Brand Tone

Aspirational, supportive, and community-oriented

Brand Values

• •Global Perspective
• •Personal Growth & Challenge
• •Community & Legacy
• •Practical Skill Development

Best Practices

• •Always Use the "Aspirational, Supportive, Community-Oriented" Tone: Every piece of copy, from a short tweet to a long blog post, should reflect these core tonal attributes. The voice should be encouraging and focus on potential and connection.
• •Emphasize "Growth" and "Challenge": Frame the experience as a journey. Use powerful verbs like "discover," "challenge," "grow," "lead," and "transform" to create a dynamic and empowering narrative.
• •Leverage the Power of Community: Regularly mention and tag the alumni association (Kokusai Noyukai) and specific chapters. Use user-generated content (with permission) to show real faces and stories, which strengthens the sense of an authentic, active community.
• •Connect the Past, Present, and Future: Acknowledge the long history of the program and the role of alumni (OB/OG) in supporting the "new farmers" of today and tomorrow. This builds a sense of legacy and purpose.
• •Be Visually Cohesive: Ensure that the aspirational tone of the copy is matched by high-quality, inspiring visuals. Photos and videos should be bright, engaging, and show participants actively involved in both work and cultural experiences. This synergy between text and visuals is crucial for the brand's impact.

Social Perception

The program is perceived as a prestigious and valuable opportunity for career development in agriculture, a life-changing experience offering significant personal and professional growth, and a strong, supportive network.

Copy Examples

• •Image: A smiling trainee on a tractor in a vast, sunny field in California. Headline: Your Field of Dreams is Bigger Than You Think. Body: Don't just learn agriculture. Live it. Our "Agtore" program takes you to the heart of global farming. Gain skills, build lifelong friendships, and see the world from a new perspective. Ready for the challenge? #Agtore #NewFarmers #OverseasAgriTraining #GlobalFarmer
• •Image: A close-up of "THE NEW FARMERS ORIGINALS" coffee mug. Headline: Support the Next Generation of Global Farmers. Body: Every purchase from our Originals collection helps a young Japanese farmer take their first step onto the world stage. This isn't just a mug; it's a legacy. Shop now and sow the seeds for the future.
• •Image: A collage of photos from a recent alumni chapter meetup. Headline: The Agtore Bond Lasts a Lifetime. Body: Great to see our Ishikawa chapter members catching up last weekend! From farm fields in Denmark to reunions at home, our community stays strong. Share your favorite alumni memory in the comments below! #KokusaiNoyukai #AgtoreAlumni
• •Headline: Cultivate Your Future. Anywhere in the World. Body: The Japan Agricultural Exchange Council has been pioneering global agricultural training for over 65 years. Our program isn't a classroom; it's real-world, hands-on experience on leading farms in Europe, America, and Australia. Learn from the best, challenge yourself, and return as a leader for Japan's agricultural future.
• •Headline: From Trainee to Innovator: How an Agtore Experience in the Netherlands Changed Everything. Body: In this episode, we chat with [Alumnus Name], who spent a year on a high-tech Dutch farm. We discuss the skills they learned, the challenges they overcame, and how they're now applying those lessons to innovate back home. Subscribe for more stories from our global farming community!