The “BRANZ Owners Farm” project, newly launched by Tokyu Land Corporation, is considered a notable example of value creation in modern real estate development. This project goes beyond simply providing agricultural experiences, serving as an important initiative to promote coexistence between urban and rural areas, propose sustainable lifestyles, and strengthen connections between people.
Project Overview and Significance
The “BRANZ Owners' Farm” project, which will be launched in May 2025 by Tokyu Land Corporation and My Farm Co., Ltd., is an agricultural experience project utilizing farmland in Higashimatsuyama City, Saitama Prefecture. The project will offer BRANZマンション owners seasonal agricultural activities such as crop cultivation and harvesting, as well as programs that allow them to experience the local food culture.
Contribution to a Sustainable Society
This project is not just about providing housing, but also about improving the quality of life for the people who live there. By allowing urban dwellers to connect with nature and experience the food cycle, the project promotes environmental awareness and encourages a shift toward sustainable lifestyles. This is a highly commendable initiative that creates social value from a long-term perspective rather than pursuing short-term profits.
A Place for Community Building and Human Resource Development
BRANZ Owners' Farm promotes interaction among participants and serves as a place for forming new communities. Activities in shared cultivation areas and “Tsukutabe” events create opportunities for people of different generations and backgrounds to meet and learn from each other.
Building New Relationships Between Cities and Rural Areas
The collaboration with Higashimatsuyama City is also an attempt to build a new relationship between urban and rural areas. The real estate industry has an important role to play not only in constructing buildings but also in creating organic connections with local communities and contributing to the revitalization of the local economy. This project has the potential to become a model case for building sustainable relationships between urban and rural areas through the promotion of local production for local consumption.
Future Expectations
After the project is fully operational in late May, further expansion will be considered based on user feedback. This attitude of valuing customer feedback is extremely important in pursuing true customer value. We hope that similar projects will be rolled out in other areas, providing more urban residents with opportunities to experience harmony with nature.
As professionals in the real estate industry, we believe it is essential to go beyond simply providing “housing” and instead strive to enhance the quality of life for those who live there and achieve coexistence with the local community. The “BRANZ Owners' Farm” project by Tokyu Fudosan is a pioneering example of such efforts and represents a valuable challenge that the entire industry should learn from.
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