We are proud to announce the official launch of “KAWAII FARM,” a new project designed to showcase the diverse cultures and charms of Japan, including its primary industries and traditional crafts, to audiences both in Japan and abroad.

Through this project, members of KAWAII LAB will interact with local residents through various hands-on experiences, including farming, and share the appeal of the industries and cultures rooted in regions across Japan from a fresh perspective.

In addition, to coincide with the launch of the project, it has been announced that a new TV program titled KAWAII FARM will begin airing on TV Tokyo in October.

■KAWAII LAB Members Take on Farming! New Ties with the Local Community, Starting with “KAWAII”

KAWAII FARM is a project that combines “KAWAII” with the many diverse cultural elements in which Japan takes pride, such as primary industries and traditional crafts from across the country, to create new appeal and value.

In this new show, members of KAWAII LAB will visit farms in person to learn about farming from the ground up, from how to grow crops to the day-to-day work involved. The discoveries and encounters that arise as members—who usually perform on stage—get their hands dirty in the fields and grow crops alongside farmers are sure to entertain. Through the members’ own experiences, the program will share the appeal of agriculture and the local community, as well as the aspirations of the people who work there.

In addition, content related to “KAWAII FARM” will be shared not only on the show but also on social media. We will continuously share updates on the project’s progress and the new appeal that emerges from it across both the show and online.

■In the first episode, SWEET STEADY members Nagisa Shoji and Yui Otoi take on the challenge of “planting sweet potato seedlings!”

The first episode, airing on October 13, will feature Nagisa Shoji and Yui Otoi from SWEET STEADY, as well as Kanon Yokoyama from KAWAII LAB. MATES. As the first farming task in the KAWAII FARM project, the three of them will take on the challenge of planting sweet potato seedlings. While learning from the farmers how to plant and care for the seedlings, the girls head out to the fields and plant each seedling one by one with their own hands. How are the sweet potatoes we eat every day without a second thought actually grown? Through the girls’ experiences as they get their hands dirty and try their hand at farming, viewers will take a look at the very first steps in a sweet potato’s growth and the many discoveries that arise on a day at the farm.

■The Goal of Creating a Real-Life “KAWAII Village”

KAWAII FARM is not limited to a television program; it aims to bring a real “KAWAII Village” to life and plans to expand the project in a wide variety of ways. Starting with agriculture, we will expand our scope of activities to include other primary industries and crafts, creating new ways to enjoy these traditions and new value by blending the techniques and cultures passed down in each region with “KAWAII.”

“KAWAII FARM” will connect the seemingly disparate worlds of idols, agriculture, local communities, and traditional culture through “KAWAII” to showcase the charm of Japan in a new light. Please stay tuned for more details!