#Japan #Hokkaido #Soba #Tsunagi #Horokanai

A New Model of Community Engagement through Soba

In an innovative initiative aimed at bridging the gap between urban residents and rural communities, Tsunagi, a limited liability company based in Tokyo, has officially launched the "Soba Field Ownership Plan" in Horokanai, Hokkaido. This program encourages city dwellers to actively engage with local agriculture, allowing them to cultivate their own plots of buckwheat while deepening their connection to the region.

The Experience of Having Your Own Soba Field

The "Soba Field Ownership Plan" provides participants the unique opportunity to possess their own buckwheat field, fostering a hands-on experience that connects them with local food production. This initiative, which debuted in June 2025 with a sowing event, was executed in collaboration with a local milling company, Soba no Sakamoto, which is celebrated for its premium buckwheat products.

About ten participants from Tokyo were involved in the inaugural sowing event, marking the start of what promises to be a dynamic engagement with the local farming community. Videos documenting this experience are available on YouTube, showcasing the participants’ joyful interactions and learning experiences amidst the fields of Hokkaido.

Creating Connections Through Soba

A distinctive aspect of this initiative is its strategic positioning of buckwheat as a channel for urban dwellers to form relationships with primary industries. The act of "growing buckwheat" itself serves as a bridge, connecting people from urban backgrounds with the agricultural practices and landscapes of rural Japan. Participants expressed profound feelings of connection during the experience, with one reporting that, "At the moment I sowed the seeds, I felt like I had become part of this land."

Soba Transformation (Sx) – The Vision of Tsunagi

This ownership plan is part of Tsunagi's broader initiative known as "Soba Transformation (Sx)." This concept emphasizes linking traditional practices of soba cultivation with fresh ideas to spur creativity and innovation within the industry. Tsunagi's current projects include:

• - Producing and marketing upcycled buckwheat craft beer utilizing unused buckwheat bran.
• - Creating multimedia projects that merge buckwheat with hip-hop and traditional taiko drumming.
• - Organizing educational events centered on soba for children.
• - Developing field-based co-creation programs in collaboration with regional communities, highlighted by the Soba Field Ownership Plan.

The core principle behind Sx is to reinterpret tradition and pass it on to the next generation. Tsunagi is poised to actively pursue new ventures that align with this mission.

Expansion Plans to Nagano’s Azumino

Looking ahead, Tsunagi plans to host a harvesting event for participants in October 2025, where they can reap the buckwheat they have cultivated and participate in soba-making experiences. Furthermore, a similar Soba Field Ownership Plan will be launched in Azumino, Nagano, in the summer of 2025, further broadening the reach of this initiative.

By enabling urban residents to take ownership of local agriculture, Tsunagi aims to sustain and grow buckwheat culture for future generations. This model of creating relationships through agriculture, tourism, and business can be flexibly tailored to suit various regional needs.

Tsunagi invites municipalities, regional organizations, and prospective tourism partners eager to explore similar initiatives to reach out for discussions, emphasizing their eagerness to collaborate and share this unique, community-oriented approach.

About Tsunagi

With the motto “Sx! Soba Transformation!” Tsunagi is dedicated to injecting new perspectives into the traditional culture of soba, aiming to promote creativity and innovation in the sector. Tsunagi strives to develop Japan's soba culture and grow a community of enthusiastic supporters for this cherished culinary art. They offer upcycled soba crafts through their ongoing projects, such as the production of Tsunagi craft beer (found at tsunagi-beer.com,) and administer a comprehensive media platform, “Sobairo no Hibi”, focused on soba (more information available at sobairo-days.com). For inquiries about this initiative, you can contact Shogo Kuwaoka, the representative of Tsunagi, at info@soba-tsunagi.com.