Transforming 81-Hole Mega-Asset into a "World-Class Tourism Hub": Sapporo Country Club x Imajina Launch Golf Course Rebranding with a Focus on "Food"
Imajina Co., Ltd. has launched a rebranding project for Sapporo Country Club, aiming to redefine it as a "gastronomy destination." A tasting event for media and influencers showed that over 60% of participants had their perception of golf course food overturned, receiving high praise.
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- 📰 Published: May 9, 2026 at 07:00
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Imajina Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo; Representative Director and President: Yoshiki Sekino; hereinafter "Imajina"), which handles organizational development and branding, conducted a tasting event for media and influencers as part of a project to enhance the value of Sapporo Country Club (Sapporo City, Hokkaido), one of Hokkaido's leading golf courses in terms of scale.
This initiative is part of a rebranding effort to redefine the golf course from a mere "sports facility" to a regional "gastronomy (food) destination." In a post-event survey, over 60% of participants responded that their image of golf course dining was overturned. The surprising score recorded 4.2 out of 5 points, visualizing the facility's latent "stay value."
Inquiries about branding here
■ Survey Results: The "unexpectedness" of the location transforms into a unique brand experience
On the day of the event, over 50 people, including influencers, Sapporo tourism ambassadors, media representatives, and professional golfers, attended. Through the tasting event, the value of "nature x food x connection" aimed for by the rebranding concept "Unite in Green" was verified.
[Key topics from the survey]
"Breaking conventions": Surprising average score of 4.2
The stereotype that "golf course food is mediocre" was shattered by the overwhelming "condensed richness of ingredients" and the "unexpectedness of the location."
"High virality on social media"
Participants spontaneously shared catchy phrases appealing to the five senses, such as "a cup to 'drink' lobster" and "the richest shrimp ramen of my life," successfully generating buzz on social media.
"Establishment of signature menu items"
"Ebi Maru Ramen," supervised by a famous Jimbōchō restaurant, secured the overwhelming top spot (43% support rate). The "quality of ingredients" and the "discrepancy of finding this at a golf course" became strong hooks that remained in the brand's memory.
■ "Unite in Green" ── Transforming golf courses into "destinations" that attract global attention
Sapporo Country Club boasts 3 clubs and a total of 81 holes, attracting over 130,000 visitors annually, making it one of Hokkaido's premier assets. Imajina is currently promoting a rebranding to transform this vast green asset into a "place where the region and people resonate."
This tasting event is the first step in a cyclical branding process of "experience → dissemination → improvement."
Beyond merely introducing menus, real feedback from participants was immediately shared with the on-site team. By refining "details of the experience" such as not only the quality of the cuisine but also the ambiance and hospitality, the facility is accelerating its evolution into a place with "reasons to visit (destination value)" even for non-golfers.
■ Tasting Event Menu (Partial Excerpt)
Yagigaoka Country Club: Ebi Maru Ramen
Supervised by a popular Jimbōchō restaurant. A bowl that lets you experience "a whole bowl of shrimp," combining 100% lobster bisque soup with medium-thick egg noodles.
Makomanai Country Club: Shiraoi Beef Bowl
Uses sirloin from the Hokkaido brand "Shiraoi Beef." Delicately seasoned to enhance the elegant sweetness of the fat, it achieved high satisfaction.
Taki Country Club: Famous Genghis Khan
Fresh lamb, rolled meat, and special lamb shoulder served with homemade sauce. Highly supported by participants from outside Hokkaido as a dish symbolizing Hokkaido's food culture.
■ Transforming Japan's regional assets into "world-class destinations"
Currently, many of Japan's regional assets are facing challenges such as difficulty in attracting customers and declining value, unable to fully leverage their inherent potential. Golf courses, in particular, despite possessing vast nature and infrastructure, are currently limited to use by specific segments.
What Imajina proposes in this project is the "redefinition of regional resources through the redesign of experiential value."
The "surprise" proven this time is not merely the provision of gourmet food. It is about creating "experiences that exceed expectations" and having each staff member on-site deliver them with pride. We are convinced that this organizational development, combining "human power" and "resource appeal," is the only way to revitalize regions.
We aim to make this Sapporo model a standard for regional revitalization across Japan. We will transform Sapporo Country Club into a "proud tourism destination" that attracts people from all over Japan and the world.
■ About Imajina Co., Ltd.
With the purpose of "creating a society where investing in human resources is commonplace," we provide corporate branding, organizational development, and human resource development support. We consistently support Japanese companies in elevating their value to global standards, from concept design to on-site implementation.
Company Name: Imajina Co., Ltd.
Location: Burex Kojimachi, 3-5-2 Kojimachi, Chiyoda-ku, Tokyo
Representative: Yoshiki Sekino, Representative Director and President
Official Website: https://www.imajina.com/
[Contact for this matter]
Imajina Co., Ltd.
Contact Person: Minami Aoe
This initiative is part of a rebranding effort to redefine the golf course from a mere "sports facility" to a regional "gastronomy (food) destination." In a post-event survey, over 60% of participants responded that their image of golf course dining was overturned. The surprising score recorded 4.2 out of 5 points, visualizing the facility's latent "stay value."
Inquiries about branding here
■ Survey Results: The "unexpectedness" of the location transforms into a unique brand experience
On the day of the event, over 50 people, including influencers, Sapporo tourism ambassadors, media representatives, and professional golfers, attended. Through the tasting event, the value of "nature x food x connection" aimed for by the rebranding concept "Unite in Green" was verified.
[Key topics from the survey]
"Breaking conventions": Surprising average score of 4.2
The stereotype that "golf course food is mediocre" was shattered by the overwhelming "condensed richness of ingredients" and the "unexpectedness of the location."
"High virality on social media"
Participants spontaneously shared catchy phrases appealing to the five senses, such as "a cup to 'drink' lobster" and "the richest shrimp ramen of my life," successfully generating buzz on social media.
"Establishment of signature menu items"
"Ebi Maru Ramen," supervised by a famous Jimbōchō restaurant, secured the overwhelming top spot (43% support rate). The "quality of ingredients" and the "discrepancy of finding this at a golf course" became strong hooks that remained in the brand's memory.
■ "Unite in Green" ── Transforming golf courses into "destinations" that attract global attention
Sapporo Country Club boasts 3 clubs and a total of 81 holes, attracting over 130,000 visitors annually, making it one of Hokkaido's premier assets. Imajina is currently promoting a rebranding to transform this vast green asset into a "place where the region and people resonate."
This tasting event is the first step in a cyclical branding process of "experience → dissemination → improvement."
Beyond merely introducing menus, real feedback from participants was immediately shared with the on-site team. By refining "details of the experience" such as not only the quality of the cuisine but also the ambiance and hospitality, the facility is accelerating its evolution into a place with "reasons to visit (destination value)" even for non-golfers.
■ Tasting Event Menu (Partial Excerpt)
Yagigaoka Country Club: Ebi Maru Ramen
Supervised by a popular Jimbōchō restaurant. A bowl that lets you experience "a whole bowl of shrimp," combining 100% lobster bisque soup with medium-thick egg noodles.
Makomanai Country Club: Shiraoi Beef Bowl
Uses sirloin from the Hokkaido brand "Shiraoi Beef." Delicately seasoned to enhance the elegant sweetness of the fat, it achieved high satisfaction.
Taki Country Club: Famous Genghis Khan
Fresh lamb, rolled meat, and special lamb shoulder served with homemade sauce. Highly supported by participants from outside Hokkaido as a dish symbolizing Hokkaido's food culture.
■ Transforming Japan's regional assets into "world-class destinations"
Currently, many of Japan's regional assets are facing challenges such as difficulty in attracting customers and declining value, unable to fully leverage their inherent potential. Golf courses, in particular, despite possessing vast nature and infrastructure, are currently limited to use by specific segments.
What Imajina proposes in this project is the "redefinition of regional resources through the redesign of experiential value."
The "surprise" proven this time is not merely the provision of gourmet food. It is about creating "experiences that exceed expectations" and having each staff member on-site deliver them with pride. We are convinced that this organizational development, combining "human power" and "resource appeal," is the only way to revitalize regions.
We aim to make this Sapporo model a standard for regional revitalization across Japan. We will transform Sapporo Country Club into a "proud tourism destination" that attracts people from all over Japan and the world.
■ About Imajina Co., Ltd.
With the purpose of "creating a society where investing in human resources is commonplace," we provide corporate branding, organizational development, and human resource development support. We consistently support Japanese companies in elevating their value to global standards, from concept design to on-site implementation.
Company Name: Imajina Co., Ltd.
Location: Burex Kojimachi, 3-5-2 Kojimachi, Chiyoda-ku, Tokyo
Representative: Yoshiki Sekino, Representative Director and President
Official Website: https://www.imajina.com/
[Contact for this matter]
Imajina Co., Ltd.
Contact Person: Minami Aoe