Case Studies

Bringing together some 700 rose fanciers from around the globe

Executive Director Derek Lawrence explains more about the WFRS, and this once-every-three-years event. “The World Federation of Rose Society was actually founded in 1968 in London by countries including Australia, New Zealand, South Africa, and United States in England,” he says. “They decided to form a rose federation that represents all these societies around the world. The actual first world convention was held in 1971 in Auckland, New Zealand, and since then we’ve grown to 40 member countries. So we’ve got all the people from the West and the East rose growth.”

However, Mr. Lawrence adds, most of the attendees are not in fact rose professionals. “We do have a breeder’s club, which contains about 28 members from around the world. But primarily it’s amateur rose enthusiasts. We all get together, we have lectures, we visit gardens, like those here in Japan. But it’s also social; people get together, they make friends, they form bonds, and they talk. At the end of the day, it’s about promoting the rose. And wouldn’t the world be a lot better, more peaceful if everyone spent time on the love of the rose—simple peace and love?”

The rose: a symbol of peace

Mr. Takayoshi Omoto, Director of the World Rose Convention Promotion Office in the Mayor’s Office of Fukuyama City, and a key figure in the event’s success, explains that peace was very much a part of the rose’s important role in Fukuyama. “After World War II, to revive the devastated city and bring peace and healing to its residents, 1,000 rose bushes were planted in city parks,” he says. While spared the effects of the atomic blast in Hiroshima City, the city was extensively damaged during the war. “The roses, lovingly cared for by citizens, blossomed beautifully and came to be adored by the community. The rose cultivation movement gradually spread throughout the city, and in 1985, the rose was designated as the official flower of Fukuyama. In 2016, to commemorate the 100th anniversary of cityhood, the city successfully achieved a goal of one million blooming roses, fully embodying the title of Rose City Fukuyama.”

Apart from the rose connection, why did the WFRS select Fukuyama—a city that is not frequently visited on typical tourist routes but is a hidden gem—as the venue for the event? “I imagine that places like Tokyo and Osaka, even Hiroshima city, have got some wonderful places to visit. The hotels, the accommodation, the fabulous restaurants with different types of cuisine. But we found everything to be here as well. It’s been exceptional; I’ve had a lot of people approach me saying, ‘What a fantastic venue the organizers chose!’ The service has been outstanding, and the venues are second to none. So far, it’s been an all-embracing experience, and I think it will encourage people to come back here on holiday in the future.”

Local involvement a key factor for success

The people of Fukuyama eagerly embraced the World Rose Convention, with more than 200 volunteers welcoming attendees to an opening night event, as well as on a walking tour to Fukuyama’s extensive rose garden, just a short walk from the city center. “The volunteers were always immediately right there,” Mr. Lawrence says. “At the opening welcome reception, there were people on hand to guide you and welcome you. You never got lost. And the event was electric. People who I’d never spoken to before came up to me and said, ‘This is fantastic!’ We didn’t just talk about roses, with the castle backdrop and the dancing, with the people handing out pink kimonos. Everyone was laughing, everyone was enjoying it, everyone was embracing, not just roses, but the culture of Japan, the celebration of Japanese life, the way people live and enjoy life here. So what a fantastic place to come for holiday and embrace what Japan’s got to offer.”

And, in fact, the evaluation of the conference held during the closing ceremony resulted in this being declared the best-ever World Rose Convention!

Easy access

Fukuyama Station is right on the Shinkansen (bullet train) line that connects all the way to Tokyo in the east, and Kyushu Island to the west, giving the city excellent accessibility. Not every train stops at Fukuyama Station, but Mr. Lawrence notes that the attendees found traveling to the venue very easy. “It’s pretty easy to get here by the Shinkansen,” he says, “and all the coaches and buses have been very prompt, and very efficient, getting us to the venues very, very quickly. It’s been really well organized, so I want to thank and congratulate all those organizers who worked backstage and worked so tirelessly hard for many months, if not for years, to put the event together. It’s been very impressive.”

“Even getting out to see the roses,” he adds, “was very easy.” “If you want to visit the parks, there are maps right on the pavement!” he says, “There are painted signs so if you get lost, they will guide you back to the venue. I’ve never seen that before, but it’s a simple and very effective—an absolutely brilliant idea.”

And, he adds, the roses themselves didn’t disappoint. “They were all in full bloom, and also very healthy, with no disease or pests. In fact, I probably would say that they were probably the healthiest roses I’ve ever seen in my life. Very impressive!”

Convention-goers on a visit to Fukuyama’s expansive rose garden, just a few minutes’ walk from the city center

Day tours and other excursions an important part of the event

The city organizers also provided for other excursions through this historic area as part of the event. “One especially popular destination was Tomonoura,” Mr. Omoto explains, referring to an historic old port area of the city. “Despite the abundance of stairs and slopes there, the routes were carefully planned to accommodate older or physically challenged participants so everyone could have a pleasant experience. Local junior high school students and volunteers even prepared English scripts and offered guided explanations. These programs were designed and planned entirely by the Tomonoura community.”

Along with the opening event, with its dancing, music, excellent food and drink (and staffed by friendly local volunteers) held on the grounds of Fukuyama Castle, other WRC excursions included to Hiroshima City, naturally one of the most historic cities in the world, as well as the exquisite shrine at Miyajima, with its world-famous red torii gates standing in the ocean.

Mr. Lawrence was also struck by the diversity of activities provided. “The organizers put together a good mix of things on the program to inspire people, so not just the roses but visits to temples, museums and other sights. A lot to explore, a lot to do. I don’t think anyone will get bored here, and people will go back to their countries and think what a fantastic experience it’s been to come here to Japan. I believe it will encourage more people to come, and hopefully they will come back, too.”