A day of awe, discovery, and the shocking truths behind the 'No way!?' moments on Earth
A 140% increase in attendance compared to last year!
A report on the successful conclusion of MoFF 2024!
STATS
Total number of attendees over
16,000people
Number of brands at the market
92brands
Number of speakers in the talk sessions
>60people
>10groups
of artists performed live
>10
workshops were held
2
Movies
A 140% increase in attendance compared to last year! A report on the successful conclusion of MoFF 2024!
What is MoFF (Museum of Freewill & Future)?
MoFF, Japan's largest ethical event, celebrates its 6th edition this year. MoFF is not just an event for sales opportunities; it is a platform for exploring the future of economic and social systems. This event offers an experience of a completely new economic system, the "Sustainable eco Society," utilizing blockchain and AI technologies. One of the most innovative aspects of this system is that consumers can choose how the profits from their purchases are used. Unlike traditional models where profits are concentrated in certain areas, this system allows consumers to actively decide where the profits go. Additionally, MoFF has been incorporating specific new services, mechanisms, new circulatory systems, and sessions from cutting-edge academic fields, all centered around the theme of "Sustainable eco Society." It has been gaining attention as a forward-thinking event discussing the future.
MoFF 2024 set a record for the highest attendance!
In its 6th year, MoFF reached a record-breaking attendance of 16,000 people, bringing much enjoyment to many visitors. This report includes highlights from the three-day event, featuring talk sessions, the first-ever simultaneous Ethical Summit held by the Japan Ethical Promotion Council, as well as the Ethical Market and Ethical Flea Market.
TALK SESSIONS
Talk session with approximately 60 speakers
This year's MoFF included three panel discussions at the Ethical Summit, along with speeches from seven speakers and 13 talk sessions. Many visitors participated, and with the cooperation of the speakers, the event became a platform for considering the future from an ethical perspective.
Forests Heal Human Health! A forest therapist who has worked internationally through the nature of Yakushima explores true abundance.
Zen, Indigo, Lacquer, Pottery, Beauty, Japanese Spirituality, and the Present of Traditional Craftsmanship!
The Great East Japan Earthquake on March 11 and the Noto Peninsula Earthquake on January 1. The present and the reality. What should we, as Japanese people, know?
The traditional Japanese techniques sought by the world. Specifically, how can we create global innovation and share it with the world? The answer will be passionately debated by a distinguished panel of speakers!
To the youth of Japan, who will lead the future in the 21st century. A gift of future insights to you, who live in the present. A passionate debate between students and adults!
ETHICAL MARCHE
Popular again this year! Ethical Marche
The Ethical Marche, which receives great praise every year, has welcomed an incredible 92 brands this year! A heartfelt thank you to all the exhibitors! Among them, we had the pleasure of receiving feedback from "kōbo-kōbo" about their experience at MoFF. Here’s what they had to say.
We are a bakery that values harmony with nature, using locally sourced wheat from Shinshu and fresh spring water, without any additives. Our motto is to make bread in a way that stays true to nature, utilizing regional ingredients to the fullest. Last year, we were invited to MoFF for the first time by Asaba-san, who passionately shared their enthusiasm for the event. Since then, our connection has deepened, especially after they visited Seinaiji this year to see the handcrafted fireworks tradition that has been passed down for over 300 years. This bond led us to participate in MoFF this time. At MoFF, we used the cashless payment service "SusPay", which was not only convenient but also easy for customers to use. We were particularly impressed by how the system automatically channels cashback points toward protecting the ocean and mountains. As we ourselves live in a forested area, we strongly resonate with the idea of preserving the natural environment while collaborating with other businesses and communities. We look forward to continuing new initiatives that align with this vision.
About kōbo-kōbo (From the Official Website)
Since May 2013, we have been baking bread using domestically produced wheat and homemade natural yeast in Seinaiji, Achi Village, in the southern Nagano region. We are committed to using Shinshu-grown wheat and draw our water from Ichiban Shimizu, a renowned local spring selected as one of Shinshu’s finest water sources. Our yeast is primarily made from organic raisin yeast, carefully cultivated from organic raisins. The name kōbo-kōbo comes from combining one character from each of our children’s names. It also reflects our aspiration to cultivate fields (耕) and weave connections (紡) between people. With a focus on local production for local consumption, we aim to use regional ingredients to provide safe and wholesome bread and treats that nourish daily life.
FLEA MARKET
Ethical Flea Market by Influencers
MoFF's first ethical flea market was held with the participation of influencers from various industries. The event was very well received by inbound customers, and many Japanese brand clothes, tableware, and other items were passed on to their next owners.
We have received feedback from the singer-songwriter Miyuu, who participated as a vendor.
I realized that the word "ethical" that I once felt was difficult or stiff, actually turned out to be surprisingly casual and fun when I participated in the flea market. It wasn't just about buying and selling items, but the joy of passing on the story of an item I had cherished to the next person was a heartwarming experience beyond my expectations. Even in regular shopping, I tend to grab the cheaper items, but by choosing high-quality items that reflect the craftsmanship and material consideration, I was able to explain the products with the same care at this flea market. This experience made me feel that each small action can lead to environmental consideration and the creation of a sustainable society. It was a flea market full of hope.
Using 'SusPay', 1% of the sales from MoFF2024 will be donated.
By introducing SusPay in this event, a "Sustainable eco Coin" (hereinafter referred to as "points") is automatically issued, managed through blockchain technology, ensuring a tamper-proof and transparent system. 1% of the transaction amount is returned to users as points. Any unused points that expire will be automatically redirected to address social issues. This year, for MoFF2024, 1% of all sales will be issued as points through the use of SusPay for all payments.
