Yoshimasa Uchida
（Miyoshi City/asobimotte）

Asobimotte is a brand of honey reflecting the concept of "playing while working" (遊びもって= asobimotte). The name indicates that the honey is produced through collaboration among friends who enjoy their work. Yoshimasa Uchida keeps bees in Shinyama, Ikeda Town, Miyoshi City.

 In one corner of the field, rows of beehives house both Western honeybees and Japanese honeybees. The Japanese honeybee is particularly delicate and challenging to raise, and it produces only a small amount of honey. These bees collect nectar from a variety of flowers, giving their honey a rich yet mellow sweetness that truly embodies the flavors of the region’s lush natural environment.

Originally, the honey was only shared with acquaintances and was not available for sale. However, Uchida's son, Teppei, along with his friends, wanted to share its exceptional quality with a wider audience and eventually began selling the honey under the brand name Asobimotte. They have marketed the product at events within and outside the prefecture.

A team member, designer Michio Yokoyama, created small, portable containers to enable people to conveniently enjoy honey’s nutritional benefits during outdoor activities such as hiking.

Mr. Uchida said, "Through honey, I've been able to connect with many people, and it has been a joyful experience."