NOYAMA Inc., a company established by Mitsubishi Motors Corporation and Hakuhodo Inc., has launched a new gibier (wild game) canned food product called "Chikyu Gibier" featuring Yezo sika deer from Mukawa, Hokkaido. The product goes on sale via the crowdfunding service Makuake starting January 27, 2026 (Deer Day, observed on the fourth Tuesday of every month).
Makuake URL: https://www.makuake.com/project/noyama/
Background Behind the Product Development
NOYAMA Inc. operates under the concept of "Reclaiming the power to live with nature," developing activities that help people connect with nature through accessible outdoor experiences, imparting wild wisdom, fostering a spirit of adventure, and supporting fulfilling lives.
This product extends that concept further. Born from a desire to create opportunities for people to think about regional nature and wildlife through the experience of deliciously enjoying the lives of wild animals inhabiting this planet. During development, the team aimed to create a versatile product that could be "eaten outdoors," "serve as emergency food," and "fit into everyday meals." By taking in the energy of animals that ran through mountains and fields, people can feel energized in both body and mind, bringing vitality to their daily lives. Starting with this first release featuring "Yezo sika deer from Mukawa, Hokkaido," the series plans to expand with spotlights on various regions and animals throughout Japan.
Product Introduction
Two flavors are available as a set. Both were developed to be delicious on their own while also working well in outdoor cooking arrangements.
1. Tender Deer Ahijo
Deer meat finished with olive oil and garlic. The tender umami of deer meat spreads with the aroma of rosemary and spices. With its simple flavor, it's delicious eaten as is or with bread.
2. Deer Meat Southern French-Style Tomato Stew
Deer meat simmered with tomatoes, beans, and aromatic vegetables in a Southern French style. The fragrance of aromatic vegetables, tomato acidity, and a hint of spice bring out the umami of the tender deer meat. A classic taste that warms both body and soul.
About the Package Design
The package design for this product goes beyond simply delivering delicious deer meat. It aims to provide an opportunity to think about animals and nature through food. Rather than a simple food package, the team adopted an expression like a picture book with narrative elements.
The product name "Chikyu Gibier" embodies a desire to reexamine humanity's position as recipients of the earth's bounty while creating opportunities to think about the living creatures on this planet.
The illustrations on the cans were created by painter and picture book artist Miroko Machiko. Through expressions that combine both the strength and gentleness of life, she depicts the world where deer live, conveying the relationship with nature that lies behind this product.
Comment from Miroko Machiko: "Lives that connect to our tomorrow. As creatures that eat meat, I want to live within the precious cycle of the earth. I look forward to the day when Chikyu Gibier runs through my body."
About Hunter Motokawa
The deer meat for this product is provided by Tetsuyo Motokawa, a hunter and representative of "Mukawa no Gibier" in Mukawa, Hokkaido, who handles hunting as well as processing and selling deer meat.
Motokawa doesn't just capture deer as a hunter but has also established a deer meat processing facility, building a system to handle everything from capture through butchering and processing. By covering everything from capture through processing, manufacturing, and sales, he pays respect to the lives taken while making it possible to stably deliver high-quality deer meat.
Through capture methods that don't cause excessive stress to the deer and thorough, swift blood draining and butchering, he achieves meat with little gamey smell and fine texture. This approach embodies "hunting for delicious eating." Empathizing with Motokawa's attitude of confronting life not just as a target for "pest control" but including eating it, the team decided to use deer meat handled by Motokawa for this product.
Sales Details and Purchase Method
Trial Support Set (2 cans) ¥3,900
One can of each flavor, total 2 cans
Trial Support Set (4 cans) ¥7,200
Two cans of each flavor, total 4 cans
Standard Satisfaction Set (8 cans) ¥13,200
Four cans of each flavor, total 8 cans
Full Enjoyment Set (16 cans) ¥24,000
Eight cans of each flavor, total 16 cans
Makuake URL: https://www.makuake.com/project/noyama/
Campaign Period: January 27, 2026 (Tuesday) to March 30, 2026 (Monday)
Product shipments will begin sequentially from April 2026.
Important Note Regarding Purchase:
This product is being run on the crowdfunding service Makuake using the All-or-Nothing method. If the set goal amount is not reached, the project will not proceed and all pledged (purchased) amounts will be fully refunded. Refund procedures will be carried out according to Makuake's regulations.
About NOYAMA Inc.
Company Name: NOYAMA Inc.
Business Start: July 2024
President and Representative Director: Tetsunori Matsumoto
Location: msb Tamachi Station Tower S 29F, 3-1-21 Shibaura, Minato-ku, Tokyo
Shareholders: Mitsubishi Motors Corporation, Hakuhodo Inc.
Main Business: Outdoor-related platform service business
URL: https://noyama-outdoor.com
