Revitalizing Nasu's Traditional Hot Spring Inn: A New Project Begins

Nasu's Historic Hot Spring Inn Revitalization Project

Introduction

On May 26, 2026, a transformative initiative began in the scenic area surrounding Nasu's oldest hot spring, Shika no Yu. Together, Matsuba Co., Ltd., and Nasu Heiwadai Management Co. are launchin...g a collaborative project aimed at redefining and revitalizing the historic inn district. This initiative is driven by the artistic insights of Utsunomiya University and the rich traditions of a renowned tea house from Kyoto.

Project Overviews and Goals

Objective

The project focuses on:
1. Reimagining Historical Areas: The plan is to reconstruct the 1,500-tsubo area around Shika no Yu into a refined district of high-end inns, enhancing the area’s intrinsic value.
2. Collaborative Design Efforts: By leveraging Utsunomiya University’s expertise in planning and design, the project will create sustainable tourism models through landscape design, flow planning, and branding.
3. Encouraging New Residents: The project aims to attract aspiring entrepreneurs from across Japan, merging their fresh perspectives with local traditions to boost the regional community.

Spatial Composition

1. High-end Inns (Retro & Modern Village): Five new, beautifully designed guest houses will be built on the 1,500-tsubo site, blending traditional aesthetics with modern comfort. Each residence will be run by entrepreneurs who embody unique themes and provide personalized hospitality.

2. Kyoto’s Historic Tea House – Matcha Café: A matcha café, curated by a traditional tea house from Kyoto, will offer guests a true taste of matcha culture in a setting that harmonizes with the surrounding nature. This café aims to become a new landmark for both lodging guests and day visitors.

3. Onsen Facility: 'Matsu no Yu': Adjacent to Matsuba, a dedicated onsen facility will provide guests exclusive access to hot springs with separate bathing areas for men and women. Pathways connecting various inns will offer an engaging promenade experience, celebrated for both its beauty and its nod to traditional Japanese culture.

Collaboration with Utsunomiya University

To ensure the project’s success, Utsunomiya University will assist...

- Planning and Design: Faculty and students will be engaged in master planning, focusing on landscape and light design, as well as branding. This collaborative effort will serve as a real-world learning lab for tourism development.
- Entrepreneurial Support: A scheme to select resident entrepreneurs will be jointly designed and implemented, with university students supporting business model development based on market research.
- Education and Skill Development: Through internships and practical training, students will directly partake in the operations of the inns and café, providing valuable experiential learning opportunities.

Residency Program for Entrepreneurs

The project invites:

- Young entrepreneurs, chefs, and cultural figures who appreciate Nasu's traditions.
- Evaluation will be conducted jointly by university representatives, local businesses, and municipal bodies.
- Benefits include training in matcha culture and marketing support from Utsunomiya University, as well as managed facilities to ease operational burdens.

Anticipated Outcomes

1. Economic Impact: By attracting high-value tourism, the project aims to boost local consumption and job creation, also supporting community sustainability through permanent resident entrepreneurs.
2. Cultural Uplift: The fusion of Nasu’s traditions, the tea house’s culture, and the university's design insights will create a distinctive brand.
3. New Models for Tourism Development: The project sets out to redefine the warm and engaging character of hot spring resorts, offering high-quality, immersive tourism experiences.

Future Schedule

- Year One: Basic design and business recruitment phases.
- Year Two: Construction of inns, the onsen, and the café will begin, leading to a grand opening event.

Closing Remarks

Yoshihiro Matsumoto, CEO of Matsuba Co. and Nasu Heiwadai Management, emphasizes the need for innovative thinking to weave together community strengths and heritage into a bright future for Nasu's hot spring area.