"Historic Towns Will Always Revive" ~ What are Tohru Iwasa's aspirations for regional lodgings?

I'm Naruki Higashi from Dentsu Inc. Business Produce Bureau. In this series, we present a three-part interview video with Toru Iwasa, President of Jiyujin Co., Ltd., about his hotel revitalization project "Matsumoto Jūjō."

The theme of the second interview is "Historic Towns Will Always Revive." In fact, Mr. Iwasa personally borrowed 1.4 billion yen to take on the challenge of revitalizing this inn. When he first began working on the inn's design, Mr. Iwasa stated, "If this inn succeeds, it will become a model for rural areas across Japan. That would encourage more people to strive in regional areas" (quoted from NHK's "Professional: Work Style").

What are Iwasa's thoughts now, looking at "Matsumoto Jūjō," which grand opened in 2022? We asked him about his "dream," embodied in his belief that "historic towns will surely revive."

For those new to this series, starting with Part 1 will provide a better understanding of Mr. Iwasa's efforts (article here ).

The interview continues next time.

What kind of place is "Matsumoto Jūjō"?

"Matsumoto Jūjō" is the collective name for the revitalization project of "Koyanagi," a long-established hot spring inn founded in the Edo period (1686). "Koyanagi" is located in the Asama Onsen district of Matsumoto City, Nagano Prefecture.

This area has been attracting people for centuries—hot springs have flowed here continuously for over 1,300 years. During the Edo period, feudal lords from Matsumoto Castle visited for bathing, and in the Meiji era, it drew many literary figures like Yosano Akiko and Takehisa Yumeji. Mr. Iwasa revitalized the inn as "Matsumoto Jūjō" in 2020, drawing on the memories held by this land and "Koyanagi."

The Matsumoto Jūjō grounds feature two main hotels, "HOTEL Matsumoto Honbako" and "HOTEL Koyanagi," alongside a restaurant, bakery, and hard cider brewery. Outside the grounds are two cafes: "Oyaki and Coffee" and "Philosophy and Sweets." The hotels remain popular, with reservations steady even during the pandemic.

HOTEL Matsumoto Honbako features landmark book baths—"Adult Book Bath" and "Children's Book Bath"—conceived around the theme of "immersing oneself in the world of books." Books within the hotel are available for purchase. Every room comes with its own open-air bath fed by natural hot spring water.

The interview footage was shot at "Matsumoto Jūjō." It shows the inn's atmosphere and the experiences available, revealing the secret behind its popularity.

Video Editing: Studio Cabbit, Yuhei Okada
Design: Dentsu Inc. BXCC Bureau, Yuki Miyake