― [Hida Takayama] Dominant expansion to approximately 20 stores in 2 years! What are the tourism measures being implemented by Creative Resort? ―

~ Launching "UTSUKE" and "HIDASHI" as the first phase. Planning to raise approximately 400 million yen for new building construction this autumn ~

Creative Resort Co., Ltd. (Headquarters: Fujiyoshida City, Yamanashi Prefecture, Representative Director: Shinichi Kato) announces a large-scale dominant store development plan to open approximately 20 stores and business formats in the Hida Takayama area of Takayama City, Gifu Prefecture, over the next two years, aiming to solve the region's food and tourism challenges. To promote this plan, a "Takayama Branch" will be newly established. As the first phase, "Okonomiyaki & Teppanyaki Hida UTSUKE" and "Robatayaki Hida HIDASHI" will be sequentially opened in March 2026. Furthermore, this autumn, the company plans to construct the "Takayama CR Building," a mixed-use food and beverage complex, and raise approximately 400 million yen in funds for this purpose.

■ Background of Entry: Takayama's "Lunch and Dinner Refugee" Problem and Lack of Local Gathering Spaces

Hida Takayama attracts a large number of tourists from both Japan and abroad. However, in recent years, serious issues have emerged due to the rapid increase in tourism demand. Many restaurants close early in the evening, leading to a situation where tourists flock to the few open establishments during peak dinner hours, creating what are known as "dinner refugees" and "lunch refugees." Furthermore, with restaurants constantly full of tourists, there is a growing lack of comfortable dining spaces for local residents, making it difficult for them to enjoy meals casually.

Amidst the growing social issue of overtourism across Japan, our company believes that creating "food service facilities that accurately capture inbound demand" will help resolve this problem. By strategically developing establishments that satisfy international visitors, we aim to disperse tourist concentration, mitigate the impact on the daily lives of local residents, and contribute to the creation of a sustainable town where tourism and local life can coexist.

Our company has a track record of tourism development in domestic and international resort areas, including the Kawaguchiko area at the foot of Mt. Fuji, a popular stop on the Golden Route; Miyakojima Island in Okinawa Prefecture, a destination for large cruise ships; and Danang, Vietnam, known as the "Hawaii of the East." Leveraging this expertise, we have set a mission to "rebuild Takayama's food infrastructure and create an environment where both tourists and local residents can be satisfied," leading to this concentrated expansion plan of approximately 20 stores over two years.

■ About the First Phase Opening Facilities (Opening March 22, 2026)

In this plan, we will develop the following four business formats:

1. Okonomiyaki & Teppanyaki Hida UTSUKE

The restaurant's name is inspired by Oda Nobunaga's childhood nickname, "O-Utsuke" (Great Fool).

We express unconventional free thinking and the energy to pioneer new eras through "food.".

We will offer "eccentric" menus that boldly incorporate Hida's local ingredients and surprising combinations into classic okonomiyaki and teppanyaki. Just as Nobunaga, who was called a "fool" yet astonished the world, with one bite...