【旧上水場再生】山形県庄内町を次世代コーヒーの発信地へリノベーションしたい！

1. Introduction: Redefining Rice, Inspired by the Shonai Plain

My name is Naohiro Ozawa, from MNH Inc.

My encounter with Shonai Town in Yamagata Prefecture dates back more than ten years.

I knew the term “Shonai Plain” from textbooks, but when I actually visited the area, I was astonished.

“It’s true—rice fields stretch endlessly to the horizon.”

I still vividly remember being deeply moved and thinking, “What an incredible place this is.”

At the time, many people around me were making sweets and bread using rice flour.

But I thought, “Doing the same thing isn’t interesting. What if rice could become a drink?”

That simple question marked the beginning of everything.

My inspiration came from dandelion coffee.

Back then, drinks made from roasted rice already existed, but most were prepared by dissolving fine powder in hot water, much like dandelion coffee.

Because they were not instant, the powder often left a gritty texture in the mouth.

I wondered, “Wouldn’t it be interesting if this could be enjoyed more elegantly—like coffee, brewed by drip?”

Driven by this pure curiosity, I first learned coffee roasting from a coffee shop master I knew.

Then, on a hot summer night in 2014, I began roasting brown rice in a frying pan in my home kitchen, entirely self-taught.

At the time, I never imagined this would become a major business.

I simply wanted to create new value that people would find interesting, using the Shonai rice that I loved so deeply.

After three years of trial and error, this journey led to the creation of Brown Rice Decaf.

2. What Is Brown Rice Decaf (Japanese Rice Coffee)?

“You just roast rice—does it really taste like coffee?”

You may be wondering that.

Brown Rice Decaf is a completely new beverage made from 100% Japanese brown rice, slowly roasted over time and enjoyed using the same tools and brewing methods as coffee.

Jet-black in appearance, yet surprisingly light on the palate.

Visually, it looks just like coffee. But when you take a sip, the roasted bitterness is followed by the gentle sweetness unique to rice, leaving a remarkably clean and refreshing aftertaste.

The luxury of “rice single origin.”

We discovered that different rice varieties create distinctly different flavors.

Yamagata-grown Tsuyahime offers a mild, harmonious profile; Niigata-grown Koshihikari delivers balanced sweetness; and Akita-grown Akitakomachi provides a rich aroma.

Today, we offer 12 varieties from across Japan, allowing people to enjoy the same pleasure of choosing origins and varieties as they do with coffee.

Naturally caffeine-free peace of mind.

The only ingredient is brown rice.

Unlike decaffeinated coffee, where caffeine is removed after processing, Brown Rice Decaf contains no caffeine from the start—it is naturally caffeine-free.

This drink can fully replace coffee culture itself and be enjoyed safely by pregnant women, those seeking relaxation at night, and anyone at all.

3. The Reality We Face: The Crisis of Japanese Rice Fields and Coffee

Behind this project lie two serious realities that cannot be ignored.

(1) The “Quiet Crisis” Facing Japanese Rice Farming

Japan’s structural decline in rice consumption continues unabated.

Rice consumption has halved in 60 years.

Annual per-capita rice consumption in Japan fell from 118.3 kg in 1962 to 56.4 kg in 2023.

Rice farmers reduced to one-seventh in 50 years.

From approximately 4.88 million rice-farming households in 1965, the number dropped to about 690,000 by 2020.

The average age of farmers now exceeds 68, making the maintenance of farmland itself increasingly difficult.

The “Reiwa Rice Crisis” revealed the limits.

In the summer of 2024, rice disappeared from supermarket shelves, and brown rice prices reached a record high of ¥22,700 per 60 kg.

This was not merely the result of extreme heat, but the accumulated consequences of long-term consumption decline, labor shortages, and inventory reductions—issues Japan has left unaddressed for years.

Looking ahead to 2030.

Demand for table rice is expected to decline further, leaving an estimated 150,000 hectares of surplus rice fields.

If we continue to rely solely on “rice for eating,” we will be unable to protect farmland, local communities, or cultural heritage.

(2) The Global “Coffee 2050 Problem”

According to reports by the United Nations and the FAO, climate change could eliminate 50% of coffee-growing regions by 2050.

Major producing countries are already affected.

Vietnam faces a 20% reduction, Indonesia 16%, and Brazil has also revised production downward.

Soaring prices.

In 2024, coffee prices rose approximately 60% year-on-year.

Robusta coffee, in particular, surged by an unprecedented 70%.

Coffee is becoming a luxury.

Cups priced at $10–12 are now appearing, transforming what was once an everyday beverage into a luxury item.

Brown Rice Decaf represents an evolution that addresses both challenges simultaneously.

By spreading rice as a “drink culture” across the world, we aim to pass Japan’s beautiful rural landscapes on to future generations.

(3) A Shift in Global Beverage Culture

In response to this crisis, a global movement to search for “what comes after coffee” has begun.

The key term is Alternative Coffee.

Driven by growing health consciousness and environmental awareness, a new category of “beanless coffee” is emerging worldwide.

Representative global challengers include:

Atomo Coffee (Seattle, USA):

By combining plant-based ingredients such as date seeds and sunflower seeds at a molecular level, they have developed beanless espresso.

They claim to have reduced greenhouse gas emissions by approximately 90%, drawing global attention.

Prefer Coffee (Singapore):

By blending soybeans, bread yeast, and grains, they aim to recreate aroma and crema through scientific innovation.

(4) Japan’s Answer — Brown Rice Decaf

While these global challengers focus on how closely they can replicate coffee, Brown Rice Decaf aims one step beyond.

Unlike other alternative coffees, we do not blend multiple ingredients.

We refine a single ingredient—brown rice—through artisanal roasting.

Rather than artificially imitating coffee, we draw out the inherent aroma and flavor of natural ingredients themselves.

That is the philosophy behind Brown Rice Decaf.

Even with the same rice, flavor changes dramatically by variety.

Tsuyahime from Yamagata leaves a gentle finish, Koshihikari from Niigata offers clarity, and Morinokumasan from Kumamoto delivers deep richness.

This is truly “rice single origin.”

We expand the joy of discovering one’s favorite cup—central to coffee culture—through Japanese rice.

Brown Rice Decaf is not a substitute for coffee; it is an evolution.

4. A Fateful Place: Discovering the “Memory of a Town” on Google Maps

After rebranding efforts during the COVID-19 period, support for Brown Rice Decaf has grown nationwide.

About two years ago, we began thinking:

“Perhaps it’s time to create a larger production base—one that truly reflects our ideals.”

My vision was clear and unwavering.

“I want to build a factory in the middle of rice fields, a place that embodies rice-producing Shonai.”

However, no real estate listings matched such a perfect condition.

As I pondered this dilemma, I suddenly recalled a TV program called ‘Potsun to Ikkenya’ (“A Lone House in the Middle of Nowhere”).

“That’s it—Google Maps might reveal a place no one has noticed yet.”

I began scanning the map around Amarume Station when I spotted a mysterious building standing alone in the middle of the fields.

“What… is that?”

Switching immediately to Street View, I saw a solid, dignified concrete structure.

“This is it. Absolutely here.”

I fell in love with it instantly.

But I had no idea who owned it, or whether it could even be used.

From that moment, a story that felt almost miraculous began to unfold.

By chance, I had an opportunity to speak with the mayor of Shonai Town and showed him a photo of the location.

He replied with surprise, “Oh, that’s town-owned land. It used to be the water purification facility.”

It was once a place that supplied water to three-quarters of the town, sustaining the lives of its people.

It was also a place filled with memories, where local children once visited on school trips.

In the very town that had supported me for over ten years and planted the seeds of Brown Rice Decaf, a truly fateful place lay dormant.

I was convinced that I was being guided—told, “Build it here.”

5. A Circulating Future of Agriculture, Welfare, and Tourism Created by the Shonai Roastery

The roastery we aim to build will not be merely a manufacturing facility.

We envision it as a future community hub where people and nature, local communities and society, and everyone who works there blend together—creating a cycle of happiness.

Our Immediate Dream: A “Rice Field Café” Watching the Sun Set on the Horizon

The first thing I want to realize here is a café where one can enjoy the sunset sinking into the horizon, surrounded by 360 degrees of rice fields.

With Mount Chokai to the north and Mount Gassan to the east, nothing obstructs the view.

Savor freshly roasted Brown Rice Decaf while listening only to the sound of the wind, which changes with the seasons.

“Because there is nothing, it is rich.”

I want to share this luxurious time with others, creating a place that makes visitors fall in love with Shonai all over again and want to return again and again.

MNH’s Mission: Embodying Inclusive Agriculture and Welfare

We aim for a society where everyone—people with and without disabilities—can feel joy in working.

This roastery will serve as an “experimental field” to bring that philosophy to life.

By collaborating with local welfare facilities in manufacturing and packaging processes, we will share the joy of work.

In the future, we also hope to establish our own adjacent farm.

From growing rice, to roasting, serving, and interacting with visitors—connecting everything seamlessly.

Through this, we aim to complete a “Shonai model” of social problem-solving and new employment.

Tourism and Experience: Becoming a Global Gathering Place

Simply observing the production process is not enough.

Using the vast site, we plan to host harvest festivals, BBQs, and beer gardens—allowing visitors to fully experience Shonai’s rich food culture.

A place that once delivered water to the town will now deliver the aroma of rice, culture, and smiles to the world.

This rebirth of place cannot be achieved by me alone.

Will you join us and help create the future together?

Schedule

January 28, 2026: Crowdfunding begins

Mid-March 2026: Crowdfunding ends

April–June 2026: Exterior repair and waterproofing of the former water facility

July–August 2026: Interior construction and installation of roasting and milling equipment

September 2026: Name plate installation, pre-opening, and grand opening

From late October 2026: Shipping of returns (rice and Brown Rice Decaf) and launch of the “Shonai Five Senses Tour”

Use of Funds

The target amount of ¥2,000,000 for this project will primarily be used for exterior repair and waterproofing of the former water facility.

This building, constructed during the Showa era, has been confirmed to be structurally sound and free of asbestos concerns.

However, years of exposure to wind and rain have caused exterior deterioration.

To ensure that this place continues to serve as a cultural hub for decades to come, protecting the building’s “skin” through waterproofing and repairs is essential.

To be honest, the full renovation—including interior work and new equipment—cannot be completed with ¥2,000,000 alone.

But first, we ask for your support in securing the most fundamental foundation to preserve this building for the future.

Experiential Returns: Leaving Your Name and Sharing the Dream

Name Plate Installation at the Shonai Factory (for all plans of ¥30,000 or more):

A name plate engraved with your name will be displayed inside the roastery as a symbol of your support.

As long as this place exists, your name will remain here as a “restorer of culture.”

Special Invitation to Experience Shonai with All Five Senses – ¥300,000 (travel included):

A special tour guided personally by President Ozawa, featuring sunset views from the roastery rooftop, seasonal Shonai cuisine, and freshly brewed Brown Rice Decaf.

In Closing

My dream is that ten years from now, cafés around the world will naturally ask:

“Coffee, or Brown Rice Decaf?”

That Japanese “Rice Coffee” will be served in cafés in London, New York, and Paris—

and behind it, Japan’s golden rice fields will be preserved with pride by farmers.

From a place that once delivered water to a town, we will now deliver healing aromas and a new Japanese pride to the world.

Will you help us paint the future on this blank canvas together?

With heartfelt gratitude for your warm support.