From Tokyo Grind to Rural Renewal: One Man’s Pursuit of a Simpler Life in Japan
KUMAMOTO PREFECTURE, JAPAN – November 14, 2025 – A growing number of Japanese professionals are abandoning the pressures of major city life for the tranquility of the countryside, and one man’s story exemplifies this emerging trend. In 2023,Hiroki Ito,32,resigned from his position at a prominent Tokyo marketing firm to relocate to the rural landscapes of Kumamoto Prefecture,seeking a essential shift in his lifestyle. His decision reflects a broader societal reassessment of work-life balance and a renewed gratitude for customary Japanese values in the face of rapid modernization.
Ito’s move isn’t an isolated incident.Japan’s declining birthrate and aging population are contributing to a shrinking workforce, while together, younger generations express increasing dissatisfaction with the demanding corporate culture prevalent in urban centers. this has fueled a surge in “ijin” – people relocating from cities to rural areas – impacting local economies and prompting regional governments to actively encourage resettlement through various incentive programs. Ito’s experience offers a glimpse into the challenges and rewards of embracing this alternative path, and the potential for revitalizing Japan’s dwindling rural communities.
After seven years in the fast-paced world of Tokyo advertising, Ito found himself increasingly disillusioned. “The long hours, the constant pressure… it felt like my life was passing me by,” he explained in a recent interview. He began to question his priorities, yearning for a connection to nature and a slower pace of life. Kumamoto, with its stunning natural beauty and rich agricultural heritage, presented an appealing alternative.
Ito’s transition wasn’t without its hurdles. Leaving a stable, well-paying job required careful financial planning. He spent months researching potential opportunities in Kumamoto, eventually securing a position managing a small, family-owned minshuku (traditional Japanese guesthouse).The work is physically demanding, requiring him to assist with everything from cleaning and cooking to gardening and guest relations.
“It’s a completely diffrent world,” Ito admits. “But it’s a good different.I’m learning new skills, meeting incredible people, and finally feeling like I’m living a life that aligns with my values.” He now spends his free time exploring the surrounding mountains, learning traditional crafts, and immersing himself in the local community. His story is resonating with others contemplating a similar escape, highlighting the possibility of finding fulfillment and purpose beyond the confines of a conventional career path.
