#Japan #JTB #Hakuba #Living Auberge #Overtourism

Addressing Overtourism through Culinary Innovation

Japan is facing an increasing challenge of overtourism, especially in its scenic locales. With the surge in inbound tourists, popular destinations like Hokkaido's Niseko and Nagano's Hakuba have become bustling hubs in the winter months. However, this influx presents significant issues for local residents, creating what is now referred to as the phenomenon of "dinner refugees". JTB has decided to confront this issue directly through its new initiative, "Living Auberge", which aims to establish pop-up restaurants across Japan’s famed ski resorts.

Background of the Initiative

The rise in domestic tourists has led to an unprecedented demand for accommodation, resulting in numerous lodging facilities opening up. However, many of these establishments do not offer dining options, exacerbating the problem of dinner refugees. These refugees often search for dinner spaces at the same peak times, leading to overwhelmed restaurants and unsatisfied customers. Moreover, local residents have found it increasingly challenging to fulfill their dining needs amidst the tourist rush.

In response, JTB has forged partnerships with local stakeholders in Hakuba Village, where these over-tourism problems are evident. The situation is particularly troubling during the winter season, as ski resorts like Hakuba see fluctuating demand between summer and winter, making it challenging to encourage year-round dining businesses. To tackle these challenges, JTB has partnered with the Happoone Kanko Association to utilize a network of chefs for the pop-up restaurant initiative within existing hotels in Hakuba.

Project Details

The initiative will see chefs from diverse culinary backgrounds join the pop-up venture, staying in Hakuba for periods of one to two weeks. They will collaborate to create a dynamic dining experience, continuously transitioning leadership amongst themselves. The focus will be on sourcing over 90% of ingredients from within a 100-kilometer radius of Hakuba Village, promoting a "farm-to-table" model. The chefs will also incorporate local culinary themes into their menus, intending not only to delight the palates of guests but also to elevate regional food culture.

The first pop-up restaurant will be hosted at the Taigakukan Hotel in Hakuba, with operations scheduled from January 16 to April 4, 2026. Reservations can be made through the Tablecheck platform, providing guests with options for a chef’s recommended course priced from 10,000 yen, or a seasonal course starting at 6,000 yen. The diverse line-up of chefs contributing to the project includes:

• - Chef Daiki Obuchi
• - Chef Yoshinori Fukuzaki
• - Chef Iwao Kuramoto
• - Chef Kunihiko Fujita
• - Chef Ryunosuke Ito
• - Chef Akina Nishizawa

Impacts on Local Community

This project aims not only to provide immediate solutions to the overtourism issue but also to foster meaningful connections between diverse chefs and local culinary practices. Through Living Auberge, chefs can proliferate their efforts beyond Hakuba, utilizing infrastructure to set up pop-up restaurants in various regions across Japan. This endeavor not only addresses the dining needs of tourists but also serves as an educational platform for chefs to hone their skills and knowledge of local ingredients.

As the project develops, JTB intends to analyze the operational outcomes from the Hakuba location and adapt their model accordingly for nationwide expansion. Ultimately, this initiative endeavors to create dual value – addressing community challenges while providing novel working opportunities for chefs. Through such commitments, JTB is poised to make lasting contributions to both the region and the gastronomy industry.

What is Living Auberge?

Living Auberge is a new business established in 2023 by JTB Group, spurred by the "JUMP!!!" initiative. By leveraging a unique chef network, it aims to offer various food-related services, including catering, chef dispatch, event planning, restaurant operation, and pop-up dining experiences, thus creating new avenues and values within the Japanese food industry.

• - Gastronomy Production: Unique venues for events, offering exclusive culinary experiences.
• - Party Production: High-value catering services featuring the chef network.
• - Chef Dispatch: Offering on-site culinary experiences in diverse settings.
• - Pop-Up Restaurants: Connecting chefs with regional challenges through curated dining experiences.
• - Kagerohi: An immersive event brand centered around Japanese culture, merging food, space, and experience.

For more inquiries, customers can contact the JTB Living Auberge Office at [email protected].