1,300 Years of Hot Springs, 500 Years of Tea, 400 Years of Pottery: Wataya Bessou Redefines Japanese Travel with Ureshino's Regional Resources

This press release is part of the April Dream project, sharing a dream for the future by Wataya Bessou Co., Ltd. We endorse the vision of making April 1st a day for sharing dreams.

Wataya Bessou Co., Ltd. (Ureshino City, Saga; CEO: Yoshimoto Kohara) is committed to redefining Japanese travel by delivering the inherent value of regional resources, centered in the historic Ureshino Onsen (hot spring) district with over 1,300 years of history.

### Delivering Regional Resources at Their 'Inherent Value' Japan is home to many 'invisible regional capitals' nurtured over long histories, but many are being lost due to population decline and shrinking regional economies without being properly valued. Ureshino possesses unique resources: 1,300 years of hot spring culture, 500 years of Ureshino tea, and 400 years of Hizen Yoshida pottery. CEO Yoshimoto Kohara has organized this into a 'Three-Layer Structure': the first layer is the Regional OS (Onsen, Tea, Pottery), the second layer is Wataya Bessou’s 66,000 sqm land asset, and the third layer is the business ventures. By creatively combining these, we generate unprecedented stay experiences based on the philosophy that 'there is value in unpretentious daily life.'

### Dream Experimental Field: Ureshino Living Lab Triggered by the crisis of temporary closure during the 2020 pandemic, Wataya Bessou decided to open its entire premises as a 'living proof-of-concept field.' In 2022, the Onsen Incubation Center (OIC) was born within the ryokan. Currently, 18 companies from various industries reside in the OIC, working and soaking in hot springs together in this unique space. The 'URESHINO LIVING LAB' proof-of-concept project officially launched in February 2026, using the daily flow of accommodation, food, and hot springs as a field to generate new value through cross-industry co-creation.

### Regenerative Tea Program As part of re-editing regional resources into modern experiences, we have launched the 'Regenerative Tea Program' focused on tea culture. Partnering with Quon Crop Co., Ltd., we use 'My Eco Measure' to quantify and visualize the environmental impact of the tea served. The program evaluates impact across five indicators, including global warming and biodiversity. A portion of accommodation fees is used for natural restoration, and the facility's electricity has been switched to renewable energy. Guests can also interact with tea farmers like 'Kitano Tea Garden,' 'Soejimaen,' and 'Tanaka Tea Factory' through tea pairings and retail experiences.

### New Stay Experiences Leveraging Fermentation Culture Collaborating with MISOVATION Co., Ltd., we are creating experiences centered on Japanese fermentation culture. One specific initiative is a new style of enjoying miso soup with one hand. We offer a blend of miso from various regions across Japan, using dashi made from domestic ingredients like bonito flakes and kombu. By designing it as a 'fermentation tasting experience' without solid ingredients and with adjusted salt content, guests can easily experience the regional diversity of miso flavors.

### Japan's First In-Ryokan Pharmacy In April 2026, evolving from a 'place to stay' to a 'place for wellness,' we opened 'Yakuhakudo,' Japan’s first pharmacy inside a hot spring ryokan, in collaboration with OIC tenant Airie Seiyaku. While many tourists visit hot spring areas, few places offer reliable care if they feel unwell. By facing this challenge and reviving the ancient 'Toji' (hot spring cure) culture through the Ureshino Living Lab, we integrate onsen, pharmacists, and food culture to help guests naturally harmonize their mind and body.

All these initiatives stem from the co-creation at the 'Ureshino Living Lab.' Wataya Bessou will continue to redefine the essence of Japanese travel by delivering regional resources at their true value.

(April Dream is a project by PR TIMES to promote the culture of sharing dreams on April 1st.)