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

~ "UTSUKE" and "HIDASHI" to open as the first phase. Plans 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 food and tourism challenges in the area. To promote this plan, a "Takayama Branch" will be newly established. As the first phase, the okonomiyaki restaurant "Okonomiyaki & Teppanyaki Hida UTSUKE" and the robatayaki restaurant "Robatayaki Hida HIDASHI" will be opened sequentially in March 2026. Furthermore, plans are in place to construct a mixed-use food and beverage building, "Takayama CR Building," this autumn, and to raise approximately 400 million yen in total funds for this purpose.

Background of Entry: Takayama's "Lunch and Dinner Refugees" and "Lack of Places for Locals"

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, and during peak dinner hours, tourists flock to the few open establishments, creating what are known as "dinner refugees" and "lunch refugees." Furthermore, with restaurants constantly full of tourists, the lack of accessible dining options for local residents, who "cannot easily enjoy a meal," has become a serious problem.

Amidst the growing social issue of overtourism across Japan, our company believes that creating "food outlets that accurately capture inbound demand" will help solve this problem. By strategically developing restaurants 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 previously engaged in tourism development in domestic and international resort areas such as Kawaguchiko in Yamanashi Prefecture at the foot of Mt. Fuji, Miyakojima in Okinawa Prefecture where large cruise ships dock, and Danang in Vietnam, often called 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 are satisfied," leading to this concentrated expansion plan of approximately 20 stores over two years.

About the First Phase Open 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 derived from the nickname "O-utsuke" given to Oda Nobunaga in his youth.

We will express free thinking that transcends conventional wisdom and the energy to pioneer a new era through "food."

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