The Heartland JAPAN concept is neatly captured by the word "heartland", which for us means a mix of nurturing families and farms, a center of values and dreams, a practical toughness and perseverance, and of course authentic country cooking and customs. Japan’s regions have suffered greatly from depopulation and shifting trade patterns, and to help revitalize these rural and coastal communities, we are working to bring foreign tourists to every corner of the country to experience a slice of traditional, culturally-rich lifestyle. Every country has their own Heartland, but for tourists to Japan the rural experience has been crowded out by the noise and commercialism of the major cities, eye-catching tradition, and 21st century gizmos. Now we want to put some balance back into the mix, taking you back to simpler times and deeper local experiences. Where you can touch the life of a local craftsperson, a farmer, a fisherperson, and discover a new perspective of what makes Japan so special.