-- "HOTEL NUPKA" also has a desire to connect people with rural areas and to enliven Obihiro, and one culmination of this desire could be called "new consumption.

Kashiwao: Yes, that's right. Tokachi is a vibrant region in Hokkaido, but it also faces challenges such as a declining population and a declining central area. However, it has very rich resources in terms of agriculture and food. Our hotel, HOTEL NUPKA, serves as a base for people from within and outside the region to interact and build new communities. Our goal is to provide an opportunity for travelers to visit the area and become further involved with the region as a related population, or to consider immigration. We want to function as a hub for regional revitalization, not just a lodging facility.

--It is interesting to think that a "hotel" where people gather will build a town, just as a "railroad" once did. I have the impression that the role in modern times has shifted from railroads to hotels.

Kashiwao: Indeed, Hokkaido was covered with virgin forests until about 150 years ago. However, when the railroad was built in the Meiji era (1868-1912), logistics and the movement of people suddenly became more active. Railroad stations became the center of towns, and communities were formed around the stations with stores and residents gathering together. In today's rural society, however, car travel has become the norm, and the central districts around stations are gradually being hollowed out. In a car-oriented society, it is difficult to interact with people even if they pass by each other, and people tend to be lonely.

In this respect, the town center where the hotel is located is a convenient place for travelers and pedestrians, with easy access to public transportation and restaurants. There, meeting people and spontaneous conversations are encouraged, which is a very human interaction. Hotels are more than just lodging facilities; they serve as "hubs" for the community, where people gather and exchange information and ideas. Furthermore, new initiatives and projects are often born. These interactions among people create new value and promote "new consumption. We believe this is the role of hotels in the future.

NUPKA is creating connections between the community and people

With new consumption, "we aim for a world where both consumers and producers can realize a richer life."

--Thank you very much for your explanation of various aspects. How do you see "new consumption" developing in the future, and what are your thoughts on its future?

Kashiwao: So far, we have talked about "new consumption" mainly as a domestic initiative, but we believe that in the future we can also look at expanding it to the world. For example, we envision a future in which tourists visiting Hokkaido from around the world will become a "related population" and continue to support the businesses and producers in this region. The "manufacturing" that producers are passionately engaged in every day is very attractive, but there is a limit to how far we can go in spreading it. That is why it is important for consumers to be actively involved in the community through "new consumption" and grow together with producers. Beyond that, we aim to create a world in which both consumers and producers can realize prosperous lifestyles.

We believe that through our actions, knowledge and experience will be accumulated, and local resources will be transformed into something with even higher added value. We are convinced that Japan as a whole can be revitalized as a country with new vitality if the "Only One" and "Number One" initiatives of each region spread throughout the country. The "new consumption" movement will not only revitalize local communities, but will also bring about major changes in consumers' own lifestyles and purpose in life.

--It is a wonderful vision. I look forward to its future development. Thank you very much for your time today.

(Interview by Kyohei Yamashita)

Tetsuya Kashio
Founder, Hotel Nupuka, Tokachi City Design Co.

Born in Obihiro City. While working as a lawyer in Tokyo, he co-founded Tokachi City Design Inc. in 2014 with his hometown colleague Kotomi Sakaguchi. He has been involved in several high-profile projects based in Tokachi and Obihiro, including the production of a short film (my little guidebook) (2013), the opening of a community hotel "Hotel Nupuka" (2016), the planning and sales of a craft beer made from Tokachi barley ("Beer for the Beginning of the Journey") (2016), and the BAR tour business with horse-drawn carts pulled by Tokachi draft horses. Obihiro has launched a series of high-profile initiatives based in Obihiro, Tokachi, including winning the 2020 Furusato Enterprise Award (Minister of Internal Affairs and Communications Award), signing a collaboration agreement with Obihiro City and Dai-ichi Life Insurance to promote workcations, and launching full-scale initiatives to increase the number of people involved in the workforce. The project was adopted as a demonstration experiment for the population related to local development by the Cabinet Office, and attracted much attention.

NUPKA MARCHE from Tokachi

Let's connect with Tokachi and Obihiro through a new consumption system of "Know and Spread" and "Relationship Population"!

HOTEL NUPKA (operated by Tokachi City Design) is a hotel in Obihiro, Tokachi, that welcomes visitors from all over the world with a "lifestyle-like trip". NUPKA recommends a wide variety of food produced in the rich natural environment of Tokachi, which will be gathered in Sapporo.

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

Date: Saturday, October 12 and Sunday, October 13, 2024
Time：11:00-16:00
Venue: D-LIFEPLACE Sapporo B1F (4-1-4 Nishi, Kita 3-jo, Chuo-ku, Sapporo, Hokkaido)
(Directly connected to Chi-Ka-Ho, directly connected to Exit 10 of Sapporo Subway Station)

<Mini events will also be held! ＞Sapporo Station, Chi-Ca-Ho Station, and Sapporo Station, Subway 10 Exit.

■Panel Exhibit
Thursday, October 10 - Sunday, October 13 *Last day until 16:00

Panel display of "NUPKA Hanare" created through collaboration between Tokachi City Design and Dai-ichi Life Insurance, and its expansion into "related population" and "new consumption". Proposals for a "new future" of collaboration between the region and the city will be presented.

Morning Talk & Eat
Friday, October 11, 8:00-10:00

Talk session on "New Consumption" and "Relationship Population" with local businesses in Tokachi and Obihiro who are challenging new initiatives in agriculture, food, and tourism, over snacks and drinks brought to you from Tokachi.

■Meet-up & Talk Event
Friday, October 11, 18:30-20:00

Introduction of "Bride in a Horse-drawn Sled," a short film documenting the horse culture that supported Tokachi's agriculture. Director Yoshiro Osaka will be invited for a talk session the day before the film's screening at the Sapporo International Short Film Festival. The film will be shown at the Sapporo International Short Film Festival, with an introduction of the "New Consumption" and "Related Population" initiatives.

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