1. We will develop products that are deeply rooted in the nature and culture of Oku-Noto, and create new value from local resources.
NAIA is a natural health care brand launched in 2024 by the Astena Group, which was founded in Nihonbashi-Honcho, Tokyo in 1914, in Suzu City, Ishikawa Prefecture, with the aim of preserving local resources and culture. Oku-Noto is full of seasonal charm from the Sea of Japan to the mountainous areas, and has been certified as a Globally Important Agricultural Heritage Site. NAIA will create new value by utilizing this rich nature and traditional techniques. Inspired by the beautiful scenery and rich resources of Oku-Noto, NAIA will work on product development that utilizes local materials and artisan techniques. Inspired by sake, a specialty product of Oku-Noto, we have developed a highly moisturizing serum using ingredients extracted from high-sugar sake lees. This serum is extracted from sake lees powder that has had the alcohol completely removed. The powderization has greatly expanded the possibilities for product development. In addition, NAIA will also utilize Oku-Noto's chrysanthemum charcoal and salt. We aim to provide products that meet modern needs while respecting these local materials and traditional techniques. Our mission is to promote the nature and culture of Oku-Noto to the world and contribute to the prosperity and sustainable development of the region.
2. We choose natural ingredients whenever possible, and do not use petroleum-derived or chemically synthesized ingredients as a general rule.
The Oku-Noto materials used at NAIA contribute to the preservation of the local ecosystem. We support the production of materials and strive to ensure that they are done in a sustainable manner. In particular, we are working on rice production without the use of pesticides, and are supporting the local community in a sustainable manner through the introduction of agritech. This nature-friendly farming method improves soil fertility and creates a healthy environment in which diverse organisms can live. The oak trees used to produce chrysanthemum charcoal are grown by reforestation, utilizing the blessings of nature while maintaining the richness of the forest ecosystem. In addition, Noto hiba trees take advantage of their ability to grow in the shade, and by repeating partial felling and reforestation, a diverse range of trees are formed in the forest, promoting the transport of minerals from the mountains to the sea and supporting the growth of marine life. By creating products using these materials, NAIA is actively contributing to the protection of the local ecosystem. NAIA promotes the conservation of local biodiversity and the development of products that are environmentally friendly, providing consumers with sustainable and environmentally friendly options. It also contributes to the preservation of the local nature and culture.
3. We use carefully selected local agricultural products with consideration for the environment and safety.
NAIA aims to create a sustainable society, and is thorough in its consideration of the environment from the selection of raw materials to packaging and delivery. It also works with local businesses to grow rice and make sake, and uses by-products from these processes as raw materials for its products. For example, sake lees are born from the by-products of sake production, creating new value. By making effective use of materials that tend to be discarded, it aims to make the most of resources. It also takes the environment into consideration when packaging its products. The tubes used are made from biomass material derived from sugarcane, and the caps are made from environmentally friendly resin. The nonwoven fabric of the sheet masks is made from natural materials and is highly biodegradable, so the impact on the environment after use is minimized. This allows NAIA's products to provide consumers with safe and sustainable options while also working in symbiosis with the local economy.
4. We will combine traditional farming methods with the latest technology to help preserve local biodiversity.
The Oku-Noto materials used at NAIA contribute to the preservation of the local ecosystem. We support the production of materials and strive to ensure that they are done in a sustainable manner. In particular, we are working on rice production without the use of pesticides, and are supporting the local community in a sustainable manner through the introduction of agritech. This nature-friendly farming method improves soil fertility and creates a healthy environment in which diverse organisms can live. The oak trees used to produce chrysanthemum charcoal are grown by reforestation, utilizing the blessings of nature while maintaining the richness of the forest ecosystem. In addition, Noto hiba trees take advantage of their ability to grow in the shade, and by repeating partial felling and reforestation, a diverse range of trees are formed in the forest, promoting the transport of minerals from the mountains to the sea and supporting the growth of marine life. By creating products using these materials, NAIA is actively contributing to the protection of the local ecosystem. NAIA promotes the conservation of local biodiversity and the development of products that are environmentally friendly, providing consumers with sustainable and environmentally friendly options. It also contributes to the preservation of the local nature and culture.