Bridging cultures through tourism: The story of Minami Hoshino

Minami Hoshino is a unique and inspiring presence in Loznica – at the time of filming the videos, she was the only Japanese woman living and working in the city. She arrived in Serbia through the Japan International Cooperation Agency (JICA) volunteer programme, driven by her interest in Eastern Europe and cultural exchange.

From May 2024 until recently, Minami worked with the Tourism Organization of the City of Loznica, where she contributed to strengthening international cooperation and promoting local tourism. Her academic background in Eastern European studies helped her adapt quickly, but it was the warmth of the people that made her feel truly at home.

Minami highlighted hospitality as one of the most striking differences between Japan and Serbia. In Loznica, she found openness, daily interactions, and a genuine interest in personal connections that are less common in Japanese culture. This sense of community made her feel that Loznica had become her “second home.”

From a professional perspective, she observed that women in Serbia – especially in Loznica – were highly active, entrepreneurial, and confident in leadership roles. Compared to Japan, she noted a stronger presence of women running small businesses, often transforming their passions and traditional skills into sources of income.

She particularly appreciated the creativity and willingness of local women to experiment, collaborate, and openly share ideas. According to Minami, this culture of exchange and mutual support was something that could inspire similar practices in Japan.

At the same time, she recognized opportunities for improvement. One of her key suggestions was stronger international promotion of traditional Serbian crafts, such as wool felting and weaving. She pointed out that these authentic products had great appeal for foreign visitors but were not always easily accessible or visible, especially to those who did not speak the language.

Minami also emphasized the importance of digital tools and online platforms for small business growth, as well as better awareness of available financial support and subsidies for entrepreneurs.

After completing her volunteer engagement in Loznica, Minami returned to Japan, carrying with her valuable experiences and strong personal connections. Through her journey, she represented a bridge between cultures – bringing a fresh perspective while deeply appreciating the local environment. Her story remains a testament to the power of international exchange and the importance of supporting women in creating sustainable and creative careers.

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