A new business model from a rural area that transforms abandoned farmland into a tourism resource Izumo Herb Garden: Garden of the Gods Grand opening on Sunday, April 12, 2026

Maruko Corporation (Representative: Megumi Sakane), based in Izumo City, Shimane Prefecture, will open "Izumo Herb Garden: Garden of the Gods," a herb distillation experience facility utilizing abandoned farmland in the region, on Sunday, April 12, 2026. It is attracting attention as a new business model originating from the local region that revitalizes dormant farmland as tourism content and establishes earnings with a core of premium experiences for 8,800 yen per person and a maximum of six people with complete reservations. We present a model for monetizing regional tourism based on the concept of "converting the value of the land into the value of the experience," without relying on government subsidies.

Izumo Herb Garden Logo

Outline of the facility

Facility Name ： Izumo Herb Garden Garden of the Gods

Operation ： Izumo Kiyora (Maruko Co., Ltd.)

Opening date: April 12, 2026 (Sunday)

Location ： Izumo City, Shimane Prefecture (Please inquire for details)

Open Days ： Weekends and holidays only (by reservation only)

Capacity ： Max. 6 people / visit

Experience Time ： Approx. 2 hours

Fee: 8,800 yen per person (tax included)

Background of the Project - Turning "Negative Assets" into "Earnable Tourist Attractions

Abandoned farmland is increasing throughout Japan. In Shimane Prefecture as well, unutilized land is spreading due to the aging of farmland and the lack of bearers. On the other hand, Izumo City is one of the most famous power spots in Japan, visited by more than 8 million people annually. The starting point for this business was the reality that "farmland is adjacent to a tourist spot, but no one is using it.

Maruko Co., Ltd. has already opened "Izumo Kiyora Omamori Perfume Making Experience" in Taisha-cho, Izumo City last August. This hands-on facility, where visitors can make their own original perfume using natural Izumo scents and aromas, was created in response to a local issue: the almost complete absence of experience-based content in a tourist destination. Eight months after its opening, the facility is still thriving every day, proving that the combination of "sightseeing spot and experience" is strongly supported by travelers. Based on this know-how and track record, "Izumo Herb Garden: Garden of the Gods" will be born as a second experience-type facility that further utilizes local resources (abandoned farmland).

Megumi Sakane, the representative of this project, answered this question as a mother of three children and the proprietress of Sakaneya, a long-established Japanese confectionery shop that is now in its 154th year, while looking to the future of the community. The pricing of 8,800 yen per session for a maximum of six people is designed to generate sustainable profits without relying on mass tourism. The desire to "deliver the bounty of the land of Izumo, a sacred place, to the next generation in the form of an experience" also functions as a profitable model for the local community.

The cultivation and management of the herb fields is handled by AgriBrazil, a community agricultural corporation of Brazilians living in Japan, and agricultural advisor Agrirespect Ohno. By outsourcing crop management to these experienced farmers, "symbiotic agriculture" is realized, creating stable job opportunities while compensating for the lack of labor in the community. The brand story incorporates the added value of multicultural symbiosis while reducing the cost of reclaiming abandoned farmland. As a model in which "solving social issues directly becomes a strength of the business," it has attracted interest from local governments and agricultural professionals throughout Japan.

We are also taking an agri-healing approach to the issue of the "8050 hikikomori," or "shut-ins" in Japan. We accept people who have lost contact with society due to withdrawal on weekdays when we do not accept people for hands-on experience, and provide a place where they can recover by their own natural healing power through contact with nature and the fragrance of herbs by working in the herb garden.

We grow 30 kinds of herbs

30 kinds of herbs

Features of the "Garden of the Gods Distillation Experience" program

A 2-hour steam distillation experience of domestic herbs and plants in a worldview based on Izumo mythology.

You can take home as souvenirs the "aromatic distilled water (herb water)" produced from the distillation process.

Original herb teas named after Izumo deities such as Okuninushi and Suserihime will be offered.

The experience is offered in small groups and by appointment only, so that each couple is given personalized attention.

Special experiences include making your own original cosmetic cream by hand using the aromatic distilled water produced by distillation.

English and Chinese language guidance will be available for inbound visitors from Taiwan, Europe and the U.S.

Distillation by water distillation machine

Distillation machine

Distillation

About the "Izumo Kiyora" brand

Izumo Kiyora is a fragrance brand based in Izumo City. Kiyora" means "pure and beautiful" in ancient Japanese, and the concept of the brand is to express the pure nature of Izumo through its fragrances.

The Izumo Herb Garden "Garden of the Gods" is positioned as the flagship experience facility of Izumo Kiyora, and the aromatic distilled water created through the experience is commercialized and sold through the online store "Izumo Kiyora".

Future Prospects

Through listing on KKday and Airbnb Experiences, we will strengthen our appeal to the inbound markets of Taiwan, Europe, the U.S., and Southeast Asia. By combining high-unit-price premium experiences with small groups, we have established a profit structure that enables us to turn a profit without initial investment in large facilities, and we are looking to horizontally expand this model nationwide. We aim to make this business model, which combines abandoned farmland, high-value-added experiences, and multicultural coexistence, a new role model for regional development.

Abandoned farmland x High value-added experience x Multicultural symbiosis → Abandoned farmland x High value-added experience x Multicultural symbiosis x Agri-healing

Official Website

Izumo Herb Garden Garden of the Gods Official Website

https://izumo-herb-en.netlify.app/

For reservations and facility details, please click here.

Company Profile

Company name: Maruko Co.

Representative Director: Megumi Sakane

Location ： Izumo City, Shimane Prefecture

Business : Izumo Kiyora (fragrance experience and distillation), Taisha Coffee,

　　　　　　 Izumo Herb Garden "Garden of the Gods

URL ： https://izumo-herb-en.netlify.app/

Instagram ： @izumo_kiyora https://www.instagram.com/izumokiyora/