03:13.03,0:03:18.52,Default,,0000,0000,0000,,Now there are only 170,000.\NThe majority are 60 years or older.
Dialogue: 0,0:03:18.52,0:03:23.00,Default,,0000,0000,0000,,There are only 20,000\Nof those who are 40 years or younger.
Dialogue: 0,0:03:23.01,0:03:29.14,Default,,0000,0000,0000,,In 10 years, in 20 years,\Nwho will be making our food?
Dialogue: 0,0:03:30.36,0:03:34.16,Default,,0000,0000,0000,,Now you must probably be thinking:
Dialogue: 0,0:03:34.16,0:03:39.10,Default,,0000,0000,0000,,"We must do something\Nabout our primary industry."
Dialogue: 0,0:03:39.10,0:03:43.70,Default,,0000,0000,0000,,Still, right after you leave this venue,
Dialogue: 0,0:03:43.70,0:03:47.65,Default,,0000,0000,0000,,that feeling will probably fade away.
Dialogue: 0,0:03:49.42,0:03:54.79,Default,,0000,0000,0000,,What we crucially lack is empathy.
Dialogue: 0,0:03:54.79,0:03:59.96,Default,,0000,0000,0000,,We need to think of this issue\Nas directly linked to our lives.
Dialogue: 0,0:04:01.17,0:04:05.70,Default,,0000,0000,0000,,In order to rebuild our primary industry,
Dialogue: 0,0:04:05.70,0:04:10.21,Default,,0000,0000,0000,,we must get to know the people\Nwho work behind the scenes of our food,
Dialogue: 0,0:04:10.21,0:04:15.51,Default,,0000,0000,0000,,connect with them,\Nand enhance our empathy.
Dialogue: 0,0:04:16.51,0:04:19.70,Default,,0000,0000,0000,,And so I came up with this,
Dialogue: 0,0:04:19.71,0:04:23.67,Default,,0000,0000,0000,,"Tohoku Taberu Magazine,"\Na monthly magazine that comes with food.
Dialogue: 0,0:04:23.67,0:04:28.28,Default,,0000,0000,0000,,We feature producers\Nin the Tohoku region every month,
Dialogue: 0,0:04:28.28,0:04:33.68,Default,,0000,0000,0000,,and we enclose the food they produce\Nand send them to the readers.
Dialogue: 0,0:04:33.68,0:04:36.22,Default,,0000,0000,0000,,Usually in food delivery service,
Dialogue: 0,0:04:36.22,0:04:38.78,Default,,0000,0000,0000,,we receive boxes packed with vegetables,
Dialogue: 0,0:04:38.78,0:04:42.41,Default,,0000,0000,0000,,along with just a single piece of paper\Nintroducing the producer.
Dialogue: 0,0:04:42.42,0:04:44.89,Default,,0000,0000,0000,,We do the opposite.
Dialogue: 0,0:04:44.89,0:04:49.47,Default,,0000,0000,0000,,That piece of paper that shows\Nthe life of the producer,
Dialogue: 0,0:04:49.47,0:04:51.24,Default,,0000,0000,0000,,that is our main service.
Dialogue: 0,0:04:51.24,0:04:56.23,Default,,0000,0000,0000,,The food is just a supplement\Nto the magazine.
Dialogue: 0,0:04:56.23,0:05:02.25,Default,,0000,0000,0000,,One year has passed since we've started,\Nand now we have 1400 readers.
Dialogue: 0,0:05:02.25,0:05:07.53,Default,,0000,0000,0000,,First of all, by reading the pages,\Nthe readers get to know the producers,
Dialogue: 0,0:05:07.53,0:05:10.22,Default,,0000,0000,0000,,and then they cook and eat the food.
Dialogue: 0,0:05:10.22,0:05:12.04,Default,,0000,0000,0000,,That's not the end.
Dialogue: 0,0:05:12.04,0:05:18.82,Default,,0000,0000,0000,,We connected the producers\Nand the readers through Facebook group.
Dialogue: 0,0:05:18.82,0:05:22.51,Default,,0000,0000,0000,,Then, they began to actively communicate.
Dialogue: 0,0:05:22.52,0:05:27.28,Default,,0000,0000,0000,,The readers found out for the first time\Nwho was making the food they eat.
Dialogue: 0,0:05:27.28,0:05:29.84,Default,,0000,0000,0000,,Many readers posted pictures with recipes
Dialogue: 0,0:05:29.84,0:05:35.50,Default,,0000,0000,0000,,showing how they cooked the food\Nwith their son, for example,
Dialogue: 0,0:05:35.50,0:05:37.76,Default,,0000,0000,0000,,and conveyed their gratitude,
Dialogue: 0,0:05:37.77,0:05:41.52,Default,,0000,0000,0000,,"Thank you." "I was impressed."\N"I enjoyed it."
Dialogue: 0,0:05:41.52,0:05:46.53,Default,,0000,0000,0000,,They thanked the producers everyday.
Dialogue: 0,0:05:46.53,0:05:48.52,Default,,0000,0000,0000,,For the producers, until now,
Dialogue: 0,0:05:48.52,0:05:50.62,Default,,0000,0000,0000,,their last task\Nwas to distribute the food.
Dialogue: 0,0:05:50.62,0:05:55.07,Default,,0000,0000,0000,,But once they saw\Nhow happy the readers were everyday,
Dialogue: 0,0:05:55.07,0:06:00.29,Default,,0000,0000,0000,,they became even more motivated\Nto make something more delicious.
Dialogue: 0,0:06:00.29,0:06:01.67,Default,,0000,0000,0000,,Moreover,
Dialogue: 0,0:06:03.04,0:06:05.96,Default,,0000,0000,0000,,not only do we have\Nonline interactions over SNS,
Dialogue: 0,0:06:05.96,0:06:10.08,Default,,0000,0000,0000,,but we are also hosting events\Ninviting the producers to Tokyo,
Dialogue: 0,0:06:10.08,0:06:13.99,Default,,0000,0000,0000,,or inviting readers to visit the farms,
Dialogue: 0,0:06:13.100,0:06:16.85,Default,,0000,0000,0000,,to experience the actual process\Nof delivering the food.
Dialogue: 0,0:06:16.85,0:06:19.93,Default,,0000,0000,0000,,So we are hosting\Nexperience-oriented events as well,
Dialogue: 0,0:06:19.93,0:06:25.77,Default,,0000,0000,0000,,and offering these series of events\Nas a package every month.
Dialogue: 0,0:06:25.77,0:06:31.93,Default,,0000,0000,0000,,With these experiences,\Nthe readers empathized more and more.
Dialogue: 0,0:06:32.75,0:06:37.84,Default,,0000,0000,0000,,Recently, there was a good example\Nwhere this empathy led to action.
Dialogue: 0,0:06:37.84,0:06:39.79,Default,,0000,0000,0000,,In our issue last October,
Dialogue: 0,0:06:39.79,0:06:44.46,Default,,0000,0000,0000,,we featured Mr. Kosei Kikuchi,\Na rice farmer in Akita prefecture.
Dialogue: 0,0:06:46.94,0:06:52.56,Default,,0000,0000,0000,,By using a unique farming method\Nof not plowing the rice fields,
Dialogue: 0,0:06:52.56,0:06:56.51,Default,,0000,0000,0000,,he makes rice that is friendly\Nto both nature and human.
Dialogue: 0,0:06:56.51,0:06:59.76,Default,,0000,0000,0000,,But due to the prolonged rain this year,
Dialogue: 0,0:06:59.76,0:07:03.80,Default,,0000,0000,0000,,the rice field became muddy\Nin the harvesting season.
Dialogue: 0,0:07:03.80,0:07:08.21,Default,,0000,0000,0000,,and the combine harvester\Ndidn't work in the mud.
Dialogue: 0,0:07:08.21,0:07:12.07,Default,,0000,0000,0000,,Even with the help of his wife\Nand two small children,
Dialogue: 0,0:07:12.07,0:07:17.55,Default,,0000,0000,0000,,not even 1/10 of the usual crop\Ncould be harvested.
Dialogue: 0,0:07:17.55,0:07:23.27,Default,,0000,0000,0000,,He used Facebook\Nto post his painful situation
Dialogue: 0,0:07:23.28,0:07:27.18,Default,,0000,0000,0000,,and sent out an SOS call\Nto the reader's group of Taberu Magazine.
Dialogue: 0,0:07:27.18,0:07:31.70,Default,,0000,0000,0000,,Then, nearly 200 people,\Nincluding readers,
Dialogue: 0,0:07:31.70,0:07:35.53,Default,,0000,0000,0000,,came all the way to Akita prefecture,
Dialogue: 0,0:07:35.53,0:07:40.08,Default,,0000,0000,0000,,went into the rice fields by barefoot,\Nand harvested together by hand.
Dialogue: 0,0:07:41.26,0:07:47.75,Default,,0000,0000,0000,,This baseball field-sized rice field\Nof about one hectare,
Dialogue: 0,0:07:48.76,0:07:52.56,Default,,0000,0000,0000,,is to be reaped, all by human hand.
Dialogue: 0,0:07:53.90,0:08:00.65,Default,,0000,0000,0000,,The readers and the producers\Nare becoming like a family.
Dialogue: 0,0:08:01.72,0:08:06.76,Default,,0000,0000,0000,,By knowing who is behind\Nthe scenes of our food,
Dialogue: 0,0:08:06.76,0:08:11.79,Default,,0000,0000,0000,,they felt that this farmer's suffering\Nwas connected to themselves,
Dialogue: 0,0:08:11.79,0:08:15.64,Default,,0000,0000,0000,,and pushed themselves\Nahead to visit the site.
Dialogue: 0,0:08:16.73,0:08:22.40,Default,,0000,0000,0000,,Today, as human relationships\Ngrow weaker and weaker,
Dialogue: 0,0:08:22.40,0:08:27.90,Default,,0000,0000,0000,,I see future in a community that connects\Nthose who eat and those who make.
Dialogue: 0,0:08:29.23,0:08:33.28,Default,,0000,0000,0000,,Throughout this whole year,\Nwe have made this community.
Dialogue: 0,0:08:33.28,0:08:37.24,Default,,0000,0000,0000,,The fishermen and farmers are up front.
Dialogue: 0,0:08:37.24,0:08:40.99,Default,,0000,0000,0000,,The readers are at the back.\NLook at these smiles.
Dialogue: 0,0:08:40.99,0:08:43.76,Default,,0000,0000,0000,,Not only the producers,
Dialogue: 0,0:08:43.76,0:08:49.48,Default,,0000,0000,0000,,but the consumers are also\Nbecoming happier and happier.
Dialogue: 0,0:08:50.70,0:08:55.74,Default,,0000,0000,0000,,The readers that helped\Nthe rice farmer in Akita
Dialogue: 0,0:08:55.74,0:08:59.41,Default,,0000,0000,0000,,came back to the cities looking refreshed.
Dialogue: 0,0:08:59.41,0:09:04.54,Default,,0000,0000,0000,,By learning about the food\Nthat support our lives,
Dialogue: 0,0:09:04.55,0:09:10.23,Default,,0000,0000,0000,,where the food was made,\Nand how the producers made them,
Dialogue: 0,0:09:10.23,0:09:14.02,Default,,0000,0000,0000,,readers say their lives become richer.
Dialogue: 0,0:09:14.02,0:09:20.75,Default,,0000,0000,0000,,Through my work on Taberu Magazine,\NI have connected consumers and producers.
Dialogue: 0,0:09:20.75,0:09:23.48,Default,,0000,0000,0000,,I have also realized something.
Dialogue: 0,0:09:23.48,0:09:27.03,Default,,0000,0000,0000,,In this world, where consumers\Nand producers are divided,
Dialogue: 0,0:09:27.03,0:09:31.48,Default,,0000,0000,0000,,it was not only the producers\Nwho were lost.
Dialogue: 0,0:09:31.48,0:09:37.24,Default,,0000,0000,0000,,Consumers were not happy,\Nand their lives did not feel rich.
Dialogue: 0,0:09:37.24,0:09:41.28,Default,,0000,0000,0000,,By removing this barrier\Nbetween these two,
Dialogue: 0,0:09:41.28,0:09:43.51,Default,,0000,0000,0000,,and by interacting with each other,
Dialogue: 0,0:09:43.51,0:09:48.50,Default,,0000,0000,0000,,they can exchange their spirits\Nand their energy.
Dialogue: 0,0:09:48.50,0:09:51.82,Default,,0000,0000,0000,,That is what I learned from them.
Dialogue: 0,0:09:53.14,0:09:58.48,Default,,0000,0000,0000,,Now, we are living\Nin a fully developed consumer society.
Dialogue: 0,0:09:59.12,0:10:03.19,Default,,0000,0000,0000,,With this single smartphone,\Nyou can huddle in your room,
Dialogue: 0,0:10:03.19,0:10:06.28,Default,,0000,0000,0000,,buy anything you want,\Nand lead your life.
Dialogue: 0,0:10:06.28,0:10:10.42,Default,,0000,0000,0000,,However, there are no ups and downs\Nnor hardship of life.
Dialogue: 0,0:10:10.42,0:10:12.71,Default,,0000,0000,0000,,The nature that grows food,
Dialogue: 0,0:10:12.71,0:10:16.27,Default,,0000,0000,0000,,or the producers\Nwho devote their time and effort,
Dialogue: 0,0:10:16.27,0:10:18.91,Default,,0000,0000,0000,,they are lost out of our sight.
Dialogue: 0,0:10:18.91,0:10:21.90,Default,,0000,0000,0000,,In this complete consumer society,
Dialogue: 0,0:10:21.90,0:10:27.16,Default,,0000,0000,0000,,with prediction, control,\Norder, and justice,
Dialogue: 0,0:10:27.16,0:10:31.79,Default,,0000,0000,0000,,we may have lost the joy of life,\Nor what it feels like to live,
Dialogue: 0,0:10:31.80,0:10:36.33,Default,,0000,0000,0000,,without realizing we had lost them.
Dialogue: 0,0:10:37.89,0:10:44.92,Default,,0000,0000,0000,,I wanted to overturn that small,\Nnarrow-minded world.
Dialogue: 0,0:10:45.53,0:10:50.26,Default,,0000,0000,0000,,I wanted to open a crack\Nin this consumer society.
Dialogue: 0,0:10:50.26,0:10:55.27,Default,,0000,0000,0000,,I realized how to do it\Nby Taberu Magazine.
Dialogue: 0,0:10:55.27,0:10:59.50,Default,,0000,0000,0000,,I'd like to share this method\Nwith you today.
Dialogue: 0,0:10:59.50,0:11:04.54,Default,,0000,0000,0000,,You don't have to migrate\Nto rural areas and become a producer.
Dialogue: 0,0:11:04.54,0:11:07.73,Default,,0000,0000,0000,,You can still do it\Nwhile living in the city.
Dialogue: 0,0:11:07.73,0:11:11.31,Default,,0000,0000,0000,,That is to move away from the poor,\Nreplaceable relation
Dialogue: 0,0:11:11.31,0:11:15.91,Default,,0000,0000,0000,,between money and food,
Dialogue: 0,0:11:15.91,0:11:20.51,Default,,0000,0000,0000,,and return to the rich,\Nirreplaceable relation
Dialogue: 0,0:11:20.51,0:11:23.42,Default,,0000,0000,0000,,between consumers and producers.
Dialogue: 0,0:11:23.42,0:11:27.17,Default,,0000,0000,0000,,The act of eating\Ncan be revived as a circuit,
Dialogue: 0,0:11:27.17,0:11:31.43,Default,,0000,0000,0000,,allowing you to connect with others,
Dialogue: 0,0:11:31.43,0:11:35.07,Default,,0000,0000,0000,,or to the vast, unknown world.
Dialogue: 0,0:11:35.07,0:11:41.80,Default,,0000,0000,0000,,Through the circuit,\Nalthough it may be very small,
Dialogue: 0,0:11:41.80,0:11:48.90,Default,,0000,0000,0000,,I'd like to make a creative space\Nin this consumer society.
Dialogue: 0,0:11:49.84,0:11:52.71,Default,,0000,0000,0000,,From this space, we are going to regain
Dialogue: 0,0:11:52.71,0:11:57.92,Default,,0000,0000,0000,,the power to live, the joy of life,\Nthe feeling of life, and imagination.
Dialogue: 0,0:11:57.92,0:12:01.22,Default,,0000,0000,0000,,We humans are now\Nlocked inside a small world.
Dialogue: 0,0:12:01.23,0:12:06.84,Default,,0000,0000,0000,,We must unleash our intrinsic potential\Nand spirit to the future.
Dialogue: 0,0:12:06.85,0:12:10.49,Default,,0000,0000,0000,,What lies ahead of that is, I believe,
Dialogue: 0,0:12:10.49,0:12:14.46,Default,,0000,0000,0000,,a new frontier where we feel joy of life.
Dialogue: 0,0:12:14.46,0:12:18.27,Default,,0000,0000,0000,,In Japan, where we live now,
Dialogue: 0,0:12:18.27,0:12:23.88,Default,,0000,0000,0000,,our lives are not feeling joy,\Nbut feeling uncomfortable.
Dialogue: 0,0:12:23.89,0:12:26.95,Default,,0000,0000,0000,,Why are we in this situation?
Dialogue: 0,0:12:26.95,0:12:29.30,Default,,0000,0000,0000,,This is what I think.
Dialogue: 0,0:12:29.30,0:12:32.04,Default,,0000,0000,0000,,It is because our mind\Nand body have lost balance.
Dialogue: 0,0:12:32.04,0:12:36.75,Default,,0000,0000,0000,,We all may have become big-headed.
Dialogue: 0,0:12:36.75,0:12:41.25,Default,,0000,0000,0000,,This consumer society\Nwas created from our minds.
Dialogue: 0,0:12:41.25,0:12:42.52,Default,,0000,0000,0000,,In contrast,
Dialogue: 0,0:12:42.52,0:12:46.99,Default,,0000,0000,0000,,there is something we cannot create\Nno matter how hard we think.
Dialogue: 0,0:12:46.99,0:12:50.22,Default,,0000,0000,0000,,That is nature.
Dialogue: 0,0:12:50.22,0:12:53.55,Default,,0000,0000,0000,,We originally came from nature,
Dialogue: 0,0:12:53.55,0:12:57.98,Default,,0000,0000,0000,,so we feel comfortable\Nbeing in touch with nature.
Dialogue: 0,0:12:57.98,0:13:02.47,Default,,0000,0000,0000,,But the consumer society\Nhas completely excluded nature.
Dialogue: 0,0:13:02.47,0:13:06.08,Default,,0000,0000,0000,,In a sense, our body\Nis originally nature itself,
Dialogue: 0,0:13:06.08,0:13:10.52,Default,,0000,0000,0000,,as this cannot be created by human hand.
Dialogue: 0,0:13:10.52,0:13:15.30,Default,,0000,0000,0000,,So when we feel comfortable,\Nor beautiful, or impressed,
Dialogue: 0,0:13:15.30,0:13:20.82,Default,,0000,0000,0000,,we feel those feelings\Nnot by our mind but by our body.
Dialogue: 0,0:13:20.82,0:13:24.98,Default,,0000,0000,0000,,At times, even this nature\Nof our body and feelings
Dialogue: 0,0:13:24.98,0:13:31.06,Default,,0000,0000,0000,,are deprived of by this consumer society.
Dialogue: 0,0:13:31.06,0:13:35.24,Default,,0000,0000,0000,,The same is true of Japan.
Dialogue: 0,0:13:35.24,0:13:40.51,Default,,0000,0000,0000,,There must be some part\Nwhere we can balance our body and mind.
Dialogue: 0,0:13:40.51,0:13:43.46,Default,,0000,0000,0000,,Once we lose this balance,
Dialogue: 0,0:13:43.47,0:13:45.74,Default,,0000,0000,0000,,we feel uncomfortable.
Dialogue: 0,0:13:45.74,0:13:47.95,Default,,0000,0000,0000,,The relation between body and mind
Dialogue: 0,0:13:47.95,0:13:51.77,Default,,0000,0000,0000,,is similar to that of urban\Nand rural areas in Japan.
Dialogue: 0,0:13:51.77,0:13:55.05,Default,,0000,0000,0000,,Things are increasingly\Nconcentrated in Tokyo,
Dialogue: 0,0:13:55.05,0:13:58.05,Default,,0000,0000,0000,,and rural areas are\Non the verge of extinction.
Dialogue: 0,0:13:58.05,0:14:03.33,Default,,0000,0000,0000,,After the war, the eldest son\Nremained in the rural areas.
Dialogue: 0,0:14:03.33,0:14:08.24,Default,,0000,0000,0000,,The younger brothers migrated,\Nand made our large cities today.
Dialogue: 0,0:14:08.24,0:14:12.36,Default,,0000,0000,0000,,The urban and the rural areas\Nwere connected by blood.
Dialogue: 0,0:14:12.38,0:14:16.33,Default,,0000,0000,0000,,That is why everyone returns\Nto their hometown on Bon holidays.
Dialogue: 0,0:14:16.34,0:14:19.08,Default,,0000,0000,0000,,However, in 20 to 30 years,
Dialogue: 0,0:14:19.09,0:14:23.30,Default,,0000,0000,0000,,the so-called holiday traffic congestion\Nis said to become vanished.
Dialogue: 0,0:14:23.30,0:14:27.52,Default,,0000,0000,0000,,It means that a large number of people\Nwill be born and raised in cities
Dialogue: 0,0:14:27.52,0:14:30.73,Default,,0000,0000,0000,,and will not have a hometown.
Dialogue: 0,0:14:30.74,0:14:35.34,Default,,0000,0000,0000,,This will decisively separate\Nthe urban and rural areas.
Dialogue: 0,0:14:35.34,0:14:38.34,Default,,0000,0000,0000,,A large number of people
Dialogue: 0,0:14:38.34,0:14:43.18,Default,,0000,0000,0000,,will be confined in the consumer society,
Dialogue: 0,0:14:43.19,0:14:47.01,Default,,0000,0000,0000,,not feeling the joy of life.
Dialogue: 0,0:14:47.02,0:14:49.54,Default,,0000,0000,0000,,Living creatures have evolved
Dialogue: 0,0:14:49.54,0:14:53.75,Default,,0000,0000,0000,,by adapting to the changing environment
Dialogue: 0,0:14:53.75,0:14:56.27,Default,,0000,0000,0000,,that threatened their survival.
Dialogue: 0,0:14:58.08,0:15:02.65,Default,,0000,0000,0000,,Japan has led the modernization\Nof our consumerist society,
Dialogue: 0,0:15:02.65,0:15:05.83,Default,,0000,0000,0000,,and our lives lost joy.
Dialogue: 0,0:15:05.83,0:15:11.90,Default,,0000,0000,0000,,We may be at the forefront\Nof human evolution.
Dialogue: 0,0:15:11.90,0:15:14.46,Default,,0000,0000,0000,,This evolution means
Dialogue: 0,0:15:14.47,0:15:17.82,Default,,0000,0000,0000,,balancing the mind and body,\Nurban and rural areas,
Dialogue: 0,0:15:17.82,0:15:22.52,Default,,0000,0000,0000,,and furthermore, to balance\Ndeveloped and developing countries.
Dialogue: 0,0:15:22.52,0:15:26.38,Default,,0000,0000,0000,,This will be an extraordinary challenge.
Dialogue: 0,0:15:31.53,0:15:36.68,Default,,0000,0000,0000,,In the 1970s, we saw\Nthe rise of personal computers.
Dialogue: 0,0:15:36.68,0:15:39.39,Default,,0000,0000,0000,,It was an era\Nwhen information was a luxury.
Dialogue: 0,0:15:39.39,0:15:41.43,Default,,0000,0000,0000,,People were uplifted in those days.
Dialogue: 0,0:15:41.43,0:15:45.82,Default,,0000,0000,0000,,You could access worldwide information\Nfrom wherever you were.
Dialogue: 0,0:15:45.82,0:15:49.28,Default,,0000,0000,0000,,Then, someone turned that big box\Ninto something portable and convenient.
Dialogue: 0,0:15:49.28,0:15:51.50,Default,,0000,0000,0000,,That was Steve Jobs.
Dialogue: 0,0:15:51.50,0:15:54.24,Default,,0000,0000,0000,,The iPhone is an extension of that.
Dialogue: 0,0:15:54.24,0:15:59.57,Default,,0000,0000,0000,,However, we have already cultivated\Nthis world of mind, inside this box,
Dialogue: 0,0:15:59.57,0:16:03.75,Default,,0000,0000,0000,,and information is no longer a luxury.
Dialogue: 0,0:16:03.75,0:16:07.91,Default,,0000,0000,0000,,Rather, in this world's most-advanced\Nconsumer society,
Dialogue: 0,0:16:07.91,0:16:11.53,Default,,0000,0000,0000,,the relationship with others\Nand feeling of life
Dialogue: 0,0:16:11.53,0:16:13.56,Default,,0000,0000,0000,,are becoming our luxury.
Dialogue: 0,0:16:13.56,0:16:17.57,Default,,0000,0000,0000,,This relationship and feeling of life
Dialogue: 0,0:16:17.57,0:16:23.48,Default,,0000,0000,0000,,cannot be bought on your iPhone\Nwhile staying inside your room.
Dialogue: 0,0:16:23.48,0:16:28.73,Default,,0000,0000,0000,,It is something you create on your own,\Nwith the producers, out in the nature.
Dialogue: 0,0:16:28.73,0:16:34.24,Default,,0000,0000,0000,,That is going to be the new frontier\Nwhere we feel joy of life.
Dialogue: 0,0:16:34.24,0:16:39.50,Default,,0000,0000,0000,,This frontier can no longer\Nbe cultivated by any genius.
Dialogue: 0,0:16:39.50,0:16:43.58,Default,,0000,0000,0000,,It must be cultivated together\Nby those who eat and those who make.
Dialogue: 0,0:16:43.58,0:16:48.97,Default,,0000,0000,0000,,I'm sure a new hometown\Nwill be awaiting us there.
Dialogue: 0,0:16:50.43,0:16:57.35,Default,,0000,0000,0000,,This "Apple" enriched\Nour mind and knowledge.
Dialogue: 0,0:16:58.27,0:17:02.78,Default,,0000,0000,0000,,On the other hand, if we connect to this,
Dialogue: 0,0:17:03.26,0:17:10.46,Default,,0000,0000,0000,,this apple, the real food\Nthat supports our lives,
Dialogue: 0,0:17:10.46,0:17:16.48,Default,,0000,0000,0000,,this can enrich our heart,\Nand make our lives shine again.
Dialogue: 0,0:17:17.08,0:17:22.08,Default,,0000,0000,0000,,In order to realize that,\NI'd like to wisely use this Apple as well.
Dialogue: 0,0:17:22.08,0:17:26.27,Default,,0000,0000,0000,,It's the fusion of the mind and body,
Dialogue: 0,0:17:26.27,0:17:29.53,Default,,0000,0000,0000,,the urban and rural.
Dialogue: 0,0:17:33.20,0:17:39.70,Default,,0000,0000,0000,,Please remember that each one of you\Nhave the power to change the world
Dialogue: 0,0:17:39.70,0:17:44.75,Default,,0000,0000,0000,,from the simple action of eating.
Dialogue: 0,0:17:45.99,0:17:48.75,Default,,0000,0000,0000,,Know your food, change the world.
Dialogue: 0,0:17:48.75,0:17:50.49,Default,,0000,0000,0000,,Now everyone,
Dialogue: 0,0:17:50.49,0:17:52.71,Default,,0000,0000,0000,,why don't we enjoy\Nthe forefront of evolution
Dialogue: 0,0:17:52.71,0:17:56.26,Default,,0000,0000,0000,,and embark on a journey\Nto change the world?
Dialogue: 0,0:17:59.75,0:18:01.18,Default,,0000,0000,0000,,Thank you.
Dialogue: 0,0:18:01.18,0:18:02.68,Default,,0000,0000,0000,,(Applause)