UZETSU Inc. Selected for Japan Tourism Agency's "Project to Promote the Commercialization of Regional Tourism Resources." Performing the White Heron Legend on the Noh Stage "Senjuden" at Dogo Onsen, Japan's Oldest Hot Spring Resort. -- Creating Inbound Nighttime Content Woven with Traditional Crafts and Cuisine.

UZETSU INC. (Kabushiki Kaisha Uetsu), which develops its own IP "UZETSU," has been selected for the first round of applications for the Japan Tourism Agency's "Project to Promote the Commercialization of Regional Tourism Resources for Dispersing Tourism Demand (New Creation Type)." The selected project is titled "Development Project for Nighttime Content Combining Traditional Culture and Cuisine Experienced on a Noh Stage in Dogo, Japan's Oldest Hot Spring Resort."

A preview tour is scheduled to be held on December 8, 2026.

A Story of the Hot Spring Town Where a White Heron Descended, Performed on a Noh Stage

The setting is Dogo Onsen in Matsuyama City, Ehime Prefecture. The performance will take place on "Senjuden," a Noh stage at Yamato-ya Honten, a long-established ryokan founded in 1868.

Based on the ancient White Heron legend of Dogo, a performance will be staged that incorporates the craftsmanship of Ehime Prefecture artisans into the production. Spectators will enjoy a meal while watching the performance. The following day, a program will be offered where participants can personally experience the traditional crafts that adorned the stage, under the guidance of the artisans. The experience is designed not just for viewing, but as a continuous journey from observation to hands-on engagement with the region's artisanal skills.

Yamato-ya Honten Noh Stage "Senjuden" at Yamato-ya Honten Noh Stage Senjuden

Artisans Adorning the Stage -- Visiting Workshops for Iyo Mizuhiki and Handmade Washi Paper

For this project, the traditional crafts that will adorn the stage have been decided as Iyo Mizuhiki by Aritaka Senzando and handmade washi paper by Taratomi Washi (Mitsuo Onishi). Recently, three of our company executives visited the sites. Faced with the meticulous hospitality of Yamato-ya Honten and its prestigious Noh stage, their ideas expanded. They were deeply impressed by Aritaka Senzando's delicate and beautiful mizuhiki techniques and their commitment to innovative craftsmanship while preserving tradition, as well as by Mitsuo Onishi's handmade washi paper production at Taratomi Washi and his dedication to keeping traditional techniques alive.

The history of the hot spring resort, reputed to be the oldest in Japan, the unique Japanese space of a Noh stage, and the skills of artisans breathing life into the region. Our company is advancing initiatives in various locations to elevate such regional cultural resources into experiences that reach the world. Further details, including application methods, will be announced later.

At Iyo Mizuhiki, Aritaka Senzando. At Taratomi Washi, Mitsuo Onishi.

About UZETSU INC.

UZETSU INC. is a company that, centered around its own IP "UZETSU," works to elevate cultural resources from across Japan into world-class performing arts. Starting with a prototype presentation at Tokyo Creative Salon 2025 (Haneda) in March 2025, followed by performances in New York and Dubai, the full version will premiere at "Shinagawa Prince Hotel Club eX" in February 2026. In June 2026, they held their first nighttime immersive installation, "akasaka AKANE night," at Akasaka Hikawa Shrine, welcoming approximately 300 attendees to a sold-out event. Since its founding in February 2026, the company has been dedicated to bringing cultural resources dormant in various parts of Japan to the world.

Company Profile

Company Name: UZETSU INC. (Kabushiki Kaisha Uetsu) Location: Aoyama Marutake Bldg. 6F, 3-1-36 Minami-Aoyama, Minato-ku, Tokyo Representative: Yuko Shimoji, Representative Director Established: February 4, 2026 Business Activities: Planning, production, and operation of proprietary IP "UZETSU," production of city promotion projects.

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