Bringing People from Around the World to Asahikawa Station! A Regional Revitalization Project to Save 110,000 Tons of Non-Standard Vegetables and the Dairy Crisis

Iroenpitsu Co., Ltd. (Headquarters: Asahikawa City, Hokkaido; CEO: Yuki Otahara), whose mission is to 'Give Shape to Individual Colors,' announces three dreams to solve structural challenges in Japan's primary industries—'mass waste' and 'labor shortages'—starting from its home base in Asahikawa. This release is part of the 'April Dream' campaign, where companies share their dreams on April 1st.

## Background: Family Confronting Life in Extreme Cold and the Reality of '110,000 Tons of Waste'

The CEO's sister and her husband took over a ranch in Horonobe Town, Hokkaido, in December 2025. Watching them risk their lives in temperatures below -20 degrees to care for their cattle, I resolved to support the industry through my expertise in 'communication and planning.'

Through supporting their PR and visiting numerous farmers for our media outlet 'Color Canvas,' I witnessed a stark reality. In the Kamikawa region alone, approximately 111,000 tons of potatoes—35.4% of annual production—are discarded as 'non-standard.' Farmers sometimes pay up to 70 yen per kg just to dispose of them, putting immense pressure on their operations.

## 'Ice Cream Revolution': Turning 'Discarded Colors' into Regional Treasures

'I want to transform these wonderful resources into a different kind of value.' The answer was my starting point: ice cream. During my three years working at an ice cream shop in high school, I learned the power of the smiles and communication that occur the moment someone receives a scoop. Since starting my company, I have been telling everyone, 'I want to open an ice cream shop!'

Currently, I run an Instagram account (@yuki_ice_trip) to share the stories behind ice cream varieties from different regions. Whether it's IT, web development, or an ice cream shop, the goal is the same: to 'Color' daily life. We will elevate resources that were once discarded at a cost into the 'best food experience' and convert them into Asahikawa's assets. Furthermore, the number of farmers in Northern Hokkaido has plunged by 70% in the last 35 years, and 80% of farmers in Asahikawa have no successor, signaling a 'structural collapse.'

## Three Major Dream Projects Connecting the 'Dots'

We will integrate the following three pillars to build a sustainable regional economy:

1. [Experience] Establishing a 'Sustainable Ice Cream Shop' at Asahikawa Station
Creating a place where visitors can experience Asahikawa's abundance through all five senses immediately upon arrival or before departure. Located at the station front where everyone passes, it creates a touchpoint for citizens to feel regional issues more closely.

2. [Communication] Reaching 1,000 Listings on Interview Media 'Color Canvas'
Visualizing the 'aspirations' of producers and business owners to create a mechanism that attracts people, goods, and investment from all over Japan to Asahikawa.

3. [Inflow] Breaking the 'Distance Barrier' with Direct Flights between Kansai and Asahikawa
Following our previous announcement that received over 2,000 PVs, we aim to realize a 'bridge in the sky,' directly linking the economic power of the Kansai region with Asahikawa's resources.

## Future Vision: Making Asahikawa a 'Sacred Land of Challenge' for Primary Industries

I started this business solely to revitalize Asahikawa and currently focus on supporting women's remote work and corporate relocation. All these activities are connected by one goal: 'Protecting and nurturing the colors of Asahikawa.' Through interviews and ice cream, I want young people and students to feel these challenges are relevant to them. From Asahikawa to the world, Iroenpitsu Co., Ltd. will continue to walk not just as an interview company, but as an 'executor' changing reality step by step.

## Company Profile
- Name: Iroenpitsu Co., Ltd.
- CEO: Yuki Otahara
- Headquarters: 4-20, Nishigoryo 3-jo 2-chome, Asahikawa, Hokkaido 078-8323, Japan
- Established: March 2025
- Business: PR agency, interview services, management of interview media 'Color Canvas'
- Official Website: https://color-enpitsu.jp/