However, for Kikuchi, the activities he was ordered to carry out by the town hall seemed too restrictive. So he took a bold action, typical of him:

"I turned down the request to join a certain group and told them, 'That won't show my strengths.' So I immediately started the haku project."

As the project began to move forward in concrete terms, the town hall staff became more understanding and supported Haku's activities.

In 2017, as part of the activities of the local revitalization cooperation team, he established Haku Co., Ltd. and began renovating Kashimura Ryokan, which had closed down in 2010. Kashimura Ryokan was a long-established inn that was once loved by the local community and was sadly closed down.

When Kikuchi first came to Shiraoi, he saw the former Kashimura Ryokan, which was in a great location. He wondered if he could renovate it and open a hostel. After hearing from people in the area, Kikuchi learned that the former owner was running a dental clinic in the town, so he visited Kashimura and told him his idea.

"Even though it was a surprise visit, he readily agreed. To this day, Mr. Kashimura is still a shareholder in haku, and our relationship remains strong."

With the help of public subsidies, haku opened in April 2019. The first year was suddenly hit by the pandemic, but the owner managed to keep the business running by working as a regional revitalization volunteer and as a consultant.

I don't care if people say "You should stop"

Now, Haku accommodates 300 to 600 guests per month. During the peak season from August to October, it is so popular that reservations are difficult to get.

But why is haku attracting a new type of customer base that it has never had before?

"Haku is conscious of creating a different 'base number' than before. For example, even if we opened a new store or facility in the same format that was already in Shiraoi, we would end up competing for local customers. It would be great if local customers could double their use of our accommodation and dining options, but unless that happens, it will just cancel each other out and not be a positive for the area."

"The reason we decided on the hostel and cafe bar style is because there were already hot spring inns and accommodations aimed at businesses in the town. As a result, we have a lot of guests who are experienced travelers looking for a cheap, casual place to stay, as well as intellectually curious inbound tourists with an interest in things like Upopoy and surfing."

It hasn't been smooth sailing so far. There are always people who tell people who take on new challenges that "it will never work out" or "you should give up." Kikuchi has received multiple such voices, not just within Shiraoi Town.

"I basically ignore those kinds of comments. I just try to improve my services to those who seek out my business."

Kikuchi believes that doing what he wants to do and keeping his company alive ultimately leads to contributing to the community. The phrase "for the community" is now commonly used all over Japan, but what really benefits the community is providing the services that customers want, revitalizing business, creating jobs, and paying taxes properly.

"So when you start something, you don't have to say, 'I'm doing this for the community.' It's much more natural to say, 'This is what I want to do!'" says Kikuchi firmly.

Currently, a craft beer factory is under construction just a few minutes drive from haku. Originally, haku served craft beer from Obihiro and Furano, but from now on, you will be able to taste "Shiraoi craft beer."

A craft beer factory currently in preparation for operation in February 2023. Brewing will be outsourced to specialists, and there are plans to eventually open a beer pub.

While we were touring the craft beer factory, an elderly man who lives nearby popped in and tweeted happily.

"It's great to be able to drink delicious beer in Shiraoi."

Kikuchi is always chasing something exciting, living honestly and without pretense. Young people and foreign customers are drawn to haku by his energy.

If more people like Kikuchi were to take on challenges like this in the future, what kind of miracles would occur in the town?