The most compelling message for me in this chapter is to think of potential values of a place itself that has history and heritage. Preserving, revitalizing, and strengthening such a place tie connections between people, environment, and place. As a result, a lot of benefits are generated in the location, culturally, economically, socially, environmentally, and educationally. First, culturally, by preserving the place, cultural assets in it encourage people to maintain the local uniqueness effectively. As for economy, since such uniqueness is attractive for many people, many of them gather in the place and encourage its local economy, visiting for sightseeing as well as living there. Then, the place has potential to become a sightseeing place so that by boosting functions along with the original functions, people can enjoy social interactions in the place that has highly public nature. Moreover, preserving, revitalizing, and strengthening a historical place mitigate environmental impacts by reusing the place and extending its lifespan. By contrast, both tearing structures in the place down and developing new realms to build a new place greatly pressures on the environment. Finally, the place itself can be an opportunity for people to learn its local history.

However, some places have challenges to be preserved, revitalized, and strengthened in case that many people recognize cultures the places have as just negative. One of the reasons why historical places have been influenced by the march of sameness is denial of culture by the local people. For example, in Japan, there are many deep cultures and historical places. They have values in themselves. However, going through transitional stages to approach a western culture such as a defeat in world war two, Japanese became aware of western values dramatically. They, for instance, value landscapes, structures or arts in French and recognize them as beauty because of its gorgeousness. By contrast, they consider Japanese cultures as something that is eyesore to them because of its unpretentiousness and feel inferior to western cultures. As a result, Japanese unique landscapes, structures, and cultures have been replaced with the march of sameness derived from western values. Eventually, there is neither “lovely” nor “unlovely” in culture. Therefore, it is important to encourage people to recognize it, to be interested in how their own culture formed in the place, and to have a deep affection to the place to obtain full of benefits from it.