Mission
Satoyama Jujo was launched in 2014 based on the concept of “10 Stories of the Mountain Village.” Since then, we have welcomed numerous guests to Satoyama Jujo based on our mission of using the inn as a vehicle for content curation to propose and promote a truly authentic lifestyle. In 2021, we opened our first property where you can experience this concept in action. By preserving these traditional Japanese houses that are scattered throughout the region, we are able to pass on something to future generations. We transform vacant houses that are no longer inhabited into villas that villagers can take pride in, and we provide our guests with a taste of the “real Japan of yesteryear.” We believe that having a hotel that locals can be proud of, even if it is just a single building, can be a catalyst for change in rural villages. This is the mission of The House Project.
Today, the number of vacant houses in rural villages throughout Japan continues to increase. What is becoming even more apparent is the fundamental question of whether these villages can sustain themselves. Although vacant houses are an issue for tourist areas as well, in nondescript rural villages, they are doomed to fall into disrepair. Although some operators are attempting to turn entire villages into accommodation facilities, this requires a large number of buildings to make the project profitable, and it cannot be expanded to other regions of Japan. On the other hand, there are companies that have recently entered the lodging industry with completely unmanned low-cost operations whose primary focus is to secure a return on investment by way of real estate management. These holiday home-style accommodations, however, cannot turn a profit unless they are located in prominent tourist destinations like Niseko or Okinawa, and in almost all cases, they do not concern themselves with the vacant house issue or regional revitalization. The House Project aims to bridge the gap between this harsh reality and the contradictions in the industry.
The key takeaway of The House Project is that hotels can be built in any rural area in Japan, even if they are limited to just one house in a single village. We use vacant houses to add and create new attractions in villages, involve the local community in operations and services, and propose a new type of lodging facility that will become the pride of the village while serving as a hub of exchange between the villagers and the urban residents who come to stay there. Although a similar concept can be found in private lodgings and farm stays, what sets our project apart is quality—our properties are designed to provide the same experience as luxury villas abroad. Above all, the quality of our properties far exceeds what you would find in a typical lodging facility housed in a traditional residence. The reason most people think these types of old residences are cold is because no money has been spent on renovations. In The House properties, everything from the foundation to the insulation has been thoroughly renovated to preserve the history of the old residences while ensuring that future generations can enjoy them for another 100 years. Energy efficiency is on par with that of Europe and Scandinavia, and our renovated traditional houses are so comfortable inside that you can wear short sleeves and go barefoot even in winter.
Guests also have access to the same concierge and private chef services as Satoyama Jujo, but the biggest feature of these accommodations is that you can experience the kindness of the villagers, including the local women who work at our properties. Given the sheer size of these old private houses, renovation costs for each property can easily exceed 100 million yen, so naturally, the rates are also high, ranging from 300,000 to 1,00,000 yen per villa depending on the season, day of the week, and number of guests. Although this price range demands the services of an ultra-luxury hotel, we dare to believe that superficial business-like services are unnecessary. This is why we ask women in the village to speak the same language, wear the same clothes, and have the same tea-drinking conversation as usual. Take, for example, Sen, our second villa that opened in 2023. Many of the guests who stay there once end up becoming repeat guests, and they give extremely high satisfaction ratings to the hospitality that the local women provide. Some of their comments include the following:
"I feel like I have a second home now."
"The hospitality felt like what you would typically experience at Aman Resorts."
"I have never had such a restful stay."
"It was the best rural experience for our children."
At Jiyujin, we strive to turn old houses into villas that each village can take pride in, and we want to create these throughout Japan. Why not stay in an old house that was previously left to fall into the ground but is now the pride of the local village? If you spend one night, we guarantee it will afford you with an invaluable experience to learn about the local customs, culture, and history.
The House Project is the fruit of the mutual cooperation of investors, villages, and guests. Join us as we strive to create the future of Japan!
Creative Director
Toru Iwasa
