Local revitalization producer Satoyume fully launches on-site practical human resource transformation program "SATOBITO" for corporations

Satoyume Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo; Representative Director: Shimpei Shimada) will fully launch "SATOBITO," an on-site practical human resource transformation program for companies.

"SATOBITO" Official Website: https://satobito.satoyume.com/

This program uses the local sites that our company has supported and operated nationwide as a field, allowing participating company employees to hone their practical skills by tackling challenges with no clear answers. With the rapid rise of AI replacing many routine tasks, the value of "human-only capabilities" such as initiative, critical thinking, execution, and decision-making is increasing. We believe that "local communities" are the best places for these capabilities to flourish, and we are launching this training service in earnest. Additionally, to widely disseminate the launch of this initiative, we plan to hold a kickoff event, "Human-Origin Summit," in the fall of 2026.

Why "Local Communities x People" Now?

"Human Capabilities" Questioned Precisely Because of the AI Era

In an era where AI handles much of knowledge and work, what differentiates people and organizations is the "human-only capability" to confront questions without answers, involve others, and drive action on the ground. The reality is that these capabilities are difficult to cultivate solely within conference rooms or training rooms. Real-life situations, diverse people, and circumstances without fixed correct answers—local communities are microcosms of "real business" where the thoughts of various stakeholders intersect and progress doesn't follow a textbook. That is why we believe the best field for people to grow significantly is in "local communities."

Local Communities Become the Forefront of Society

Currently, the position of local communities is undergoing significant change. Re-evaluation of primary industries and food, expansion of tourism and related populations, establishment of dual residences and remote work, and growing interest in sustainability and well-being—new values are being born in local communities, both as businesses and industries. Our view is that local communities are becoming the forefront of future society.

Overview of "SATOBITO"

"SATOBITO" is a corporate on-site practical human resource transformation program set in "living fields" at the forefront of social issues. Participating company employees immerse themselves in the local sites that our company has supported and operated nationwide, and through confronting challenges with no clear answers alongside diverse stakeholders, they practically hone their abilities to conceptualize, involve people, and move things forward. Under professional support and reflection guidance, they cultivate practical skills that balance social and business aspects, which cannot be gained through desk-based learning.

The program offers multiple options depending on the objective and duration.

- Mindset Transformation Course (Several Days): Break fixed ideas and "bring back" seeds of new perspectives.

- Challenge Exploration Course (3-6 Months): Define fundamental issues and "propose" actions to stakeholders.

- Business Practice Course (6-12 Months): "Implement" businesses that create value from scratch in fields beyond economic rationality.

To date, it has been introduced to companies including H.I.S. Co., Ltd., yielding results such as improved participant initiative and the creation of new business seeds.

Examples of Prior Adopting Companies

As a result of prior adoption before the full launch, a total of 16 companies and 104 individuals participated in fiscal year 2025. In participant surveys for the cross-industry "Challenge Exploration Course" that concluded in March 2026, high satisfaction with the program was evident, with an average growth realization of 120%, along with positive changes in participants' career perspectives and approaches to work after completion.

<Excerpts from Participant Survey Results>

Growth realization after the program: 120%

Change in job satisfaction: +0.3 points / 5.0 point scale

Program satisfaction: 4.4 points / 5.0 point scale

Recommendation to colleagues/subordinates: 8.8 points / 10 point scale

Excerpts from Participant Voices

"I keenly felt that while I thought I was defining essential issues, I was actually not doing it properly. Now, when I return to the site, I consciously pause before jumping into facts and engage in dialogue to deepen my thinking." (Male, 30s, Managerial position)

"Until now, I strongly focused on steadily completing assigned tasks and operated within a predetermined framework of "what to create." After SATOBITO, I began to consider "is this truly for the user?" and learned to understand the other person's thoughts and background to gain their agreement on how to proceed." (Female, 20s, Information Systems Department)

What Satoyume Can Do, With "People-Growing Sites" in Approximately 50 Regions Nationwide

Satoyume's project managers have connections with various regions nationwide and are involved in projects within each region.

What makes such a program possible is our unique "on-site" experience. For 14 years since its founding, Satoyume has been based on the principle of "human origin" (starting regional development from people, not plans), and has independently launched and operated businesses, from strategy development to product and program creation, and facility development and operation, in approximately 50 regions nationwide.

And these sites are ones that our company continues to support and operate alongside local residents. This allows participants to dive into real, ongoing projects, not just packaged experiences. Because we have sites nationwide, we can deliver programs tailored to specific regions and objectives. Furthermore, the trust relationships built with local communities over many years create a fertile ground for accepting and nurturing external talent. These are environments that cannot be built overnight.

Recruitment Begins for Cross-Industry "Challenge Exploration Course" to be Held in November 2026

We will newly hold the "SATOBITO Challenge Exploration Course," a cross-industry collaborative format that received rave reviews in the aforementioned participant surveys, starting in November 2026.

This course is a practical program where employees from different companies with diverse industries and backgrounds form a team to tackle real regional challenges. By encountering "diverse perspectives" unobtainable within one's own company, it more strongly draws out participants' initiative and leadership. Furthermore, being a cross-industry collaborative format, it is characterized by its flexibility in dispatching even small teams of one person. It is an optimal practical field for companies that wish to "nurture next-generation leaders but find it difficult to conduct large-scale training independently" or "want to provide experience of being challenged by excellent external talent."

Start Date: Sequentially starting around November 2026

Training Field: Multiple regions near the Tokyo metropolitan area (e.g., Chiba Prefecture, Yamanashi Prefecture, Kanagawa Prefecture)

Target Audience: Candidates for next-generation leaders, mid-career employees, younger employees, etc.

Format: Cross-industry collaborative format (applications accepted from 1 person)

Details & Inquiries: For details, please visit the official website (https://satobito.satoyume.com/services/cross/) or feel free to contact us at the inquiry desk below.

Kickoff Event "Human-Origin Summit -- The "Local Site" is the Forefront for Everyone's Growth" to be Held in Fall 2026

In the fall of 2026, our company will hold a kickoff event in Tokyo, "Human-Origin Summit -- The "Local Site" is the Forefront for Everyone's Growth," as a platform to disseminate the philosophy of "human-origin" business creation and regional development, including the human resource transformation program "SATOBITO."

This summit is a day to confront future "human-origin" business and regional strategies, focusing on how to nurture "people who take the initiative and take action" towards regional and social issues, and how to create new businesses and value from them, transcending the boundaries of companies, local governments, and individuals.

Corporate executives, heads of new business development, HR managers, and local government officials responsible for the future of their regions, among other diverse stakeholders, will gather. It will share the passion of moments when human potential is unleashed on the "living stage" of local sites, and the practical knowledge of the process by which sustainable businesses and projects are born from them.

The following programs are planned for the day:

- Keynote Speech by Representative Shimada

"The Future of Regional Development and Business Driven by "Human Origin""

- Special Dialogue with Experts

Inviting guests active at the forefront of new business creation and cross-border learning to unravel the mechanisms of "human awakening" and "business creation" brought about by unpredictable situations.

- Case Study Presentation by "SATOBITO" Adopting Companies

Processes through which participants' potential was unleashed via real local sites, leading to the creation of new business seeds and transformation.

- Real Stories of "Challenging People"

First-hand accounts from practitioners who are unleashing their potential on regional stages and driving new businesses and projects.

Details such as date, time, venue, program, and speakers will be announced later as they are confirmed.

Comment from Representative Director Shimpei Shimada

"Precisely because we are in an era where AI handles many jobs, the value of capabilities unique to humans is increasing. And the best place for those capabilities to grow is in the local sites with no clear answers. Since its founding, Satoyume has supported regions nationwide with a "human-origin" approach, creating and operating sites ourselves. What we realized over 14 years of supporting local communities is that, ultimately, regional development is about supporting the potential of the "people" within them. We have seen countless examples of people who, by immersing themselves in sites without answers, transform themselves and expand their potential. Perhaps we ourselves, "Satoyume," who have been supporting these sites, have changed the most. That is why we are placing the nurturing of people at the core of our business and will return the capabilities cultivated there to the regions and society. The first step in this is "SATOBITO," opening up the regional sites we have built to companies. We sincerely await those who will join us."

Company Name

Satoyume Co., Ltd.

Representative

Representative Director Shimpei Shimada

Location

Bira Apex Ichigaya 801, 3-4-5 Kudanminami, Chiyoda-ku, Tokyo 102-0074

Established

April 17, 2012

Capital

100 million yen

Business Activities

End-to-end consulting supporting local communities (strategy formulation/product development/sales channel development/facility operation/recruitment and training support, etc.)

Licenses

Paid Employment Introduction Business 13-ユ-316607 / Travel Agency Tokyo Governor Registration Travel Business No. 2-8219

URL

https://satoyume.com/

<Contact Information for Inquiries Regarding This Matter>

Satoyume Co., Ltd.

Official Website: SATOBITO https://satobito.satoyume.com/

Contact: Regional Co-creation Department SATOBITO Team, Eto

Mail: satobito_admin@satoyume.com

TEL: 070-3246-8943