Plan・Do・See Promotes Business and Organizational Reform Towards 2030: Plans to Open New Locations in Kyoto, Bali, Karuizawa, and Morocco from 2026

Plan・Do・See Inc. (CEO: Shohei Asaba), which operates hotels, restaurants, and wedding businesses in 46 major cities in Japan and worldwide, has announced that it will promote business and organizational reforms toward 2030 to accelerate its multifaceted business development globally. Starting from 2026, the company plans to open new stores in Kyoto and Bali, and expand into new regions such as Karuizawa and Morocco for the first time.

As a guiding principle to support these challenges, the company has established a new corporate vision: 'Continuing to create longings that transcend time.' The company aims to further deepen experiences that move customers' hearts and create 'longings' that serve as hope for people. Based on the values and aesthetics cherished since its founding, the company will transition to the next stage through the evolution of its business and organization.

Background of the New Vision - Comment from CEO Shohei Asaba Plan・Do・See has formulated a new vision. Since its founding, our company has held the vision of 'bringing Japanese hospitality to people around the world' and has developed businesses in fields such as hotels, restaurants, and weddings. In recent years, Japan's tourism market has changed significantly. With the increase in foreign visitors, Japan has become a familiar presence to people worldwide. Furthermore, with the advancement of technology such as AI, an era has arrived where many tasks are being streamlined and automated. In such an environment, we must once again ask, 'What is the value that only humans can provide?'

We believe our role must also evolve amidst these changes. The power to empathize with human emotions and create experiences that exceed expectations—something AI cannot replace—is the essence of the hospitality we have cultivated. We are confident that this value is not limited to a specific industry but is required across all industries. Therefore, our company is moving beyond our original vision to a new stage. We will challenge other industries beyond the boundaries of existing frameworks, with hospitality as our core. This is not mere business expansion, but an initiative to implement 'value only humans can provide' into society.

Furthermore, the organization itself will evolve. Just like muscles, organizations become stronger by being broken down and rebuilt. We will continue to evolve without being bound by the past or fearing change. Our company will continue to walk under the new vision while grounding ourselves in the thoughts we have cherished since our founding, expanding the possibilities of hospitality and providing new value to society.

About Plan・Do・See's Business The company develops diverse businesses centered on hospitality, from hotels, bridal, and restaurants to product development, store development, and regional development. In recent years, to further deepen value in the culinary field, we have also engaged in food infrastructure (manufacturing and supply), building an integrated system from planning to provision. Beyond our traditional hospitality business, we are building a business structure that internalizes various functions: a capital and business alliance with the Bank of Toyama, 'Plan・Do・See Global' for international human resources, 'Plan・Do・See Construction' for architectural functions, 'Plan・Do・See Factory & Lab' for food development and supply, and 'Plan・Do・See Estate' for real estate planning and development. These are initiatives to achieve integrated and sustainable value by extending our business into spaces, human resources, food, and real estate, based on our philosophy of 'experience design' and 'place-making.' Moving forward, while maintaining the essential value of empathizing with emotions and creating experiences that exceed expectations, we will develop our business into new industrial areas such as real estate, e-commerce, apparel/retail, and entertainment.