Yubetsu is a town located roughly in the center of the Okhotsk coast. It's famous for its seafood, especially scallops, as well as winter drift ice and the 700,000 tulips that bloom in spring. In 2024, a new facility called "NEW HUMBER" opened in this charming town. It's a complex that combines a guesthouse, cafe, pub, and co-working space, creating a place where conversations naturally spark between visitors. This article will introduce the appeal of NEW HUMBER, along with the story of its creation.

The cafe is used by both employees of the parent company, Nishimuragumi, and local residents. A place where everyone can spend their time as they please.

NEW HUMBER, which opened in Yubetsu in 2024, is a complex that integrates a guesthouse with a cafe and pub.

The daily set meal served at the cafe.

From 6 PM, the cafe transforms into a pub.

The guest rooms cater to a wide range of visitors, from families to solo travelers.

NEW HUMBER was created by Nishimuragumi, a construction company headquartered in Yubetsu. The company held an internal competition to find a way to effectively use the land where its original office building stood. The winning idea was to build a women's dormitory for female employees who gathered from all over Hokkaido.

Additionally, there were suggestions to create a multi-purpose facility with a company cafeteria open to the public, a co-working space, and a guesthouse. This led to the decision to "bring all the ideas to life," and a project team led by Koshiro Nishimura of Nishimuragumi was formed. This was the beginning of NEW HUMBER.

The name "NEW HUMBER" is derived from "hamba," a term for the temporary lodgings at construction sites where workers eat and sleep together. True to its name, it's not uncommon for young people who left Yubetsu for work to visit NEW HUMBER on weekends and interact with the guests staying there.

Created with the vision of being a place where "travelers and locals can spend time together like one big family," it has become a hub for interaction among people with various purposes, just as originally hoped.

Now, let's introduce the charms of each space, starting with the guesthouse. The interior, based on gray, one of Nishimuragumi's corporate colors, is stylish yet welcoming, with the natural textures of building materials like stone, wood, and concrete.

There are a total of five guest rooms, available in three types: "Twin Room," "Standard Double Room," and "Compact Double Room." You can choose a room that suits your travel companions and purpose. The "Twin Room" is recommended for families, as it's a spacious room with two double beds.

The Twin Room offers plenty of space for families with children.

For those with a lot of luggage or who plan to spend more time in their room, the slightly larger Standard Double Room with a double bed is a great choice.

Standard Double Room

It also features a height-adjustable work desk, making it perfect for those who want to work comfortably in their room.

You can work on your laptop while sitting on the bed (Standard Double Room).

For students, backpackers, and those looking for a casual stay, the Compact Double Room is recommended.

Compact Double Room

While there are slight differences in amenities depending on the room, all rooms are equipped with a private shower and toilet.

Separate vanity (Twin Room)

Bathroom with a bathtub (Twin Room)

You can maintain your privacy while also interacting with people in the cafe and pub. This ability to switch between social and private time is one of its key attractions.

Next up is the cafe. The goal of the NEW HUMBER cafe is to provide "meals that warm you up."

The menu features a lineup of comforting classics that you'll never get tired of, including sizzling hot stone-grilled dishes that will literally warm you up, set meals packed with vegetables, and gently sweet desserts.

Pasta and rice dishes served in stone bowls.

"Stone-grilled chiffon cake" baked in a stone bowl.

The head chef, Nao Komori, was drawn to the passion of the company's representative, Mr. Nishimura, since her student days and had been following his work. When the concept for NEW HUMBER was announced, she quit her job in Tokyo and joined the project from its inception.

Ms. Komori (center) explaining a dish during pub hours.

With a desire to have customers taste local ingredients, Ms. Komori has expanded the menu beyond the initial lineup. She has introduced dishes like a scallop rice bowl featuring Yubetsu scallops and a summer-exclusive cold pasta.

A generous scallop rice bowl made with Yubetsu scallops.

The summer-exclusive cold pasta is also packed with Yubetsu vegetables and seafood.

You might find new menu items every time you visit! Keep an eye on what's to come.

The cafe, which serves lunch during the day, transforms into a pub at 6 PM! The pub offers a wide variety of unique dishes that enhance conversation, including stone-grilled items exclusive to the pub, dishes made with local Yubetsu ingredients, and menu items inspired by the staff's roots and memories.

Stone-grilled menu available only during pub hours.

One of the biggest draws of the pub at NEW HUMBER is the interaction with people. During regular hours, the staff behind the bar will listen to guests' stories and sometimes act as a "matchmaker," connecting them with local regulars by saying things like, "That regular over there is an expert on that topic." It's the perfect environment for those who are a bit shy about approaching strangers but want to hear stories from the locals.

They also host public viewings for soccer matches during pub hours.

In addition, NEW HUMBER holds various irregular events, such as pop-ups for outdoor goods. Kyogo Takahashi, who joined the team after working at the Yubetsu town office, shared his ambition to develop the menu further, aiming for the place to become a "town diner" that locals will use as their regular spot.

If you're traveling in the Okhotsk area and thinking, "It would be nice to interact with the locals," why not visit NEW HUMBER?