Miyo Organic and Kankyo Guild Launch Environmental Value Demonstration Project Through Lodging Experiences
Miyo Organic and Kankyo Guild will launch a demonstration project at 'Minn STATION Ai Nagoya' hotel in May 2026. The initiative transforms hotel rooms into showrooms where guests can try and purchase eco-friendly products, aiming to convey value through actual use.
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- 📰 Published: April 23, 2026 at 19:00
- 🔍 Collected: April 23, 2026 at 10:31
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Miyo Organic Inc. (Location: Nagoya City, Aichi Prefecture; CEO: Miyo Yamamoto) and "Kankyo Guild," an environmental co-creation community operating at "STATION Ai," one of Japan's largest open innovation hubs located in Nagoya City, Aichi Prefecture, will launch a project utilizing environmentally friendly products and services within the lodging experience at "Minn STATION Ai Nagoya," an apartment hotel operated by SQUEEZE Inc.
This initiative is implemented as a new demonstration model project designed to convey value not through the "exhibition" of environmentally friendly products, but through "actual use," linking it to purchasing and behavioral change.
In addition, this project is predicated on phased expansion, positioning the period from May 1 to May 31, 2026, as the initial demonstration phase to commence operations.
*What is Kankyo Guild
Kankyo Guild is a co-creation community in which diverse entities such as companies, local governments, and universities participate, aiming to solve environmental issues through "demonstration" and "commercialization."
Going beyond mere information sharing, it aims to establish environmental value in society by integrally promoting:
- Formation of demonstration projects
- Creation of new businesses
- Dissemination toward social implementation
■ Project Overview
In recent years, while environmentally friendly products and services have been increasing, issues have become apparent, such as:
- The value is not sufficiently conveyed to consumers
- It is difficult to imagine usage scenarios
- It does not lead to purchases or adoption
Environmental products, in particular, have the characteristic of their value only being fully conveyed when accompanied by an understanding of their background and an actual usage experience, which meant that conventional exhibition-style promotions had their limits.
In this project, under the concept of "a hotel where staying itself becomes an environmental experience," the hotel space is utilized as a venue with the following functions:
- A showroom where environmentally friendly products can actually be used
- A purchasing path linked to the lodging experience
- A space to experience environmental actions
Guests can use amenities and equipment provided in the guest rooms in a manner close to their daily lives, and if they like a product, they can purchase it via a QR code.
■ Implementation Details
This project will implement the following environmentally friendly products and systems:
Environmentally Friendly Amenities
- Amenities utilizing organic materials (Miyo Organic)
Eco-friendly Tableware Mixed with Recycled Materials
- "resta" (Noritake)
Recycled Flowerpot x Plant Cultivation Medium "Fuwatto" x Indoor Cactus Display Collaboration
- (Kobayashi / Mitsuiya Industrial "Fuwatto" / Goto Cactus)
Digital Pathways
- Visualization of product stories and background information
- Design of purchase paths using QR codes (LOZI)
Implementation of Resource Circulation
- Installation of clothing and miscellaneous goods collection box "R-LOOP"
-> Reduction of waste generated from accommodation facilities and provision of a circulation experience (BPLab)
All of these are designed to be "used during the stay."
The features of this project are the following three points:
1. Transmission of value through "actual use" rather than exhibition
2. Design of pathways connecting the lodging experience and purchasing
3. Demonstration of a model that balances environmental consideration and business viability
Unlike conventional PR or exhibitions, the value of environmental products is conveyed through "experiences in environments close to daily life."
■ Future Developments
Based on the data obtained from this project, we will proceed to analyze product usage frequency and customer evaluation, inflow to purchasing paths and purchase rates, as well as the possibility of expanding to other facilities.
In addition, we aim to leverage customer evaluations in product development and expand externally as a new distribution model for environmental products in the hotel industry.
■ Participating Companies in the Project
Company Name: SQUEEZE Inc.
Location: 1-52 Sakaemachi, Kitahiroshima City, Hokkaido
Representative: Shinichi Tatebayashi, Representative Director and CEO
Business Details: Provision of AX (Accommodation Digital Transformation) platform centered on the next-generation operation platform "suitebook", development and provision of an AI-utilized operation platform for the accommodation industry, hotel planning/operation and operation support through BPO.
URL: https://squeeze-inc.co.jp/
Company Name: 株
This initiative is implemented as a new demonstration model project designed to convey value not through the "exhibition" of environmentally friendly products, but through "actual use," linking it to purchasing and behavioral change.
In addition, this project is predicated on phased expansion, positioning the period from May 1 to May 31, 2026, as the initial demonstration phase to commence operations.
*What is Kankyo Guild
Kankyo Guild is a co-creation community in which diverse entities such as companies, local governments, and universities participate, aiming to solve environmental issues through "demonstration" and "commercialization."
Going beyond mere information sharing, it aims to establish environmental value in society by integrally promoting:
- Formation of demonstration projects
- Creation of new businesses
- Dissemination toward social implementation
■ Project Overview
In recent years, while environmentally friendly products and services have been increasing, issues have become apparent, such as:
- The value is not sufficiently conveyed to consumers
- It is difficult to imagine usage scenarios
- It does not lead to purchases or adoption
Environmental products, in particular, have the characteristic of their value only being fully conveyed when accompanied by an understanding of their background and an actual usage experience, which meant that conventional exhibition-style promotions had their limits.
In this project, under the concept of "a hotel where staying itself becomes an environmental experience," the hotel space is utilized as a venue with the following functions:
- A showroom where environmentally friendly products can actually be used
- A purchasing path linked to the lodging experience
- A space to experience environmental actions
Guests can use amenities and equipment provided in the guest rooms in a manner close to their daily lives, and if they like a product, they can purchase it via a QR code.
■ Implementation Details
This project will implement the following environmentally friendly products and systems:
Environmentally Friendly Amenities
- Amenities utilizing organic materials (Miyo Organic)
Eco-friendly Tableware Mixed with Recycled Materials
- "resta" (Noritake)
Recycled Flowerpot x Plant Cultivation Medium "Fuwatto" x Indoor Cactus Display Collaboration
- (Kobayashi / Mitsuiya Industrial "Fuwatto" / Goto Cactus)
Digital Pathways
- Visualization of product stories and background information
- Design of purchase paths using QR codes (LOZI)
Implementation of Resource Circulation
- Installation of clothing and miscellaneous goods collection box "R-LOOP"
-> Reduction of waste generated from accommodation facilities and provision of a circulation experience (BPLab)
All of these are designed to be "used during the stay."
The features of this project are the following three points:
1. Transmission of value through "actual use" rather than exhibition
2. Design of pathways connecting the lodging experience and purchasing
3. Demonstration of a model that balances environmental consideration and business viability
Unlike conventional PR or exhibitions, the value of environmental products is conveyed through "experiences in environments close to daily life."
■ Future Developments
Based on the data obtained from this project, we will proceed to analyze product usage frequency and customer evaluation, inflow to purchasing paths and purchase rates, as well as the possibility of expanding to other facilities.
In addition, we aim to leverage customer evaluations in product development and expand externally as a new distribution model for environmental products in the hotel industry.
■ Participating Companies in the Project
Company Name: SQUEEZE Inc.
Location: 1-52 Sakaemachi, Kitahiroshima City, Hokkaido
Representative: Shinichi Tatebayashi, Representative Director and CEO
Business Details: Provision of AX (Accommodation Digital Transformation) platform centered on the next-generation operation platform "suitebook", development and provision of an AI-utilized operation platform for the accommodation industry, hotel planning/operation and operation support through BPO.
URL: https://squeeze-inc.co.jp/
Company Name: 株