Strengthening direct-sales services through customer-attraction initiatives, product revisions and expanded recreational facilities

「At the tourism facilities, the Farm Shop and Farm Restaurant were renovated in October 2024 and held a grand reopening in April 2025, resulting in increased visitor numbers. Many customers continued to visit during the interim period, enjoying the expansive scenery created by the renovation. In addition to holding various events in cooperation with the local community and actively disseminating information through social media and other channels, the facilities attracted attention in numerous media outlets, resulting in revenue of approximately 1.4 times that of the same period of the previous year.」

「Visitor numbers increased after the farm shop and farm restaurant were renovated in October 2024 and celebrated their grand reopening in April 2025.」

「At the tourism facilities, the Farm Shop and Farm Restaurant were renovated and reopened in October 2024. In April 2025, the facilities held a grand reopening after adding the Hot Spring Splash Pool, using natural hot spring water, and Senbonmatsu Terrace, offering panoramic views of the natural landscape of Nasunogahara. In addition to holding various events and actively disseminating information through social media and other channels, the facilities attracted attention in numerous media outlets, resulting in a significant increase in visitor numbers and revenue of approximately 1.5 times the previous fiscal year's level.」

「At the tourism facilities, the Farm Shop and Farm Restaurant, which reopened after renovation in October 2024, have been well received and attracted attention in numerous media outlets. Visitor numbers increased steadily, helped by the opening campaign, events and the large number of customers who stopped by after ski tours, resulting in higher revenue than in the same period of the previous year.」

「The new restaurant and shop building, on which construction began in December 2023, was completed in September 2024 and is scheduled to reopen after renovation in October 2024.」

「We continued to focus on farm promotion through various media and attracting group customers, and visitor numbers at the tourism facilities exceeded those in the same period of the previous year. At the facilities, we installed seasonal decorations, opened the annual strawberry farm, and repaired the Animal Interaction Plaza, working to create a farm where visitors could enjoy themselves even more safely and securely.」

「We continued to focus on farm promotion through various media and attracting group customers, and visitor numbers at the tourism facilities exceeded those in the same period of the previous year. At the facilities, we sought to create a farm where visitors could enjoy themselves safely and securely through seasonal decorations such as wall art and Christmas illuminations and sales of in-house products such as handmade cheesecake. In December 2023, we also began renovation work on the restaurant and shop building, the most important initiative for the current fiscal year, while continuing operations and making safety the top priority.」

「At the facilities, as part of the Senbonmatsu Renaissance initiative, we enhanced the Animal Interaction Plaza, established a private dog run, and installed seasonal wall-art decorations. In the shop, we launched new in-house products, including The PURE MILK Ice-cream, milk cheesecake, butter cookies and ricotta cheese, while continuing to work to create a farm where visitors could enjoy themselves safely and securely.」

「At the facilities, as part of the Senbonmatsu Renaissance initiative, we enhanced the Animal Interaction Plaza, established a private dog run, installed wall-art decorations, and launched the company's own products, including The PURE MILK Ice-cream, milk cheesecake and ricotta cheese in the shop, while continuing to work to create a farm where visitors could enjoy themselves safely and securely.」

「As COVID-19 moved toward containment, visitor numbers at the tourism facilities exceeded those in the same period of the previous year, supported by continued farm promotion through various media and the effects of the national travel support program. At the facilities, we continued working to create a farm where visitors could enjoy themselves safely and securely through promotions highlighting seasonal strawberries, wall-art decorations, and use of event space in the shop. As a result, tourism facility revenue increased from the same period of the previous year. In February, we also opened a new soft-serve ice cream shop at Joyful Honda Chiba New Town in Inzai, Chiba Prefecture, which has been well received by many customers.」

「At the facilities, we continued working to create a farm where visitors could enjoy themselves safely and securely by installing seasonal decorations such as Halloween and Christmas illuminations, renewing baumkuchen and ice cream products, improving the restaurant menu, and introducing kids' bikes. As a result, tourism facility revenue increased from the same period of the previous year.」

「Under the new farm concept, “PURE MILK FARM,” we enhanced the local products section and restaurant menu, added spaces where visitors could interact with animals, introduced a queue management machine at the restaurant to eliminate waiting lines, and improved the grounds. By creating a farm where visitors could enjoy themselves with greater peace of mind while avoiding crowded conditions, tourism facility revenue increased from the previous fiscal year.」

「In April, at the farm's Animal Interaction Plaza, we increased the number of animals and the interaction areas where children can interact directly with the animals, receiving an extremely favorable response.」

「Under the new farm concept, “PURE MILK FARM,” initiatives including enhancing the local products section and seasonal products, expanding the restaurant menu with drink sets, and improving the grounds by renovating aging facilities were well received by visitors.」

「We continued to renovate the farm based on the new farm concept, “PURE MILK FARM,” and promoted it extensively through various media. In October, we completely renewed the logo and milk packaging, which received an extremely favorable response from customers. In November, we added a local products section to the shop and expanded its range of locally produced cheese, wine and meat products.」

「We actively advertised through various media and sought to attract many customers, while also working to create facilities where visitors could enjoy themselves more, including by adding outdoor terrace seating to the food-service facilities.」

「We actively advertised through various media for the autumn leisure season and sought to attract many customers.」

「We actively advertised through various media for the autumn leisure season and sought to attract many customers.」

「We sought to attract many customers by organizing programs for the autumn leisure season, strengthening cooperation with travel agencies, including visits after winter ski classes, and using various media for advertising and publicity.」

「We sought to attract many customers by organizing programs for the autumn leisure season, strengthening cooperation with travel agencies, including visits after winter ski classes, and using various media for advertising and publicity.」

「From the autumn leisure season through Golden Week, we sought to attract many customers by organizing various programs and events, strengthening cooperation with travel agencies and nearby tourist facilities, and using exposure in various media for advertising and publicity.」

「From the autumn leisure season through the spring holiday season, we sought to attract many customers by organizing various programs and events, strengthening cooperation with travel agencies and nearby tourist facilities, and using exposure in various media for advertising and publicity.」

「We sought to attract many customers by organizing programs and events for the autumn leisure season, strengthening cooperation with travel agencies and nearby tourist facilities, and using exposure in various media for advertising and publicity.」

「The direct sales services division refined its plans for seasonal events and focused on attracting visitors through stronger cooperation with travel agencies and media exposure, but」

「The direct sales services division refined its plans for seasonal events and worked to attract visitors, but weather conditions were unfavorable, including prolonged rain and direct typhoon strikes in early autumn, as well as lower temperatures and more snow than usual in winter. The division sought to recover by strengthening cooperation with travel agencies, centered on JR's Tochigi Destination Campaign in spring.」

「The direct sales services division refined its plans for seasonal events that had been well received since last year and worked to strengthen cooperation with travel agencies, but」

「We sought to attract many customers by organizing programs and events for the autumn leisure season, strengthening cooperation with travel agencies and nearby tourist facilities, and using various media for advertising and publicity.」

「We devised programs, events and product development so that customers would want to visit, shop and eat. As a measure for the winter off-season, we worked to reopen the strawberry farm and attract more visits from middle and high school students on educational trips. We also deepened cooperation with travel agencies and nearby tourist facilities and sought to increase visitor traffic through active advertising and publicity in various media.」

「We devised programs and events so that customers would want to visit or try visiting. As a measure for the winter off-season, we worked to reopen the strawberry farm and attract more visits from middle and high school students on educational trips. We also deepened cooperation with travel agencies and nearby tourist facilities and sought to increase visitor traffic through active advertising and publicity in various media.」

「In addition to organizing various programs and events, we reopened the strawberry farm, which is popular in winter. We also strengthened cooperation with travel agencies and nearby tourist facilities and increased advertising and publicity through various media to attract visitors.」

「We sought to attract visitors to the farm by organizing plans and events for the autumn leisure season, strengthening cooperation with travel agencies and nearby tourist facilities, and using exposure in various media for advertising and publicity.」

「We implemented various initiatives under this concept, including hands-on farming experiences, but visitor numbers stagnated because weather conditions were unfavorable from early summer onward, the main visitor season, with typhoons and prolonged rain.」

「Although visitor numbers at Senbonmatsu Farm remained at the previous year's level despite various visitor-attraction initiatives, partly because weather conditions were unfavorable from early spring onward, sales in the direct sales services division exceeded those in the same period of the previous year following revisions to the restaurant menu and expansion of the amusement facilities.」