Rooted at the foot of Mount Asama for 30 years, this small company, Kitamoc,
which began as a camping field, seeks to find the future in nature and aims to create
an organic industrial model that circulates the blessings of the mountains into daily life.
In 2021, its unique initiatives were recognized, and the company was awardedthe Good Design Gold Award.
Kitamoc is a small company located in Kita-Karuizawa, at the northern foot of Japan’s prominent active volcano, Mount Asama. A 30-minute drive south will take you to Karuizawa, a popular tourist and residential area, while a 30-minute drive north brings you to Kusatsu, famous for being one of Japan’s top three hot springs destinations.
Kita-Karuizawa, situated at an altitude of over 1,000 meters, enjoys a pleasant climate in summer, but winters are cold, with temperatures dropping below -10ºC. This highland area, surrounded by mountains and forests, is known for its thriving cultivation of highland vegetables and dairy farming. Here, the company aims to establish a unique industrial model where multiple businesses are organically interconnected.
“LUOMU” is a Finnish word meaning “a way of life that follows nature.” We value this term as a reminder that humans are a part of nature.
In modern society, the notion that humans control nature is deeply ingrained, but Kitamoc’s business starts from this question: “What should the relationship between nature and humans be?” Kitamoc wants to create small cycles within the region that connect to the larger cycles of the Earth. To achieve this, it is essential to sustainably utilize the region’s limited resources.
The camping field, “Kita-Karuizawa Sweet Grass,” is the foundation and driving force of Kitamoc. It opened in 1994, inspired by international exchange with Livingston, Montana,U.S., a sister city of the town.
Trees were planted on the vast plains created by volcanic activity, and 10 years later, they had grown into shady spots where people could relax. The company created unique spaces, such as treehouses and cabins, where you can gaze at the stars while lying down. Today, it hosts 100,000 visitors annually and has grown into a camping field considered to be one of the best in Japan.
To keep guests warm during the frigid winters, wood stoves were installed in all camping field accommodations. Having experienced the captivating allure of wood fires, the company also launched a business that installs and sells wood stoves. Kitamoc creates spaces centered on “fire,” both at the camping field and within the local community.
2In 2020, Kitamoc opened “TAKIVIVA,” a meeting facility with accommodations next to the camping field. This unique space, designed to foster social and creative interactions by gathering around a fire, received an international design award. It is widely used for corporate training, education, weddings, and more, earning a reputation as a bonfire mecca.
Kitamoc also produces the firewood used in the stoves and bonfires. The company acquired 240 hectares of local forest and started a self-managed forestry business. By utilizing the hardwood that makes up 90% of the forest, the company is working on creating a pleasant forest environment based on arboriculture principles.
To make full use of the felled trees, Kitamoc processes high-quality trunks into construction and furniture materials using a sawmill. Lower-quality wood and thinner trunks are processed using a large firewood-splitting machine from Italy's Pinosa and are dried in a boiler powered by scrap wood. Thinner branches are used for charcoal production, and the wood chips generated during processing are turned into compost in collaboration with local dairy farmers and vegetable growers.
森Kitamoc is also working on reforestation and beekeeping in the forest. The presence of bees helps preserve natural cycles and biodiversity. The company collects honey from 12 areas across Gunma Prefecture, including Kita-Karuizawa and the nearby satoyama (rural foothills). The honey is unheated and unmixed, creating a one-of-a-kind taste that reflects the character of each region.
Kitamoc’s unique circular business model was recognized in 2021 when the company received the Good Design Gold Award. The goal is to create a sustainable and prosperous future. To achieve this, it is important to take pride in the company's work and to pass it on to the next generation.
