Rashidova Rukhsora
Our journey began at the Niseko View Plaza, a well-known roadside station (michi-no-eki) that serves as both a gateway for visitors and a support system for local farmers. The vibrant farmers market featured freshly harvested produce, regional specialties, and handmade crafts, all proudly cultivated or created by residents of the area.
One striking feature that immediately catches the eye is a large bulletin board filled with portraits of farmers – each accompanied by their name, farm location, crops, and a personal message. This initiative transforms anonymous produce into personal relationships. Visitors are not simply buying vegetables, they are meeting the people who grow them, creating emotional value and trust in every transaction.
What makes this model especially compelling is the agency given to the farmers themselves. Behind the scenes, producers use an automated pricing system that allows them to set and adjust product prices based on real-time demand, seasonality, and customer behavior. These touch-screen interfaces are easy to navigate and empower even older farmers to take charge of their business decisions. This system also reduces dependency on intermediaries, allowing farmers to retain greater control over profit margins.
Such a structure encourages both economic sustainability and social connection. Elderly producers who might otherwise struggle to find stable markets can continue their farming with dignity, while tourists and residents alike enjoy fresh, locally-grown products with a personal touch. This is not just about transaction, it is about recognition, continuity, and resilience.
The visit to Niseko Mirai Machi (literally, “Future Town Niseko”) offered a firsthand view of how urban planning can respond to the realities of rural depopulation, housing shortages, and climate adaptation. Unlike conventional top-down developments, this neighborhood is being co-created through dialogue with residents, and is coordinated by Niseko Machi Co., a public-private company formed by citizens and local actors.
The project began in 2018, when Niseko was designated as an SDGs Future City , responding to a series of critical issues raised by Niseko residents: limited affordable housing, rising energy costs, aging infrastructure.
Taking this into account, homes are built with durability in mind – able to handle heavy snowfall and freezing winters without expensive upkeep. Energy-saving designs like passive insulation help residents stay warm through cold months while keeping costs low. The buildings are also ready for solar energy and low-carbon living, making this area a testbed for more independent, climate-conscious lifestyles.
Niseko Mirai Machi shows how individual needs can be met through coordinated public planning. It’s a practical example of how small towns can turn personal living conditions into the foundation for broader, long-term solutions.
As a final stop, we had the opportunity to visit Niseko High School, a public institution that plays a crucial role in nurturing future generations within the region. We were welcomed by students and teachers who shared their experiences of studying in a small town. The school’s curriculum and activities are deeply embedded in the local environment and culture, from agricultural fieldwork to environmental education and SDG-related initiatives.
One particularly inspiring moment was hearing directly from students involved in introducing Niseko Mirai project. Their participation reflected not only academic knowledge but also a strong sense of responsibility toward the future of their town.
The tour reminded us of the importance of education as a driver of sustainable development –one that is responsive to local needs and capable of empowering youth to shape their own communities.
