For Mr. Kikuchi, however, the activities ordered by the town hall seemed to be too restrictive. So Mr. Kikuchi took a drastic action that is typical of him.

I refused the request to join 'Fat' and told them, 'That doesn't show off my strengths. So I immediately started the haku project.

As the project began to take shape, the town hall staff understood and supported haku's activities.

In 2017, as part of the activities of the Regional Development Cooperation Volunteers, haku Inc. was launched and began renovating the Kashiwamura Ryokan, which had gone out of business in 2010. Kashiwamura Ryokan was once a long-established ryokan that was loved by the community and regrettably closed down

When Mr. Kikuchi first came to Shiraoi, he saw the former Kashiwamura Ryokan in a prime location. He wondered if he could renovate it and open a hostel there. He thought, "Why not renovate it and open a hostel? After hearing from those around him that the former owner was running a dental clinic in town, Mr. Kikuchi went to visit Mr. Kashiwamura and expressed his thoughts.

Then, even though it was a surprise visit, he readily agreed. Mr. Kashiwamura continues to invest in haku as a shareholder, and the connection has not disappeared.

Using public subsidies, haku opened its doors in April 2019. In its first year, it was suddenly hit by a pandemic, but with the help of the Community Development Cooperation Corps and consulting work, it managed to stay afloat.

I don't mind people telling me I should quit.

Today, 300 to 600 people stay at haku each month, and during the on-season from August to October, reservations are hard to come by due to its popularity.

But why does haku attract a new clientele that has never been there before?

We are conscious of creating a different "population" than before. For example, if we were to open a new store or facility that was already in Shiraoi-cho, we would end up competing for customers in Shiraoi-cho, wouldn't we? It would be good if the town's customers doubled the number of nights and meals, but unless that is the case, it would only offset the cost to the community and would not be a positive thing.

The reason we chose the hostel and cafe-bar style is because there were already hot spring inns and business accommodations in town. As a result, we often have guests who are well-traveled and want to stay at inexpensive, casual accommodations, as well as intellectually curious inbound travelers who are interested in things like upo-poi and surfing.

It has not been smooth sailing up to this point. There are always people who say, "It will never work out" or "You should quit" when someone tries a new challenge. Not only in Shiraoi Town, but Mr. Kikuchi also received such comments.

I basically ignore such voices. I just try to improve my services to those who are interested in my business," he says.

Mr. Kikuchi believes that doing what he wants to do and keeping his company alive will eventually lead to contributions to the local community. The phrase "for the community" is now commonly used throughout Japan, but what is truly beneficial to the community is to provide services that are demanded by customers, revitalize the business, create jobs, and pay proper taxes.

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

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

The craft beer brewery is under preparation for operation in February 2023. Brewing will be outsourced to specialists, and eventually a beer pub will be added to the brewery.

While touring the craft beer factory, an old man who lives nearby came up to me and happily muttered, "I can drink good beer in Shiraoi.

It's so nice to be able to drink good beer in Shiraoi.

Mr. Kikuchi always pursues what excites him and lives honestly with his thoughts and feelings. Young people and foreign customers come to haku as if they are drawn by his energy.

What kind of miracle will happen in the town if more people take on challenges like Mr. Kikuchi's?