Yamagata City Holds "SpoGOMI in Nanokamachi 2026" to Contribute to Local Environmental Beautification - Jointly Held with Yamagata University and Rethink PROJECT, Providing an Opportunity to Learn More About the Region While Having Fun -

Hoosiers Well-being Partners Co., Ltd. (Head Office: Chuo-ku, Tokyo, President and Representative Director: Masaki Okubo), along with two other companies and one corporation, totaling three organizations, are pleased to announce the "SpoGOMI in Nanokamachi 2026" event held on June 20 (Sat) in Yamagata City, Yamagata Prefecture. Approximately 160 people participated in cleaning up trash in the city.

[Group Photo on the Day] Approximately 160 people, from children to adults, participated.

Walked through the Nanokamachi area, collecting a total of 18.24kg of trash by working together as a team.

"SpoGOMI" is an environmental conservation event where teams compete by collecting trash within a designated area, earning points based on the amount and type of trash collected. "SpoGOMI in Nanokamachi" has been held continuously since 2024 with the aim of fostering a sense of familiarity with the region and affection for the town. This event was jointly held with Yamagata University and Japan Tobacco Inc.'s "Rethink PROJECT" as part of the "Cleaning Up Makes You Love Your Town" campaign, and was also supported by Yamagata Prefecture's Treasure PR Ambassador "Hanagata Benichan."

On the day, with the slogan "Picking up trash is a sport!", participants divided into teams and collected trash while walking through the city for one hour. This year, the event also focused on disaster preparedness, with eight disaster preparedness quiz corners set up within the competition area. Correct answers earned bonus points for trash collection.

[Scenes from the Day] Participant registration Participant answering quiz @ Nanokamachi Rurutas

Trash weighing by student staff Winning team

The total weight of trash collected at this event was 18.24kg. After the competition, the results were announced, and the top teams received regional specialty products such as Yamagata cherries and Yamagata beef as prizes from sponsoring companies. The winning teams expressed their joy, and the venue was filled with smiles and applause, making the event a great success.

Used "Rethink Tongs" to map 3,011 pieces of collected trash onto a map.

At this event, a dedicated AI device called "Rethink Tongs," capable of automatically identifying the type and location of collected trash, was used. The tongs, equipped with a wireless camera-type device, were linked with a smartphone app to map the collected trash. The number of trash items mapped using the AI tongs this time was 3,011.

AI tongs and dedicated device Mapping collected trash in real-time

Event Overview

Date and Time: Saturday, June 20, 2026

10:00 AM - 12:30 PM

Number of Participants: 49 teams, 160 people

Organizers: Hoosiers Well-being Partners Co., Ltd.

Yamagata Machizukuri Co., Ltd.

National University Corporation Yamagata University

Co-organizers: Beautiful Yamagata Mogami River Forum

Rethink PROJECT

Sponsor: Yamagata City

Supporters: Minoru Fruit Farm

Special Support: Hanagata Benichan

Participant Feedback

Feedback from event participants included the following. (Excerpts)

- It was great to be able to volunteer in a fun way. I also got my steps in.

- SpoGOMI was fun! I'm looking forward to next year. The quiz topics ranged widely, from disaster preparedness to Yamagata's history, which was enjoyable.

Hoosiers Group's Initiatives Towards Becoming a "Social Developer®"

Our group has set "Becoming a Social Developer®" as its purpose since April 2024 and aims to contribute to society through its business activities.

We are engaged in various businesses related to "living," including the CCRC business, which develops and operates the "DuoSene" series of senior condominiums aiming to "create and spread a culture where aging is enjoyable" in an aging society; regional redevelopment projects that revitalize city centers by providing high-quality housing and high-level land utilization in regional cities; and PFI projects that provide private sector expertise and know-how to public services.

In addition to our real estate business, we actively engage in community contribution activities such as supporting reconstruction efforts in disaster-stricken areas, preserving and managing traditional Kyoto townhouses, and collaborating with social welfare corporations. Through these diverse initiatives, we aim to fulfill roles that are not only valued by our customers but also by the community and society.

With a corporate culture that values challenges cultivated over approximately 30 years since our founding, we continue to provide unique solutions as a "Social Developer®" by focusing on our customers and discerning the essence of their needs.

Company Profile

Name: Hoosiers Well-being Partners Co., Ltd.

Location: 3F, Yanagiya Taiyo Building, 4-3-16 Nihonbashi Muromachi, Chuo-ku, Tokyo

Representative: Masaki Okubo, President and Representative Director

Business Activities: Condominium management, senior condominium operation and nursing care, life design, accommodation business, planning and management of PPP and PFI projects.

Established: October 16, 2002

HP: https://www.hoosiers.co.jp/well-beingpartners/

Company Profile

Name: Yamagata Machizukuri Co., Ltd.

Location: N-GATE 1F, 1-1-7 Nanokamachi, Yamagata City, Yamagata Prefecture

Representative: Kozo Yuki, President and Representative Director

Business Activities: Town center shared parking ticket business, discovery/nurturing of new entrepreneurs, support for community development organizations, etc.

Established: January 2015

HP: https://yamagata-machizukuri.jp/

Corporate Profile

Name: National University Corporation Yamagata University

Location: 1-4-12 Koshirakawa-cho, Yamagata City, Yamagata Prefecture

Representative: Takeshi Deguchi, President

Business Activities: University operation, student support, education and research activities, etc.

Established: May 1949

HP: https://www.yamagata-u.ac.jp/jp/

Organization Profile

Name: Yamagata University Co-op Student Committee OH,ONE!?

Location: 1-4-12 Koshirakawa-cho, Yamagata City, Yamagata Prefecture

Representative: Nobuhiro Matsuzaka, Chairman of the Board

Business Activities: Support for education and research, outsourcing of university welfare services.

Established: 1960

HP: https://www.yamagata.u-coop.or.jp/

Organization Profile

Name: Beautiful Yamagata Mogami River Forum

Location: Inside Iizuka Branch, Yamagata Prefectural Institute of Analytical Chemistry, 135-14 Iizuka-cho, Yamagata City, Yamagata Prefecture

Representative: Hiroyuki Shimodaira, Chairman

Business Activities: Clean river and environmental measures, promotion of Mogami River culture and regional economy, etc.

Established: July 26, 2001

HP: https://www.mogamigawa.gr.jp/

Organization Profile

Name: Rethink PROJECT

Principal: Japan Tobacco Inc.

Representative: Takehiko Tsutsui, President and Representative Director

Business Activities: Social contribution activities focusing on disparity reduction, disaster response, and environmental conservation.

Established: June 2020

HP: https://www.rethink-pjt.jp/

The Hoosiers Group aims to be a "Social Developer®" that addresses various social issues while adapting to change and leads to solutions through its business activities.