Yubetsu is a town located roughly in the center of the Okhotsk coast. It's famous for its seafood, especially scallops, the 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, designed to be a place where conversations naturally spark between visitors. In this article, we'll introduce the appeal of NEW HUMBER, along with the story of its creation.

The cafe is used by both Nishimura Gumi employees and local residents. A place where everyone can spend their time as they please.

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

The daily set meal offered 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 Nishimura Gumi, 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, "Why not bring all these ideas to life?" A project team led by Koshiro Nishimura of Nishimura Gumi was formed, and this marked the beginning of NEW HUMBER.

The name "NEW HUMBER" is derived from "hanba," 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 staying guests.

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 where people with various purposes can connect, just as originally hoped.

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

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, featuring two double beds in a spacious layout.

The Twin Room is spacious enough for families with children to relax comfortably.

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 comes with 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 facilities depending on the room, all rooms are equipped with a private shower and toilet.

Separate washstand (Twin Room)

Bathroom with a bathtub (Twin Room)

You can enjoy your privacy while also interacting with people in the cafe and pub. The ability to switch between personal time and social time is one of its great appeals.

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 you won't 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 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 guests taste local ingredients, Ms. Komori has expanded the menu beyond the initial lineup. She has introduced dishes like a scallop bowl featuring Yubetsu scallops and a summer-exclusive cold pasta.

A scallop bowl generously topped with Yubetsu scallops.

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

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

The cafe, which serves lunch, transforms into a pub at 6 PM! The pub offers a wide variety of unique dishes that add color to lively conversations, 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 listen to guests' stories and sometimes act as a "matchmaker," introducing guests to local regulars who might share similar interests. It's the perfect environment for those who want to hear stories from locals but are a bit hesitant to strike up a conversation with strangers.

They sometimes host public viewings of soccer matches during pub hours.

In addition, NEW HUMBER holds various events irregularly, such as pop-up shops for outdoor gear. Kyogo Takahashi, who joined the team after working at the Yubetsu Town Office, shared his ambition to develop menus that would establish the place as a "town diner," making it a go-to spot for daily use, primarily by locals.

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