FamilyMart, a major convenience store chain in Japan, has launched a groundbreaking initiative, the first of its kind for a company in the country. This is the introduction of “Yume Sodate 1.0,” a specialized cognitive development support program for employees with intellectual disabilities working at the company’s farm. The program aims to unlock the potential of each employee and support their career development.
This unique training is provided by Yume Sodate Inc., a company highly acclaimed in the field of disability support and a recipient of the “Noh-Fuku Award 2023 Challenge Prize.” FamilyMart and Yume Sodate will begin their full-scale collaboration in October 2025, with the goal of further advancing corporate diversity and inclusion.
A New Form of “Nou-Fuku Renkei” Supporting Employee Growth and Independence
In recent years, an initiative known as “Nou-Fuku Renkei,” a collaboration between agriculture and welfare to create new value, has been gaining attention throughout Japan. This is a unique endeavor where people with disabilities can find purpose and income by actively participating in the agricultural sector, while also contributing to solving the societal issue of a shortage of agricultural workers.
As part of its Nou-Fuku Renkei efforts, FamilyMart employs about 50 individuals, primarily with intellectual or psychiatric disabilities, to cultivate organic vegetables at its company-owned fields in Nagareyama City, Chiba Prefecture. The new “Yume Sodate 1.0” program aims for these employees to grow as professionals by acquiring advanced skills and teamwork, rather than simply being laborers. In the future, it will strongly support them in building richer careers and leading independent lives by maximizing their abilities.
Yume Sodate 1.0: A Specialized Program to Nurture Cognitive Skills and Autonomy
“Yume Sodate 1.0” is not just training in agricultural techniques. It is a specialized educational program that combines three elements: the world-renowned cognitive development program “Feuerstein Method,” the “Brain Gym” for relearning how to use the body, and “Yume-Gatari” (Dream-Telling) to foster autonomy by sharing one’s dreams and hopes.
The “Feuerstein Method,” developed by an Israeli psychologist, is a cognitive enhancement program aimed at improving thinking and problem-solving skills. “Brain Gym” helps re-establish the mind-body connection through simple exercises, improving learning abilities and concentration.
This training will be conducted weekly for about a year starting in October 2025, targeting 10 employees working at the farm. The program is structured around three pillars: classroom learning, practical skills, and dialogue. Qualified instructors from Yume Sodate Inc. will serve as lecturers alongside FamilyMart employees, and the program will run parallel to on-the-job training (OJT) in farm work.
Furthermore, cognitive assessments (tests) will be conducted before and after the program to objectively measure the improvement in cognitive function with data. This will allow for the scientific verification of the program’s effectiveness and lead to future improvements.
Experts Voice High Hopes for This Initiative’s Great Potential
Experts are also expressing great expectations for this progressive endeavor.
Tetsuya Maekawa, CEO of Yume Sodate Inc., which developed the program, says, “While this collaboration starts with Nou-Fuku Renkei, it presents new possibilities for how companies approach employment for people with disabilities. It demonstrates that a ‘happy workplace,’ where individuals can continue to work while experiencing the joy of growth, is a reality, even if they have intellectual disabilities or are adults. This is the first step in a major social innovation that is unparalleled in the world.”
Additionally, Masahiro Toyoda, a visiting professor at the University of Hyogo, comments, “It is extremely effective to apply the cognitive and motor skills cultivated through the Feuerstein Method and Brain Gym in the practical setting of farm work. The synergistic effect of both is expected to significantly improve the vocational abilities of people with disabilities.”
Aiming for a Society Where Diverse Talents Can Shine
Beyond “Yume Sodate 1.0,” FamilyMart has long been actively engaged in promoting the employment and success of people with disabilities. As a result, its activities have been highly recognized socially, receiving the “Chairman’s Effort Award” from the Japan Organization for Employment of the Elderly, Persons with Disabilities and Job Seekers, and being certified as a “Good Practice Company for Mental Barrier-Free” by the Tokyo Metropolitan Government.
https://www.family.co.jp/company/news_releases/2025/20251105_01.html
https://www.family.co.jp/sustainability/with-sustainability/diver_01.html
https://www.family.co.jp/company/news_releases/2023/20230221_01.html
https://yume-sodate.com/
Under its brand message, “FamilyMart, Where You Are One of the Family,” the company plans to strongly support the growth and independence of its employees with disabilities through this program. By continuing to create an environment where all employees can be rooted in their local communities and work with vitality, Japan’s convenience stores are striving to create new social value once again.
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