A New "Snow Mountain Economy Model" That Returns to Local Communities and Future Generations as You Ski, Launched in Hakuba Village, Otari Village, and Nozawa Onsen Village
Wasabiya Inc. has launched a new "snow mountain economy model" in Hakuba Village, Otari Village, and Nozawa Onsen Village, utilizing "Sato Lift," a hometown tax donation lift ticket (Japan's first real-time ticketing model, patent no. 7430439), to support local communities and next-generation athletes.
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- 📰 Published: April 2, 2026 at 18:51
- 🤖 AI Analyzed: June 2, 2026 at 12:59 (1458h 8m after Published)
Japan's ski population continues to decline, and ski resorts face challenges such as labor shortages and price competition, while local communities struggle with unstable financial resources. Amidst this, "Sato Lift Supporting Athletes" is launching as a new mechanism where "skiing" contributes to supporting local communities and future generations, utilizing hometown tax donation lift tickets "Sato Lift: Japan's first real-time ticketing model (Patent No. 7430439)".
Background of the Launch of "Sato Lift Supporting Athletes"
"Sato Lift" has been introduced at ski resorts in Hakuba Village, Otari Village, and Nozawa Onsen Village, and is expected to spread as a new mechanism to support ski culture.
In this context, Wasabiya Inc. (Representative Director: Katsuhiko Mano), which provides the lift ticket service "Sato Lift" utilizing hometown tax donations, has launched
"Sato Lift Supporting Athletes" as a new initiative to connect Japan's snow mountain culture to the next generation.
This initiative includes:
・Yusuke Otani, Principal of Hakuba Happo-one Ski School
・Sora Sasaoka, Japan National Ski Cross Team Athlete
・Junya Maruyama, National Demonstrator
and other athletes and instructors active at the forefront of snow mountain culture.
Additionally, it will support:
・Hakuba Village Ski Club
・Nozawa Onsen Ski Club
and will be promoted as an initiative to support the development of next-generation skiers.
What is the Hometown Tax Donation Lift Ticket "Sato Lift"?
"Sato Lift" is currently introduced in snow mountain regions such as Hakuba Village, Otari Village, and Nozawa Onsen Village, and its use is spreading among skiers and snowboarders.
For skiers and snowboarders, "Sato Lift" is a groundbreaking system that proposes a new style of snow mountain use: complete the donation on your smartphone and you can start skiing immediately. Furthermore, by utilizing the hometown tax donation system, there is a significant advantage of receiving a lift ticket with a net self-payment of 2,000 yen.
The benefits brought by "Sato Lift" are not limited to skiers and snowboarders.
For ski resorts, it allows them to maintain regular pricing without relying on discounts and streamline sales operations even with labor shortages. This provides a management advantage of increasing visitor numbers while maintaining profitability.
For local governments, it makes it easier to collect hometown tax donations, securing financial resources and promoting policies in regions where next-generation athletes are nurtured.
"Sato Lift" simultaneously achieves a win-win-win situation for:
・Users: Net 2,000 yen payment + immediate use
・Ski resorts: Regular pricing + operational efficiency
・Local governments: Increased financial resources + year-round donations + avoidance of competition
"Sato Lift" Initiatives Supporting Next-Generation Skiers
While "Sato Lift" is a lift ticket service utilizing hometown tax donations, it also undertakes initiatives to support local ski culture.
One such initiative is the support for boys and girls in the Hakuba Village Ski Club and Nozawa Onsen Ski Club.
In the world of ski competitions, boys and girls aiming for the Olympics, World Championships, and National Championships face significant financial challenges.
Expenses for expeditions, equipment, and coaching fees are increasing year by year, and even for junior athletes, annual costs can range from hundreds of thousands to millions of yen.
For many families, this is a huge burden.
Talented children are unable to continue their challenges due to financial reasons.
This is also a major challenge for Japan's snow mountain culture.
In response to these challenges, "Sato Lift" provides support to boys and girls belonging to both the Hakuba Village and Nozawa Onsen Ski Clubs, and offers a mechanism where the actions of people enjoying the snow mountains using "Sato Lift" support the challenges of the next generation. Through this, we aim to protect the environment where local children can challenge themselves in ski competitions and nurture athletes from these snow mountains who will aim for the Olympics and World Championships in the future.
"Sato Lift" aims to create such a "cycle" that connects Japan's snow mountain culture to the next generation.
"Sato Lift Supporting Athletes"
The newly launched "Sato Lift Supporting Athletes" is an initiative to expand snow mountain culture together with ski and snowboard competitors and instructors. We will proceed with athletes who resonate with our desire to "connect Japan's snow mountain culture to the next generation" and help us spread the message.
Comments from Supporting Athletes
What resonated with me about "Sato Lift" is its sheer convenience. You can choose a ski resort according to your mood that day and hit the slopes with a touch-and-go. The system where you can donate via smartphone and get a ticket on the spot is a huge attraction for users.
Also, for us on the receiving end, the support gained through this system becomes an important catalyst for creating a better resort.
As a ski instructor, I work daily to convey the charm of skiing.
I hope that as many people as possible will experience Japan's rich snow resources, which are attracting global attention. Please come to Hakuba, use this system, and let's ski together!
"Sato Lift" is a system where you donate via smartphone,
a lift ticket is issued on the spot, and you can ski immediately.
Reducing queues for ticket purchases
benefits not only skiers but also reduces the burden on ski resort staff.
I also deeply resonate with the system that supports local communities and ski culture through donations.
The feelings of everyone who supports us
will connect to the snow mountains and the next generation.
I hope we can expand this cycle together.
Hakuba Village is a ski resort that Japan can be proud of worldwide.
I myself grew up on these snow mountains.
As the environment surrounding skiing changes due to rising prices, I felt there should be a way for Japanese skiers to enjoy the snow mountains a little more casually.
"Sato Lift" is one such option.
And skiing leads to supporting local communities and future generations.
I hope to further invigorate Japan's ski culture from these snow mountains.
Representative's Comment
Our goal is to "enrich life with snow mountains."
Actions of enjoying the snow mountains
lead to supporting local communities and future generations.
We aim to create such a cycle together with everyone on the ground.
Wasabiya Inc.
Representative Director Katsuhiko Mano
Recruiting "Sato Lift Supporting Athletes"
We are recruiting ski and snowboard competitors and instructors who support Japan's snow mountain culture to participate.
Sato Lift
Instant Acquisition and Same-Day Use: Even if you donate after arriving at the ski resort, you can receive a lift ticket on the spot and use it for the day.
Procedure in about 3 minutes on your smartphone: The procedure can be completed on your smartphone, allowing you to head straight to the slopes without waiting in line to purchase tickets at the site. This saves valuable morning time.
Supports charging (varies by ski resort): If you have a reusable lift ticket card such as a Hakuba Card or Nozawa Onsen White Card, you can charge it directly to your lift ticket card and ride the lift as is.
*This service utilizes a patented mechanism (Patent No. 7430439) that links donation reception with a lift ticket issuance system.
*As of November 2025, according to our own research: This is the first system in Japan that does not involve issuing local currency or exchange vouchers, or exchanging them for lift tickets at a sales counter. "Sato Lift" has functions to charge the return gift to the user's lift ticket IC card and issue lift tickets at automatic ticket machines by linking the hometown tax donation reception function with the ski resort's lift gate system, and this technology is patented.
Available Areas: Hakuba Village / Otari Village / Nozawa Onsen Village
Moving forward, we aim to expand to ski resorts nationwide and establish this as a new standard for sustainably supporting Japan's snow mountain culture.
Contact Us
Sato Lift Supporting Athletes Secretariat
satolift_athlete@wasabiya.co.jp
Wasabiya Inc.
Representative Director Katsuhiko Mano
FAQ
What is Sato Lift?
Sato Lift is a lift ticket service utilizing hometown tax donations, allowing users to get a lift ticket for a net self-payment of 2,000 yen and use it immediately.
Where can Sato Lift be used?
Currently, it is available in Hakuba Village, Otari Village, and Nozawa Onsen Village. The goal is to expand to ski resorts nationwide.
What is the 'Sato Lift Supporting Athletes' initiative?
It's an initiative to promote snow mountain culture with ski and snowboard athletes and instructors, supporting the development of next-generation athletes.