――HOTEL NUPKA also embodies the desire to connect the region with people and to liven up Obihiro. Perhaps "new consumption" could be seen as a culmination of that.

Kashiwao: That's right. Although Tokachi is a vibrant area within Hokkaido, it also faces challenges such as population decline and the decline of its central district. However, it has incredibly rich resources in terms of agriculture and food. Our HOTEL NUPKA serves as a base for people from both inside and outside the region to interact and build new communities. We aim for it to be a place where travelers visit, deepen their involvement with the region as part of the relationship population, and perhaps even consider relocating. We want it to function not just as accommodation, but as a hub for regional revitalization.

――It's interesting to think of a hotel shaping a town, much like railways once did. It feels like the role has shifted from railways to hotels in the modern era.

Kashiwao: I agree. About 150 years ago, Hokkaido was covered in primeval forest. But when railways were built in the Meiji era, the movement of goods and people suddenly became very active. Train stations became the centers of towns, and shops and residents gathered around them, forming communities. However, in today's rural society, cars are the main mode of transportation, and the central urban areas around stations have gradually hollowed out. In a car-centric society, it's hard for human interaction to occur even when people pass each other, and it can lead to isolation.

In contrast, the central part of a town where a hotel is located is often convenient for travelers and pedestrians, with easy access to public transport and restaurants. There, people can meet, and conversations can start naturally, fostering very human interactions. A hotel is not just a place to stay; it plays the role of a regional "hub," a place where people gather and exchange information and ideas. Furthermore, new initiatives and projects often emerge from such places. This human interaction creates new value and promotes "new consumption." I believe this is the role of hotels from now on.

NUPKA creating connections between the region and people

Aiming for a World Where Both Consumers and Producers Can Achieve a Rich Life Through New Consumption

――Thank you for explaining everything in such detail. How do you see "new consumption" developing in the future? Please share your thoughts on its future.

Kashiwao: So far, I've spoken about "new consumption" mainly as a domestic initiative, but I believe it has the potential to expand globally in the future. For example, I envision a future where travelers visiting Hokkaido from all over the world become part of the "relationship population," continuously supporting the businesses and producers of this region. The craftsmanship that producers pour their passion into every day is incredibly appealing, but there are limits to how far they can spread the word on their own. That's why it's important for consumers to actively engage with the region through "new consumption" and grow together with the producers. Beyond that, we aim for a world where both consumers and producers can achieve a rich and fulfilling life.

I believe that through action, knowledge and experience will accumulate, and regional resources will be transformed into things of even higher added value. If unique and top-tier initiatives spread throughout the country, region by region, I am confident that Japan as a whole can be revitalized as a nation with new vitality. The "new consumption" movement will bring about significant changes not only in regional revitalization but also in the lifestyles and sense of purpose of consumers themselves.

――That's a wonderful vision. I look forward to seeing its future development. Thank you for your time today.

(Interview by Kyohei Yamashita)

Tetsuya Kashiwao
Founder, Tokachi City Design Inc. / HOTEL NUPKA

Born in Obihiro City. While working as a lawyer in Tokyo, he co-founded Tokachi City Design Inc. in 2014 with Kotomi Sakaguchi, who is also from his hometown. He has launched a series of notable initiatives based in Tokachi and Obihiro, including producing a short film ("my little guidebook," 2013), opening the community-based hotel "HOTEL NUPKA" (2016), planning and selling a craft beer made with Tokachi barley ("Beer for the Start of a Journey," 2016), and running a horse-drawn bar tour featuring Tokachi's Ban'ei horses. He won the Furusato Company Grand Prize (Minister of Internal Affairs and Communications Award) in 2020 and signed a collaboration agreement with Obihiro City and Dai-ichi Life to promote workations,本格化 a full-scale effort to expand the relationship population. His workation promotion project, utilizing the new annex "NUPKA Hanare" which opened in April 2021, was selected for the Cabinet Office's regional revitalization relationship population demonstration experiment, gaining significant attention. Since 2022, he has been hosting the "Association to Consider the Future Vision of Central Obihiro."

NUPKA MARCHE from Tokachi

Connect with Tokachi and Obihiro through the new consumption system of "Learn and Share" and the "Relationship Population"!

HOTEL NUPKA (operated by Tokachi City Design) is a hotel in Tokachi/Obihiro that welcomes visitors from around the world with a "live-like-a-local" travel experience. Now, a collection of delicious foods made in the lush nature of Tokachi, recommended by NUPKA, is coming to Sapporo.

In addition to sales, tastings, and sampling, there will be morning events and talks. Come and fully experience the charm of Tokachi and Obihiro.

■Dates: October 12 (Sat) & 13 (Sun), 2024
■Time: 11:00-16:00
■Venue: D-LIFEPLACE Sapporo B1F (Kita 3-jo Nishi 4-1-4, Chuo-ku, Sapporo, Hokkaido)
*Directly connected to Chi-Ka-Ho, and Sapporo Subway Station Exit 10

■Panel Exhibition
October 10 (Thu) - 13 (Sun) *Ends at 16:00 on the final day

A panel exhibition showcasing the journey from "NUPKA Hanare," born from a collaboration between Tokachi City Design and Dai-ichi Life, to the expansion of the "Relationship Population" and "New Consumption." It proposes a "new future" where regions and cities collaborate.

■Morning Talk & Eat
October 11 (Fri) 8:00-10:00

Enjoy light meals and drinks from Tokachi while listening to introductions of local businesses in Tokachi/Obihiro who are taking on new challenges in agriculture, food, and tourism, along with a talk session on "New Consumption" and the "Relationship Population."

■Meet-up & Talk Event
October 11 (Fri) 18:30-20:00

An introduction to the short film "The Bride of the Horse-drawn Sleigh," which documents the horse culture that supported Tokachi's agriculture. Director Yoshiro Osaka will be invited for a talk session the day before its screening at the Sapporo International Short Film Festival. The session will also include an introduction to initiatives related to "New Consumption" and the "Relationship Population."

Click here for map information and details on "NUPKA MARCHE from Tokachi"