KITO PROJECT

【Breaking News】A World-Class Patisserie Has Landed at Tokushima Awaodori Airport! ✈️🎉 The world-champion pastry team member, Chef Yūsaku Shibata of 'PRISM LAB,' has opened a pop-up store, 'PRISM AIR,' for a limited time at the airport! ✨ How about a special sweets experience to mark the beginning or end of your journey? 📍 Shop Information Store Name: PRISM AIRLocation: Tokushima Awaodori Airport 1st Floor, inside the Arrivals LobbyHours: 8:15 AM - 7:30 PMHolidays: None 🥇 Top 3 Recommended Menu Items 🥇 ①Kito Yuzu Ichiban Shibori Financier Made with generous amounts of the Kito yuzu that led the chef to victory. The refreshing and elegant aroma is exquisite. A signature menu item packed with Tokushima pride. ②PRISM Chocolate Selection 8 Visually stunning bonbon chocolates. You can savor the chef's technique and worldview. Perfect for a souvenir or a treat for yourself. ③Kito Yuzu Drink A perfect pairing for sweets! We recommend enjoying it with a Financier in our eat-in space. ✨ The Appeal of PRISM AIR ✅ Enjoy the taste of a world champion easily at the airport! ✅ Special sweets made with Kito yuzu, the ingredient that supported the chef's victory. ✅ A limited-time pop-up you can only find now. Don't miss out! ✅ An eat-in space is available for you to relax and enjoy your sweets before your flight. If this post caught your eye, hit "Save" so you can look back on it when you go to the airport! 🔖 #PR #PrismAir #TokushimaGourmet #TokushimaSweets #TokushimaAwaodoriAirport #YusakuShibata #LimitedTimeSweets #kitoyuzu

In a mountain village of just 900 people, stands a convenience store designed under the concept of “The Most Beautiful Convenience Store in the World.” Mirai Convenience Store received the Grand Prize at the Japan Spatial Design Award 2021, as well as the Red Dot Design Award 2021 – Best of the Best, and the ICONIC AWARDS 2021 in Germany. Kito is surrounded by mountains over 1,000 meters high, including Mount Tsurugi, the second-highest peak in western Japan. Its rich nature has earned it the nickname “the Tibet of Shikoku.” It is also the birthplace of grafted yuzu cultivation in Japan, spreading yuzu farming nationwide. The store’s iconic Y-shaped truss structure is inspired by local yuzu fields, painted in bright yellow to echo the landscape. Lower shelving design makes the space accessible for children and the elderly. Inside, a café and community space offer experiences centered around Kito yuzu. More than a convenience store, It is architecture connecting nature and community. From a small village to the world. 🌿 ────────────── Mirai Convenience Store 11-1 Imoshiyashiki, Kitagawa, Kito, Naka Town, Tokushima 771-6512, Japan Business Hours: Mon, Tue, Thu, Fri, Sat, Sun: 9:00 AM – 6:00 PM Closed on Wednesdays TEL: +81-884-69-2620 ────────────── #RuralJapan #LifeInJapan #LocalBusiness #JapaneseCountryside #SlowLiving

Starting from zero, and living here. Risa came to Kito from Indonesia. When she first arrived, she was worried about communication. Would she be able to speak well? Would people accept her? But once she came, the people of Kito welcomed her warmly. Being told, “Your Japanese is very good,” gave her confidence and encouragement. At first, she imagined Kito as a quiet rural place with few people, and felt a little scared. However, the scenery she saw was completely different from her expectations. Surrounded by nature, it reminded her of a Ghibli movie, and she was deeply moved. She wants to tell her family and friends that Kito is a beautiful village, where people support one another. Risa is originally from Padang, West Sumatra. She lived on Java and Bali, working as a bank employee. Feeling that she was no longer growing, she decided to work abroad to advance her career. In Japan, everything started from zero. She studies step by step, doing her best in even the smallest tasks. In Kito, there is space to accept challenges, no matter where you come from. 🌿 #RuralJapan #LifeInJapan #JapaneseCountryside #WorkingAbroad #NewBeginnings

Living in Kito after returning home. Mr. Hayakawa works in product management at Ougon no Mura and was born and raised in Kito. After studying outside the prefecture, he spent more than twenty years working for companies in Tokushima. At the age of fifty, he chose a life that combines yuzu farming at his family home with working at Ougon no Mura. He now handles product orders, shipping, and administrative tasks, while also being involved in agriculture. Yuzu is not only about juice. Its peel and seeds are also valuable, and he hopes to share its potential with people around the world. By blending his experience as a company employee with work in agriculture, he aims to create a sustainable way to work and live. Even those who once left can build a life in Kito. If that becomes a model for someone else to return, he would be happy. In Kito, there is room to visit casually, and stay if it feels right. 🌿 ────────────── Ougon no Mura Co., Ltd. 47-3 Kamidaira, Minamiu, Kito, Naka Town, Tokushima 771-6404, Japan Business Hours: Mon–Fri: 8:00 AM – 5:00 PM Closed on Saturdays and Sundays TEL: +81-884-64-8883 ────────────── #RuralJapan #LifeInJapan #JapaneseCountryside #LocalBusiness #SustainableWork

What still remains in Kito. Ms. Nii works in accounting at Ougon no Mura and grew up in Kito. When she was a child, many shops lined Route 195, and during the summer festival, Kito Odori, each store hung lanterns, filling the town with energy. Today, there are fewer shops able to hang those lanterns. She admits it feels a little lonely. After leaving town for high school, she lived in Osaka, then returned to Kito before turning thirty. The town she came back to felt different from what she remembered. Still, some things had not changed. During yuzu season, the scent fills the entire area. People gather to squeeze yuzu together. Rather than focusing on inconvenience, she hopes people will see what makes this place special. Those who come are supported, with all their heart. Ms. Nii believes that Kito still holds a warmth created by people living together. 🌿 ────────────── Ougon no Mura Co., Ltd. 47-3 Kamidaira, Minamiu, Kito, Naka Town, Tokushima 771-6404, Japan Business Hours: Mon–Fri: 8:00 AM – 5:00 PM Closed on Saturdays and Sundays TEL: +81-884-64-8883 ────────────── #RuralJapan #LifeInJapan #LocalBusiness #JapaneseCountryside #CommunityLife

A reason to keep running a car repair shop in Kito. Mr. Nakata of Kitagawa Motors grew up watching the workshop his father built. As he spent more time around cars, wanting to take over the business felt like a natural choice. A car repair shop is a place people turn to when they are in trouble. A car that will not move. The anxiety of not knowing how to get home. He wants to be someone people can rely on. The old workshop was rebuilt. It was a decision made to keep working here for the long term. When the company grows, more people can be hired. When work continues, the town can move forward, little by little. In Kito, continuing to work means continuing the town itself. 🌿 ────────────── Kitagawa Motors, Inc. 30-1 Yokomachi, Idehara, Kito, Naka Town, Tokushima 771-6402, Japan Business Hours: Mon–Sat: 8:00 AM – 5:00 PM Closed on Sundays TEL: +81-884-68-2219 The company provides vehicle maintenance, repairs, inspections, rental cars, and outdoor vehicle customization, while working in harmony with the region’s rich natural environment. ────────────── #RuralJapan #LifeInJapan #LocalBusiness #JapaneseCountryside #SlowLiving

"Why 'fight' in a marginal settlement?" 🌿 Kito Project | KITO DESIGN HOLDINGS President Fujita Deep in the mountains of Tokushima, in a marginal settlement with a population of about 900. A place where many have given up, simply waiting for it to fade away. Why does President Fujita continue to fight here? The role of an entrepreneur is to "turn 0 into 1." Even in a lonely environment with no acquaintances, by becoming a "catalyst" and taking action, one can ignite a fire of change in the hearts of others. "If we move, things can happen even in a place like this." That realization is the first major step in moving a village that has long been stagnant. To President Fujita, Kito is not just a nostalgic hometown. He is convinced that success here will become a beacon of hope for many regions across Japan. It is "the place that will change Japan's future." From a marginal settlement to a model for Japan and the world. The challenge to defy common sense continues at this very moment. 🌿 ────────────── KITO DESIGN HOLDINGS Co., Ltd. 1-2 Mawari, Kito-Nishi-Umori, Naka Town, Tokushima 771-6405, Japan https://kito-dh.jp/ ────────────── #RuralJapan #KitoProject #RegionalRevitalization #SocialImpact #VillageRevival

Leaving a reason to come back to Kito. Mr. Okada works at Ougon no Mura and was born and raised in Kito. He has a clear dream. That his children and grandchildren will be able to return here someday. As sales director, he is responsible for sales, quality control, production management, and financial management. The charm of Kito lies in the kindness of its people, its rich natural environment, and the high quality of Kito yuzu, recognized around the world. Through working with Kito yuzu, he hopes to protect his hometown and pass it on to the next generation. This is the meaning of his work. In Kito, creating work means leaving a future to return to. 🌿 ────────────── Ougon no Mura Co., Ltd. 47-3 Kamidaira, Minamiu, Kito, Naka Town, Tokushima 771-6404, Japan Business Hours: Mon–Fri: 8:00 AM – 5:00 PM Closed on Saturdays and Sundays TEL: +81-884-64-8883 ────────────── #RuralJapan #LifeInJapan #LocalBusiness #JapaneseCountryside #SustainableCommunity

A reason to keep working with yuzu in Kito. Mr. Jindai from Ougon no Mura originally came to Kito aiming to work in forestry. He saw the reality of population decline and a growing shortage of yuzu ingredients. That experience led him to this work. Forestry involves serious risks, and he felt how difficult it is to make a living in that field. So he chose another way to stay connected to the region. Yuzu harvests vary greatly from year to year. The first year was a low-yield season, but his fields produced an abundant harvest. That experience gave him confidence that this path could work. By growing sales, bringing in new people, and expanding distribution, he hopes to create more opportunities. Through work, he believes it is possible to face population decline. In Kito, expanding work leads to bringing people in. 🌿 ────────────── Ougon no Mura Co., Ltd. 47-3 Kamidaira, Minamiu, Kito, Naka Town, Tokushima 771-6404, Japan Business Hours: Mon–Fri: 8:00 AM – 5:00 PM Closed on Saturdays and Sundays TEL: +81-884-64-8883 https://ogonnomura.jp/ ────────────── #RuralJapan #LifeInJapan #LocalBusiness #JapaneseCountryside #SustainableWork

"Gain the power to win before you talk about your dreams." 🌿 Kito Project | KITO DESIGN HOLDINGS President Fujita In a marginal settlement with a population of about 900 in the mountains of Tokushima. The goal President Fujita has set here is to take the Yuzu company public. Why take on such a massive challenge? Because in order to move people and change a region, overwhelming "success" is essential. "Nobody follows a loser." President Fujita states this clearly. People gather and collaborators appear only when they are convinced: "With this person, I can achieve what I never could before." His expertise in finance, technology, and marketing cultivated in Tokyo and Nagoya— all that "power to win" is now being poured into the future of Kito. Not just talking about dreams, but carving out a path and winning trust through results. "I want to see new horizons with a winning team." That fierce passion continues to bring a fresh breeze to Kito today. 🌿 ────────────── KITO DESIGN HOLDINGS Co., Ltd. 1-2 Mawari, Kito-Nishi-Umori, Naka Town, Tokushima 771-6405, Japan https://kito-dh.jp/ ────────────── #RuralJapan #KitoProject #KitoYuzu #GlobalVision #WinningTeam

"Inheriting the 'Blue' his father risked his life to protect." 🌿 Kito Project | KITO DESIGN HOLDINGS President Fujita Deep in the mountains of Tokushima, in the village of Kito with a population of about 900. There is a special story behind the beautiful Naka River that flows through this village. This crystal-clear river was once protected by President Fujita’s father, who risked everything to ensure this scenery would remain for future generations. What President Fujita inherited from his father was not just land, but his father’s "fierce will" to protect the village at all costs. Today, that will is being expressed in a new form through the professional basketball team "Tokushima Gambarous," which President Fujita founded as its owner. The team’s main color, "Blue," comes from the Naka River his father protected. The "Yellow" in the logo represents the local specialty, Kito Yuzu. Carrying the pride of Kito on their uniforms, the team tells the village’s story to the world through sports. "What was passed down was not land, but a will." Together with the blue of the river his father protected, President Fujita continues to weave the future of Kito and Tokushima. 🌿 ────────────── KITO DESIGN HOLDINGS Co., Ltd. 1-2 Mawari, Kito-Nishi-Umori, Naka Town, Tokushima 771-6405, Japan https://kito-dh.jp/ ────────────── #RuralJapan #KitoProject #NakaRiver #TokushimaGambarous #BasketballTokushima

"Why aim for the 'World's Best' in the deep mountains?" 🌿 Kito Project | KITO DESIGN HOLDINGS President Fujita President Fujita is not just aiming for simple regional revitalization. His vision is an overwhelming challenge: "Building a global company from a marginal settlement." Kito once flourished through forestry. However, as times changed, people left and the village lost its vibrancy. "We cannot let it stay this way." This strong conviction led to projects like "Mirai Convenience Store"—called the most beautiful in the world— and the branding of premium "Kito Yuzu." What President Fujita values most is igniting a fire in the hearts of others through his own passion. "By acting with overwhelming passion myself, the worldview changes, and something new is born.” This chain reaction is creating jobs that never existed before and drawing people back to this land once again. Toward a "Miracle Village" where people gather from around the world. Kito’s challenge has only just begun. 🌿 ────────────── KITO DESIGN HOLDINGS Co., Ltd. 1-2 Mawari, Kito-Nishi-Umori, Naka Town, Tokushima 771-6405, Japan https://kito-dh.jp/ ────────────── #RuralJapan #RegionalRevitalization #Entrepreneurship #KitoProject #GlobalVision

What they felt after coming to Kito. We asked members of the Tokushima Gambarous about their impressions of Kito. Mountains all around. Clear rivers. A different kind of energy in each place. “I want to bring my family here.” “A view you never see in Osaka.” “The air feels so clean.” These were the words we heard. Saunas and hot springs. Campsites and shared spaces. A place where you can stay all day and take your time. Kito is not a place just to see, but a place to spend time. Sometimes, people from outside help reveal its true charm. 🌿 #RuralJapan #LifeInJapan #JapaneseCountryside #SlowLiving #Community

A place to take a quiet break in Kito. Kito Cafe Nishiumori is a café filled with the aroma of Kito yuzu and the warmth of wood. Inside, you will find yuzu-based dishes and meals that can only be enjoyed here. One of the most popular items is the Kito yuzu salt ramen. The sound of cooking, the steam rising from a bowl of ramen, and the time spent eating slowly naturally bring a sense of calm. The yuzu salt ramen, filled with the aroma of Kito yuzu, is a dish worth trying when you visit this place. Kito Cafe Nishiumori is a place you can stop by, whether you are traveling or simply passing through daily life. In Kito, there is time to rest as part of everyday living. 🌿 ────────────── Kito Cafe Nishiumori 1F Nishiu Dorupo, 1-2 Nishiumori Mawari, Kito, Naka Town, Tokushima 771-6405, Japan Business Hours: Sat & Sun: 10:00 AM – 6:00 PM Tue, Wed & Fri: 10:00 AM – 4:00 PM Closed on Mon & Thu TEL: +81-70-9001-3939 Instagram: @kitocafenishiumori ────────────── #RuralJapan #LifeInJapan #LocalCafe #JapaneseCountryside #SlowLiving

A warm bowl to enjoy in Kito. At the café space of Mirai Convenience Store, a new yuzu udon is now available. The soup is based on soy milk, with generous portions of seasonal root vegetables such as taro, lotus root, and carrots, perfect for autumn and winter. The natural sweetness of vegetables is gently wrapped in soy milk, finished with the aroma of Kito yuzu. The first sip is mild, followed by a refreshing yuzu accent. It is a comforting dish that warms both body and mind. Many visitors arrive by motorcycle or car, and a hot bowl like this feels especially satisfying in colder weather. This udon will remain as a regular menu item for a while, available throughout the winter season. 🌿 ────────────── Mirai Convenience Store 11-1 Imoshiyashiki, Kitagawa, Kito, Naka Town, Tokushima 771-6512, Japan Business Hours: Mon, Tue, Thu, Fri, Sat, Sun: 9:00 AM – 6:00 PM Closed on Wednesdays TEL: +81-884-69-2620 ────────────── #RuralJapan #LifeInJapan #LocalFood #JapaneseCountryside #SlowLiving