"A Bowl of Soba" Changed the Night

Beppu's Hyotan Onsen sees a 5-fold increase in visitors after 9 PM compared to the previous year due to a "Free Night Soba" campaign. At the Hyotan Onsen facility in Beppu City, Oita Prefecture, a "Free Night Soba" campaign, implemented as a measure to counter the off-season lull after Golden Week, has been met with a tremendous response, with the number of visitors after 9 PM increasing by approximately five times compared to the previous year. Typically, after Golden Week, tourism demand settles down, and a quiet atmosphere returns to the facility at night. However, this year, that "usual scene" has changed significantly. The catalyst was the "Night Soba" project, which began offering soba for free, limited to the hours after 10 PM. The dining staff took the lead, providing over 100 bowls daily. At the reception, staff directly guided visitors, proposing "the joy of eating a bowl after a hot spring bath" as a new nighttime value. "Honestly, I was anxious. I was prepared to shave my head and apologize if no one came. But as a result, I feel that a new value has been created for 'Hyotan Onsen at night'," a staff member commented. Indeed, on social media, comments such as "Now there's a reason to go at night," "Soba after a hot bath is the best," and "I've started looking forward to the onsen at night" have been increasing. The experiential value of "hot spring + food" is beginning to change the very motivation for visiting. The facility is currently aiming for annual sales of 700 million yen and 400,000 visitors, positioning this initiative not as a "price-based measure" but as "an effort to enhance the nighttime experience value." 【Night Soba Overview】 Period: Until May 31. Serving Time: 10 PM - 11 PM. Content: Free "Night Soba". Location: In-house dining area. Target: All visitors. 【Facility Overview】 Name: Hyotan Onsen. Location: 159-2 Kannawa, Beppu City, Oita Prefecture. Features: Over 100 years of history / "100% Pure Spring Water" / Michelin Guide Three-Star facility.