On August 5, 2022, Yakage Town in Okayama Prefecture and Montbell Co., Ltd. (hereinafter referred to as "Montbell") signed a comprehensive partnership agreement aimed at revitalizing the community through the promotion of outdoor activities and improving the quality of life for residents.
A Montbell directly managed store will open in Yakage Town in spring 2026, and Montbell has also been selected as a candidate for the designated management of the newly developed "Yakage Odagawa and Arashiyama Riverside Campground (tentative name)."
In July 2025, less than a year before the opening, Chairman Isamu Tatsuno of Montbell gave a lecture on disaster relief activities.
What are the seven missions of Montbell? Here is an introduction to the lecture.
Yakage High School Disaster Prevention Class
At Okayama Prefectural Yakage High School (hereinafter referred to as "Yakage High School"), a disaster prevention class has been held annually for first-year students since the heavy rain in July 2018.
This disaster prevention class was organized by students involved in "Yakage Studies" (community exploration learning in Yakage Town) in collaboration with the town hall.
At 1:20 PM, Chairman Tatsuno's lecture began in front of approximately 120 people, including first-year students and teachers from Yakage High School and town officials.
Chairman Tatsuno's Lecture "Montbell's Seven Missions - Preparedness for Disasters -"
The program for the lecture was as follows:
- Greeting from the Mayor of Yakage Town
- Lecture by Chairman Isamu Tatsuno of Montbell "Montbell's Seven Missions - Preparedness for Disasters -"
- Presentation ceremony of "Floating Cushions"
- Words of thanks and bouquet presentation from Yakage High School students
- Closing remarks from Yakage High School representatives
Chairman Tatsuno's lecture began with a self-introduction and a flute performance.
Here are some highlights from the lecture.
Childhood and Passion for Climbing
Chairman Tatsuno shared a photo from his elementary school days, expressing his regret for not being able to participate in group climbing due to his weak health.
Later, in his first year of high school, he encountered the first ascent record of the Eiger North Face by an Austrian mountaineer, "The White Spider", in his Japanese language textbook, which greatly changed his life.
He expressed his desire to become the first Japanese to summit the Eiger and shared his two dreams: to climb the Eiger North Face and to work in a mountain-related profession.
- Climb the Eiger North Face
- Make a career in mountaineering
Blessed with companions, he successfully reached the summit of the Eiger North Face in 1969, setting the then world record for the youngest climber at the age of 21, and later took on adventures such as canoeing.
Social Contribution through Outdoor Activities
In 1975, the day after his 28th birthday, he founded "Montbell."
Montbell, which had sales of 160 million yen in its first year, grew steadily to become a leading outdoor equipment manufacturer in Japan.
In the 1990s, Chairman Tatsuno realized that as a company specializing in outdoor activities, there were things they could do for society. The result was the establishment of the Seven Missions of Montbell.
- Fostering awareness of environmental conservation
- Developing children's life skills through outdoor activities
- Enhancing healthy life expectancy
- Improving disaster response capabilities
- Revitalizing local economies through ecotourism
- Supporting primary industries (agriculture, forestry, and fisheries)
- Barrier-free access for the elderly and disabled
These missions are typically siloed in government ministries, but he explained that outdoor activities can address them in a cross-sectional manner.
Disaster Relief Activities
He recounted his experiences during the Great Hanshin-Awaji Earthquake that occurred on January 17, 1995.
At the time of the disaster, he was at his home in Sakai City, but he immediately headed to the disaster area to check on a friend's mother.
From there, Chairman Tatsuno began providing support by offering sleeping bags and tents for the victims, realizing the importance of outdoor equipment immediately after a disaster.
He also engaged in relief activities during the Great East Japan Earthquake in 2011.
During this time, he was deeply affected by the tragedy of the 74 children from Okawa Elementary School in Ishinomaki City who fell victim to the tsunami.
"If only they had been wearing life jackets, they might have been saved."
This feeling led to the development of the Floating Cushion.
The Floating Cushion is a product that can be used as a cushion during normal times and as a flotation device during disasters, designed to ensure breathing even if one loses consciousness.
Montbell has also engaged in various activities, including support for disaster areas during the Kumamoto Earthquake in 2016, the Noto Peninsula Earthquake in 2024, and the free provision of protective clothing to medical personnel during the COVID-19 pandemic in 2020.
Do What You Love
Since this lecture was aimed at first-year high school students, he concluded by sharing his life philosophy: "Do what you love."
The most important thing for a human is how to live
He also touched on the topic of "some people can make an effort while others cannot," stating that effort is the power to keep trying even with things one does not like, and he admitted that he is not the type to make an effort.
He explained that people like him, who cannot make an effort, are the type who "do not seek the correct answer but make what they are doing the correct answer."
He conveyed to the students that what he has done for 50 years at Montbell has been about doing what he loves and, as a result, making it the right answer, and then concluded the lecture.
Presentation of Floating Cushions and Student Impressions
After the lecture, a presentation ceremony for the floating cushions was held, during which a student representative who was also affected by the heavy rain in July 2018 shared their impressions, and the lecture concluded.
Students who listened to the lecture shared their impressions as follows:
- I want to make sure to prepare for disaster prevention (such as having evacuation supplies) on a regular basis.
- I want to have the courage to actively ask questions at lectures and strive to speak up myself.
- I want to be aware of the proactive attitude of Chairman Tatsuno and work hard to achieve my dreams.
Conclusion
During the heavy rain in July 2018, I saw many scenes where outdoor equipment was helpful while providing support.
However, just having things is weak, and I also felt that having "experience" is important, even for something as simple as setting up a tent.
The "Yakage Odagawa and Arashiyama Kawamachi Campground (tentative name)" scheduled to be developed in 2026 may serve as a place to learn outdoor experiences in preparation for disasters.
We should pay attention to the future activities of Montbell, Yakage Town, and Yakage High School's "Yakage Studies."
▼ The initiatives of Yakage High School and Yakage Town are also detailed in the following article
Data on Yakage High School Disaster Prevention Class "Montbell's 7 Missions - Preparing for Disasters"
| Name | Yakage High School Disaster Prevention Class "Montbell's 7 Missions - Preparing for Disasters" |
|---|---|
| Date | July 10, 2025 1:20 PM - 2:50 PM |
| Location | 3016-1 Yakage, Oda District, Okayama Prefecture |
| Homepage | Okayama Prefectural Yakage High School "Yakage Studies" |
