BELAY FARM, a Well-being Project Connecting Mind, Body, City, and Nature, Launches to Experience "Rich Forests, Clean Water"
BELAY Co., Ltd. announces the launch of "BELAY FARM" in spring 2026, a well-being business aiming to connect mind, body, city, and nature. Based in Meguro, Tokyo, and Doshi Village, Yamanashi, the project will utilize the Ministry of Environment-certified Natural Symbiotic Site "Yoro no Mori" to offer experiences like forest maintenance, wasabi field regeneration, and crop farming, allowing participants to experience the natural cycle of "rich forests creating clean water."
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- 📰 Published: April 30, 2026 at 21:00
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BELAY Co., Ltd. (Headquarters: Meguro-ku, Tokyo; Representative Director: Kazuhiko Hatanaka; hereinafter "BELAY"), which operates the outdoor media and mall-type EC site mountain-products.com and develops the sustainable outdoor brand BELAY, will launch "BELAY FARM" in spring 2026. This well-being project, based in Meguro, Tokyo, and Doshi Village, Yamanashi, aims to connect mind, body, city, and nature. The project will be centered at the Ministry of Environment-certified Natural Symbiotic Site "Yoro no Mori" (General Incorporated Association Yoro no Mori, Representative Director: Takeshi Yoro, Honorary Professor at the University of Tokyo; hereinafter "Yoro no Mori") in Doshi Village, Yamanashi Prefecture. Through experiences such as forest maintenance, wasabi field regeneration, and rice and crop farming, participants will be able to experience the natural cycle of "rich forests creating clean water," and cultivate mental and physical well-being.
The project aims to form a community with regional involvement and human connections, striving for an improved Quality of Life (QOL) for participants and the realization of sustainable lifestyles.
*Natural Symbiotic Sites are areas certified by the Ministry of Environment where biodiversity conservation is promoted. This system began in 2023 and aims to contribute to the 30by30 target (protecting over 30% of land and sea by 2030) by being registered in the international database as OECMs (Other Effective Area-based Conservation Measures).
■ Background | Why "BELAY FARM" now?
In recent years, while convenience in urban life has increased, issues such as diminished contact with nature, weakened human connections, and social stress have emerged. In rural areas, population decline and a shortage of successors make it difficult to maintain regional resources such as forests, farmland, and water sources.
Since 2021, BELAY has been engaged in forest maintenance activities in Doshi Village, Yamanashi Prefecture, with the theme of "rich forests creating clean water," and activities to regenerate wasabi fields that had not been used for 50 years. Based in two locations, Meguro, Tokyo, and Doshi Village, they are working towards coexistence with nature and the realization of safe, secure, and sustainable living.
This project further deepens that theme and will be developed as a well-being business demanded in the coming era.
■ Project Overview | What is BELAY FARM?
"BELAY FARM" is more than just a "farm" or "agricultural business" as defined by BELAY. It is a well-being tourism project aimed at experiencing "rich forests, clean water," connecting mind and body, city and nature, and restoring both nature and people.
Based at the Ministry of Environment-certified Natural Symbiotic Site "Yoro no Mori" in Doshi Village, Yamanashi Prefecture, the project will offer local tours to experience "rich forests, clean water," rice and crop farming, and member-only direct sales of agricultural products. Through these experiences, participants will perceive with all five senses the natural cycle where "rich forests create clean water," and by engaging in the series of processes—maintaining forests, nurturing water, and growing crops—they will build relationships between local residents and visitors, connecting mind and body, and the city and nature.
Furthermore, in many rural areas like Doshi Village, population outflow and the decline of agriculture and forestry are advancing, leading to a serious crisis of survival for farming and mountain villages. To address this situation, BELAY is beginning a new initiative utilizing regional resources in Kamikatsu Town, Tokushima Prefecture.
Through collaboration with "Awa Bancha," which has a history of about 1200 years in Tokushima Prefecture and is said to activate autophagy (cell cleaning and regeneration function) due to its unique components, BELAY also approaches mental and physical care. By continuously incorporating the blessings of traditionally cultivated farms into experiences, it promotes internal physical changes.
Through these experiences, participants can realize how their own actions and awareness change and influence regional and natural environments—this accumulation is considered the value of well-being tourism.
From this, a community will be formed, creating new exchanges and relationships between cities and nature.
■ Main Program Overview
・"Rich Forests, Clean Water" Well-being Tourism for Nature and People Regeneration
Experience with all five senses the regeneration where rich forests create clean water.
Many of Japan's planted forests are not fully functioning due to lack of maintenance. This tour, set in the Natural Symbiotic Site "Yoro no Mori," will allow participants to experience the process of regenerating planted forests into diverse mixed forests.
While walking through forests where light penetrates due to forest maintenance/thinning, participants will tour sites of forest regeneration, such as broadleaf tree planting, installed birdhouses, and creating water sources for living creatures.
This includes drinking water springing from mountain sources, gentle and beautiful streams flowing through the forest, and "Kamikatsu Awa Bancha" from Kamikatsu Town, Tokushima, prepared with the clear water of Doshi Village, served on a deck in the forest.
The project aims to form a community with regional involvement and human connections, striving for an improved Quality of Life (QOL) for participants and the realization of sustainable lifestyles.
*Natural Symbiotic Sites are areas certified by the Ministry of Environment where biodiversity conservation is promoted. This system began in 2023 and aims to contribute to the 30by30 target (protecting over 30% of land and sea by 2030) by being registered in the international database as OECMs (Other Effective Area-based Conservation Measures).
■ Background | Why "BELAY FARM" now?
In recent years, while convenience in urban life has increased, issues such as diminished contact with nature, weakened human connections, and social stress have emerged. In rural areas, population decline and a shortage of successors make it difficult to maintain regional resources such as forests, farmland, and water sources.
Since 2021, BELAY has been engaged in forest maintenance activities in Doshi Village, Yamanashi Prefecture, with the theme of "rich forests creating clean water," and activities to regenerate wasabi fields that had not been used for 50 years. Based in two locations, Meguro, Tokyo, and Doshi Village, they are working towards coexistence with nature and the realization of safe, secure, and sustainable living.
This project further deepens that theme and will be developed as a well-being business demanded in the coming era.
■ Project Overview | What is BELAY FARM?
"BELAY FARM" is more than just a "farm" or "agricultural business" as defined by BELAY. It is a well-being tourism project aimed at experiencing "rich forests, clean water," connecting mind and body, city and nature, and restoring both nature and people.
Based at the Ministry of Environment-certified Natural Symbiotic Site "Yoro no Mori" in Doshi Village, Yamanashi Prefecture, the project will offer local tours to experience "rich forests, clean water," rice and crop farming, and member-only direct sales of agricultural products. Through these experiences, participants will perceive with all five senses the natural cycle where "rich forests create clean water," and by engaging in the series of processes—maintaining forests, nurturing water, and growing crops—they will build relationships between local residents and visitors, connecting mind and body, and the city and nature.
Furthermore, in many rural areas like Doshi Village, population outflow and the decline of agriculture and forestry are advancing, leading to a serious crisis of survival for farming and mountain villages. To address this situation, BELAY is beginning a new initiative utilizing regional resources in Kamikatsu Town, Tokushima Prefecture.
Through collaboration with "Awa Bancha," which has a history of about 1200 years in Tokushima Prefecture and is said to activate autophagy (cell cleaning and regeneration function) due to its unique components, BELAY also approaches mental and physical care. By continuously incorporating the blessings of traditionally cultivated farms into experiences, it promotes internal physical changes.
Through these experiences, participants can realize how their own actions and awareness change and influence regional and natural environments—this accumulation is considered the value of well-being tourism.
From this, a community will be formed, creating new exchanges and relationships between cities and nature.
■ Main Program Overview
・"Rich Forests, Clean Water" Well-being Tourism for Nature and People Regeneration
Experience with all five senses the regeneration where rich forests create clean water.
Many of Japan's planted forests are not fully functioning due to lack of maintenance. This tour, set in the Natural Symbiotic Site "Yoro no Mori," will allow participants to experience the process of regenerating planted forests into diverse mixed forests.
While walking through forests where light penetrates due to forest maintenance/thinning, participants will tour sites of forest regeneration, such as broadleaf tree planting, installed birdhouses, and creating water sources for living creatures.
This includes drinking water springing from mountain sources, gentle and beautiful streams flowing through the forest, and "Kamikatsu Awa Bancha" from Kamikatsu Town, Tokushima, prepared with the clear water of Doshi Village, served on a deck in the forest.