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LIFULL and Tarumizu City: A New Dawn for Regional Revitalization

In an era where many rural areas are grappling with significant demographic challenges, the partnership between LIFULL, a prominent Tokyo-based company, and Tarumizu City in Kagoshima Prefecture is a beacon of hope. On March 30, 2026, they established a comprehensive partnership agreement aimed at revitalizing this beautiful coastal community, largely recognized for its natural beauty and rich agricultural resources.

The Challenges at Hand

Nestled between the scenic Kinko Bay and the majestic Sakurajima, Tarumizu City celebrates its heritage of producing the highest yield of hatchery yellowtail aquaculture in Japan. However, beneath this charm lies a pressing challenge: a declining population coupled with a rising number of vacant homes. As property owners age and the costs of property maintenance spiral, many houses are left abandoned. This problem exacerbates the challenges of attracting new residents and maintaining community vitality.

Traditionally, Tarumizu has endeavored to leverage these vacant homes as a means to foster new residents. However, to combat the growing challenges of creating a vibrant community and accelerating the influx of new residents, a more nuanced approach has become essential.

Seeking Solutions Through Collaboration

With the rise of telecommuting trends, business professionals from urban areas are increasingly seeking work-life balance in more serene environments. Tarumizu City has identified this shift and aims to cater to these evolving needs.

LIFULL and Tarumizu have previously collaborated on initiatives like training programs for telecommuters and creating “family-friendly offices” where parents can bring their children to work. Building on this foundation of cooperation, the new partnership agreement will further enhance joint efforts. LIFULL’s expertise in vacant properties and its extensive network will be instrumental in addressing the community's challenges more systematically.

Key Elements of the Partnership

The comprehensive agreement between LIFULL and Tarumizu aims to tackle several critical issues. The initiatives include:

• - Promoting migration and residency, including new local living arrangements.
• - Supporting work-life balance for families and enhancing digital skill development.
• - Recruiting and developing talent to address local challenges, especially focused on utilizing vacant houses and facilities effectively.

Community Insights from LIFULL Executives

LIFULL's Executive Officer and HR Solutions Division Head, Mai Akinawa, highlighted that Japan’s local governments face profound issues like population decline and vacant homes. Through this partnership, LIFULL is keen on advancing sustainable community development by fostering initiatives that simultaneously support work-life balance and digital skill development.

Similarly, LIFULL's CEO for Regional Revitalization Projects, Yuji Masuda, reflected on their long-standing commitment to utilizing vacant properties effectively. Through collaborative efforts, they aspire to enhance local appeal and attract new residents.

"By leveraging our insights and synergizing with regional stakeholders, we aim to create a thriving community," Masuda stated.

About LIFULL

Founded on the principle of enhancing lives, LIFULL positions itself as a social enterprise committed to addressing various societal issues. Under their corporate message, "LIFULL for Every Life," the company operates multiple services, including real estate listings, senior care solutions, and investment property resources.

As LIFULL embarks on this venture in Tarumizu, there is palpable hope that it could serve as a model for other municipalities across Japan, proving that innovative partnerships can ignite regional revitalization and help curb the tide of rural decline.