Koyo Group Holds 'Emotion Craftsman Summit 2026', Reaffirming the Value of 'Emotional Experiences' in the AI Era
On May 12, 2026, the Koyo Group held the 'Emotion Craftsman Summit 2026' in Yamagata Prefecture, attended by approximately 230 employees. Including members from the recently integrated traditional company 'Meiyu', participants reaffirmed the value of 'emotional experiences' in the AI era. Aiming to embody the new MVV and the 'Emotion Craftsman' action guidelines, frontline employees shared specific customer service episodes to deepen their collaborative spirit.
📋 Article Processing Timeline
- 📰 Published: May 22, 2026 at 19:00
- 🔍 Collected: May 22, 2026 at 10:31
- 🤖 AI Analyzed: May 23, 2026 at 12:09 (25h 37m after Collected)
Guided by the philosophy of 'Turning the memory of one trip into a lifelong emotion,' the Koyo Group (Koyo Holdings Co., Ltd., Senior Managing Director: Taichi Sato) operates multi-faceted tourism and town-development businesses in Yamagata Prefecture. These include six accommodation facilities featuring glamping, Tohoku's first ofuro café brand 'ofuro café yusa,' and the pudding specialty store 'Yamagata Pudding.' On Tuesday, May 12, 2026, marking the beginning of the Koyo Group's new fiscal year, the 'Emotion Craftsman Summit 2026' was held at 'Beni no Hana,' the convention hall of Nihon no Yado Koyo. The event brought together approximately 230 employees from across the group, including members from 'Meiyu,' a company that joined the group last year. The summit served as a symbolic day of group integration, where employees of Meiyu, a traditional company with over 120 years of history, engaged with the Koyo Group's MVV alongside all employees for the first time. Colleagues bearing different histories and cultures connected through the shared value of being 'Emotion Craftsmen.'
Presentations and workshops led by frontline employees were conducted to further explore the new MVV (Mission, Vision, Value) established last year and to personalize the value of 'Emotion Craftsman' (the concept that every Koyo Group staff member exists to craft memorable moments in customers' lives with an artisan's touch).
[Video Release] Opening connecting Koyo's history and a digest video conveying the day's enthusiasm
At the beginning of the summit, an 'Opening Movie' was screened to connect the 'present' with the long history spanning from the original 7-room self-catering inn at Koyo's founding to the current expanded Koyo Group. The event started with all employees sharing the significance of inheriting the spirit of hospitality cherished by their predecessors. Towards the end of the gathering, a freshly edited 'Digest Video (Ending Movie)' capturing the passion of the presentations and workshops was shown to conclude the summit.
Opening Movie: https://youtu.be/CS7w47KP13I
Emotion Craftsman Summit 2026 Digest Video (Ending Movie): https://youtu.be/4De8JDDD_6Y
Not just commending exceptional individuals, but a place to philosophize and collaborate as 'Emotion Craftsmen'
Last year, the Koyo Group announced its new MVV, starting with the mission 'Turning the memory of one trip into a lifelong emotion.' This year, the content delved deeper into the phrase 'Emotion Craftsman,' which represents their action guidelines (Values).
The summit aimed to 'experience the passion of "Emotion Craftsmen" welling up from each individual and make it one's own.' It was held not to award a single outstanding person, but as a collaborative space where all employees face unanswerable questions as Emotion Craftsmen and mutually share the answers they derive.
Presentations by frontline employees on 'the process of creating emotion, not just numbers'
On the day, three representative members who truly embody the 'Emotion Craftsman' at the forefront of daily operations took the stage to share their personal episodes.
Ayaka Ebina (Nihon no Yado Koyo, Customer Service Dept.)
She shared an episode regarding a guest traveling in memory of her late husband. To recreate the dining table for the family of three, including the husband, she performed an unscripted gesture of 'placing three glasses,' showing close attention to the guest's heart, which resulted in a heartfelt letter of gratitude. She spoke of the importance of the warmth that cherishes what is important to the guest in front of her just as much.
Sayoko Yokozawa (Nihon no Yado Koyo, Customer Service Dept. Manager)
She introduced an episode where a guest was angry due to an arrangement mistake. By listening deeply to the circumstances and preparing a shadow tray (kagezen) for the guest's late mother, she responded to the guest's feelings with full devotion, resulting in the guest crying large tears of joy.
Kumi Sato (Atsumi Onsen Bankokuya, Proprietress)
While struggling with her role as a proprietress amidst severe reprimands, she found the answer that 'an Emotion Craftsman is someone who listens together to the music playing in the customer's heart,' expressing her determination to stay close to an important page in the customer's life.
After the presentations, a 'Share Time' was provided for participants to exchange their impressions and emotional episodes from their own work. Listeners absorbed the speakers' experiences and converted them into words they could take back to their own workplaces. Warm dialogue spread throughout the venue as a time to deepen individual episodes through 'collaboration.'
Presentations and workshops led by frontline employees were conducted to further explore the new MVV (Mission, Vision, Value) established last year and to personalize the value of 'Emotion Craftsman' (the concept that every Koyo Group staff member exists to craft memorable moments in customers' lives with an artisan's touch).
[Video Release] Opening connecting Koyo's history and a digest video conveying the day's enthusiasm
At the beginning of the summit, an 'Opening Movie' was screened to connect the 'present' with the long history spanning from the original 7-room self-catering inn at Koyo's founding to the current expanded Koyo Group. The event started with all employees sharing the significance of inheriting the spirit of hospitality cherished by their predecessors. Towards the end of the gathering, a freshly edited 'Digest Video (Ending Movie)' capturing the passion of the presentations and workshops was shown to conclude the summit.
Opening Movie: https://youtu.be/CS7w47KP13I
Emotion Craftsman Summit 2026 Digest Video (Ending Movie): https://youtu.be/4De8JDDD_6Y
Not just commending exceptional individuals, but a place to philosophize and collaborate as 'Emotion Craftsmen'
Last year, the Koyo Group announced its new MVV, starting with the mission 'Turning the memory of one trip into a lifelong emotion.' This year, the content delved deeper into the phrase 'Emotion Craftsman,' which represents their action guidelines (Values).
The summit aimed to 'experience the passion of "Emotion Craftsmen" welling up from each individual and make it one's own.' It was held not to award a single outstanding person, but as a collaborative space where all employees face unanswerable questions as Emotion Craftsmen and mutually share the answers they derive.
Presentations by frontline employees on 'the process of creating emotion, not just numbers'
On the day, three representative members who truly embody the 'Emotion Craftsman' at the forefront of daily operations took the stage to share their personal episodes.
Ayaka Ebina (Nihon no Yado Koyo, Customer Service Dept.)
She shared an episode regarding a guest traveling in memory of her late husband. To recreate the dining table for the family of three, including the husband, she performed an unscripted gesture of 'placing three glasses,' showing close attention to the guest's heart, which resulted in a heartfelt letter of gratitude. She spoke of the importance of the warmth that cherishes what is important to the guest in front of her just as much.
Sayoko Yokozawa (Nihon no Yado Koyo, Customer Service Dept. Manager)
She introduced an episode where a guest was angry due to an arrangement mistake. By listening deeply to the circumstances and preparing a shadow tray (kagezen) for the guest's late mother, she responded to the guest's feelings with full devotion, resulting in the guest crying large tears of joy.
Kumi Sato (Atsumi Onsen Bankokuya, Proprietress)
While struggling with her role as a proprietress amidst severe reprimands, she found the answer that 'an Emotion Craftsman is someone who listens together to the music playing in the customer's heart,' expressing her determination to stay close to an important page in the customer's life.
After the presentations, a 'Share Time' was provided for participants to exchange their impressions and emotional episodes from their own work. Listeners absorbed the speakers' experiences and converted them into words they could take back to their own workplaces. Warm dialogue spread throughout the venue as a time to deepen individual episodes through 'collaboration.'
FAQ
What was the purpose of the 'Koyou Group Sensation Craftsman Summit 2026'?
The purpose was to delve deeper into the new MVV 'Turning a journey's memories into a lifetime of emotion' and to internalize the concept of 'Sensation Craftsman,' which is the action guideline for the Koyou Group, among each employee.
Who attended the 'Sensation Craftsman Summit 2026'?
Approximately 230 employees of the Koyou Group attended, including members from the newly added 120-year-old company, Meiyu Co., Ltd.
What programs were held at the summit?
The summit featured an opening movie reflecting on Koyou's history, presentations by three frontline employees on 'The Process of Creating Emotion,' and workshops (share time) among participants.
What does 'Sensation Craftsman' refer to?
It refers to all Koyou Group staff being present as artisans who craft moments that leave lasting impressions in customers' lives.
What kind of businesses does the Koyou Group operate?
The Koyou Group operates six accommodation facilities including glamping sites in Yamagata Prefecture, the first ofunocafe brand 'Ofurocafe Yusa' in the Tohoku region, and a pudding specialty store 'Yamagata Pudding,' among other diverse tourism and town development projects.