Mito HollyHock x Nexwill Vacant House Countermeasure Project Launches Vacant House Utilization 'Private Lodging Business' - A New Challenge to Turn Vacant Houses into Regional Resources
Nexwill and J-League's Mito HollyHock have launched a project to convert vacant houses in Ibaraki Prefecture into private lodging facilities, aiming to solve regional issues and boost sports tourism.
📋 Article Processing Timeline
- 📰 Published: April 3, 2026 at 01:00
- 🔍 Collected: April 2, 2026 at 19:35
- 🤖 AI Analyzed: April 21, 2026 at 06:35 (442h 59m after Collected)
Nexwill Inc. (Headquarters: Minato-ku, Tokyo, CEO: Tomoyuki Maruoka), which develops "Wakegai," a one-stop real estate purchasing business that handles real estate issues associated with inheritance such as closing the family home, and Football Club Mito HollyHock Inc. (Location: Mito City, Ibaraki Prefecture, President: Ko Kojima) will launch a "private lodging business" that regenerates 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 consultation reception for vacant house properties in Ibaraki Prefecture for those who agree with the purpose of the project and wish to utilize them.
[Background of Business Launch]
The number of vacant houses in Ibaraki Prefecture is approximately 196,000, and the vacant house rate is 14.1%, exceeding 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 regional safety, landscape, and community. (Reference: Ministry of Internal Affairs and Communications "2023 Housing and Land Survey")
Since concluding a partnership in 2023, Mito HollyHock and Nexwill have been promoting a vacant house countermeasure project, and opened a "HollyHock Vacant House Consultation Desk" at the club office in May 2025. In August 2025, Mito HollyHock and Ibaraki Prefecture signed a cooperation agreement to strengthen awareness activities. In addition, Nexwill opened a Mito branch in February 2026 to strengthen vacant house response in Ibaraki Prefecture.
Recognizing that a new approach is needed not only to "reduce" vacant houses but also to "utilize" them as regional resources, we have decided to develop this "private lodging business" to present a specific "exit (utilization measure)."
[Overview of Private Lodging Business]
This project is an initiative that breathes new value into sleeping "vacant houses," which are a social issue, by multiplying the club's brand power and the partner company's expertise.
[Aim of the Business]
By making it a vacant house regeneration and private lodging business under the HollyHock brand, we will give shape to the thoughts of vacant house owners who want to "agree with and help the activities of Mito HollyHock" and "be useful to the community." Rather than simply purchasing and utilizing real estate, we aim to uncover sleeping vacant house information and solve regional issues by utilizing the club's brand power. If there are suitable properties for the private lodging business, we plan to develop multiple private lodging businesses.
[Expected Users]
- Away supporters during home games (Away Tourism)
- Tourists, inbound travelers, golf tour guests
- Families and group travelers
- Those considering regional migration or dual-base living (Trial demand)
[Expected Effects of this Business]
1. Solving Vacant House Issues
Reducing regional risks (crime, arson, illegal dumping, deterioration of landscape, etc.) by eliminating vacant houses. Creating new value for vacant houses and curbing the occurrence of poorly managed vacant houses.
2. Promoting Tourism and Meeting Accommodation Demand
Expanding accommodation options for away supporters and tourists, increasing consumption in the region by increasing the influx of guests, and creating economic effects.
3. Promoting Migration and Dual-base Living
As a place where you can experience actual living, it promotes migration and dual-base living.
With the launch of this business, we will strengthen the consultation reception for vacant house properties in Ibaraki Prefecture for those who agree with the purpose of the project and wish to utilize them.
[Background of Business Launch]
The number of vacant houses in Ibaraki Prefecture is approximately 196,000, and the vacant house rate is 14.1%, exceeding 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 regional safety, landscape, and community. (Reference: Ministry of Internal Affairs and Communications "2023 Housing and Land Survey")
Since concluding a partnership in 2023, Mito HollyHock and Nexwill have been promoting a vacant house countermeasure project, and opened a "HollyHock Vacant House Consultation Desk" at the club office in May 2025. In August 2025, Mito HollyHock and Ibaraki Prefecture signed a cooperation agreement to strengthen awareness activities. In addition, Nexwill opened a Mito branch in February 2026 to strengthen vacant house response in Ibaraki Prefecture.
Recognizing that a new approach is needed not only to "reduce" vacant houses but also to "utilize" them as regional resources, we have decided to develop this "private lodging business" to present a specific "exit (utilization measure)."
[Overview of Private Lodging Business]
This project is an initiative that breathes new value into sleeping "vacant houses," which are a social issue, by multiplying the club's brand power and the partner company's expertise.
[Aim of the Business]
By making it a vacant house regeneration and private lodging business under the HollyHock brand, we will give shape to the thoughts of vacant house owners who want to "agree with and help the activities of Mito HollyHock" and "be useful to the community." Rather than simply purchasing and utilizing real estate, we aim to uncover sleeping vacant house information and solve regional issues by utilizing the club's brand power. If there are suitable properties for the private lodging business, we plan to develop multiple private lodging businesses.
[Expected Users]
- Away supporters during home games (Away Tourism)
- Tourists, inbound travelers, golf tour guests
- Families and group travelers
- Those considering regional migration or dual-base living (Trial demand)
[Expected Effects of this Business]
1. Solving Vacant House Issues
Reducing regional risks (crime, arson, illegal dumping, deterioration of landscape, etc.) by eliminating vacant houses. Creating new value for vacant houses and curbing the occurrence of poorly managed vacant houses.
2. Promoting Tourism and Meeting Accommodation Demand
Expanding accommodation options for away supporters and tourists, increasing consumption in the region by increasing the influx of guests, and creating economic effects.
3. Promoting Migration and Dual-base Living
As a place where you can experience actual living, it promotes migration and dual-base living.