KEEN Signs Partnership Agreement with Komoro City, Nagano to Realize 'Sustainable and Regenerative Tourism'
On May 29, outdoor footwear brand KEEN signed a partnership agreement with Komoro City, Nagano, focused on sustainable and regenerative tourism development. Through corporate donations and collaborative projects such as trail maintenance and water conservation, KEEN aims to foster a sustainable coexistence with nature.
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- 📰 Published: May 30, 2026 at 03:30
- 🔍 Collected: May 29, 2026 at 18:57
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Outdoor footwear brand KEEN, which defines 'the outdoors' as everywhere without a ceiling and offers innovative hybrid footwear through environmentally friendly manufacturing since 2003, signed a partnership agreement with Komoro City, Nagano, on May 29.
This agreement aims to realize 'sustainable and regenerative tourism,' based on the protection and conservation of Komoro City's rich natural environment, including the Asama mountain range. KEEN will contribute to Komoro City through the 'Corporate Hometown Tax' (Kigyo-ban Furusato Nozei) program, supporting projects for environmental conservation and tourism promotion.
[Background and Purpose]
Komoro City's nature is a vital resource for both residents and tourists. The Asama-san麓 (foothills) and Mt. Kurofu area serve as a major trekking field, drawing tens of thousands of visitors annually due to its majestic volcanic landscape. However, increased visitor traffic has led to issues like trail erosion and vegetation damage, necessitating a balance between preservation and utilization.
In this initiative, KEEN will integrate its environmental expertise and brand influence with Komoro City's nature to preserve and utilize regional assets such as Mt. Asama, Takamine Highlands, and water resources. The collaboration aims to achieve 'regenerative tourism' that balances 'sustainable environmental maintenance' with 'regenerative nature restoration.'
[Key Initiatives]
1. Trail Maintenance Projects: Implementing improvements in the Asama mountain foothills and Mt. Kurofu area to conserve nature and enhance safety.
2. Water (Source) Projects: Partnering with the 'Komoro Water Appeal Project' to participate in tours, promote regional assets (such as 'Asama-dake' sake), and host lectures on environmental issues.
A press conference was held at Komoro City Hall on May 29. Moving forward, the partnership will focus on trail and water resource conservation to promote sustainable tourism in harmony with nature.
This agreement aims to realize 'sustainable and regenerative tourism,' based on the protection and conservation of Komoro City's rich natural environment, including the Asama mountain range. KEEN will contribute to Komoro City through the 'Corporate Hometown Tax' (Kigyo-ban Furusato Nozei) program, supporting projects for environmental conservation and tourism promotion.
[Background and Purpose]
Komoro City's nature is a vital resource for both residents and tourists. The Asama-san麓 (foothills) and Mt. Kurofu area serve as a major trekking field, drawing tens of thousands of visitors annually due to its majestic volcanic landscape. However, increased visitor traffic has led to issues like trail erosion and vegetation damage, necessitating a balance between preservation and utilization.
In this initiative, KEEN will integrate its environmental expertise and brand influence with Komoro City's nature to preserve and utilize regional assets such as Mt. Asama, Takamine Highlands, and water resources. The collaboration aims to achieve 'regenerative tourism' that balances 'sustainable environmental maintenance' with 'regenerative nature restoration.'
[Key Initiatives]
1. Trail Maintenance Projects: Implementing improvements in the Asama mountain foothills and Mt. Kurofu area to conserve nature and enhance safety.
2. Water (Source) Projects: Partnering with the 'Komoro Water Appeal Project' to participate in tours, promote regional assets (such as 'Asama-dake' sake), and host lectures on environmental issues.
A press conference was held at Komoro City Hall on May 29. Moving forward, the partnership will focus on trail and water resource conservation to promote sustainable tourism in harmony with nature.
FAQ
KEENと小諸市の連携協定の主な目的は？
浅間連峰をはじめとする小諸市の豊かな自然環境の保護・保全を基盤とし、「持続的で再生可能な観光地域づくり」を実現することです。
KEENはどのようにして小諸市を支援しますか？
「企業版ふるさと納税」を通じた寄付を行うほか、登山道整備や水源保全活動、地域資源（小諸の水や日本酒「浅間嶽」など）の魅力発信を行います。
具体的にどのような取り組みが予定されていますか？
浅間山麓エリア・黒斑山周辺の登山道整備、環境教育プログラムの実施、市民参加型保全活動、水源ツアーの参画や環境課題に関する講演会の開催などが予定されています。
協定締結記者会見には誰が出席しましたか？
KEEN Japan代表のヒルダ・チャン氏、小泉俊博小諸市長、および関係団体として浅間高峰観光協議会、小諸の水魅力発信プロジェクトが出席しました。
なぜ小諸市には自然環境の保全が必要なのですか？
浅間山麓エリアなどの登山利用者が増加し、登山道の侵食や植生への影響、安全性維持といった課題が顕在化しているためです。