Hokkaido Launches New Onsen Lifestyle Brand 'ONSEN JOURNEY®', Announces Regional Co-Creation Project Starting from Iwanai Onsen

Center: Masato Takashima, Representative of Maruyama Collaboration Council; Left: Kiyoshi Fujikawa, Director General of Lake Toya Onsen Tourism Association; Right: Hajime Kobayashi, Creative Director of IMPROVIDE Co., Ltd.

The Maruyama Collaboration Council from Iwanai Town, Hokkaido, held the launch event for 'ONSEN JOURNEY®', a new onsen lifestyle brand originating from Iwanai Onsen in Hokkaido, on Thursday, July 16, 2026, at EZOHUB SAPPORO HIGUMA HALL.

This event served as the starting point for ONSEN JOURNEY® and was attended by 40 participants, including local media, tourism and regional development stakeholders, support organizations, onsen operators, and local creators. Through business presentations, brand design introductions, and panel discussions, the event facilitated networking for future media coverage, outreach, summit participation, and regional collaboration.

ONSEN JOURNEY® is a new lifestyle brand that redefines onsen not merely as a bathing experience, but as an integrated journey connecting nature, food, culture, history, local livelihoods, and the very essence of travel time. Starting from Iwanai Onsen, this initiative will begin collaboration with Lake Toya Onsen in 2026. Going forward, it aims to expand partnerships across Hokkaido and co-create a new onsen lifestyle with hot spring destinations nationwide.

About ONSEN JOURNEY®

'ONSEN JOURNEY® ~Connecting through Warm Travel~' (https://onsenjourney.jp/) is a project that re-edits the value of onsen destinations, starting from Iwanai Onsen in Iwanai Town, Hokkaido, and connects pre-trip, during-trip, and post-trip experiences. By experiencing onsen not just as 'bathing' but as a holistic well-being and well-doing journey—learning about the earth's formation, local lifestyles, meeting people, and experiencing culture—the project aims to reframe regional resources as social assets. This approach seeks to expand the visitor base, cultivate fans and repeat visitors, foster co-creation among onsen destinations, and ensure intergenerational succession.

ONSEN JOURNEY® Logo Design and Official Website: https://onsenjourney.jp/

Launch Event Overview

Name: ONSEN JOURNEY® Launch Event

Date and Time: Thursday, July 16, 2026, 13:00–14:30

Venue: EZOHUB SAPPORO HIGUMA HALL

Organizer: Maruyama Collaboration Council

Grant Support: Hamanasu Foundation

Cooperation: Hokkaido Economic Industry Bureau, Ministry of Economy, Trade and Industry; Hokkaido Transport Bureau, Ministry of Land, Infrastructure, Transport and Tourism; Hokkaido Tourism Organization; Lake Toya Onsen Tourism Association

Speakers

Part 1: About ONSEN JOURNEY® Representative, Maruyama Collaboration Council Masato Takashima Culture Village Co., Ltd.

Part 2: Design Concept of ONSEN JOURNEY® IMPROVIDE Co., Ltd. Creative Director Hajime Kobayashi

Panel Discussion: Moderator Olivia Griner, Maruyama Collaboration Council RAIDEN RESORT & SPA at iwanai

Panel Discussion: Panelist Deputy Representative, Maruyama Collaboration Council Takashi Arai Iwanai Kogen Hotel Co., Ltd.

Panel Discussion: Panelist Director General, Lake Toya Onsen Tourism Association Kiyoshi Fujikawa

Panel Discussion: Panelist Managing Director, Hamanasu Foundation Kazuyuki Tani

Hamanasu Foundation Deputy Section Chief, International Tourism Division, Tourism Department, Hokkaido Transport Bureau, Ministry of Land, Infrastructure, Transport and Tourism Keiki Ishihara

Event Venue Photos

In Part 1, Masato Takashima, Representative of the Maruyama Collaboration Council, presented the vision and business overview of ONSEN JOURNEY®.

In Part 2, Hajime Kobayashi, Creative Director of IMPROVIDE Co., Ltd., introduced the naming, logo, and brand design concept of ONSEN JOURNEY®.

Part 3 featured a panel discussion on the theme 'The Future of Regions and Onsen Culture Envisioned by ONSEN JOURNEY®'. Panelists exchanged views on practical implementations at Iwanai Onsen, collaboration with Lake Toya Onsen, potential seen from support organizations, and perspectives from tourism policy, discussing the future of onsen culture and models for regional co-creation.

Finally, a photo session with speakers was held to build momentum for future media coverage, outreach, and summit participation. The upcoming summit is expected to explore broader applications of onsen, including in environmental and energy sectors, based on shared challenges among onsen destinations.

ONSEN JOURNEY® SUMMIT 2026 Overview

Date and Time: Monday, August 10, 2026, 15:00–18:00, Networking Event 18:30–21:30

Venue: Arai Memorial Art Museum, Iwanai Town

Organizer: Maruyama Collaboration Council

Support: Hokkaido Economic Industry Bureau, Ministry of Economy, Trade and Industry; Hokkaido Transport Bureau, Ministry of Land, Infrastructure, Transport and Tourism; Hokkaido Tourism Organization; Hamanasu Foundation; Lake Toya Onsen Tourism Association

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