#Japan #Tokyo #Airbnb #Sumu #Kasoku

Kasoku's New Hotel Development Initiative

Kasoku Co., Ltd., headquartered in Shinjuku, Tokyo, is taking a significant step in the hospitality market by participating in the second development fund for hotels under the "Sumu powered by Airbnb Partners" brand. As a hotel operator, Kasoku aims to reshape travel experiences in Japan through collaboration with other key players in the industry.

This fund is managed by Showa Lease Co., Ltd., a member of the SBI Shinsei Bank Group, which provides financial advisory services while also making anonymous partnership investments. This initiative marks the second of its kind, following the first fund launched in October 2025. The focus is on creating a hotel brand that resonates with the evolving needs of travelers in Japan, particularly in light of increased international tourism.

Understanding Airbnb Partners and the Sumu Brand

The "Sumu powered by Airbnb Partners" brand is designed in collaboration with Airbnb Japan, aimed at leveraging the sharing economy model to enhance visitor experiences. Sumu hotels will not only provide typical accommodation but aim to offer immersive experiences that allow guests to feel like they are living in the local community. The partnership includes collaboration with Culture Convenience Club (CCC), which focuses on entertainment content, and ADDReC Co., Ltd., responsible for branding and design oversight.

According to data from the Japan National Tourism Organization (JNTO), nearly half of the foreign tourists visiting Japan in 2024 are expected to stay between 7 to 13 days. As stays become longer, the need for diverse accommodation that goes beyond traditional hotel models becomes apparent. The Sumu brand seeks to address this gap by redefining lodging experiences that align with modern travel preferences.

The Concept of 'Living Like a Local'

Rooted in the belief that travel should offer more than just a routine tourist experience, Sumu's concept is encapsulated in its tagline: "There are stories you can't discover through sightseeing alone." The goal is to create spaces where travelers can connect with the local culture and feel as though they belong, thus enriching their stay.

This fund will not only focus on enhancing the hotel sector but will work in conjunction with the Sustainable Impact Promotion Department of SBI Shinsei Bank. By referring to the Ministry of Land, Infrastructure, Transport and Tourism's guidelines on social impact real estate, the fund aims to visualize and expand the value that accommodation facilities can create for local communities. This includes improving disaster resilience, promoting collaboration with local communities, and ensuring inclusivity for diverse user groups.

A Sustainable Future in Hospitality

Kasoku's commitment as hotel operators is to respond effectively to the changing landscape of accommodation needs and to drive inbound tourism growth through Sumu. The operational framework relies on continuous monitoring of key performance indicators (KPIs) to ensure that the social impact remains sustainable and beneficial. Collaborating with local partners and stakeholders is crucial for building a resilient tourism infrastructure that is not only profitable but also socially responsible.

In summary, Kasoku's endeavor into this new hotel development fund demonstrates a progressive approach to hospitality in Japan. As they prepare to launch the new Sumu hotel in Shinjuku by March 2027, the synergy between technology, community involvement, and innovative hospitality practices will likely set a benchmark in the industry, redefining how visitors experience Japan.

Project Overview

• - Planned Property Name: Hotel Sumu Shinjuku Gyoen powered by Airbnb Partners
• - Completion Date: March 2027
• - Location: 1-12-9 Shinjuku, Shinjuku-ku, Tokyo
• - Total Floor Area: 969.25 m² (approximately 293.2 tsubo)
• - Structure: Steel framework, 8 stories, with 18 guest rooms
• - Designed and Constructed by: Asahi Kasei Homes Corporation