"Ultimate Creativity Changes Society" ~ Toru Iwasa's Diverse Challenges

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 final interview is " Ultimate Creativity Changes Society. " Mr. Iwasa engages in diverse activities, from magazine editor-in-chief to rice farming and inn production. When asked, "Why can you take on so many challenges?", the meaning of "creative work" as Mr. Iwasa sees it became clear. It's a deeply encouraging story for anyone bringing ideas to the world.

If this is your first time viewing this series, starting from Part 1 will help you better understand Mr. Iwasa's endeavors (Part 1 is here ) (Part 2 is here ).

What 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 scattered restaurants, a bakery, and a hard cider brewery. Outside the grounds are two cafes: "Oyaki and Coffee" and "Philosophy and Sweets." The hotels remain so popular that reservations stay steady even during the pandemic.

The interview footage was shot at "Matsumoto Jujo." Seeing the inn's atmosphere and the experiences offered should reveal the secret behind its popularity. If you ever have the chance to visit Nagano, be sure to stop by " Matsumoto Jujo."

HOTEL Matsumoto Honbako features landmark book buses—"Adult Book Box" and "Children's Book Box"—conceived around the theme of "immersing oneself in the world of books." Books found inside the hotel are available for purchase. "HOTEL Koyanagi" was designed with families and close friends in mind. It proudly displays "Baby & Kids Welcome," featuring barrier-free rooms to accommodate various family needs. Both hotels offer rooms with private open-air baths fed by natural hot spring water.

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