Premium Umeshu Brand 'SOGA' Selected by Hakone Ginyu, Japan's Most Exclusive Luxury Ryokan
Key facts
- Premium Umeshu Brand 'SOGA' Selected by Hakone Ginyu, Japan's Most Exclusive Luxury Ryokan
- PlumTown, an Odawara-based startup, establishes its market presence in the luxury segment through a strategic partnership with the renowned Hakone Ginyu ryokan.
- Source: PR Times
- Date: May 28, 2026
Direct answer
PlumTown, an Odawara-based startup, establishes its market presence in the luxury segment through a strategic partnership with the renowned Hakone Ginyu ryokan.
- Citation
- Premium Umeshu Brand 'SOGA' Selected by Hakone Ginyu, Japan's Most Exclusive Luxury Ryokan (May 28, 2026), PR Times
- Source
- PR Times
- Date
- May 28, 2026
PlumTown, an Odawara-based startup, establishes its market presence in the luxury segment through a strategic partnership with the renowned Hakone Ginyu ryokan.
📋 Article Processing Timeline
- 📰 Published: May 28, 2026 at 08:02
- 🔍 Collected: May 27, 2026 at 23:25
- 🤖 AI Analyzed: May 27, 2026 at 23:25 (0 min after Collected)
PlumTown Co., Ltd. (Headquarters: Odawara, Kanagawa) has announced that its premium Umeshu brand, "SOGA," has been officially adopted and is now being served at Hakone Ginyu, a leading luxury ryokan in Hakone, Kanagawa Prefecture. This partnership allows guests to experience "SOGA" as a sensory journey set against the backdrop of Hakone’s majestic natural landscape.
About Hakone Ginyu
Located along a valley overlooking the Hakone Mountains, Hakone Ginyu is a luxury ryokan featuring only 20 guest rooms, each equipped with a private open-air bath. This limited capacity ensures high privacy and a serene atmosphere. The rooms are individually designed to harmonize with nature, allowing guests to experience the changing seasons through all five senses. The ryokan is highly regarded by domestic and international wealthy travelers for its seasonal Kaiseki cuisine and hospitality that emphasizes mental and physical relaxation, making it one of Japan's most difficult-to-book destinations.
Synergy: Unwinding and Filling the Soul
Hakone Ginyu prioritizes the quiet unwinding of mind and body in unity with nature. Its spaces and open-air baths are designed to help guests regain their original senses. Similarly, SOGA is a brand rooted in the traditional Japanese landscape of plum blossoms, carrying the tagline "Unwind and Fill." It is designed to offer a deep aftertaste and sensory shift, aiming to be a quiet companion that enriches the guest's overall experience.
Comment from Akihiro Ota, Executive Vice President:
"When I first tasted THE HEALING LIQUEUR SOGA, I was struck by its depth and the beauty of its lingering finish. The soft acidity of the Juro plum and the umami extracted over time do not overwhelm; instead, they help the mind relax. This presence is the very essence of the 'healing' we idealize. Furthermore, I resonate with how this Umeshu, rooted in the history of Soga, Odawara, has been elevated into a sophisticated value. We believe SOGA is a fitting answer for guests seeking a truly memorable drink."
Hakone Ginyu Profile
Facility: Hakone Ginyu
Representative: Akihiro Ota, Executive Vice President
Location: Miyanoshita, Hakone-machi, Kanagawa
Rooms: 20 (All with open-air baths)
Established: 2002
PlumTown Co., Ltd. Profile
Company: PlumTown Co., Ltd.
Representative: Hiroshi Zemba, CEO
Location: Nakamurahara, Odawara, Kanagawa
Established: June 2, 2025
About Hakone Ginyu
Located along a valley overlooking the Hakone Mountains, Hakone Ginyu is a luxury ryokan featuring only 20 guest rooms, each equipped with a private open-air bath. This limited capacity ensures high privacy and a serene atmosphere. The rooms are individually designed to harmonize with nature, allowing guests to experience the changing seasons through all five senses. The ryokan is highly regarded by domestic and international wealthy travelers for its seasonal Kaiseki cuisine and hospitality that emphasizes mental and physical relaxation, making it one of Japan's most difficult-to-book destinations.
Synergy: Unwinding and Filling the Soul
Hakone Ginyu prioritizes the quiet unwinding of mind and body in unity with nature. Its spaces and open-air baths are designed to help guests regain their original senses. Similarly, SOGA is a brand rooted in the traditional Japanese landscape of plum blossoms, carrying the tagline "Unwind and Fill." It is designed to offer a deep aftertaste and sensory shift, aiming to be a quiet companion that enriches the guest's overall experience.
Comment from Akihiro Ota, Executive Vice President:
"When I first tasted THE HEALING LIQUEUR SOGA, I was struck by its depth and the beauty of its lingering finish. The soft acidity of the Juro plum and the umami extracted over time do not overwhelm; instead, they help the mind relax. This presence is the very essence of the 'healing' we idealize. Furthermore, I resonate with how this Umeshu, rooted in the history of Soga, Odawara, has been elevated into a sophisticated value. We believe SOGA is a fitting answer for guests seeking a truly memorable drink."
Hakone Ginyu Profile
Facility: Hakone Ginyu
Representative: Akihiro Ota, Executive Vice President
Location: Miyanoshita, Hakone-machi, Kanagawa
Rooms: 20 (All with open-air baths)
Established: 2002
PlumTown Co., Ltd. Profile
Company: PlumTown Co., Ltd.
Representative: Hiroshi Zemba, CEO
Location: Nakamurahara, Odawara, Kanagawa
Established: June 2, 2025
FAQ
What makes SOGA Umeshu unique?
SOGA is crafted using 'Juro plums' from Odawara and is designed as a 'healing liqueur' that focuses on sensory depth and a long-lasting aftertaste.
Where can travelers currently experience SOGA?
It is now officially served to guests at Hakone Ginyu, a luxury ryokan in the Miyanoshita area of Hakone.
Why did Hakone Ginyu choose to serve this specific brand?
The ryokan's management cited the liqueur's sophisticated flavor profile and its alignment with their philosophy of providing a healing, sensory experience.