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Bihoro Town and Loyalty Marketing's Groundbreaking Agreement

On January 19, 2026, Bihoro Town, located in Japan's Abashiri District of Hokkaido, officially signed a comprehensive partnership agreement with Loyalty Marketing Co., Ltd., the company behind the popular point service "Ponta." This marks the first time that Loyalty Marketing has entered into such an agreement with a municipality.

The collaboration between Bihoro Town and Loyalty Marketing began in 2021 with the establishment of "Ponta no Mori" (Ponta Forest), which promotes sustainable forestry practices. This initiative focuses on community engagement through tree planting and promoting awareness of environmental issues. Moreover, through the "Green Ponta Action" app, users can contribute to Ponta Forest based on their actions, effectively intertwining personal responsibility with communal efforts towards a greener future.

Three Pillars of the Agreement

In the new comprehensive partnership, both parties will work on three main areas of focus:

1. Sustainable Forestry Activities

• - The ongoing tree planting initiatives that started in the fiscal year 2021 will continue to develop, promoting both environmental conservation and community interactions.
• - By engaging local residents, businesses, and educational institutions, the initiative encourages participatory forestry and nurtures environmental consciousness in future generations.

2. Regional Revitalization through Data Utilization

• - Leveraging data from over 100 million Ponta members, the partnership aims to address regional challenges related to decarbonization, tourism, and commercial activities.
• - This collaboration will assist in visualizing regional issues while crafting effective strategies and promoting community action towards sustainable development.

3. Demonstration Projects in the Region

• - Bihoro Town will serve as a field for new collaborative projects engaging companies, universities, and non-profits.
• - These demonstration initiatives will explore various themes such as decarbonization, tourism, digital innovation, and education while creating a replicable regional co-creation model that can be shared nationwide.

Overview of the Comprehensive Partnership Agreement

The agreement encompasses several areas, including:
(1) Promotion of decarbonization efforts,
(2) Industrial development and support for small businesses,
(3) Education, culture, and sports,
(4) Childcare, health, and medical care,
(5) Community safety and security,
(6) Disaster prevention and response,
(7) Any other mutually recognized necessities by both parties.

Previous Efforts: Building Ponta no Mori

In October 2021, Ponta no Mori was inaugurated in Bihoro Town, and annual tree-planting tours engaging employees have been organized since then. Participants not only engage in tree planting but also benefit from lectures conducted by curators from the Bihoro Museum on biodiversity and the connection between forests, rivers, and oceans, further deepening their understanding of environmental issues.

MODRINAE Project

The MODRINAE project allows individuals to grow acorns into saplings over approximately two years, culminating in a hands-on experience of planting these trees back into the forest. In collaboration with Somano Base Inc., this initiative will offer products to Ponta users in 2024 and 2025, with the first saplings scheduled for planting in Ponta no Mori by autumn 2026.

Commitment to Sustainability

Loyalty Marketing is dedicated to its corporate philosophy of contributing to a waste-free consumption society. In 2024, they outlined key themes for tackling social issues through their operations, including reducing waste from corporate activities, contributing to environmental sustainability through partnerships, and achieving human and societal well-being. Detailed information can be found on their corporate website here.

As Bihoro Town and Loyalty Marketing embark on this exciting journey of partnership, they aim to create a model case for generating new local values, demonstrating the power of collaboration between public and private sectors to address contemporary challenges.