Matsumoto Jujo is the collective term we use to refer to the project to rejuvenate Koyanagi, a storied, long-standing inn that was founded in 1686.
In Japanese, jujo means “ 10 stories.” We chose this name in the hope that our visitors will experience the various stories related to this place and begin stories of their own during their stay.
Matsumoto Jujo consists of two hotels, Matsumoto Honbako and Koyanagi, a bookstore, a bakery, a shop, a restaurant, and a hard cider brewery on the premises as well as two off-site cafes—Oyaki & Coffee / Philosophy & Sweets.

But Matsumoto Jujo is not just a hotel revitalization project. It also aims to invigorate the surrounding area.

We opened the two off-site cafes based on the idea that we want our visitors to leisurely explore the hot spring town. To "liberate" the closed-off inn, we created four different entrances as well as a bookstore, bakery, and a shop on the grounds of the inn.

Many people wondered what our goal was with this project, but we believe that making Asama Onsen more attractive to day-trippers will ultimately lead to more people choosing to stay in the area. In some aspects, our inn may not be as convenient as other regular inns. First of all, there is no on-site parking.

Guests park next to the Okyaki & Coffee, which is a three-minute walk from the hotel, And they check-in right at the cafe. After checking in, guests are asked to walk to the hotel. If necessary, we can provide pick-up and drop-off service, but we believe that having everyone walk through town will bring life to the Asama Onsen area.

In the not too distant future, we envision an Asama Onsen with several shops where the main streets, like Yuzaka and Yamanote-dori, are bustling with people. We opened Matsumoto Jujo to help make this dream a reality.

To be honest, it is not an easy task to run an inn because of the massive amount of capital investment required.

We started this project in March 2018 by taking over Koyanagi, an old inn steeped in history that was founded in 1686. We agreed to rejuvenate the inn because we were enthralled by the hidden charms of Asama Onsen and the excellent hot spring water. For not having a parking lot, the capacity of the inn is quite large, and the building has a lot of stairs. Despite the mountain of challenges, we agreed to undertake the rejuvenation of Koyanagi because we wondered what a private company could do to help invigorate the numerous hot spring resorts and regional cities throughout Japan that have lost their luster.

Usually, projects like this one receive large infusions of public funding, but Matsumoto Jujo is a completely private-sector project. Because of this and because we are a small company, this project has garnered a great deal of attention.

Matsumoto Jujo has only just begun its journey. This plan would not be possible without your support. I hope you will join us in helping us realize our dream of an Asama Onsen full of shops and main streets bustling with people.
Your continued support is highly appreciated. Toru Iwasa
CEO, Koyanagi Inc.