# Sun&R.Lab LLC.

> A Niigata-based limited liability company. With terroir as a way of thinking, we weave three businesses: a non-alcoholic Maison brand (NEIGE & THÉ), a non-alcoholic-pairing consultancy, and BizDev (system development, new ventures, global PR). Premier service: 2026. Through the power of connection, a world where richness and well-being circulate.

## Key Facts

- Legal name: Sun&R.Lab 合同会社 (registered) / Sun&R.Lab LLC. (international)
- Founded: November 2023
- Headquarters: Niigata City, Niigata Prefecture, Japan
- Founder & CEO: Mitsuhiro Nakayama (中山 光博)
- Contact: contact@sun-r-lab.com
- Maison brand: NEIGE & THÉ (https://neige-et-the.com)
- Official site: https://sun-r-lab.com

## Founder & CEO

**Mitsuhiro Nakayama** — Founder and CEO, Sun&R.Lab LLC.

- **Origin**: Born the eldest son of a tea-farming family in Makinohara, Shizuoka.
- **Career path**:
  - Began his career as an IT engineer (system development and IoT product planning / operations).
  - Moved into renewable energy: solar O&M, retail electricity, smart-city projects, VPP and battery-storage businesses — taking each from launch through to commercial scale across departments.
  - Led management of a regional power retailer, designing the bridge between business operations and local-government / community priorities.
  - Built circular-economy implementation projects and rebranding programs for traditional industries and regional resources.
  - Founded Sun&R.Lab in November 2023.
- **Strengths**:
  - **Zero-base thinking**: doubts the premise of the business and rebuilds from first principles.
  - **Local strength, global reach**: translates regional resources (terroir) into a globally legible, high-value form.
  - **Co-creative leadership**: convenes administrations, communities and companies as a single ecosystem.
- **Distinctive trait**: carries each engagement end to end — from new-service conception, through systems design and management, to executive operations.
- **Profile**: https://sun-r-lab.com/en/about
- **Founding note**: https://sun-r-lab.com/en/journal/ceo-founding-note-en

## Philosophy (PMVV)

- **Purpose**: Through the power of connection, realize a world where richness and well-being circulate.
- **Mission**: Seek the true value latent in each region, lift it into new forms, and offer fresh inspiration to the world.
- **Vision**: "Translating terroir to the world." Carry the value born from the union of land, climate, culture and human craft into a global audience.
- **Values**: Connection / Circulation / Co-creation / Curiosity / Smile.

## Three Businesses

### 1. Maison brand — NEIGE & THÉ
A Maison brand of non-alcoholic beverages built on terroir. Each drop holds the voice of its origin and its makers. Site: https://neige-et-the.com

### 2. Non-alcoholic pairing consultancy
Hands-on support for Michelin-starred restaurants, hotels and dining venues introducing non-alcoholic programs. Coverage spans five domains, including guest acquisition, ticket-size growth and monetization.

### 3. BizDev
Four pillars accompany every business stage:
- **Industry-specific system development**: planning, build and operations for power and logistics.
- **New-business development (0→1)**: ideation, business planning, fundraising, team formation.
- **Product development**: service design, UI/UX, system implementation, infrastructure.
- **Marketing and global expansion**: PR strategy, international launch, business development.

## Selected Works

### System development
- Power industry: generation forecasting, demand forecasting, JEPX bidding support, customer management, switching, energy portals, water-heater consumption forecasting.
- Logistics industry: product master, B2B EDI integration, cross-border-commerce UX, next-generation logistics-system design consulting.

### Business development
- Luxury brand launch and growth (including Michelin-starred restaurant deployment).
- Co-working business (business plan + app development).
- Drone business (subsidy strategy, team formation).
- Solar generation monitoring and supply-demand forecasting (operated with 10% of conventional headcount, contributing approx. JPY 1B revenue across 2 years).
- AI solutions and a Middle East-focused mobile-game launch (BizDev strategy).
- Metaverse (Roblox) IP content business (creative + SNS operations).

## FAQ

- **What is Sun&R.Lab?** A Niigata-based limited liability company founded in November 2023. Operates three businesses on a single thread of terroir: Maison brand, non-alcoholic-pairing consultancy and BizDev. CEO: Mitsuhiro Nakayama.
- **Where are the headquarters?** Niigata City, Niigata Prefecture, Japan.
- **What is NEIGE & THÉ?** A non-alcoholic Maison brand built on terroir (https://neige-et-the.com).
- **What does the BizDev practice cover?** Industry-specific system development, 0→1 new-business development, product development, and marketing / global expansion.
- **How do I get in touch?** contact@sun-r-lab.com (reply within three business days).

## Sitemap (EN)

- [/en](https://sun-r-lab.com/en): About, philosophy, businesses, founder note, FAQ.
- [/en/philosophy](https://sun-r-lab.com/en/philosophy): Terroir thinking, founding story, timeline.
- [/en/about](https://sun-r-lab.com/en/about): Founder profile.
- [/en/journal](https://sun-r-lab.com/en/journal): Editorial notes (terroir essays, founding notes, BizDev cases).
- [/en/bizdev](https://sun-r-lab.com/en/bizdev): BizDev practice (four pillars, strengths, process).
- [/en/bizdev/industries/power](https://sun-r-lab.com/en/bizdev/industries/power): Power industry — business development and systems support (DX / JEPX / VPP / battery storage).
- [/en/bizdev/industries/logistics](https://sun-r-lab.com/en/bizdev/industries/logistics): Logistics industry — business development and systems support (EDI / cross-border / D2C / next-gen logistics).
- [/en/bizdev/works](https://sun-r-lab.com/en/bizdev/works): BizDev case archive.
- [/en/press](https://sun-r-lab.com/en/press): Press and editorial coverage.
- [/en/contact](https://sun-r-lab.com/en/contact): Contact form.
- [/en/glossary](https://sun-r-lab.com/en/glossary): Glossary (terroir / VPP / JEPX / EDI / O&M / AIEO / SGE — 16 terms).
- [/en/resources](https://sun-r-lab.com/en/resources): Resources (BizDev 5-step diagnostic, terroir e-book, industry checklists).
- [/en/privacy](https://sun-r-lab.com/en/privacy): Privacy policy.
- [/en/terms](https://sun-r-lab.com/en/terms): Terms of service.
- [https://neige-et-the.com](https://neige-et-the.com): Maison brand NEIGE & THÉ (separate site).
- RSS feed: https://sun-r-lab.com/en/journal/feed.xml

## Selected Journal Entries (EN)

- [Founding Note — Why "Sun&R.Lab"](https://sun-r-lab.com/en/journal/ceo-founding-note-en): the rationale for weaving three businesses inside one company; the origin of the terroir thesis.

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