■flagship store sharing the value of “Satoyama” with the world
We pleased to announce The “TenTen Popup Store”, directly operated by “TenTen(点々),” for which we designed the store interior, had its grand opening on April 5, 2025.
As a brand originating in the Chisha community, where the company’s headquarters are located, we’ve been involved from its inception. At the flagship store, visitors will find original products, primarily food items such as cage-free fertilized eggs, resulting from resource-circulation initiatives starting with poultry farming. The store, themed around the Japanese Satoyama (mountain village landscape), offers new experiences where visitors can intimately feel the richness of local nature and life style.
■Design Concept: “The Value of Simplicity”
Our design concept for the TenTen brand is centered around the philosophy of “The Value of Simplicity”. The essence of life in Satoyama is maximizing the power of natural materials, avoiding unnecessary additions, and enhancing their value through human craftsmanship. The store’s design embodies this philosophy by authentically communicating the natural value nurtured in Satoyama.
・Feel Satoyama with Materials
The store space is composed of natural materials such as earth, stone, wood, paper, and iron, as well as artificial materials created by human hands, and both are utilized to the maximum extent possible.It gives us the metaphor of the cycle of the human life in the nature. The lumber is produced, crops ripen in the soil of the fields, and human life unfolds on this foundation, it is the rotations we repeats from ancient time to now.
・Continuing the History of Tatara Ironmaking
Nishiawakura Village has historical roots dating back to the 17th–19th centuries as a site for iron-sand smelting (Tatara ironmaking). Today, iron remains a crucial material linking past and present. So we decided to take this historical back ground into the fixtures in the shop and we request to create the fixtures the metal artisan “feuerwork” in this village.
・A Traditional Japanese Space within the Mountains
In the shop the impressive interior is made up of plastered walls and stone walls, and at first glance it appears to be a space with a cave-like ambience. However, a single shoji door creates a sense of tension through the dignified handiwork. This Shoji door also plays a crucial role in conveying Japanese aesthetics to visitors from Japan and abroad.
■Information of the TenTen Popup Store
The TenTen Popup Store offers the entire product lineup of the brand every Saturday. Products such as fresh eggs from our poultry farm just 5 min away by foot, as well as locally sourced wild game meat, can be purchased directly.
Available Products:
・Cage-free fertilized eggs raised via resource circulation in Nishiawakura Village, Okayama
・Locally captured wild game meat (deer and wild boar) and sausages
・Mayonnaise made from cage-free fertilized eggs raised through resource circulation
・Other store-exclusive items, etc.
Operating hours: Every Saturday 10:00–15:00
Location: 197-1 Chisha, Nishi-Awakura Village, Aida District, Okayama 707-0506, Japan
*Store hours and event information may change. Please check Tenten’s Instagram and official website for the latest updates.
*For biosecurity reasons such as preventing avian influenza, direct visits to the poultry barn are strictly prohibited.
“Kashiya Mee,” popular for its original baked goods and specialty coffee, will also participate occasionally at the Tenten Popup Store. Please check their Instagram below for upcoming participation details.
Kashiya Mee Instagram: https://www.instagram.com/cashiya_mee/
■About the Micro-Area Brand “TenTen”
TenTen Inc. operates sustainable poultry farming and agriculture centered around the Chisha community in Nishiawakura Village, Okayama Prefecture. With the vision of “Creating landscapes within a 1km radius,” the company develops products and services utilizing local resources. Through food products such as cage-free fertilized eggs and wild game meat harvested within the community, TenTen aims to create new value connecting Satoyama landscapes with consumers.
Company name: TenTen Inc.
Official website: https://tenten.fun/
Online store: https://online.tenten.fun/
TenTen Instagram: https://www.instagram.com/tenten_chisha/
We look forward to continuing to create Satoyama landscapes together with TenTen, and would be delighted if you visit the store.
