Play Earth Park Naturing Forest — Present and Future of Our Ongoing Development ProjectGoldwin Voices

Goldwin is currently developing Play Earth Park Naturing Forest in Toyama Prefecture, its founding home. Play Earth Park Naturing Forest is the first kankyozukuri (creating places and opportunities) project to embody our purpose. Having begun with monozukuri (the art of making things), Goldwin has expanded its initiatives to encompass kotozukuri (creating values) and kankyozukuri. Across approximately 40 hectares of expansive grounds, visitors will experience nature through the changing seasons, connect with local communities, and discover something new—children will encounter sensations for the first time, while adults gain fresh perspectives. This will be a place where everyone can experience firsthand the value of living in harmony with nature. In this article, Hiroshi Kimura, President of PLAY EARTH PARK Inc., shares his journey and vision for creating a space where new value is born.

Experience Becomes Value

Play Earth Park Naturing Forest will comprise three sections: the Park Area, Forest Area, and Garden Area. The development project involves eight domestic and international designers, who are responsible for the overall landscape and six structures. This nature park offers a new, primal experience for anyone seeking to explore the potential of humans and nature.

“This will be a place where all visitors can think for themselves and play as they wish. Rather than providing conventional playground equipment like swings and slides, I want it to be a place where children can be creative and figure out how to play on their own,” Kimura says, describing the Park Area. Another standout feature is the Garden Area, which transforms with the four seasons. Designed around the concept of Shichijūni-kō (the 72 microseasons of the year), this area will show subtle shifts in the seasons approximately every five days.

“Visitors will be able to learn about Nanto City’s food culture, as well as local edible plants and traditional wisdom. They will also rediscover a sensitivity to the seasons that tends to fade in urban life. The park is strategically designed to encourage repeat visits—each time, visitors will find new experiences, such as waterfront activities and mountain trekking. People who come in spring will want to return in fall.” (Kimura)

The team is also planning locally led activities, such as agricultural experiences and workshops by local craftspeople and experts. Interaction between visitors and locals will spark discovery and a renewed appreciation of local resources and, as Kimura puts it, foster a sense of pride within the local community.

A New Approach to Facility Development Where the Community and Company Grow Together

The fundamental premise of Play Earth Park Naturing Forest is that the community and the company will grow together.

“The facility will only fulfill its purpose when locals are actively involved through programs such as agricultural experiences and guided tours of the mountains and forests. It is essential that this becomes a place where locals can showcase the area’s appeal with genuine pride.” (Kimura)

The region hosting Play Earth Park Naturing Forest is steeped in deep faith and a spirit of folk craft. This is reflected in a cluster of temples, including Zuisen-ji, one of Japan’s foremost examples of wood-carved architecture. In addition, the sankyoson—a distinctive settlement pattern in which farmhouses are each surrounded by their own protective groves and scattered across rice fields—spreads across the Tonami Plain, creating a unique landscape that shifts with the seasons.

“By immersing themselves in nature and woodland, as well as in the area’s culture and history, such as its faith and folk craft, visitors will come to share in the locals’ deep love for their land.” (Kimura)

Of course, creating jobs for locals and driving consumption of local products are vital roles for any tourist facility. Kimura also places great emphasis on building a system through which the company and community can tackle challenges together.

“There is no single definition of success,” says Kimura. Locals feel proud of their involvement, and shops and farmland are revitalized. Local culture, traditions, and industries are passed on to the next generation. Furthermore, visitors keep returning, and more people build connections with the local community. It is through these accumulated achievements that success gradually takes shape. This requires ongoing evaluation of the outcomes and transparent communication.

“To build trust, we need to discuss our progress toward specific goals in plain language.” (Kimura)

From the Hotel Industry to Community Development

Kimura began his career in the hotel industry and built a track record of collaborating with local governments to launch new facilities through resort development and international expansion. His broad experience spans hotel and public facility operations, as well as tourism talent development.

“I got into this industry because I love traveling. We would identify locations, partner with landowners, and collaborate with local municipalities to develop resorts. The atmosphere on the ground crackled with the energy of the bubble era.” (Kimura)

He later took over a lodge in Nagano Prefecture that he had frequently visited during his school years and ran it as a guesthouse. At the request of the local community, he led the launch and revitalization of public facilities, as well as the renewal of hot spring facilities and roadside stations. He devoted himself to creating a system through which locals could proudly showcase their hometown by utilizing its tourism resources. “We created opportunities for urban residents and rural communities to interact, and transformed local resources into activities as our products. Looking back, I realize I had always been creating ‘small prototypes’ of Play Earth Park Naturing Forest,” Kimura laughs.

A Hub Where Tourism and Nature Conservation Go Hand in Hand

After leaving his position in Shinshu, Kimura joined the Graduate School of Hokkaido University in 2015, where he engaged in tourism research and talent development, and promoted long-trail hiking and other activities that contribute to both tourism and natural conservation. These experiences aligned closely with our philosophy.

“There is a concept called an ‘eco-village.’ It is a vision for building sustainable communities while minimizing environmental impact. Nanto City in Toyama Prefecture, where the park will open, has developed an eco-village concept to foster talent through cross-sector collaboration spanning the environment, energy, agriculture, forestry, and beyond. The purpose of the concept is to ensure that the next generation can live with confidence and pride in their communities. I came to believe that Goldwin’s commitment to living in harmony with nature could further elevate what was already underway in Sakuragaike, Nanto City, through genuine partnership between the community and the company.” (Kimura)

Play Earth Park Naturing Forest is not merely a theme park. It will also serve as a living social experiment—addressing challenges such as population decline and the degradation of rural woodland ecosystems, while attracting visitors from other regions, expanding the circle of those who care about the area, and generating a sustained flow of visitors. Goldwin’s philosophy of harmony between humans and nature found common ground with Kimura’s long-held commitment to sustainable community development in Sakuragaike, Nanto City. “We couldn’t have realized this concept without the understanding and cooperation of the local community. That’s why embracing harmony is so essential,” says Kimura.

A Perspective Essential for Organizational Development

PLAY EARTH PARK Inc. currently has around 25 employees but plans to grow the team to more than 100 within the next two years, before the park opens. As employees will include both local residents and people who have relocated to the area, the company is working closely with local government and real estate agencies to improve the residential environment, including renovating traditional homes.

“If our employees enjoy a high quality of life, like their jobs, and feel connected to the community, they will naturally deliver outstanding hospitality and customer experiences.” (Kimura)

The combination of Goldwin’s monozukuri spirit and tourism expertise has also given rise to new ideas.

“We have seen truly groundbreaking ideas emerge from discussions among employees from diverse fields, including production at the Toyama Headquarters and R&D at the GOLDWIN TECH LAB. Whether you have spent your career pursuing monozukuri or, like me, dedicated yourself to tourism and kotozukuri, the shared goal is the same: to make customers happy and do something exciting. The diligence and creativity cultivated in a monozukuri company translate directly into kotozukuri. Fresh perspectives from outside the tourism industry spark new ideas. That is Goldwin’s distinctive strength.” (Kimura)

Future Outlook — Translating Social Impact into Corporate Value

The concept of Play Earth Park Naturing Forest, announced in the spring of 2025, drew significant attention from architects and local economic stakeholders. “I sense that people are genuinely looking forward to seeing a completely new kind of tourist attraction. We are receiving increasing coverage from media outlets such as magazines and newspapers, and our social media following continues to grow. But we always feel the weight of living up to those expectations.” (Kimura)

The greatest challenge remains building a foundation for sustainable operation. Revenue will be secured through on-site shops offering outdoor recreation wear and gear, as well as local food that showcases Nanto’s culinary culture. They are also considering constructing training centers and galleries in the future.

“Our investment may appear excessive in the short term, but we want the park to stand out as a socially impactful destination, while generating the profit needed to sustain its operation. What initiatives will create social impact through Play Earth Park Naturing Forest, and what ripple effects and value will follow? We will organize the resulting knowledge and feed it back across Goldwin, thereby strengthening corporate value through social impact. That is what truly matters.” (Kimura)

The goal is to deliver social significance while building a foundation for sustainable operation. Play Earth Park Naturing Forest will be an iconic place that brings together Goldwin’s kankyozukuri, kotozukuri, and monozukuri. While achieving both social significance and long-term sustainability is no easy task, Kimura says the desire to create a place for future generations is what keeps them going.

“We will continue walking alongside and growing together with local communities, and enhancing both social and corporate value. Play Earth Park Naturing Forest will be the hub through which we realize that vision.” (Kimura)