Mito HollyHock x Nexwill Vacant House Countermeasure Project: Launching 'Minpaku Business' Utilizing Vacant Homes
Mito HollyHock and Nexwill have launched a 'minpaku' (private lodging) business that transforms vacant houses into accommodation facilities in Ibaraki Prefecture. The project aims to solve the social issue of vacant homes while catering to sports tourism.
📋 Article Processing Timeline
- 📰 Published: April 3, 2026 at 01:00
- 🔍 Collected: April 2, 2026 at 19:36
- 🤖 AI Analyzed: April 21, 2026 at 06:48 (443h 12m after Collected)
Nexwill Inc. (Headquarters: Shinbashi, Minato-ku, Tokyo; CEO: Tomoyuki Maruoka), which operates 'Wakegai', a one-stop real estate purchasing business that handles property issues related to inheritance, etc., and Football Club Mito HollyHock Inc. (Location: Mito City, Ibaraki Prefecture; President: Ko Kojima) will jointly launch a 'Minpaku Business' to renovate vacant houses into accommodation facilities as a new move in their jointly promoted 'Vacant House Countermeasure Project'.
With the launch of this business, we will strengthen the acceptance of consultations for vacant properties in Ibaraki Prefecture from those who agree with the purpose of the project and wish to utilize their properties.
## Background of Business Launch
The number of vacant houses in Ibaraki Prefecture is approximately 196,000, and the vacancy rate is 14.1%, which is higher than the national average of 13.8%. In particular, vacant houses that are likely to be left unmanaged have increased by about 1.4 times over the past 10 years (from 67,000 to 93,000 units), which is an urgent issue in maintaining local safety, scenery, and communities. (Reference: Ministry of Internal Affairs and Communications '2023 Housing and Land Survey')
Mito HollyHock and Nexwill have been promoting the Vacant House Countermeasure Project since concluding a partnership in 2023, and opened the 'HollyHock Vacant House Consultation Desk' at the club office in May 2025. In August 2025, Mito HollyHock and Ibaraki Prefecture concluded a cooperation agreement to strengthen awareness activities. Nexwill also opened a Mito branch in February 2026 to strengthen its response to vacant houses in Ibaraki Prefecture. Recognizing the need for a new approach that not only 'reduces' vacant houses but also 'utilizes' them as local resources, we decided to launch this 'Minpaku Business' to provide a concrete 'exit (utilization plan)'.
Overview of the Minpaku Business
This project is an initiative that breathes new value into sleeping 'vacant houses', a social issue, by combining the club's brand power and the partner company's expertise.
## [Aim of the Business]
By establishing a vacant house renovation and minpaku business under the HollyHock brand, we give shape to the thoughts of vacant house owners who want to 'agree with and support Mito HollyHock's activities' and 'be useful to the community.' Rather than simply purchasing and utilizing real estate, the goal is to use the club's brand power to uncover sleeping vacant house information and solve local issues.
If there are suitable properties, we plan to develop multiple minpaku businesses.
## [Target Users]
- Away supporters during home games (Away Tourism)
- Tourists / Inbound travelers
- Golf tour groups
- Families / Group travelers
- Those considering rural migration or dual residence (trial demand)
## [Expected Effects of this Business]
1. Solution to Vacant House Issues
Reduction of local risks (crime, arson, illegal dumping, deterioration of scenery, etc.) by eliminating vacant houses.
Creation of new value for vacant houses, suppressing the occurrence of poorly managed vacant homes.
2. Tourism Promotion / Meeting Accommodation Demand
Expanding accommodation options for away supporters and tourists, increasing local consumption, and creating economic effects through increased visitor influx.
3. Promotion of Migration / Dual Residence
Serving as an information provision hub for potential migrants as a place where they can experience actual living.
## [Operational Structure]
- Brand Provision / Marketing Support: Mito HollyHock
- Property Acquisition / Operation Management: Nexwill Inc.
With the launch of this business, we will strengthen the acceptance of consultations for vacant properties in Ibaraki Prefecture from those who agree with the purpose of the project and wish to utilize their properties.
## Background of Business Launch
The number of vacant houses in Ibaraki Prefecture is approximately 196,000, and the vacancy rate is 14.1%, which is higher than the national average of 13.8%. In particular, vacant houses that are likely to be left unmanaged have increased by about 1.4 times over the past 10 years (from 67,000 to 93,000 units), which is an urgent issue in maintaining local safety, scenery, and communities. (Reference: Ministry of Internal Affairs and Communications '2023 Housing and Land Survey')
Mito HollyHock and Nexwill have been promoting the Vacant House Countermeasure Project since concluding a partnership in 2023, and opened the 'HollyHock Vacant House Consultation Desk' at the club office in May 2025. In August 2025, Mito HollyHock and Ibaraki Prefecture concluded a cooperation agreement to strengthen awareness activities. Nexwill also opened a Mito branch in February 2026 to strengthen its response to vacant houses in Ibaraki Prefecture. Recognizing the need for a new approach that not only 'reduces' vacant houses but also 'utilizes' them as local resources, we decided to launch this 'Minpaku Business' to provide a concrete 'exit (utilization plan)'.
Overview of the Minpaku Business
This project is an initiative that breathes new value into sleeping 'vacant houses', a social issue, by combining the club's brand power and the partner company's expertise.
## [Aim of the Business]
By establishing a vacant house renovation and minpaku business under the HollyHock brand, we give shape to the thoughts of vacant house owners who want to 'agree with and support Mito HollyHock's activities' and 'be useful to the community.' Rather than simply purchasing and utilizing real estate, the goal is to use the club's brand power to uncover sleeping vacant house information and solve local issues.
If there are suitable properties, we plan to develop multiple minpaku businesses.
## [Target Users]
- Away supporters during home games (Away Tourism)
- Tourists / Inbound travelers
- Golf tour groups
- Families / Group travelers
- Those considering rural migration or dual residence (trial demand)
## [Expected Effects of this Business]
1. Solution to Vacant House Issues
Reduction of local risks (crime, arson, illegal dumping, deterioration of scenery, etc.) by eliminating vacant houses.
Creation of new value for vacant houses, suppressing the occurrence of poorly managed vacant homes.
2. Tourism Promotion / Meeting Accommodation Demand
Expanding accommodation options for away supporters and tourists, increasing local consumption, and creating economic effects through increased visitor influx.
3. Promotion of Migration / Dual Residence
Serving as an information provision hub for potential migrants as a place where they can experience actual living.
## [Operational Structure]
- Brand Provision / Marketing Support: Mito HollyHock
- Property Acquisition / Operation Management: Nexwill Inc.