Yume Investment Foundation Launches New Brand 'SASAE Foundation'

The Yume Investment Foundation (Representative Director: Yutaka Tanabe, Iida City, Nagano Prefecture) announced on June 2 that it will begin using the name 'SASAE Foundation' (English: SASAE Foundation) for all external brand communications. To commemorate the brand launch, the foundation will begin an online dialogue series titled 'Sasae Genba LIVE'. The first session is scheduled for Friday, June 26, 2026, from 19:00 to 20:00.

Background and Purpose

Since its establishment in April 2025, the foundation has been based in southern Nagano and has continuously supported individuals and businesses pursuing entrepreneurship and challenges within the region. As its activities deepen, the need for a brand name that more intuitively conveys the foundation's purpose—'supporting the challenges of people, businesses, and communities'—has become increasingly evident.

'SASAE Foundation' is a brand name that condenses this philosophy into a single word. By incorporating the verb 'to support' into the foundation's name, we can instantly communicate who we are to anyone encountering us for the first time.

For more on the foundation's origins and philosophy, please refer to 'Our Story (Sasae Story)', a narrative based on the firsthand experience of Representative Director Yutaka Tanabe.

'With support, people can surely take flight. We can create an updraft.'

'Who will you support?'

https://sasae-fdn.org/ (Public release date: June 15)

Details of the Decision

At the 26th management meeting held on June 2, 2026, the following policies were decided:

- Use 'SASAE Foundation' for all external communications, including business cards, websites, social media, and presentation materials
- Continue using 'Yume Investment Foundation' as the official legal entity name
- No changes to legal status, location, governance structure, or contractual relationships

About the New Logo

The new logo symbolizes 'a hand supporting the moment an updraft is born.' Updrafts can form anywhere on Earth if there is a heat source. Yet in reality, voices persist that 'there are limited opportunities in rural areas' and 'the nonprofit world is difficult.' We realized that bridging this gap is the role of SASAE Foundation. As a catalyst for creating updrafts, we will contribute across Japan, starting with our home region of Iida and Shimoina in Nagano Prefecture, together with a wide range of partners.

Future Direction

We will carefully observe the penetration of the 'SASAE Foundation' brand and the reactions from stakeholders and local communities over a certain period. Based on these observations, we will reconsider and decide whether to amend the legal entity name in the articles of incorporation.

The foundation will publicly present this initiative as a 'transparent process of putting the brand to the test in the market.' We believe that our stance of nurturing our own name together with the market aligns with our philosophy that 'people and society support each other.'

Additionally, to commemorate the brand launch, we are launching an online dialogue series titled 'Sasae Genba LIVE.' The first session is scheduled for Friday, June 26, 2026, from 19:00 to 20:00. We will publicly present the foundation's business model for the first time and engage in dialogue on the theme of 'a new form of regional support that goes beyond donations.'

Free registration and participation: https://peatix.com/event/5048944

Comment from the Representative Director

In 1993, on Okushiri Island, I received a single question—how can someone who has lost everything still receive support within society? Over 30 years have passed since then, carrying this question, and now this foundation has been born. We will move forward sincerely listening to the market's voice, to see whether the name 'SASAE Foundation' can be naturally accepted by local communities.

— Representative Director, Yutaka Tanabe

Organization Overview

Legal Name: Yume Investment Foundation
Brand Name: SASAE Foundation (SASAE Foundation)
Representative Director: Yutaka Tanabe
Location: Iida City, Nagano Prefecture
Media Inquiries: https://sasae-fdn.org/contact
Inquiries on Donations and Participation: https://sasae-fdn.org/giving