Turning Extreme Heat into a Playground: THE FARM Resort Launches 'Cooling Island' Summer Campaign

THE FARM, operated by The Farm Co., Ltd., is upgrading and relaunching its popular summer campaign, 'Cooling Island,' for the summer of 2026. While extreme heat often makes summer leisure about 'avoiding the heat,' THE FARM proposes the opposite: a new way to spend summer by cooling off while playing. The resort will feature various cooling experiences across its glamping sites, natural hot springs, saunas, cafes, and farms. The campaign runs from July 1st to mid-October. Highlights include a package with tickets to Hasunuma Water Garden, icy watermelon smashing, a bitter gourd maze, flowing somen noodle BBQ, and a 'brain-chilling' ice water spa. The goal is to make the resort a place people want to visit specifically because it is hot.