rural revitalization

Discover a one-of-a-kind event in Kuji where sumo wrestlers serve you lunch after a close-up training session. A heartwarming and unforgettable cultural experience in Iwate!

Three towns. Three stories. One question: What’s next for the Japanese countryside? Around the world, big cities attract younger generations with promises of opportunity, culture, and connection, but facing overcrowding, overtourism, and skyrocketing living costs. Meanwhile, rural towns are shrinking, often overlooked and underimagined. This piece explores how small Japanese towns are rewriting that narrative with creativity, community, and bold ideas.