Creative Collective movel, With an Average Age of 21.5, Debuts Experiential Culture Festival “SCRAMBLE FES 2026” in Miyota, Nagano

movel, a Shibuya, Tokyo-based creative collective with an average age of 21.5, held the first edition of “SCRAMBLE FES 2026” on Saturday, May 2, 2026, at MMoP, a cultural complex in Miyota, Nagano. The experiential culture festival invited visitors to enjoy the intersection of music, art, culture, and food. The festival was created from movel’s ambition to combine next-generation sensibilities with Miyota’s local appeal through art, culture, and excitement, generating new culture and vitality in the town. Under clear skies, the nature-rich venue overlooking Mount Asama welcomed children and families, young people attending with friends, couples, seniors, and visitors of all ages. The event drew a total of 2,000 attendees from nearby areas, across Nagano Prefecture, other parts of Japan, and overseas. The venue featured colorful balloon decorations, hands-on areas for creating time capsules and original festival books, a DJ booth, 10 merchandise shops showcasing distinctive brands unique to the festival, and 26 food and drink vendors ranging from popular local restaurants to gourmet offerings from the Tokyo area. In the art area, where visitors could see, touch, and experience artworks, 10 groups exhibited works and hosted activities including a minimalist mobile tea room, marble art, portrait drawing, body painting, icing cookie workshops, live painting, and art exhibitions. The area was popular with both adults and children. A pre-opening ceremony was also held to celebrate Miyota reaching a population of 17,000. The town’s mascot character, Miyotan, joined the event and walked around the festival grounds with children. Live music performances took place on the “ASAMA stage,” set against the majestic backdrop of Mount Asama. Visitors relaxed freely on picnic sheets spread over the grass, sat on wooden benches, or watched the stage while eating and drinking. Children climbed trees beside the stage, adults immersed themselves in the music, parents watched with children on their shoulders, and children ran around with their grandparents. Seven artists performed on the joyful music stage: Afro, Natsuki Kawanishi, Ririka Satsuki, Keiichi Sokabe, Tententakataka, Manato Funatsu, and Rootomo, sharing the energy of a moment that could only happen there and then. During Tententakataka’s set, Miyota craft brewery Yo-Ho Brewing provided Yona Yona Ale beer, while children received Misuzu Ame sweets. The audience joined in a singalong to the song “5959 (Goku Goku),” creating a collaborative performance filled with Nagano’s local charm. The headlining set by Keiichi Sokabe closed with an improvised performance featuring freestyle by Nagano-born Afro, bringing the festival to an excited and emotional finale that truly embodied the “SCRAMBLE” concept. movel said its ties to Miyota come from one of its representatives being from the town, and that it has built relationships through support from Miyota, Karuizawa, and municipalities and companies across Nagano. By holding SCRAMBLE FES in Miyota, movel felt a strong response that bringing together people across generations and regions, and “scrambling” their creativity, can create new culture and energy in the town. The company emphasized that SCRAMBLE FES is not a one-off event, but a challenge to generate new culture and flows of people from Miyota. Although continuing the festival will not be easy, movel intends to keep taking on the challenge together with local residents, performers, vendors, sponsors, and stakeholders who support the festival’s mission of building a movement that begins in Miyota and contributes to the wider surrounding region. SCRAMBLE FES 2026 was held from 10:00 to 18:00 on Saturday, May 2, 2026, with final admission at 17:30, at MMoP in Miyota, Kitasaku District, Nagano. The event was organized by movel Inc. and supported by the Town of Miyota. movel is a creative company centered on Gen Z creators with an average age of 21.5. Leveraging its sensitivity to trends, the company produces social media support and planning for a wide range of industries, companies, and brands through creative ideas that generate buzz from social platforms. Its trend-aware planning, foresight into what will become talked about, and user-oriented content designed to create empathy have gained support and spread widely on platforms such as Instagram and TikTok, reaching not only younger audiences but broader generations. movel is part of gaaboo Inc., a Shibuya-based social media specialist group that has supported more than 150 major companies through social media consulting and marketing support.