Why Do People Want to Return to Osaka’s Non-Touristy Shopping Streets? Talent Naomi Matsushima, Born in Higashiosaka, Walks Through the Town of Fuse

Kujira Inc. (Headquarters: 2-5-18 Nakazaki, Kita-ku, Osaka City, Osaka Prefecture; Representative: Koichi Yano), which operates a renovation business and the lodging brand 'SEKAI HOTEL' that edits entire shopping districts into one hotel, has released a special article by Naomi Matsushima, a talent born in Higashiosaka City, to commemorate the 10,000th guest milestone at 'SEKAI HOTEL Osaka Fuse'.

Naomi Matsushima was born in Higashiosaka City, Osaka Prefecture. Known for her down-to-earth personality on variety shows, she has expanded her activities with a unique sensibility, including launching her own fashion brand.

This time, as the second installment of SEKAI HOTEL’s 'Welcome Back' campaign, she revisited the Fuse shopping district she once frequented. While enjoying local flavors like croquettes, anpan, and takoyaki, she explored the lingering sense of human connection in the town, unexpected reunions, and the reason behind the feeling of 'somehow feeling at ease'.

Rather than touring famous landmarks, this project captures the form of travel SEKAI HOTEL has offered—staying in a town as if stepping into someone’s daily life—through the eyes of Matsushima, who holds personal memories of the area.

▶ Articles
Episode 1: Why Do You Want to Return to 'Fuse'? [As Told by Naomi Matsushima]

Episode 2: The Truth Behind 'Somehow Feeling at Ease' [Naomi Matsushima, Welcome Back to Fuse! Part 1]

Episode 3: The Human Connection That Remains in the Town [Naomi Matsushima, Welcome Back to Fuse! Part 2]

Why Naomi Matsushima?

This project is not about using a celebrity to generate buzz. Naomi Matsushima is originally from Higashiosaka City, Osaka. Fuse is a place where memories remain—of shops she used to visit, shopping with family, and interactions with locals. What SEKAI HOTEL has always valued is not polished tourist destinations, but transforming the everyday lives of local residents into travel experiences. That’s why, instead of having an outsider introduce the town, this project invited someone with personal memories to walk through Fuse once again.

What Matsushima shared wasn’t flashy tourist attractions.

'Everyone is so kind.'

'It feels like I’m back in Osaka.'

'I feel so relaxed~'

These simple words revealed the charm of the town of Fuse.

Naomi Matsushima’s Walk: Tastes of the Shopping District and Unexpected Reunions

The published special article introduces Matsushima walking through the Fuse shopping district, experiencing the town’s daily life.

Her first stop was the butcher shop 'Niku no Yamajin'. As she bit into a freshly fried croquette, Matsushima said, 'It’s delicious. It’s a taste that somehow feels comforting.'

Next, she visited the traditional bakery 'Kintaro Pan'. Holding an anpan that has been made since the shop’s founding, Matsushima said, 'I wish there was one near my house.' Her words revealed an affection not for tourist specialties, but for shops that belong in everyday life.

Then came takoyaki from 'Marukou Suisan'. The scent of sauce, the sounds of people passing by, the warmth of the paper boat. The moment she bit into the freshly grilled takoyaki, Matsushima laughed and said, 'It feels like I’m back in Osaka!'

While walking through the shopping district, she also had an unexpected reunion.

'Naomi-chan! Welcome back!'

Approached in front of a jewelry shop, Matsushima gradually recalled memories of selecting gifts for her family. More than what she bought, it was the conversations she remembered. What remained in Fuse wasn’t objects, but memories of human interactions.

The Truth Behind 'Somehow Feeling at Ease'

What runs through Matsushima’s articles is the 'sense of human connection' that remains in Fuse. It’s not pushy, nor indifferent. It’s a place that waits a little, cares a little. It welcomes someone returning after a long absence not as a customer, but as a person. Matsushima described Fuse’s charm as 'the distance between people feels just right'.

This resonates with the experience SEKAI HOTEL offers guests. The stay doesn’t end within the hotel. Guests walk through the shopping district, enter shops, visit bathhouses, and exchange a few words with locals. In doing so, travelers gradually blend into the town, no longer feeling like outsiders.

Fuse may not be an obvious tourist destination. But walking normally, eating normally, and talking normally with people—these ordinary moments linger in memory. Matsushima’s words, 'somehow feeling at ease,' perfectly capture this value.

Traveling Not to Tourist Spots, But to Human Connection

SEKAI HOTEL does not complete the lodging experience within the hotel. It is a lodging brand that partners with local restaurants, bathhouses, and cafes, operating the entire town as one hotel. After checking in at the front desk, travelers walk through the shopping district, interact with locals, and stay as if they’ve stepped into the town’s daily life. Staying in a non-touristy town changes how you see the everyday—that’s the form of travel SEKAI HOTEL offers. 'SEKAI HOTEL Osaka Fuse' has brought this experience to Fuse, Osaka, and has now surpassed 10,000 guests.

What Comes Next After Reaching 10,000 Guests

The milestone campaign '10,000 Dives into the Ordinary.' reflects on how guests have dived into the town of Fuse through their stays at SEKAI HOTEL. Matsushima’s special article is the second installment of the 'Welcome Back' campaign. Moving forward, the company will continue to communicate the value of non-touristy towns through the perspectives of people who have memories and connections to Fuse.

About SEKAI HOTEL

SEKAI HOTEL is a 'town-as-a-hotel' concept operating under the motto 'Dive into the everyday life of your destination.' Guest rooms are renovated vacant homes and stores scattered throughout shopping districts and town centers. Dining and bathhouse functions are provided in partnership with local restaurants and public baths. After checking in at the SEKAI HOTEL front desk, travelers can enjoy meals, shopping, and bathing in the neighborhood, just as if they lived there.