In this article, the author applies Makiguchi Tsunesaburo's (1871-1944) perspectives to language policy and planning (LPP). One theoretical question in LPP theory is why individuals opt to use particular languages and varieties of languages in certain contexts. The author contends that Makiguchi's theory of value can be used to systematically explain behavior in language choice by understanding language choice as value-seeking behavior. The author also considers practical implications of Makiguchi's ideas to solve social issues related to LPP. These practical implications include value creation and attitude to deal with the issues of language choice, educational applications, and emphasis on the local community. (Contains 1 footnote.)