[Achievement Report] Tokai University x Rembrandt Group: Industry-Academia Collaboration Project Aiming for Regional Co-creation

Rembrandt Group (Headquarters: Atsugi City, Kanagawa Prefecture; Representative Director: Kunimichi Komaki) is pleased to announce that multiple student-proposed projects, developed as part of the "Management Seminar" event team, an industry-academia collaboration project with Tokai University's Department of Sports and Leisure Management, Faculty of Physical Education, will be sequentially implemented starting April 2026 at the hot spring facility "Totonoino Sato Hadano Yukaraku." This project involves "aumo," one of Japan's largest tourism media, as a media partner, and aims for students to address regional issues and create value through "practical PDCA learned on-site."

Moving forward, we plan to expand initiatives like this project to other business areas within our group, deepening practical education in multi-faceted hospitality management.

2025 Project Achievements: Student Ideas to "Social Implementation"

In this project, conducted over four months from September 2025, 17 students tackled real management challenges at "Totonoino Sato Hadano Yukaraku." Students visited the facility, implemented a "hypothesis → verification → improvement" PDCA cycle, and proposed measures aimed at acquiring new customers and strengthening repeat visits. These measures are scheduled to be introduced at the facility starting April 2026.

◇The following selected measures will be sequentially implemented and operated from April 2026.

① Implementation of "Local Seasonal Baths" (April 6 - 19)

　　　Student-devised baths such as "Dokudami (Houttuynia cordata) Bath: from April 6" and "Ginger Bath: from April 13" will be implemented as a Tokai University collaboration project.

　　　Utilizing local ingredients, these baths will convey the charm of the region to a wide range of generations, from seniors to young people.

② Mutual Customer Referral Initiative with Culture Park

　　　Leaflets with free towel set coupons will be placed for users of the nearby "Culture Park."

　　　This will enhance regional circulation and contribute to economic revitalization.

③ Holding of "Hadano Citizen's Week" (April 6 - 10)

　　　A discount campaign for the 2nd-floor clothed sauna will be offered to Hadano citizens, strengthening the facility's function as a community hub.

④ Utilizing existing LINE members, a stamp mission will be implemented with conditions for using the sauna, dining, and relaxation services. Those who complete the mission will receive a free admission ticket.

⑤　 Linkage with Tokai University Freshman Orientation

　　　For approximately 6,000 new students at Tokai University, a student team will independently operate a "Nomiyu" (drinking hot water) booth, among others.

　　　Students will be at the forefront of planning and customer service, creating and managing the booth themselves.

　　　"Totonoino Sato Hadano Yukaraku" will share its management know-how for hot spring facility operations and support the students' challenges.

　　　Through authentic hospitality unique to students, a warm welcome will be extended to new students, while supporting the practical growth of the students managing the event.

◇Background and Objectives: Turning Classroom Learning into On-site "Power"

This project emphasizes not just idea proposals, but also students experiencing the process of understanding the staff's movements and cost structures behind lodging, dining, and hot spring businesses, and actually implementing them in society.

Benefits for students: Acquisition of "practical skills" and formation of a strong portfolio usable for job hunting.

Benefits for the region: Rediscovery of local resources from a youth perspective and contribution to regional economic revitalization.

Initiatives for 2026: Expanding Collaboration to "Hotel Business"

For fiscal year 2026 (expected September 2026 to January 2027), in addition to continuing the hot spring business, the industry-academia collaboration will expand to include the hotel and leisure businesses operated by the Rembrandt Group.

Second Phase Development of Hot Spring Business (Totonoino Sato Hadano Yukaraku)

　・Students will plan and propose new customer acquisition strategies and events from a fresh perspective, different from the current fiscal year.

New Expansion into Hotel and Leisure Business

　・Learning Total Management: Students will plan projects to design "reasons for young people to choose" in areas such as accommodation, restaurants, banquets, and events.

　・They will work on developing specific products tailored to the needs of modern students, such as training camp plans and graduation party plans.

◇Background and Social Significance (SDGs)

This project aims to create "Shared Value (CSV)" for three parties (industry, academia, and local community) by providing students with a PBL (Project-Based Learning) environment to tackle "real-world challenges," generating youth perspectives for companies, and revitalizing the region. We will continue this activity as a contribution to achieving SDGs Goal 4 "Quality Education," Goal 11 "Sustainable Cities and Communities," and Goal 17 "Partnerships for the Goals."

Future Developments

The Rembrandt Group will expand this industry-academia collaboration framework beyond the initial theme of wellness business to other group businesses, including hotel and leisure, real estate, and business revitalization/succession. This will establish a multi-faceted and cross-sectoral sustainable industry-academia collaboration model, promoting new value creation deeply rooted in local communities.

The flexible and innovative ideas generated by students are valuable assets that bring new value and transformation to the group's businesses, and inject new vitality into the regional economy. Excellent project proposals will be considered and promoted as service offerings and operational initiatives.

Through this cycle of "learning" and "practice," local companies, students, and residents will unite to contribute to the revitalization of the regional economy, developing a circular project that enhances the attractiveness and sustainable development of local society.

About Tokai University Department of Sports and Leisure Management, Faculty of Physical Education

Tokai University's Department of Sports and Leisure Management, Faculty of Physical Education, aims to create new lifestyles using "sports & leisure" as a cultural medium. The scope of management covers a wide range including "sports," "leisure," "entertainment," and "festivals," where students learn a broad spectrum of ideas, knowledge, and skills, and develop practical abilities to adapt to internationalization.

◇Department Features

・Development of specialized skills in Sports & Leisure and Management: Pursuing human resource development that contributes to the formation of fulfilling and comfortable lives for individuals, aiming for a sustainable society.

・Emphasis on practical training through physical activity and English proficiency: There are actual opportunities to experience the planning and operation of sports & leisure, with extensive practical English communication taught by native instructors.

・Broad general education and diverse career paths: Sports & leisure are indispensable elements that enrich people's lives, and students build a broad general education to succeed in diverse fields.

Through practical learning opportunities, the department emphasizes equipping students with the necessary skills for working professionals. This project is expected to significantly contribute to student growth as a valuable opportunity to apply theoretical marketing and planning skills in a real business environment.

About Media Partner

Project Participating Company

Our group operates four businesses: hotel & leisure, real estate, business revitalization & succession, and wellness. In our hotel & leisure business, one of our core operations, we manage 20 domestic hotels, 1 overseas hotel, and 2 domestic golf courses. We aim to further accumulate business know-how in the wellness business, the field of this project, and create synergies through collaboration with related businesses, thereby enhancing the overall brand value of the group.

Company Name: Rembrandt Holdings Co., Ltd.

Location: Atsugi Axt Main Tower 14F, 3050 Okada, Atsugi City, Kanagawa Prefecture

Representative Director: Kunimichi Komaki

Business Activities: Management strategy formulation and administration for the Rembrandt Group

Date of Establishment: November 2011

Operating Company for this Project

Company Name: Rembrandt Hotels & Resorts Co., Ltd.

Location: Atsugi Axt Main Tower 14F, 3050 Okada, Atsugi City, Kanagawa Prefecture

Representative Director: Kunimichi Komaki

Business Activities: Hotel & Leisure Business, Wellness Business (Operator of "Totonoino Sato Hadano Yukaraku")

Date of Establishment: September 2015

Company Name: Rembrandt Hotel Management Co., Ltd.

Location: Atsugi Axt Main Tower 14F, 3050 Okada, Atsugi City, Kanagawa Prefecture

Representative Director: Kunimichi Komaki

Business Activities: Hotel & Leisure Business

Date of Establishment: June 1985