Amuse Launches New Vibrancy at Nijigahama, Yamaguchi, as Official National Park Partner

Amuse Inc. (Headquarters: Fujikawaguchiko, Minamitsuru District, Yamanashi Prefecture; President and CEO: Hirokichi Ohsato, hereinafter 'Amuse'), a comprehensive entertainment company, announces the launch of its proposed project, 'Nijigahama National Beach Culture Park,' selected as a supported initiative under Hikari City, Yamaguchi Prefecture’s 'Private Sector-Led Revitalization of Nijigahama Beach' program.

In 2024, Amuse established an 'Official National Park Partnership' with Japan’s Ministry of the Environment, committing to promote national parks, preserve natural environments, and support sustainable regional development. This project centers on low-impact marine activities using HOBIE pedal kayaks, aiming to create a new beach culture that integrates experiences, education, tourism, community engagement, wellness, and outdoor recreation.

Background and Purpose

As part of its lifestyle culture initiatives, Amuse has been promoting nature-based experiential content using HOBIE and advancing waterfront-driven regional development nationwide. In 2024, it signed the National Park Official Partnership with the Ministry of the Environment and is currently collaborating with 12 regional businesses and local governments across Japan.

Nijigahama Beach, selected for this project, is a symbolic landmark of Hikari City, renowned for its pristine white sand and pine trees within the Seto Inland Sea National Park. This initiative will utilize HOBIE as a communication tool connecting people with nature and communities, fostering a sustainable beach culture.

Future Plans

Aligned with the Ministry of the Environment’s vision of a nature-inclusive society, the project aims to transform Nijigahama Beach from a destination to visit into a place deeply cherished by the local community. Amuse will collaborate with Hikari City, local businesses, and residents to establish accessible water activities that anyone, regardless of age or physical ability, can enjoy.

About HOBIE

HOBIE was founded in 1950 in California, USA, as a surf brand. Today, it manufactures not only surfboards but also stand-up paddleboards (SUP), sailboats, pedal boats, and kayaks. The HOBIE models distributed by Amuse feature the internationally patented 'MIRAGE DRIVE' pedal propulsion system, designed for easy operation even by beginners and minimizing contact with water.

HOBIE JAPAN: https://hobiejapan.com/

Project Overview

Project Name: Nijigahama National Beach Culture Park

Lead Organization: Amuse Inc. (HOBIE JAPAN)

Program Components:

- Marine activity experiences - Environmental and marine education programs - Community exchange events - Tourism content development - Pet-friendly beach use - Wellness and outdoor programs - Regional promotion

In collaboration with Act-Three LLC, the project will enhance the overall appeal of Nijigahama Beach and create sustainable vibrancy.

About Amuse Inc.

Representative: Hirokichi Ohsato

Founded: October 16, 1978

Business Overview: A comprehensive entertainment company managing top artists such as Southern All Stars, Masaharu Fukuyama, Perfume, Gen Hoshino, BABYMETAL, Ryo Yoshizawa, and Kaya Kiyohara. Amuse produces and distributes films, TV programs, and other visual content, and creates original stage productions like 'Chikyuu Gohjass.' Its business is divided into 'event-related,' 'music and video,' and 'talent appearance and advertising' divisions. In recent years, it has expanded into IP development, sports business, and facility management. Leveraging synergies within the Amuse Group, the company is strengthening its foundation as a comprehensive entertainment collective that transcends traditional talent agency boundaries to create culture.

Amuse Official Website: https://www.amuse.co.jp