Rediscovering Rural Japan: Rina Nagaoka’s Innovative Approach with Otetsutabi

From Personal Frustration to Entrepreneurial Vision

Whenever Rina Nagaoka mentioned her hometown, Owase in Mie Prefecture, she often received a puzzled response: “Where is that?” This simple, seemingly innocent question deeply resonated with her. This personal frustration ignited a powerful motivation, leading her to establish the innovative business venture, “Otetsutabi.” Nagaoka realized her hometown was not alone; countless rural areas across Japan similarly suffered from invisibility and neglect.

Journey to Entrepreneurship

Initially aspiring to be an elementary school teacher, Nagaoka shifted her focus after realizing her lack of experience during teacher training. Instead, she sought broader professional exposure in private enterprises, working first in event planning and regional revitalization projects. Eventually, she left a stable career behind to embark on a journey across Japan, traveling extensively by overnight bus. This exploration allowed her to immerse herself directly in the realities of agriculture and tourism, highlighting two critical issues: the untapped potential of rural communities and chronic seasonal labor shortages. These insights laid the groundwork for the Otetsutabi business model.