#Japan #Tokyo #Regional Revitalization #HiOLI #Asagiri Milk

HiOLI's Bold Step into Regional Revitalization

HiOLI, a Japan-based company headquartered in Meguro, Tokyo, is embarking on a meaningful journey in regional revitalization, centered around the purpose of "weaving the value of local areas into the future and connecting thoughts." Recently, the company has marked a significant milestone by defining this new purpose, aiming to act as a bridge connecting diverse local assets, cultures, and products.

The year 2023 marks one year since HiOLI began co-managing the "Asagiri Milk" brand with Asagiri Dairy and Takoman, both located in Shizuoka Prefecture. The success of this partnership has led HiOLI to expand its development into a full-fledged regional revitalization project. This endeavor includes launching a new sweets brand in collaboration with several local partners, with a planned introduction at major department stores in urban areas starting winter 2026.

The Purpose Behind the Refresh

Previously, HiOLI has focused on addressing issues in dairy farming under the guiding principle of "updating the value of milk and creating a gentle social life." However, on visiting various rural regions, the team recognized that beyond dairy farming, there are countless remarkable local assets, including unique primary products and traditional cultures, which have not received sufficient attention.

In today’s AI-driven and digitized world, HiOLI emphasizes the importance of retaining a sense of warmth and human connection. The mission embodies creating a sustainable circular economy that integrates the energies of local areas with urban sensibilities, which has inspired a renewed commitment to facilitating this unique relationship.

The new purpose statement reflects this shift: “Weaving the value of local areas into the future, becoming a new bridge that connects thoughts.” The endeavor is to carefully curate superior local cultures and materials and transform them into forms suitable for the next generation using technology and passion. Furthermore, HiOLI seeks to foster an equitable relationship that relays the intentions of local producers to urban consumers while feeding back the urban sensibility to the rural sphere.

Achievements of the Asagiri Model and Future Initiatives

The Asagiri Model focuses on redefining local primary products and cultures to meet urban demands. In the past year, HiOLI has made considerable strides in rebranding Asagiri Milk, ensuring it resonates with contemporary consumers by:

• - Crafting a Brand Story: Delving into the rich natural surroundings of Mt. Fuji and the dedication of dairy farmers, the company restructured the brand's narrative to connect deeply with today's audience.
• - Refreshing Visual Identity: By overseeing product design, logos, packaging, and store aesthetics, HiOLI has built an appealing and sophisticated brand image that urban consumers can embrace.
• - Creating an Experiential Brand: Focusing not only on product quality but also on the brand’s narrative, HiOLI designed unique customer interactions that offer a comprehensive experience of the brand's background.

As HiOLI progresses, plans have been set in motion for both permanent store openings in urban areas and an active series of Pop-Up Tours in large metropolitan regions, providing opportunities for consumers to interact with the brand firsthand. Strengthening joint product development will also be pivotal as the collaboration continues.

A New Challenge: Second Phase of Regional Revitalization

Leveraging the insights gained through the Asagiri Model, HiOLI is now fully committed to its regional revitalization initiatives by redefining local assets through new co-creation projects with various partners throughout Japan.

This will involve not only enhancing the unique characteristics of local histories, materials, and cultures but also driving innovation in original brand development. With multiple partners engaged in launching a new sweets brand, HiOLI plans to progressively unveil its offerings in major urban department stores beginning in winter 2026.

Leadership Commentary

Akira Hiraoka, CEO of HiOLI, affirms, "In an era where efficiency is emphasized by AI, there's a growing demand for tangible expressions only we can provide. Our renewed purpose reflects this understanding. I’m excited about the potential for further collaboration with local partners to forge new paths for food culture that connect the vibrancy of rural areas with the sensibilities of city life."

Makoto Maehori, CEO of Asagiri Dairy, adds, "I'm thrilled that the Asagiri Milk brand, nurtured over many years, is reaching a wider audience through our partnership with HiOLI. It is my hope that together, we can convey authentic taste and the stories behind it, contributing to the sustainable development of regional dairy farming."

About HiOLI

HiOLI prides itself on its three key craft approaches: dedication to material quality, production in micro-batches, and creating products where the faces of the producers are visible. The company is also committed to regional revitalization projects through collaboration with farmers and enterprises across the country.

Visit HiOLI official website