Philip Morris Japan Hosts Pre-Seminar for 'Osaka Agricultural Top Runner Training Course' on July 14 under Comprehensive Partnership with Osaka Prefecture

July 15, 2026

Philip Morris Japan Co., Ltd.

Philip Morris Japan Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo; President: Costas Salvaras; hereinafter "PMJ") hosted the pre-seminar for the Osaka Agricultural Top Runner Training Course titled "What Does It Take to Amaze, Attract, and Inspire Empathy in Agriculture!?!" on July 14, targeting agricultural workers within Osaka Prefecture. This event was part of the "Environment" category under the comprehensive partnership agreement with Osaka Prefecture, one of five collaborative fields.

On March 26 of this year, PMJ signed a comprehensive partnership agreement with Osaka Prefecture covering five areas: "Environment," "Safety and Security," "Regional Revitalization and Urban Development," "Human Rights and Diversity," and "Employment." The agreement aims to further promote collaborative activities between both parties, who share a commitment to creating vibrant, attractive regional communities through regional revitalization and passing on a better society to future generations.

As a concrete initiative under the "Environment" category of this agreement, PMJ co-hosted this pre-seminar with Osaka Prefecture to cultivate future leaders for the growth of Osaka's agriculture. The seminar invited Mr. Mori Kitamura, Professor at the Faculty of Integrated Information Technology, Cyber University, as an external speaker, who introduced management approaches and practical know-how incorporating marketing perspectives to achieve high-profit agriculture by leveraging the strengths of urban farming.

Opening remarks were delivered by Mr. Taiichi Shioya, Director of the Agricultural Policy Division, Environment, Forestry, and Fisheries Department, Osaka Prefecture, and Ms. Sara Kodama, Head of Regional Coexistence at PMJ, who expressed their expectations for the training course based on the comprehensive partnership agreement. Following this, Mr. Kitamura delivered a lecture on the theme "What Does It Take to Amaze, Attract, and Inspire Empathy in Agriculture!?", explaining marketing perspectives and practical know-how to turn the strengths of urban agriculture into higher profitability.

Over 30 local farmers participated in the event. The seminar concluded successfully with lively Q&A sessions and networking events, where participants actively exchanged opinions on future business strengthening and sales channel expansion.

Participants shared feedback such as: "I am relatively new to farming and have been feeling my way through various efforts. Attending this seminar gave me confidence that I haven't been on the wrong path. I've always wanted to contribute to the community, and now I can envision a clearer path forward." Another said: "It was a highly educational seminar. Although I thought I was doing many things, I realized there’s much more I can do. I now understand the importance of focusing on what needs to be done while keeping my goals in sight. I want to grow not only my own farm but also elevate agriculture in my region."

Osaka Prefecture's urban agriculture benefits from an overwhelming locational advantage due to its proximity to major consumer markets. This initiative aims to maximize this strength by widely providing management methods and practical know-how incorporating marketing perspectives to achieve high-profit agriculture and cultivate the next generation of agricultural leaders. PMJ will continue to go beyond one-time events, steadily implementing concrete collaborative actions based on the comprehensive partnership agreement to contribute to Osaka Prefecture's sustainable growth and development.

Comments from Stakeholders

Speaker: Mr. Mori Kitamura

"I shared insights on how agriculture can transform and how each agricultural worker can open new possibilities for their future, drawing from case studies across Japan. It was a valuable time, and I strongly felt the participants' enthusiasm."

Speaker Profile

Mr. Mori Kitamura

Professor, Faculty of Integrated Information Technology, Cyber University (Product Planning, Regional Marketing); Visiting Professor, Akita University Integrated Research Organization.

Representative Director, Monomeguri Co., Ltd.; Product journalist who has analyzed numerous mega-hit products.

Former advisor to the FoodTech Public-Private Council (Food and Education Working Team) of the Ministry of Agriculture, Forestry and Fisheries, as well as to the Japan Patent Office and regional economic agencies.

Has supervised ANA in-flight sales and continues to contribute to regional revitalization and brand development nationwide, highlighting hidden gem products from local areas.

About the Launch of the Osaka Prefecture 'Osaka Agricultural Top Runner Training Course'

Following this pre-seminar, the full-scale agricultural business course 'Osaka Agricultural Top Runner Training Course' will launch in late August to enhance the management capabilities of motivated farmers and support their expansion and business strengthening. The course will offer two tracks: the 'Management Development Course,' which comprehensively covers financial analysis, organizational strategy, and agricultural DX; and the 'Interactive Agriculture Practical Course,' which focuses on creating content such as tourist farms and experiential farms. The program will provide hands-on support for Osaka-based farmers aiming for annual sales of 30 million yen to develop practical business plans.

PMI's Corporate Vision: Global Leader in a 'Smoke-Free Society'

Philip Morris International (hereinafter "PMI") is a global consumer goods company aiming to realize a 'smoke-free society' by evolving its portfolio over the long term to include products beyond traditional cigarettes and nicotine. PMI's current product portfolio primarily consists of cigarettes and smoke-free or nicotine-containing products (hereinafter 'smoke-free products'). PMI's smoke-free products are available in over 105 markets worldwide, either in major cities or nationwide. As of December 31, 2025, it is estimated that over 43 million adult smokers (20 years and older in Japan, hereinafter the same) globally use PMI's smoke-free products. Revenue from smoke-free product-related businesses accounted for 43% of PMI's net revenue in the first quarter of 2026.

Since 2008, PMI has invested 16 billion USD to develop, scientifically validate, and commercialize innovative smoke-free products for adult smokers who continue to smoke, aiming to phase out cigarette sales. This includes building world-class scientific assessment capabilities, particularly in preclinical systems toxicology, clinical and behavioral research, and post-market surveillance. Based on rigorous scientific review, the U.S. Food and Drug Administration (FDA) has authorized the sale of Swedish Match's General snus and oral nicotine pouch ZYN, as well as certain PMI IQOS devices and tobacco sticks. These are the first authorizations in their respective categories. Additionally, certain IQOS devices and tobacco sticks, along with General snus, have received FDA authorization as the first Modified Risk Tobacco Products (MRTP), indicating reduced-risk tobacco products. With a strong foundation and key expertise in life sciences, PMI aims to expand into the wellness sector as a long-term goal, striving to enrich lives through seamless health experiences.

For more information, please visit PMI's website (www.pmi.com) and PMI Science (www.pmiscience.com).

About Philip Morris Japan (PMJ) Pursuing a 'Smoke-Free Society'

Philip Morris Japan (PMJ) is the Japanese subsidiary of PMI. It conducts marketing and promotional activities for PMI products sold in Japan. Since commencing operations in Japan in 1985, PMJ has continued to expand and grow, employing approximately 1,600 people nationwide and holding a 45% market share in Japan's tobacco market (Q1 2026 financial results).