What Shonai does

SHONAI (formerly YAMAGATA DESIGN) is a Japanese regional conglomerate founded in 2014 by Yamanaka Daisuke and headquartered in Tsuruoka, Yamagata Prefecture, operating across agriculture, hospitality/tourism, corporate transformation, real estate, education, and renewable energy. The group is organized into operating subsidiaries: NEWGREEN (agritech, including the Aigamo Robot autonomous weeding robot and the NEWGREEN RICE carbon farming platform), ONE LOCAL and LOCAL RESORTS (hospitality and real estate, operating SUIDEN TERRASSE and JIJIJIN Matsuyama hotels with a target of 10 facilities nationwide by 2030), XLOCAL (the Chiiki Zukan professional talent matching platform and 100-Oku Think Tank community in partnership with Sumitomo Corporation), and BahnFusion SORAI (education and the Sorai Denki solar PPA business). Core proprietary technology centers on the Aigamo Robot, an AI-enabled autonomous weeding system for organic rice cultivation that has received the Ministry of Agriculture, Forestry and Fisheries Robot Award and listing in the MAFF Green Strategy Technology Catalog, with international expansion underway via a partnership with Loc Troi Group and the Vietnam National Agricultural Extension Center.

The business model is multi-revenue-stream and conglomerate in structure. Recurring and subscription revenue comes from Chiiki Zukan talent platform subscriptions (¥50,000/month), Sorai Denki solar PPA contracts (20-year fixed-rate agreements), and corporate transformation programs via the 100-Oku Think Tank. Transactional revenue is generated through SUIDEN TERRASSE and JIJIJIN Matsuyama hospitality operations (~60,000 annual hotel guests at SUIDEN TERRASSE plus per-cover dinner pricing of ¥7,000-12,000), BahnFusion SORAI educational facility visitation (~85,000 annual visitors, recently expanded to free admission region-wide), agritech product sales (Aigamo Robot 2 at ¥275,000 per unit), and one-time real estate brokerage fees via ONE LOCAL. The go-to-market mixes direct enterprise field sales (agritech, hospitality partnerships, PPA), self-serve online platform acquisition (Chiiki Zukan), and indirect distribution via partnerships with Iseki Agricultural Machinery (agritech), Japan Escon (SUIDEN RESORT nationwide development), Mitsui Fudosan (urban-rural linking), Sumitomo Corporation (talent platform reach), and BASF (carbon farming supply chain). Primary customer segments are agricultural operators and farmers, regional tourism and hospitality operators, regional business owners seeking scale, regional governments and municipalities, and families/children in rural areas.

The group employs 263 people as of November 2025, has raised cumulative capital of approximately ¥7.8 billion (~$50M USD) with major institutional backers including DBJ Capital, CJSF, and United Co., Ltd., and has stated a target of a fiscal 2030 group stock market listing. The strategic intent is to build a "SHONAI Economic Zone" creating 1,000 regional companies with ¥10 billion in annual revenue by 2040, supported by an explicit vision of urban-to-rural capital circulation via real estate profits reinvested in regional businesses.

Name

Shonai

Legal name

株式会社SHONAI

Website

https://shonai.inc

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

101–250 employees

Short description

SHONAI is a Japan-based regional conglomerate operating agritech (NEWGREEN with the AI-powered Aigamo Robot), hospitality and real estate (ONE LOCAL, LOCAL RESORTS, SUIDEN TERRASSE), talent matching and corporate transformation (XLOCAL with Chiiki Zukan and the 100-Oku Think Tank), and education (BahnFusion SORAI), serving farmers, regional enterprises, tourists, and rural families across Japan with overseas expansion underway in Vietnam.

Ownership category

akta.pro rank

Product category

Regional Development Services

NAICS

Management of Companies and Enterprises (55111)

akta.pro primary industry

Sustainable Agriculture, Food Systems & Land Management (BPADALAG)

akta.pro secondary industries

Rural Livelihoods & Economic Empowerment (BPAGABAA), Economic Growth, Livelihoods & Private Sector Development (BPADAEAE)

Keywords

• Regional revitalization services
• Agricultural robotics
• Talent matching platform
• Hospitality operations
• Education services

Headquarters

HQ city

Tsuruoka

HQ country

Japan

HQ region

Asia

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Agricultural Technology Services (NEWGREEN): Revenue from AI-powered agricultural robotics (アイガモロボ), agricultural consulting, carbon farming programs, and rice supply chain services. Includes technology licensing, equipment sales, and sustainability-linked commodity trading.
2. Hospitality and Tourism Operations: Hotel operations at SUIDEN TERRASSE and JIJIJIN Matsuyama, restaurant services, and tourism experience design. Direct consumer revenue plus OTA partnerships. ~60,000 annual guests at SUIDEN TERRASSE.
3. Human Resources and Talent Services (XLOCAL): Professional talent matching platform チイキズカン connecting part-time professionals with regional enterprises. Service plans from 50,000 yen/month for professional talent recruitment. 100億シンク tank membership fees.
4. SORAI Solar PPA (Renewable Energy): PPA model installing solar panels on corporate roofs, supplying renewable energy at fixed rates for 20 years. Educational support funded through electricity bill contributions.
5. Real Estate Development (ONE LOCAL): Property development, brokerage, and investment in both urban and rural areas. Capital flow mechanism returning urban real estate profits to regional reinvestment.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

SHONAI is a regional conglomerate operating four business verticals in rural Japan: agriculture (NEWGREEN with the AI-powered Aigamo Robot for organic rice weeding and the NEWGREEN RICE carbon farming platform), tourism/hospitality (SUIDEN TERRASSE and JIJIJIN Matsuyama boutique hotels plus ONE LOCAL real estate and town development), human resources and corporate transformation (XLOCAL's Chiiki Zukan talent matching platform and the 100-Oku Think Tank business community), and education (BahnFusion SORAI children's facility, SORAI SCHOOL free school, SORAI TechAcademy IT training, and Sorai Denki electricity retail that funds education). The group aims to create 1,000 companies with 10 billion yen revenue from rural Japan by 2040.

Product overview

Shonai is a regional conglomerate headquartered in Tsuruoka City, Yamagata Prefecture, operating across four main business categories: Agriculture (NEWGREEN with its AI-powered アイガモロボ autonomous weeding robot), Tourism/Hospitality (スイデンテラス, LOCAL RESORTS, 時地人 - JIJIJIN Matsuyama, and ONE LOCAL combining real estate and hotel operations), Corporate Transformation (XLOCAL with its チイキズカン talent matching platform and 100億シンク-tank business development program), and Education (KIDS DOME SORAI/BahnFusion SORAI children's facility, SORAI SCHOOL, SORAI TechAcademy IT training, and ソライでんき electricity service supporting education). The group aims to create economic circulation from urban areas to regional Japan, with a goal of helping 1,000 regional companies achieve 10 billion yen in sales through its 'SHONAI economic zone' initiative.

Differentiator

Problem solved

Functional benefit

Brands

• SUIDEN TERRASSE: A boutique hotel built on rice paddies in Tsuruoka, Yamagata — the flagship tourism property of the SHONAI Group, featuring local gastronomy and farm-to-table dining.
• JIJIJIN Matsuyama (時地人)
• Igamu Robo (アイガモロボ)
• Chiiki Zukan (チイキズカン)
• 100億シンクタンク (100-Oku Think Tank)
• BahnFusion SORAI
• SHONAI経済圏 (SHONAI Economic Zone)

Products and services

• アイガモロボ (Aigamo Robot) An AI-powered autonomous weeding robot for organic rice cultivation that navigates rice paddies to eliminate weeds without chemicals, reducing methane emissions, labor costs, and environmental impact while maintaining or increasing crop yields. Awarded Ministry of Agriculture, Forestry and Fisheries Minister's Prize at the 11th Robot Award.
• NEWGREEN RICE Carbon Farming Platform A platform connecting farmers with carbon credit markets to monetize sustainable rice cultivation practices, operated by NEWGREEN with BASF partnership for carbon farming supply chain implementation.
• SUIDEN TERRASSE Hotel A boutique hotel built on rice paddies in Tsuruoka City, Yamagata Prefecture, featuring farm-to-table dining with local ingredients, designer sauna, and regional hospitality experiences.
• 時地人 - JIJIJIN Matsuyama A boutique hotel and auberge resort in Ehime Prefecture featuring local cuisine, artwork, and nature experiences centered on the concept of 'time, place, and people' connecting guests with regional culture.
• チイキズカン (Chiiki Zukan) A professional talent matching platform operated by XLOCAL that connects local companies with skilled professionals seeking part-time or project-based work, facilitating regional corporate transformation and addressing talent shortages. Subscription starts at 50,000 yen/month with 200+ companies served and 500+ projects on the platform.
• 100億シンキングタンク (100-Oku Think Tank) A knowledge and practice community supporting local company owners in achieving 10 billion yen in annual sales through strategic guidance, networking, and business development resources, operated by XLOCAL in partnership with Sumitomo Corporation Group.
• BahnFusion SORAI (formerly KIDS DOME SORAI) An all-weather children's educational facility offering play, art, and learning experiences promoting child development through creative play and hands-on activities. Free admission expanded to entire Shonai region. Hosts approximately 85,000 annual visitors.
• SORAI SCHOOL A free school for elementary and middle school students offering alternative education with curriculum focused on art, farm & cooking, and communication using project-based learning methodology.
• SORAI TechAcademy An IT skills training program helping local parents (especially mothers) acquire digital skills and earn income through remote digital work opportunities, partnering with Kiramex for programming education.
• ソライでんき (Sorai Denki) A new electric power retail service for businesses and individuals in Yamagata Prefecture, with proceeds supporting local children's education and environmental initiatives.
• ソライでんき PPA Model A Power Purchase Agreement (PPA) model installing solar panels on corporate roofs at no cost and supplying renewable energy at fixed rates for 20 years, with educational support funded through electricity bill contributions.
• ONE LOCAL Real Estate & Town Development A real estate and tourism company combining property development with hospitality operations, focusing on urban-to-rural capital circulation by generating profits from urban real estate and reinvesting in regional areas.
• LOCAL RESORTS Hotel Operations A hotel and hospitality management company operating boutique hotels and auberges nationwide, specializing in regional resource development and creating high-value tourism experiences, with a goal of 10 new facilities by 2030.

Quantifiable outcome

• 60,000 annual hotel guests
• +3 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature4 records

Partnerships

Ten partnerships are on record, tiered flagship and core.

• 住友商事東北株式会社flagshipStrategic or Co-development Partner · 9 April 2026Partnership for '100億シンク tank' combining XLOCAL's talent and know-how with Sumitomo's commercial networks and logistics for regional business growth support.
• Loc Troi社 (Vietnam)flagshipStrategic or Co-development Partner · 10 March 2026Partnership for Vietnam market expansion of アイガモロボ. MOU for sustainable low-emission rice cultivation in Mekong Delta region.
• ベトナム国家農業普及センター (NAEC)flagshipStrategic or Co-development Partner · 10 March 2026Trilateral MOU with Loc Troi and NEWGREEN for agricultural technology research and dissemination under Vietnam Ministry of Agriculture.
• BASFflagshipStrategic or Co-development Partner · 18 February 2025Strategic partnership for NEWGREEN RICE Project carbon farming program. Joint investment in rice cultivation carbon credit system.
• インタラクティブ株式会社coreStrategic or Co-development Partner · 1 February 2024Partnership for ジョブアンテナ山形 job matching platform. Supporting Yamagata Prefecture company recruitment.
• 株式会社日本エスコンflagshipStrategic or Co-development Partner · 28 January 2024Partnership for nationwide 'SUIDEN RESORT' hotel development. Combines YAMAGATA DESIGN Group's hospitality expertise with ESCON's real estate development capabilities.
• 井関農機株式会社coreTechnology or Integration · 28 January 2024Manufacturing and distribution partnership for アイガモロボ agricultural robot. Joint award at Xtrepreneur AWARD 2025.
• キラメックス株式会社coreTechnology or Integration · 29 March 2023Partnership for SORAI TechAcademy digital skill training program. Tech Academy provides programming education platform while SHONAI contributes local network and educational facilities.
• 酒田市産業振興まちづくりセンター (サンロク)coreStrategic or Co-development Partner · 29 March 2023Partnership for SORAI TechAcademy in Yamagata. Digital talent cultivation and parent income increase initiative.
• 三井不動産レジデンシャル株式会社flagshipStrategic or Co-development Partner · 14 March 2023Comprehensive partnership for multi-habitation urban-rural linking. Includes n'estate with kids program at SUIDEN TERRASSE and child education sponsorship.

Scale indicators10 records

Recent moves10 records

Expansion highlights7 records

Broad incumbents

• Kubota: Japan's largest agricultural machinery manufacturer and a leading global player. Competes with NEWGREEN's agricultural robotics and automation products for the same Japanese farmer customer base, with vastly greater R&D, distribution, and brand reach.
• DJI Agriculture: Global agritech drone and robotics division of DJI. Directly comparable agricultural robotics product category to the Aigamo Robot, representing the dominant global agricultural drone/robotics competitor with unmatched scale and price-performance economics.
• Yanmar: Japanese agricultural machinery and engine manufacturer with a Smart Pilot precision-agriculture product line. Directly comparable in agricultural automation and same target farmer customer base as NEWGREEN's Aigamo Robot.
• Iseki & Co. Japanese agricultural machinery manufacturer and direct distribution/manufacturing partner for SHONAI's Aigamo Robot. Comparable target market (Japanese farmers) with a broader product portfolio creating potential competitive overlap as well as partnership value.
• Mitsui Fudosan Residential: Strategic partner for SHONAI's urban-rural multi-habitation town-making initiative, and SHONAI's founder (Yamanaka) is a Mitsui Fudosan alumnus. Comparable in mixed-use real estate development capability, with a much larger national footprint and capital base.

Direct peers

• Offers: Japanese 'side-gig' and matched talent platform for professionals. Directly comparable platform model to Chiiki Zukan for fractional/dual-career professional engagement, with overlapping target customers (growth-stage regional companies seeking senior expertise).
• Timee: Japan's largest side-gig/hourly-work marketplace. Direct functional comparable to Chiiki Zukan's marketplace model connecting businesses with part-time workers — though Timee is urban-focused while Chiiki Zukan targets regional enterprises.
• Relo Holdings: Japanese second-home, regional revitalization, and corporate housing platform. Closely comparable mission to SHONAI's rural revitalization narrative, with overlapping customer base of urban-rural migrants and corporate relocation programs.
• Hoshino Resorts: Japan's leading operator of regional boutique/luxury hotels (Hoshinoya, Risonare). Directly comparable to SUIDEN TERRASSE and LOCAL RESORTS in strategy: leveraging local Japanese regional culture and ingredients for premium, design-forward hospitality in rural Japan.

Emerging players

• Sagri: Japanese AI agriculture startup applying satellite and AI analytics to sustainable farming. Closely comparable technology category to NEWGREEN's AI agritech and carbon farming positioning — both target Japanese rice producers with sustainability-focused data products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/shonai_pr

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries6 records

Funding overview

Funding rounds2 records

Investors7 records

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

M&A1 record

Investments

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

Frequently asked questions about Shonai