Amid the broader trend of rural depopulation in Japan, the past decade has seen an increase in the number of young urbanites relocating to rural municipalities. This phenomenon, dubbed ‘return to the country,’ has generated significant media hype and sparked a surprising revival of the image of rurality among urban youth. The rising popularity of rural living has been accompanied by an equally unprecedented agricultural revival. Long associated with a negative image of backwardness, agriculture suddenly became ‘cool.’ Celebrities dressed in farm-themed attire appeared on the covers of lifestyle and fashion magazines, while business publications began featuring success stories of young agricultural entrepreneurs. Applications to agricultural departments in universities increased, and whether inspired by peasant ideals or more entrepreneurial models, a growing number of urbanites began pursuing farming careers. This recent rise in pro-rural migration is a welcome trend for Japan’s shrinking regions and declining agricultural sector. However, despite a vast network of support programs and the abundance of available information, many new settlers struggle to secure sustainable livelihoods and the desired lifestyles in the countryside. Agriculture is an emblematic example: although the number of new entrants from non-farming backgrounds has increased, statistics show that only half of self-employed new farmers earn a living income five years into farm management. Why is this the case in a country with such a heavily protected and subsidized agricultural sector? Based on one year of fieldwork conducted in eastern Nagano Prefecture within an agricultural cooperative offering a training program for aspiring farmers, this presentation explores the revitalization of Japan’s rural regions and the possibilities for agriculture-based modes of livelihood.