Honda Sun Co., Ltd. Takes on Agriculture as a New Business
Honda Sun had been exploring new business opportunities beyond the contracted work it receives from Honda. The answer it arrived at was a challenge into agriculture.
With strong affinity for working alongside people with disabilities and located in Oita, where there is an abundance of idle farmland, Honda Sun’s move into agriculture seemed almost inevitable.
However, a major hurdle that made the company hesitate was profitability. Even if crops are produced, securing sales channels and stable revenue is the most critical factor in achieving commercialization. While Honda Sun had been exploring agriculture, this challenge of profitability prevented it from taking the next step. Yet, a new development awaited.
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Honda Sun has realized an inclusive society built on diversity. From this foundation, a new challenge has emerged. -
Like Honda Sun, several companies share the vision of Taiyo no Ie (house of the sun), including Omron Taiyo Co., Ltd., Sony Taiyo Co., Ltd., Mitsubishi Corporation Taiyo Co., Ltd., Denso Taiyo Co., Ltd., Omron Kyoto Taiyo Co., Ltd., and Fsas Technologies Taiyo Co., Ltd. These companies hold meetings and exchange views several times a year on topics such as employment for people with disabilities.
At one such meeting in 2021, then-president Kamada was introduced by Omron Taiyo President Tateishi to Toshiaki Hirose, former captain of Japan’s national rugby team. As the representative of HiRAKU Inc., Hirose is engaged in a wide range of social contribution activities. His work spans sports—including rugby—food-related initiatives, lectures, and workshops, and he frequently interacts with people with physical, visual, and hearing disabilities. He also serves as Vice Chairman of the Japan Wheelchair Rugby Federation and is actively involved in promoting employment for people with disabilities and building an inclusive society.
After meeting Hirose, Kamada invited him to Honda Sun. Hirose visited in November 2022, and in January 2024 returned with Junki Hirakawa, the representative of ENOWA YUFUIN, based in Yufuin, Yufu City in Oita—the same region as Honda Sun. This marked what Kamada later described as a “fateful” encounter with Hirakawa.
ENOWA YUFUIN is a leading auberge in Japan—an establishment combining lodging and dining. Built around the concept of a “botanical retreat,” a place and time to refresh body and mind surrounded by plants and nature, ENOWA YUFUIN promotes a farm-to-table philosophy, growing its own produce and serving ingredients harvested the same day.
When Hirose and Hirakawa visited Honda Sun, Kamada introduced the company’s operations and facilities, beginning by helping them understand the reality of Honda Sun and the people who work there. Their response at that time gave Kamada—who had been exploring agriculture for five years—a strong sense of possibility.
“We had been exploring whether Honda Sun could engage in agriculture for five years. There are many challenges even in factory operations, but it’s more rewarding to think about how something can be done rather than why it cannot. I have always admired Soichiro Honda’s words, ‘Try it first.’ Rather than overthinking, I wanted to take on agriculture with the spirit of ‘Yaramaika’—a phrase from his hometown dialect meaning ‘Let’s give it a try.’ When Hirose and Hirakawa visited us, I was deeply impressed by their reaction.”
Why did Hirose introduce Hirakawa to Honda Sun? And how did Hirakawa respond to Honda Sun’s challenge into agriculture? With the support of many people, Honda Sun is about to take a new step into the agricultural field.