Our base, the Chisha settlement in Nishiawakura Village, Okayama Prefecture, is a depopulated area with only 40 residents across 20 households. Every day, we face the reality of Japan’s social challenges—the disappearance of local communities due to a declining birthrate and an aging population—as it unfolds right before our eyes.
As Nottuo, a team based in rural Japan with the power of design, we established our sister company “TENTEN” in 2024 to tackle these issues. We launched the “Micro-Area Brand Initiative,” a project dedicated to transforming an entire settlement into a single, cohesive brand.
We believe that the true power of design lies not in aesthetic refinement, but in the ability to transform essential values. Therefore, this project is a design of the initiative itself—a system built for the future. Under the slogan “Creating the scenery within a 1km radius,” centered around poultry farming, we utilize untapped local resources to create a cycle of both environment and economy. By continuously reinvesting in the region to maintain jobs and community, we aim to present a solution to the population decline and urban centralization that are becoming global challenges in developed nations.
The name “TenTen” (meaning “dots”) reflects our hope that this first small point we’ve made will spread from Japan to the rest of the world, dot by dot, ensuring that the unique cultures and communities nurtured in each land are passed down to future generations.
This is why we believe the Japanese countryside is at the global forefront. Our challenge has begun: to find a way for a sustainable natural environment and a thriving social environment to coexist.
Support Our Initiative
Our community-building efforts, centered on poultry farming, are supported by customers who subscribe to our pasture-raised eggs.
We truly appreciate your support and cooperation.
