Reviving Nakagawa Town's Traditional Peppermint Culture
In a move that aims to preserve cultural heritage while driving local economic revitalization, Kyarainnovate—a Tokyo-based company—has announced the upcoming launch of two new products featuring Hokkaido's traditional peppermint, set to hit the shelves on June 10, 2025. The products, a hand cream and a cool hair & body mist, are part of the WANOWA series, which emphasizes sustainability within a circular bioeconomy, pledging to donate 2% of their sales back to the local community in Nakagawa Town.
Background and Historical Context
The history of peppermint in Nakagawa Town dates back to the Meiji era, when it became a major production area to meet global demand. During this era, peppermint was commonly used in various everyday items, including antipyretics and food products. However, the rise of synthetic menthol after World War II impacted its cultivation, leading to a significant decline in production by the mid-1970s. Despite this downturn, local pioneers remained dedicated to preserving the art of peppermint cultivation and distillation, driven by a commitment to cultural transmission over profit.
The Protectors of Peppermint Culture
In 2003, a group of educators in Nakagawa Town, motivated to rejuvenate the community, embarked on a mission to revive peppermint cultivation. They sought the expertise of local elders who once thrived in this field. Through their efforts, they met Masanori Mitsui, a volunteer grower who generously provided them with rare peppermint seedlings and shared essential farming and distillation techniques. These collaborative efforts led to the establishment of a peppermint field within the Nakagawa Town Eco-Museum Center, utilizing traditional methods to build a distillation facility. Today, the local community takes pride in the use of wood-burning distillation apparatuses, a method that was commonly employed until the 1970s.
Distillation process featuring local peppermint.
Teaching Future Generations
The educational journey of Nakagawa's peppermint continued in 2004, when middle school students began hands-on distillation experiences. As of 2024, educational programs have expanded to include younger children, promoting a sense of local identity through the unique peppermint aroma of Nakagawa Town. These experiences are crucial for passing the rich aromatic heritage to the next generation.
Students participating in peppermint distillation.
New Products from a Revitalized Project
After more than 50 years, the new WANOWA products aim to rekindle interest and demand for Nakagawa's peppermint by introducing its fragrant essence into consumers' lives. The hand cream brings moisture and a pleasant cooling sensation, while the cool hair & body mist adds hydration and can serve as an aromatic spray. The effective use of previously overlooked essential oils is a crucial aspect of the brand's vision, contributing to community preservation efforts by allocating 2% of sales towards maintaining Nakagawa's peppermint heritage.
Product Features
WANOWA Nakagawa Peppermint Hand Cream
- - Price: ¥2,200 (including tax)
- - Contents: 30g
- - The cream promises smooth application with a lightly sweet peppermint scent that engulfs the skin in moisture without any sticky residue.
WANOWA Nakagawa Peppermint Cool Hair & Body Mist
- - Price: ¥1,980 (including tax)
- - Contents: 50ml
- - Offers hydration for both hair and body, enriched with the signature scent of peppermint for a refreshing aroma.
Upcoming Events and Community Engagement
In celebration of the product launch, Kyarainnovate will host a WANOWA Fair at their inimu store in Asakusa from June 10 to 15, 2025. This event will feature live workshops, tastings of the new products, and highlight regional specialties tied to Nakagawa's peppermint.
In addition, the company strives to increase awareness about Nakagawa through the 'meets NAKAGAWA' project, which focuses on products derived from local resources, showcasing the natural bounties found in this abundant and serene environment recognized for its unique ecosystem.
Kyarainnovate remains committed to promoting the traditional culture of its regions while innovating within the fragrance industry. By engaging both consumers and producers, they aim to foster a sustainable relationship that nourishes communities and honors their heritage.
For more information about WANOWA and its initiatives, visit their
official website.