[Onko Chishin] Sharing Initiatives to Create Value Together with Regions: "Regional Co-creation Award" Held for the First Time

Onko Chishin Co., Ltd. (Headquarters: Shinjuku, Tokyo; Representative Director: Tomoki Matsuyama), which produces accommodation facilities that become travel destinations (= Destination Hotels), held its first "Regional Co-creation Award," an award system to share co-creation practices with local communities, on Wednesday, April 1, 2026. This is one of the concrete initiatives to achieve the vision of "Realizing Rich Local Communities," celebrating the regional collaboration efforts accumulated across all facilities nationwide. ◼︎ Background and Objectives of the Event Onko Chishin has set a vision of "Realizing Rich Local Communities" and has been working to create value in various regions by discovering, refining, and delivering the hidden charms and resources of each area. In addition to collaborating with producers and artisans, they promote the "light" of the region in diverse forms through the planning and operation of unique local experiences and events. Further expanding these practices and accelerating value creation with local communities as an entire organization is a crucial theme for the future. The "Regional Co-creation Award" was held as one of these initiatives. By visualizing and sharing the initiatives of each base, they aim to encourage each employee to engage with their respective regions and become agents of value creation, and to spread these practices not just individually but throughout the entire organization. ◼︎ Award Overview | Item | Content | |-----------------------|----------------------------------------------------------------------------------------------------------------------------------------------------------------------| | Name | 1st Regional Co-creation Award | | Date Held | Wednesday, April 1, 2026, 11:00 AM - 2:00 PM | | Format | Online (Zoom) / In-person Hybrid | | Eligibility | Entry-based by employees from all branches. Initiatives related to regional collaboration and brand embodiment are widely eligible. | | Judging Method | Finalists for the Grand Prize and Excellence Award decided through discussion by judges including management and division heads. "Audience Award" selected by online participants' votes. | | Judging Criteria | 1. Regionality: Is regional characteristics incorporated? 2. Sustainability: Is it profitable and sustainable as a system? / Is there room for development? 3. Degree of Challenge: Difficulty, passion, and scale of impact. 4. Uniqueness: Novelty, ingenuity, and exclusivity of the initiative. 5. Inclusiveness: Has it involved people inside and outside the base? | ◼︎ Award-Winning Project Introduction This year's award selected the following three projects: 【Grand Prize】Goto Retreat ray (Goto City, Nagasaki Prefecture) "3rd Anniversary Market ~Goto's Food and Crafts~" Overview A 3rd-anniversary market held with the concept of "Gratitude to the region and rediscovery of Goto's charms." The event included workshops, food and beverage sales, and a participatory "Let's Draw the Goto Map Together" activity, attracting approximately 350 visitors. This achieved more than double the visitor numbers compared to the previous year. Key Points of Regional Co-creation For approximately one year since the second anniversary of opening, each staff member participated in local cleaning activities and festivals, fostering daily engagement. Leading up to the event, they distributed flyers directly to local shops and familiar faces, expanding their efforts through connections with the community. This accumulated effort led to the high visitor turnout. A scene where people of all generations gathered, with a total of approximately 350 visitors at the market. "Let's Draw the Goto Map Together" View Details 【Excellence Award】KEIRIN HOTEL 10 (Tamano City, Okayama Prefecture) "Paving the Way for the Community and Future on the Velodrome" Overview An experiential event for families, incorporating educational elements and aiming to refresh the conventional image of keirin (bicycle racing), was held in collaboration with "Family Trip," a new business venture by Tenmaya Co., Ltd., based in Okayama Prefecture. The event was well-received for its close proximity to the athletes and its real-time participatory content for parents and children, attracting approximately 30 applicants for a capacity of 20. Key Points of Regional Co-creation Through collaboration with "Family Trip," a new business by Tenmaya Co., Ltd., keirin was redefined as a place for "learning and experience." Flexible operations were achieved with the cooperation of local athletes and companies. An original ledger inspired by Tamano City's local specialties was also created, incorporating the region's appeal. Interaction with keirin athletes. Walking on a velodrome slope of approximately 30 degrees. "I did it!" Receiving a sticker from an athlete. View Details 【Audience Award】Setouchi Retreat Aonagi (Matsuyama City, Ehime Prefecture) "To commemorate Aonagi's 10th anniversary, we commissioned a local sake brewery, a senior company celebrating its 130th anniversary, for OEM production of original Japanese sake." Overview To celebrate its 10th anniversary, Aonagi commissioned its first OEM production from the local sake brewery, Mizuguchi Shuzo, which boasts 130 years of history. They used only the most delicious part of "Sakura Hime," a sake brand uniquely developed in Ehime. The project was completed through "Aonagi's All-Out Effort," allowing each staff member to leverage their individual personalities and skills. Key Points of Regional Co-creation In collaboration with a sake brewery with 130 years of history, under the sentiment of "Delivering Ehime to the World." Additionally, a QR code for the e-commerce site "Onko Chishin Selection" was placed on the back label, establishing a system to deliver the appeal of each region nationwide through the site. The starting point of this project: "DISCOVER EHIME 2025." Original Japanese sake "TEN BLUE" from Mizuguchi Shuzo, founded in 1895 (Meiji 28). View Details ◼︎ Future Development We will continue to develop initiatives that create value together with local communities through annual events. ◼︎ About Onko Chishin Co., Ltd. Onko Chishin is a company that creates "travel destinations" beyond the concept of accommodation facilities, guided by the philosophy of "Small evangelists of the region's light." Centered around three brand categories—Retreat, Craft, and Gateway—the company has received numerous prestigious awards both domestically and internationally, including multiple "Michelin Key" designated facilities. Furthermore, it has been recognized as an innovator leading the next generation tourism market, being selected for Nikkei Cross Trend's "100 Companies Creating Future Markets" for three consecutive years since 2023. They continue to refine the unique charms of each land through experiences in lodging, food, and culture, disseminating them as one-of-a-kind values both domestically and internationally. Moving forward, Onko Chishin will continue to strive for the creation of new values that pave the way for the future of Japanese tourism, unbound by the conventional framework of hotel management. Company Name: Onko Chishin Co., Ltd. Representative Director: Tomoki Matsuyama Headquarters Address: INBOUND LEAGUE 502, 5-15-14 Shinjuku, Shinjuku-ku, Tokyo Year Established: February 1, 2011 Capital: 325 million yen Business Description: Operation and production of hotels and ryokans Official Website: https://by-onko-chishin.com/ Company Information: https://by-onko-chishin.com/company X (Twitter): https://twitter.com/okcs_official Instagram: https://www.instagram.com/okcs.official/