Rediscovering the use of land under a new concept of ‘Play/Snow/Harvest/Sell’ in the snow country of Inoyama, in Myoko City, Niigata Prefecture.
Renowned for its heavy snowfall, the people of Myoko see snow as a necessity for their survival. Snow provides endless entertainment for countless ski resorts, and when it melts it seeps through the mountains to nourish crops for consumption.
Utilizing this abundant natural resource – “the tree that keeps on giving” – snow lovers gather to create a cycle of economic activity to sustain the community and the people among it. This is the concept of ‘Play/Snow/Harvest/Sell’.
‘Play’ – Snow lovers who can’t get enough of snow gather together
‘Snow’ – Utilize snow country as not only a platform for entertainment but also to create a lifestyle base.
‘Harvest’ – Use the abundant runoff water from the mountains to incorporate farming into our lifestyle
‘Sell’ – Create a business model unique to the snow country that sells various products made by the people
The ultimate goal is to increase the number of people moving to Myoko from big cities, choosing Myoko as their permanent home.
One way we gave life to the concept of ‘Play/Snow/Harvest/Sell’ was by planting Yukibancho Rice.
We created it to give shape and form to the strong feelings many people have towards snow mountains, and this special brand of rice is produced by these people.