CGO Dotcom Co., Ltd. (Headquarters: Tokyo; CEO: Baburi / hereinafter 'CGO Dotcom') and Harukiyaya Co., Ltd. (Headquarters: Yamanashi Prefecture; President & CEO: Keiichi Seki / hereinafter 'Harukiyaya') have launched a new project called the 'YAMANASHI Re-Connect Project' in collaboration with multiple companies in Yamanashi Prefecture. Initiated by Yamanashi Chuo Bank's key initiative 'Yamanashi-Tokyo Connect,' this project aims to increase relational population among young people. The project aims to effectively deliver Yamanashi's charm to young urban populations, with the first initiative being the regional revitalization event 'Natsucha Festival' held in Shibuya.
Why 'Gals'?
＜A Presence That Maximizes Youth Empathy＞
Modern gals excel in SNS outreach, trend sensitivity, and empathetic communication, making them uniquely capable of turning complex topics into engaging conversations. The project aims to broaden interest by having gals personalize and deliver serious messages about regional revitalization that typically fail to reach youth. Additionally, the event will feature a 1-on-1 consultation tea room staffed by 'gal miko' (gal shrine maidens). By offering empathetic listening, gals lower psychological barriers and create a space where visitors can realistically imagine life in rural areas.
Why 'Yamanashi'?
＜A Model Region for Youth Livability＞
Yamanashi Prefecture offers:
- Nationally top-tier healthy life expectancy for both men and women※1
- Comprehensive childcare and medical welfare support※2
- Low cost of living and high livability for youth※3
- Among the shortest commute times in Japan, supporting excellent work-life balance※4
These factors create an environment closely aligned with the life stages of young people. However, these advantages are not widely known in urban areas.
The key to promoting youth migration to regional areas lies in 'how information is delivered.'
By collaborating—Yamanashi-based companies, local governments, and financial institutions—'experiential PR' will be conducted in Shibuya, a major information hub, to connect Yamanashi's appeal through 'experience → empathy → action.'
Project Initiatives
① Creating Relational Population Among Youth
A 1-on-1 tea room where gal miko offer empathetic consultations on topics like relocation, careers, relationships, and parenting.
② Collaboration Support with Yamanashi Companies
Facilitating corporate partnerships for businesses seeking new ventures or product development with companies in Yamanashi Prefecture.
③ Cultural Integration
Collaborating with Yamanashi’s culture and traditions, reconstructing elements of shrines and festivals within the Shibuya venue. Yamanashi culture will be fused into existing decorations, including a 'Gal Torii,' 'Pink Tea Boxes,' and 'Gal Tea Rooms.'
Event Details
Event Name
'Natsucha Festival' — First Initiative of the YAMANASHI Re-Connect Project
Date
August 6, 2026 (Thursday)
Venue
OR (3F), MIYASHITA PARK
Admission Fee
1,000 JPY (First 100 attendees receive a free gift and one complimentary drink)
Event Concept
This summer, Yamanashi tea will elevate Shibuya.
A new summer festival created by Harukiyaya—a century-old tea company—and gals, featuring authentic tea leaves.
Sip a special drink made with Yamanashi tea, immerse yourself in music played by a DJ, and visit the tea room where gal miko will uplift your personal concerns.
A one-day-only summer festival where Yamanashi tea and culture meet.
List of Yamanashi Collaborating Companies
- Harukiyaya Co., Ltd. (Lead Organizer)
- Bohuyah Co., Ltd. and multiple other companies to be announced
Going forward, CGO Dotcom and Harukiyaya will continue initiatives to deliver the charm of Yamanashi’s culture, industry, and lifestyle in ways that urban youth can personally relate to.
Through this event, we aim to foster loose connections between regions and youth, cultivating new relationships where values and lifestyles blend together. From Shibuya to Yamanashi, and from Yamanashi to the entire nation.
To realize a new model of regional revitalization co-created with youth, we will continue advancing the project in collaboration with partner companies and organizations.
About CGO Dotcom Co., Ltd.
Mission: 'Elevate the vibes of society.' We transform social gaps into value, offering broad support from workshops to corporate outer branding.
Our flagship service, 'Gyaru-Style Brainstorm®,' uses a proprietary format developed by CGO Dotcom to discover 'idea seeds' that offer fresh perspectives for solving societal challenges and corporate issues.
We support the elimination of organizational conformity, smoother communication, and the creation of creative ideas.
▶ Over 130 corporate and organizational clients, including Mitsubishi Pencil Co., Ltd., Tokyu Construction Co., Ltd., and Sapporo City Hall
▶ Featured in media such as 'news zero,' 'WBS (World Business Satellite),' 'Forbes Japan,' 'Nikkei,' 'Nikkei MJ,' 'NHK,' 'Gekirea-san o Tsurete Kita,' and 'Sukkiri'
Official Website
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About Harukiyaya Co., Ltd.
Since its founding, Harukiyaya has operated as a long-established tea merchant walking alongside Yamanashi’s nature, dedicated to preserving regional tea culture and creating new value. Centered on tea leaves from Yamanashi Prefecture, we develop products that blend traditional methods with modern sensibilities and actively collaborate with businesses and organizations both within and outside the prefecture. Guided by the philosophy 'Connecting people and communities through tea,' we continue cultural outreach to pass Yamanashi’s charm to the next generation and contribute to regional industry revitalization.
Website here
※1: Ministry of Health, Labour and Welfare 'Healthy Life Expectancy by Prefecture' — Yamanashi ranks among the highest nationally (with women ranking 1st in some years)
※2: Yamanashi Prefecture official 'Childcare Support' and 'Medical Welfare' — Yamanashi offers robust childcare systems, medical subsidies, and maternity support compared nationally
※3: Ministry of Internal Affairs 'Household Survey' / Ministry of Land, Infrastructure, Transport and Tourism 'Housing and Land Statistics' — Yamanashi has low rental prices and relatively stable price levels
※4: Ministry of Internal Affairs 'Basic Survey on Social Life' — Yamanashi consistently ranks among the top for 'shortest commute and school commute times'
FACT BOX
- Source: PR TIMES
- Category: Event
- Products / services: YAMANASHI Re-Connect Project