Japan Agri-Cultural Tourism Study Tour (Custom)

Industry Background

Japan’s “agri-cultural tourism” (農文旅) is one of the most mature forms of agricultural tourism in the world. It has transformed “visiting a farm” into a complete industry: 6th-industry experience venues (with MOKUMOKU Farm as the prime example), farm stays and children’s education programs, regional brand-themed restaurants, directly operated organic ingredient stores, and culturally creative agricultural products. From Hokkaido to Kyushu, thousands of agri-cultural tourism projects collectively support rural population retention and regional brand-building across Japan.

This study tour visits benchmark sites including MOKUMOKU Farm (Mie), the “Oyasama no Egao” organic restaurant at Abeno Harukas, the “Shinno Seikatsu” lifestyle store at Kintetsu Department Store, and the Healthian-wood Maeda Pharmaceutical lavender estate — providing a complete learning experience of how Japan has built a fully integrated industry chain connecting agricultural production, processing, retail, dining, and cultural experiences.

Highlights

VISON Rural Resort Complex

Opened in 2021, VISON is Japan's largest composite rural resort complex, located in Taki-cho, Mie Prefecture, covering 119 hectares. Unlike typical commercial districts, VISON integrates a rural environment with commercial facilities under the themes of "food, healing, and knowledge," blending urban sophistication with outdoor sensibility to offer visitors fresh, multifaceted experiences. VISON comprises 9 themed zones and more than 70 popular shops, all built around the concept of food-themed local revitalization — including inn accommodation, herbal hot spring facilities, an organic farm, and hands-on learning experiences.

MOKUMOKU Farm

In its 30 years of operation, MOKUMOKU has achieved 500,000 annual visitors and ¥5.2 billion in annual revenue in a city with a regional population of only 100,000. The farm started from a pig-farming cooperative focused on family and children's education, and has grown into the most successful 6th-industry (1st × 2nd × 3rd integration) themed farm, combining production, processing, sales, agritourism, and online retail into a circular business model. Like all successful enterprises globally, MOKUMOKU operates as a "platform" — the farm serves as a shared brand and operational hub while inviting partners to join and share in its value and profits.

Healthian-wood Complex

Healthian-wood is a health-themed composite facility developed by Maeda Pharmaceutical Industry, set amid pastoral scenery with a view of the Tateyama mountain range. The 7-hectare site includes approximately 3 hectares of lavender fields, providing a tranquil environment for guests to immerse themselves in nature. It aims to promote a lifestyle in harmony with nature while showcasing the benefits of lavender and aromatherapy. The founder, Representative Director Daisuke Maeda, was personally moved by the benefits of aromatherapy during a period of health challenges, and resolved to place lavender at the origin of medicine — dedicating himself to lavender cultivation and the production and sales of aromatic products.

Abeno Harukas – "Oyasama no Egao" Organic Restaurant by MokuMoku

The "Oyasama no Egao" (Smile of the Sun) is MokuMoku Farm's directly operated restaurant, located on the 13th floor of Abeno Harukas — the tallest building in the Kansai region and one of Osaka's most iconic landmarks.