JFF26 Purehearted

Hailing from Naha City in Okinawa, Majimu Iha’s (Sairi ITO) name means "purehearted" in the local dialect, perfectly reflecting her gentle and earnest nature. A timid office worker raised in a family of traditional tofu makers, Majimu never imagines herself as an entrepreneur until her company launches an internal business competition. Inspired by evenings spent at her grandmother’s favourite bar, Majimu begins to wonder… why doesn’t Okinawa produce its own rum, using locally grown sugarcane? Despite having no experience under her belt, Majimu pitches the idea, and her growing passion challenges corporate scepticism, family expectations and island politics. What starts as a simple idea takes on a life of its own, as Majimu’s commitment to authenticity sparks controversy with upper management, while generational conflict between business owners on the island threatens to bring her dream to a halt. Based on the extraordinary true story of Yūko KINJO, who rose through the ranks from contract employee to company president, Purehearted is an uplifting underdog story about believing in yourself and the power of local pride. Showcasing Okinawa’s breathtaking landscape, rich culture and distinctive dialect, Kaoru HAGA’s directorial debut is a warm yet refreshing portrait of a side of Japan rarely seen on screen.