#Japan #Yamagata #Yamagata University #Sport GOMI #Rethink Project

'Sport GOMI in Nanokamachi 2026': A Community Event for a Cleaner Environment

On June 20th, 2026, an inspiring community event titled 'Sport GOMI in Nanokamachi' was held in Yamagata City, Japan, organized by Hoosiers Well-Being Partners, Yamagata Machizukuri Corporation, and Yamagata University, alongside the Rethink PROJECT. The event saw around 160 participants, including children and adults, come together to pick up litter in the city, contributing towards beautifying their surroundings while having fun.

Participants Unite for a Common Cause

In this event, teams ventured through the Nanokamachi area, working collaboratively to collect litter weighing a total of 18.24 kg. The premise of 'Sport GOMI' involves competitive litter collection based on the volume and type of waste gathered within specified zones. The goal is to foster a sense of local attachment and appreciation for the community, and 'Sport GOMI in Nanokamachi' has been held annually since 2024. Collaboratively organized by local entities, the event was supported by Yamagata University's Rethink PROJECT, which aims to increase community engagement through its initiatives.

Participants enthusiastically embraced the motto 'Litter picking is a sport!' as they divided into teams to explore the area for an hour, picking up litter along the way. This year, the event also focused on disaster prevention, setting up eight quiz stations within the competition area. Correct answers to the quizzes provided participants extra points towards their litter collection score, adding another layer of excitement to the activity.

Innovative Technology Enhancements

A notable feature of the event was the use of the innovative 'Rethink Tong,' an AI device that automatically identifies types and locations of collected litter. This technology allowed participants to map their litter collection in real-time using wireless cameras connected to their smartphones. A total of 3,011 litter items were mapped utilizing this advanced device, showcasing the event’s commitment not only to community cleanliness but also to technological integration.

Prizes and Community Spirit

At the conclusion of the event, results were tallied, and the top teams were awarded local delicacies, such as Yamagata cherries and Yamagata beef, generously donated by sponsor companies. Sounds of joy and applause filled the venue as winning teams celebrated, creating a lively and community-oriented atmosphere. Participants expressed their satisfaction with remarks like, “I had fun volunteering, and I got my steps in!” and “I enjoyed Sport GOMI and look forward to next year's event, especially the diverse quiz topics ranging from disaster prevention to Yamagata's history.”

Commitment to Social Responsibility

Hoosiers Group emphasizes being a 'Social Developer®' as its purpose moving forward, leveraging their business operations to contribute positively to society. Their initiatives include developing senior housing communities that reinforce a culture of enthusiasm for aging, engaging in local redevelopment projects to invigorate city centers, and embracing public-private partnership (PPP) projects that enhance public services.

Moreover, the group actively engages in recovery efforts in disaster-stricken areas and collaborates with social welfare organizations to present solutions that are beneficial to the community at large. With nearly 30 years of history, Hoosiers Group remains committed to understanding customer needs and providing unique solutions as a 'Social Developer®.'

About the Organizers

• - Hoosiers Well-Being Partners: Located in Chuo Ward, Tokyo, they specialize in property management, senior living operations, and various community-focused initiatives. Website
• - Yamagata Machizukuri Corporation: Focused on supporting local urban development, they operate parking services and stimulate entrepreneurship within the community. Website
• - Yamagata University: A national university dedicated to student support and research activities, actively contributing to local cultural and educational growth. Website
• - Rethink PROJECT: An initiative by Japan Tobacco Inc., focusing on social issues like inequality and environmental protection. Website

This collaborative approach showcases the vibrant spirit of Yamagata's community, combining environmental awareness with enjoyable activities while fostering a strong bond among participants. The 'Sport GOMI in Nanokamachi' event stands as a shining example of how collective efforts can lead to a cleaner environment and enriched community life.