What Vivid Garden does

Vivid Garden Inc. (株式会社ビビッドガーデン) is a Tokyo-based private company founded in November 2016 by Rina Akimoto (formerly of DeNA). Its core operation is TABECHOKU (食べチョク), a Ruby-based online direct-sales marketplace that enables Japanese agricultural, fishery, and flower producers to ship products directly to consumers, distinguishing itself from traditional intermediated direct-sales services. Each producer maintains a profile with personal background, methods, and philosophy, and the platform is available via web, iOS, and Android. Consumer pricing is not publicly disclosed; the company monetizes primarily through marketplace commissions, with secondary streams from B2B corporate gifting (TABECHOKU for Business), government and municipal consulting (TABECHOKU for Government), Japan's Furusato Nozei hometown-tax donation integration, and the Vivid TABLE private-brand frozen-meal subscription. The company also operates a lifestyle media sub-brand, 食べチョク&more, and has earned extensive Japanese media coverage across NHK, TBS, Nikkei, Yomiuri, and Forbes Japan, with the founder recognized on Forbes 30 Under 30 Asia and the World Economic Forum Young Global Leaders 2024.

Vivid Garden's distribution combines self-serve consumer e-commerce and mobile app stores with dedicated field sales for government and enterprise customers. The company has raised approximately $23M in disclosed funding across six rounds through 2023, led by JAFCO with participation from ANRI, Mitsubishi UFJ Capital, Mizuho Capital, and others. Leadership includes external directors and a full-time auditor with prior IPO experience at CrowdWorks and Wantedly, and a January 2026 executive promotion wave established explicit M&A promotion and data/AI new-business mandates, consistent with IPO-readiness positioning.

The company is headquartered in Hamamatsucho, Minato-ku, Tokyo, employs 51–100 people, and operates exclusively in Japan with Kanto-region emphasis. It is privately held with no identified parent company or disclosed institutional investor concentration, and revenue/GMV figures are not publicly disclosed.

Name

Vivid Garden

Legal name

株式会社ビビッドガーデン

Website

https://vivid-garden.co.jp

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Vivid Garden operates TABECHOKU, a Japan-wide online marketplace connecting agricultural, fishery, and flower producers directly with consumers, supplemented by corporate gifting, municipal consulting, hometown-tax donation, and a frozen-meal subscription product line.

Ownership category

akta.pro rank

Product category

Online Agricultural Marketplace

NAICS

Other Specialty Food Retailers (44529), Greenhouse, Nursery, and Floriculture Production (1114)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Greenhouse Floriculture (Cut Flowers) (AFAGAHAD)

Keywords

• Online agricultural marketplace
• Producer-to-consumer platform
• Specialty food e-commerce
• Farm-direct delivery
• Hometown tax donation

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Supply Chain

Revenue model

1. Tabechoku Marketplace Commission: Platform commission from connecting producers directly with individual consumers for agricultural products and flowers. Producers list and sell their products through the Tabechoku marketplace.
2. Business/Corporate Services: B2B plans offering Tabechoku's producer-sourced ingredients for corporate gift campaigns, employee gifts, and business presents with customized plans.
3. Government/Municipal Services: Fee-based consulting and support services for local governments in food, agriculture, and tourism domains including EC setup, branding support, and regional promotion.
4. Vivid TABLE Subscription: Private brand frozen food subscription service using Tabechoku's curated ingredients, delivered as ready-to-heat meals.
5. Furusato Nozei (Hometown Tax Donation): Revival donation platform allowing users to support producers and regions through Japan's hometown tax system, with fresh products delivered as rewards.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels4 records

Core offering

Vivid Garden operates TABECHOKU, an online direct-to-consumer marketplace that enables Japanese agricultural and fishing producers to sell specialty food products and flowers directly to individual buyers, bypassing traditional wholesale distribution. The platform lets producers ship their own goods (often with handwritten letters and original packaging), and supports supplementary services for corporate gifting, municipal government programs, and a frozen meal subscription private brand called Vivid TABLE.

Product overview

Vivid Garden operates a platform-plus-modules architecture centered on the TABECHOKU marketplace, which enables producers to sell directly to consumers. The core platform offers consumer-facing online direct sales, complemented by specialized modules for corporate gifting (TABECHOKU for Business), municipal government support (TABECHOKU for Government), and tax donation programs (TABECHOKUふるさと納税). The company has expanded into a private brand frozen food subscription service called Vivid TABLE, and maintains a lifestyle media companion in 食べチョク＆more. Together, these offerings create an ecosystem connecting specialty food producers with individual buyers, businesses, governments, and subscribers.

Differentiator

Problem solved

Functional benefit

Brands

• 食べチョク (TABECHOKU): Online direct sales platform for producers to sell specialty food items and flowers directly to individual consumers.
• 食べチョク for Business
• Vivid TABLE
• 食べチョク＆more
• 食べチョクふるさと納税
• 官公庁向け事業

Products and services

• TABECHOKU (食べチョク) Consumer Marketplace Online direct-to-consumer marketplace where Japanese agricultural and fishery producers list and sell specialty foods, seafood, and flowers directly to individual buyers; producers ship orders themselves, often including handwritten letters and original packaging, preserving the producer's story and personality.
• TABECHOKU for Business Corporate gifting and incentive service that lets Japanese businesses use TABECHOKU's specialty producer ingredients for customer-present campaigns, employee gifts, and supplier appreciation presents, with custom plans tailored to use case.
• TABECHOKU for Government (官公庁向け事業) Government and municipal service that supports Japanese local governments in promoting regional food, agriculture, and tourism through EC expansion, branding, product development, sales channel expansion into retail, and visitor increase initiatives.
• TABECHOKU Furusato Nozei (食べチョクふるさと納税) Hometown tax donation service that lets users support specific Japanese producers and regions via the Furusato Nozei system, receiving fresh regional products directly from producers as reward returns.
• Vivid TABLE Subscription-based private brand frozen meal service delivering ready-to-heat, chef-prepared meals made from TABECHOKU's curated producer ingredients; designed to bring producer-traceable food to households with minimal preparation time.

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Pocket Marche (ポケットマルシェ): Operated by EVERYBODY Co., Ltd., Pocket Marche is Japan's other major producer-to-consumer online marketplace for agricultural and fishery products. It directly competes with Tabechoku on producer recruitment, consumer mindshare, and commission-based marketplace economics in the Japanese market.
• Cookpad Mart: Cookpad's online ingredient marketplace leveraging the parent company's massive recipe user base in Japan. Competed directly with Tabechoku in producer-to-consumer food e-commerce before its reported wind-down, representing the most direct competitor in recipe-driven grocery.
• Misfits Market: US-based online marketplace selling 'imperfect' and surplus produce directly from farmers to consumers. Comparable business model—cutting out traditional distribution to offer specialty/sustainable food at accessible prices—though focused on ugly produce rather than premium producer storytelling.
• Imperfect Foods: US-based subscription and online retailer sourcing directly from producers to reduce food waste. Comparable producer-direct model with sustainability positioning and subscription component paralleling Vivid TABLE's offering.

Broad incumbents

• Oisix (オイシックス・ラ・大地): Listed Japanese specialty food subscription and meal kit company (TSE prime) with a broader portfolio including Oisix, Radish BoY, and Purple Carrot. While larger and more diversified, it overlaps with Vivid Garden's premium-producer positioning and Vivid TABLE's frozen meal subscription.
• Radish BoY (らでぃっしゅぼーや): Established Japanese organic and specialty food delivery service now part of the Oisix group. Comparable in producer-sourced organic produce and subscription model, though operating with more centralized distribution than Vivid Garden's decentralized producer-direct model.
• JA Group (全国農業協同組合連合会): Japan's national agricultural cooperative federation representing the vast majority of Japanese farmers. Operates traditional direct-sales channels (JA Town online market) and competes for producer relationships, though with a less differentiated consumer experience than Vivid Garden.

Emerging players

• Pacifica: A smaller Japanese producer-direct delivery service operating in select regions. Represents the long tail of regional competitors that Vivid Garden must out-execute to maintain national scale, though these typically lack Vivid Garden's brand recognition and platform breadth.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/tabechoku
• Facebookfacebook.com/vividgarden.jp
• Instagraminstagram.com/tabechoku
• LinkedInlinkedin.com/company/vivid-garden-jp

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds6 records

Investors25 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Vivid Garden