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Hoshinoya's New Logo: A Symbolic Shift in Travel Experience

The renowned hospitality brand Hoshinoya, known for its unique approach to luxury travel, is set to unveil its redesigned logo on April 22, 2025. This renewal comes with a thoughtful concept that aims to embody the connection of people around the world through the experiences they offer. At the heart of this new logo lies the special family crest known as "Me-yui-mon" or the eye-knot pattern, which is derived from the traditional Japanese art of shibori, a fabric dyeing technique that creates intricate patterns through careful tying of fabric.

Backstory of the Brand

Originating from the Hoshino Onsen Ryokan established in 1914 in Karuizawa, Nagano Prefecture, Hoshinoya has grown into a global hotel brand with six facilities in Japan and two located abroad. To further their progress, the brand conducted a study to investigate the perceptions surrounding its logo among foreign audiences, particularly in America, the UK, France, and Australia. Surprisingly, approximately 80% of respondents identified the Romanized brand name "HOSHINOYA" with Japan, while the previous logo featuring the crescent moon and star was often associated with regions like the Middle East, China, and India.

These findings informed Hoshinoya's decision to revamp its logo to foster a deeper recognition of its Japanese heritage while continuing to evolve as an international hospitality brand.

Concept Behind the New Logo

Japanese family crests, or "kamon," are said to number in the tens of thousands, each with its own history and cultural significance. The Me-yui-mon represented in the new logo signifies unity and connection – themes central to Hoshinoya's ethos. This particular crest illustrates the technique of shibori, where threads are tied to obtain beautiful patterns against a white background, embodying a sense of harmony and tradition.

Japan is steeped in diverse cultural narratives and rich seasonal experiences. As a hotel brand originating from this region, Hoshinoya meticulously incorporates local climates, histories, and cultures into its hospitality, offering guests some of the most exquisite moments particular to each season. The aim is to facilitate genuine connections between travelers and local environments, deepening their appreciation for the places they visit.

Looking Ahead

This year marks the 20th anniversary of Hoshinoya, cementing its dedication to enhancing global travel experiences and uniting people through the art of hospitality. With a firm commitment to excellence, the brand continuously seeks to innovate and improve its offerings, ensuring travelers are provided with unparalleled, memorable experiences that transport them away from daily routine.

Facilities under the Hoshinoya brand include Hoshinoya Karuizawa, Hoshinoya Kyoto, Hoshinoya Taketomi Island, Hoshinoya Fuji, Hoshinoya Tokyo, Hoshinoya Okinawa, and international locations like Hoshinoya Bali in Indonesia and Hoshinoya Taichung in Taiwan, among others. The company is poised to break new ground with the anticipated opening of Hoshinoya Lodge in Niseko, scheduled for 2028.

As Hoshinoya embarks on this exciting phase with its newly designed logo, the brand reiterates its mission: to connect people worldwide through transformative travel experiences that celebrate the beauty and depth of Japanese culture.

For further information and updates, visit Hoshinoya Resorts.