A town where "I want to try" comes true
Learning from Gojome Town, Akita Prefecture
The power of local communities

"I want to run a cafe"
"I want to be a lesson teacher"
"I want to do farming"

There is a town where everyone's "things they want to try" come true.
It is Gojome-machi in Akita Prefecture.
There is a circle of people born by sharing the place with people who have the same aspirations,
In other words, there was the existence of a “local community”.

Why NOMURA Co., Ltd. thinks about community

NOMURA Co., Ltd. started R&D activities (Research & Development) in 2022 under the theme of "social good (= balancing social contribution and business)".
We recruit new projects and research themes, and divide into teams for each theme such as environment, region, culture, and people.
Active for 3 years.

In the "Inclusion & Art" team,
“Anyone can participate”…Creating an environment for inclusive design,
​ ​“Anyone can interact anywhere”…Creation of new points of contact through cultural and artistic experiences,
​ ​“Anyone can play a leading role”…Implementation of a system that makes use of individual skills and careers
Through workshops and events with the theme of
We are working on activities aimed at realizing sustainable bustle.

In the conventional space creation of “(1) planning and design → (2) operation → (3) activities”,
There was a problem that we didn't know if the space was really used by people until it opened.
However, from now on, I believe that spaces should be created based on people's lifestyles and the activities of local communities.

While researching local communities,
In Gojome Town, Akita Prefecture, starting from the shared office BABAMEBASE,
We learned that various challenges by local residents are spreading throughout the town.

In this article, we will introduce the local community that was born in Gojome Town,
I would like to think about the points in formation.

*This interview was conducted with the cooperation of Ms. Kasumi Ushida of "Dochavengers", which operates BABAMEBASE.

* Click here for BABAMEBASE official website

Kasumi Ushida
Born in Akita Prefecture. Graduated from Keio University.
Founded a corporate doula association that supports child-rearing while raising children in Tokyo.
In 2014, he moved to Akita as a member of the Regional Revitalization Cooperation Corps. Serves as a director of the general incorporated association Dochavengers.

Local community in Gojome town, Akita prefecture ①
​ ​BABAMEBASE, a local community that thinks about the future of the town

The charm of Gojome Town, Akita Prefecture, which takes advantage of the local climate

Gojome Town is a town with a population of about 8,500 located in the central part of Akita Prefecture.
Forests account for 80% of the area, and it has developed as a town of lumber and a town of craftsmen.
Gojome morning market held on days with 2, 5, 7 and 0 every month,
Yunokoshi Onsen is characterized by its milky white water and sulfur spring (there are many other hot springs as well),
A damako hotpot made by rolling rice into balls and simmering them with meat and vegetables.
It is famous for its Japanese sake "Ippaku Suisei" and its special product, raspberry.

The percentage of people aged 65 and over in the town's total population exceeds 51%,
Rather, by transmitting a style unique to the countryside that makes it easier to start a business from scratch,
Entrepreneurs engaged in the education business and IT business are migrating from outside the prefecture.
Taking advantage of the culture of "taking on the challenge of what you want to do", a variety of challenges rooted in the region naturally arise,
The number of people who enjoy living and raising children in town has increased.

The facility that serves as the core of the local community is located in the Babame area of Gojome Town.
It is "BABAMEBASE (Gojome Town Regional Revitalization Support Center)".
It was born in 2013 as a shared office utilizing an abandoned school.
Entrepreneurs and companies that conduct businesses rooted in the community are tenants,
About 5,000 people visit each year from inside and outside the prefecture and from overseas.

BABAMEBASE (Gojome Town Regional Revitalization Support Center)
In 2000, the dilapidated elementary school was rebuilt, but just 11 years later, it was decided to merge with a nearby elementary school, and the school was closed.
Aiming to utilize the building, the Gojome town hall invited three private companies from Tokyo.
Established “General Incorporated Association Dochavengers” in 2017 with members of the community revitalization cooperation team who lived in the same facility.
He still operates the facility as a designated manager. A total of 38 companies will move in by 2022.

Local community in Gojome Town, Akita Prefecture

According to Mr. Ushida, immediately after the opening, the town, tenant companies, and community revitalization volunteers worked together to hold various events in which local residents could participate.
In addition to introducing the facility, by holding events such as application development and playground creation,
BABAMEBASE has transformed into a place where local residents can casually stop by.

After that, when the residents, who turned their attention to the motivation of the local residents who participate in the events every time, opened a place to exchange opinions about Gojome Town.

“I wish the Gojome morning market would be like Marche.”
​ ​"I wish there was a cafe where I could bring my children."

It seems that I was able to pick up the real voices of local residents.
From here, between tenant companies of BABAMEBASE and local residents and people,
A common denominator of “Thinking about the future of the town” is born.

As of 2023, BABAMEBASE has residents of various occupations, and there are users who visit them.
Farmers who come to consult designers about product packaging,
A chef who works in the field with farmers and serves meals with vegetables grown,
Children helping the chef
A teacher who teaches children to dance
All of them have a common denominator of “thinking about the future of the town”, and are local communities that continue to take on challenges rooted in the region.

Local community in Gojome town, Akita prefecture ②
“Share Village” is a local community made up of local fans.

The circle of the local community that was born from BABAMEBASE jumps out of the facility,
It is expanding, involving not only local residents but also visitors from inside and outside the prefecture.

share village
Opened in 2015 in the form of multiple people sharing an old private house that was planned to be demolished due to lack of maintenance. Currently under renovation.

Initiatives that created immigrants and entrepreneurs

A 5-minute walk from BABAMEBASE, there is an old thatched house called “Share Village”.
This is an initiative to build a local community that goes beyond conservation by sharing old folk houses with maintenance costs.
An old thatched roof house is likened to a "village", and "village residents (= participants)" who have paid the "annual tax (=annual membership fee)" are given the right to "homecoming (= lodging/experience)", = Exchange)”.
This way of engaging with the countryside without being bound by immigration has created new immigrants and entrepreneurs.

In addition, a new local community is being created between local residents and visitors through the share village.
For example, a visitor involved in traditional crafts who met a local resident engaged in satoyama conservation activities,
He regularly visits Gojome Town to plant lacquer trees on a mountain owned by a local resident.

Local community in Gojome town, Akita prefecture ③
​ ​Gojome Morning Market plus+, a local community that takes on new challenges

Exchange opinions about Gojome Town,
Looking at the cooperation between BABAMEBASE tenant companies and local businesses, and the activities of visitors and immigrants
"I want to do something myself"
Inspired by this, local residents began coming to BABAMEBASE for consultation.
One of the efforts to push their backs is the "Gojome Morning Market plus+".

A place for challenges using “Gojome Morning Market”

"Gojoume Morning Market plus+" is a 520-year-old specialty of the town, "Gojome Morning Market", to make it even more exciting.
Among the dates of the Gojome morning market (days with 2, 5, 7, and 0 every month)
It is a new market that started as "Gojome Morning Market plus+" on Sundays.
The local residents and the regional revitalization cooperation team have started anew.

The store opening fee is 110 yen for local residents, and even elementary school students can open a store.
It also functions as a place for those who want to open a store someday.

Gojoume morning market plus+,
If there are people who want to try a yoga class
"You can definitely do it" "Let's call a friend first" "I think this place is good"
There is a presence that pushes the back.
And the success experience of "I tried it and it was unexpected" was born,
Other people who saw the situation try new things again, and even support it...
In such a cycle, various projects originating from local residents spread.

Local community in Gojome town, Akita prefecture ④
​ ​Self-driving local community “Small business in the city center”

Gojome town changes through stages

● Thinking about the future of Gojome Town (1. BABAMEBASE, a local community thinking about the future of the town)
● Get inspired by interacting with visitors and immigrants (2. Local community "Share Village" by town fans)
Take on new challenges on your own (3. Gojoume Morning Market plus+, a local community that challenges new things)

After going through these steps,
Finally, a person who can actually achieve "what I wanted to do" was born,
In the city center, new small businesses were born one after another.

Cafe "Ichi Cafe" is a cafe opened by local residents who want more people to enjoy life in this town.
Next to it and on the upper floors, an indoor park called "Tada no Asobiba" was opened where anyone can come and play "for free".
Furthermore, as children began to gather, some wanted to open lessons such as calligraphy and programming classes.
In this way, projects developed by local residents are linked to the entire town.

Ichi Cafe
A café where local residents fulfilled their desire to try after interacting with immigrants and participating in the Gojome Morning Market plus+. Opened in 2018.

just a playground
A place where everyone can play freely with bouldering, fun, Lego blocks, and graffiti-free walls.
Opened in 2017 by immigrants involved in the education business.

A local community born in Gojome Town, Akita Prefecture

We introduced four local communities that were born from BABAMEBASE in Gojome Town, Akita Prefecture.
In this way, we can see that there are several stages until a "self-propelled local community" in which local residents actually accomplish "what they want to do" is formed.

Four communities that formed a “self-driving local community” in Gojome Town, Akita Prefecture

1. BABAMEBASE, a local community that thinks about the future of the town

At first, the local government and private companies were the main players, and local residents participated in it, and a local community was born.
What is important here is that the government, private companies, and local residents "share the goal."
At BABAMEBASE, tenant companies share their own activities of "tackling challenges rooted in the community", create a place where residents can easily participate, and ask the question "what should the future of the town look like?" By
The desires of local residents, such as "I want XX in town" and "I want XX as a job," have become apparent.

2. Local Community "Share Village" by Town Fans

In the next event, there will be no change in the form of participation by local residents led by private companies, but by inviting new visitors, a local community will be born that consists of local residents and visitors.
By interacting with active outsiders who visit the town from outside the prefecture,
The desire to “do something myself” turns into a will, and the momentum to take on new challenges emerges.

3. Gojoume Morning Market plus+, a local community that takes on new challenges

Then, the government and private companies will support local residents who have begun to take initiative.
Here, it is important to create a place where everyone can take on challenges.
Like the Gojome Asaichi plus+, where local residents who want to open their own store can test their skills before setting up a physical store, local residents are the main players, but the government and private companies are working together to create a place. It is important to

4. Self-propelled local community "small business in the city center"

Through these activities, a “self-propelled local community” will be formed.
In addition, by collaborating with local residents through the same space, further synergistic effects will be generated.

Learning from Gojome Town and taking on the challenge of creating local communities and spaces

Areas like Gojome Town where the aging rate is increasing are likely to exist in various parts of Japan.
As the population continues to decline, it will become more and more important to create a society in which each and every individual can fully demonstrate their enthusiasm and abilities and complement each other.
As in Gojome Town, creating a place rooted in the region will create a local community among the companies and residents who gather there, and it will continue to expand gradually to take on even more diverse challenges.

As a person involved in the creation of space, I try to communicate with the local residents who use it.
If there is a property scheduled for completion, we will hold a workshop where local residents can participate, using the planned construction site as a stage.
Therefore, it is possible to make use of it in the design plan by telling you that a new space will be created and by conducting hearings such as what kind of things would make you want to visit.
In addition, by participating in the process of creating a space even after construction has begun, the work of the local residents will remain in the space and become attached to it. We look forward to seeing the space being completed together, and aim to build a relationship that allows you to visit us regularly even after completion.

Going forward, we will continue to listen to the voices of people living in the area, aiming to create a space that will continue to be loved and bustling with the local community for a long time. I would like to.