When it comes to agricultural tourism, we talk about themes, positioning, primary, secondary, and tertiary industries, including the sixth industry of three-industry integration, etc., as a formula.

MOKUMOKU Farm is a typical case of three-industry integration. Its development seized the core industry—Iga pigs. The rich industrial system we see in MOKUMOKU today did not start with a clear structure from the beginning, nor did it have so much capital to deploy various types. This was achieved through time and opportunity.

Looking back at the 30-year history of MOKUMOKU, its predecessor relied on Iga pigs to produce various meat products for economic benefits. However, due to its remote location and sparse population, its business was bleak. After much exploration, in 1989, it began to launch "handmade additive-free Iga pork sausages," making the production process completely public. This began to attract many city dwellers to visit with their children. Some even wrote letters to purchase sausages, and some even came here in person to learn how to make sausages. This is when MOKUMOKU began to make a major turnaround.

In addition, from the 1980s to the late 1990s, as the living standards of Japanese people continued to improve and their leisure time increased, the Japanese government began to vigorously develop rural tourism, attempting to narrow the gap between urban and rural areas. MOKUMOKU once again seized the opportunity. The founder, Kimura Osamu, contacted handicraft beer workshops, milk processing workshops, and malt processing workshops in Aoyama Town, and cooperated with local farmers and communities to combine these workshops and create a destination for city dwellers to visit and experience.

MOKUMOKU is located in the Iga region and has a unique livestock product—the Iga pig. Locally, wood vinegar acid is mixed with feed and used to feed the pigs. The wood vinegar acid becomes alkaline in the pig's body, which has a lipid-altering effect. The Iga pigs raised in this way not only have tender meat but also almost no fishy smell.

Therefore, the Iga pig is its core industry. To strengthen this symbol, the farm has taken the "pig" IP to the extreme. From the primary industry of Iga pig farming, to the secondary industry of handmade Iga pork sausages, to the tertiary industry of pig-themed experiential tourism projects, including the ubiquitous cartoon signposts, pig sculptures, catering and food, pig performances and competitions, its image is also used in product packaging. The gifts given away also allow people to instantly recognize that the gift comes from MOKUMOKU. Even the name MOKUMOKU comes from the sound the pigs make when they eat.

As can be seen above, the industrial content is the production itself, and it is also a part of the experience projects and product sales. For example, the farm provides a wealth of agricultural experience activities, and tourists can participate in activities such as planting, picking crops, and raising animals on the farm. Including workshops and some themed venues, in addition to visiting and shopping, they can also serve as science and research learning content. Combining experience and sales.

As a leading family-friendly leisure farm, MOKUMOKU, in addition to family-interactive agricultural experience activities, also reflects child-friendly details throughout the site.

MOKUMOKU Farm is an agricultural business model that emphasizes sustainable development and environmental protection. Under this model, the farm mainly focuses on planting healthy and organic agricultural products and minimizing the negative impact on the environment. The main sources of income include agricultural product sales, eco-tourism and experience activities, agricultural product processing and product sales, agricultural education and training, and cooperation with ecological environmental protection agencies, food companies, and government departments to provide ecological products. In addition to offline income, there is also an online store.

Like other destinations, MOKUMOKU also has tickets, but they are almost negligible. The ticket price is not high. As long as you become a MOKUMOKU member, the membership fee is 2000 yen per person with a validity period of two years (less than 100 RMB), and 500 yen shopping vouchers are given to members upon joining, which can exempt tickets.

The membership is not only a change in tourist identity but also begins to enjoy certain rights to use and consume the farm. The rich flora and fauna resources of the farm have led to rich activity content in different seasons and festivals, which has greatly increased the return rate of members. Today, MOKUMOKU has more than 50,000 members, which is also a hidden advertising base. Through the members' "self-owned channels" to spread publicity, the venue continuously accumulates brand awareness and customer acquisition.

In terms of marketing, MOKUMOKU has always been playing a word-of-mouth marketing strategy. Members are one way, and the farm also provides customers who consume at hotels cooperating with the farm with a coupon for a free farm experience, which can continuously expand its customer base. In addition, farm-specific agricultural product supermarkets have been established at important intersections, selling products while expanding publicity.