Zukutchie Expands 'Local Appreciation Discount' to All Residents of Nagano Prefecture and Itoigawa City!

Zukutchie Co., Ltd. (Headquarters: Hakuba Village, Kitaazumi District, Nagano Prefecture; Co-CEOs: Hiroshi Wada and Satoru Ota; hereinafter 'Zukutchie'), in appreciation of your continued patronage, will launch the 'Local Appreciation Discount' starting Tuesday, June 2, 2026. This initiative offers special prices at our operated stores for all residents of Nagano Prefecture and residents of Itoigawa City, Niigata Prefecture, which forms an integrated tourism zone with Hakuba and sees active tourist exchange.

We have designated the early summer period (June 2 to July 19), before the full summer vacation season begins, when the fresh greenery and tranquility are at their most beautiful, as a 'special period where local residents are the protagonists.' We aim to provide opportunities for you to enjoy it as part of your local daily life, whether it's a holiday meal with family and friends, a break after work, or a moment for a snack.

For this expansion, in addition to the restaurants we operate, we have also gained the support of our partner stores located within our facilities. We will develop this as a project where our own company and partners come together to express gratitude to the region.

Bringing the World-Renowned Scenery of HAKUBA Valley into the Daily Lives of Local Residents

In recent years, HAKUBA Valley, centered around Hakuba and Otari, has continued to grow into a destination that welcomes many guests from Japan and abroad, thanks to the stunning views of the Northern Alps, high-quality snow, and rapidly evolving culinary and accommodation experiences. On the other hand, during the season, we have heard many voices from local residents saying it's 'not easy to drop by casually' or 'difficult to use on a daily basis in terms of pricing and crowds.'

As a company that 'communicates the charm of the region centered on Hakuba,' Zukutchie believes that it is none other than the local residents who most closely support the nature and culture of HAKUBA Valley. That is why we have set aside this period in early summer, just before the peak tourist season, to step away from the tourist-oriented bustle and allow local residents to take center stage.

We hope you will incorporate the most beautiful season before the height of summer—Lake Aoki with its budding fresh greenery, rivers clear with snowmelt, and the mountains still holding their tranquility—into your everyday life.

Overview of the 'Local Appreciation Discount'

The Local Appreciation Discount is a limited-time special project for residents of Nagano Prefecture and Itoigawa City, Niigata Prefecture, allowing them to use participating stores at a discount.

Implementation Period

Tuesday, June 2, 2026 – Sunday, July 19, 2026 (Total of 48 days)

Target Area

All of Nagano Prefecture, Itoigawa City, Niigata Prefecture

Eligible Persons

Residents of the above areas

*If a group uses the service, as long as at least one member resides in the target area, all members of the group are eligible for the discount.

Identification

Please present a government-issued photo ID with your address (e.g., driver's license, My Number card) at the time of your visit.

Participating Stores

A total of 10 stores: 5 stores operated by Zukutchie and 5 partner stores located in our facilities.

Discount Details

Own-operated stores: 10% OFF the total bill

Partner stores: Each store offers its own original benefits (details below)

*May not be combined with other discounts or campaigns.

*Business days, hours, and reservation methods vary by store. Please check the official Instagram and website of each store for the latest information.

[Own-operated Stores] 10% OFF the total bill

The following 5 stores operated by Zukutchie will offer a flat 10% OFF the total bill during the target period.

● ao LAKESIDE CAFE (Lake Aoki, Omachi City) / ao Kitchen Car (Lake Aoki, Omachi City)

A large all-day cafe produced by Tyson & Company, known for 'T.Y.HARBOR' in Tennozu, Tokyo. Located on the lakeshore overlooking the stunning scenery of Lake Aoki, it features an open terrace and comfortable indoor seating. In early summer, enjoy the beautiful contrast of the crystal-clear lake surface from snowmelt and the Northern Alps still holding snow. Pets are allowed on the lakeside terrace. Savor our signature buttermilk pancakes and other carefully crafted menu items.

*The kitchen car located next to the store is also eligible for the discount.

● &Deli (Hakuba Iwatake / Kirikubo Area)

(Menu example) Buttermilk Pancake Combo Plate ¥1,880 (tax incl.)

A deli-style restaurant produced by Chef Tetsuo Ota, a Hakuba native also known as the 'Amazon Chef.' Enjoy the techniques and sensibilities cultivated at world-renowned restaurants in a casual style that fits into your daily life.

The signature menu items are the 'Amazon Rotisserie Chicken' and original pizza, showcasing Chef Ota's unique sensibility. Savor special dishes you can only experience here.

(Menu example) Lunch set with flavorful rotisserie chicken ¥1,180~ (tax incl.)

● Hakuba Happo Yamabuki Shokudo (Hakuba Happo Area)

A 'fermentation x local cuisine' diner themed around Shinshu Yamabuki Miso, featuring 104 seats, one of the largest in the Hakuba Happo area. We offer a wide variety of menus utilizing 'Yamabuki Miso' from Shinshu Miso Co., Ltd.

From lunch to dinner, we have a rich selection including set meals using Shinshu miso, Chanchan-yaki set meal, sauce cutlet bowl, and a la carte dishes. Enjoy a lineup that caters to various occasions, from hearty meals to lighter options.

(Menu example) Chanchan-yaki set meal ¥2,200 (tax incl.)

● TSUGA BASE (Tsugaike Mountain Resort Base Area)

Located in the base area of Tsugaike Mountain Resort, it is recommended for a meal or break before heading to Tsugaike Natural Park or after a walk or climb.

It features a footbath with natural flowing hot spring water that you can enjoy while soaking, and you can savor craft beer and pulled pork burgers full of pork flavor.

(Menu example) Tsuga Burger with Potato Set ¥1,650 (tax incl.)

● The Shiny_Stand_HAKUBA (Summit of Hakuba Iwatake Mountain Resort)

A specialty crepe and galette shop that opened this season at the summit of Hakuba Iwatake Mountain Resort.

The menu uses ingredients from Hakuba and Nagano Prefecture as much as possible, creating a dish that lets you feel the essence of Shinshu.

Enjoy a relaxing moment with the majestic scenery.

(Menu example) Fruit Mix Cream ¥1,300 (tax incl.)

[Partner Stores] Original Appreciation Benefits from Each Store

The following 5 partner stores located in our facilities have also agreed to participate in this project.

They are preparing unique hospitality benefits that are characteristic of each store.

● LOCARY Iwatake (Hakuba Iwatake Shinden Area)

A restaurant located within 'Square8 HAKUBA RETREAT by UNPLAN' where you can casually enjoy local flavors.

LOCARY Iwatake, at the foot of Hakuba Iwatake, is a cafe where you can enjoy a carefully crafted morning from early in the day, offering 'dishes you can only taste here' in collaboration with local ingredients and local shops.

The spacious interior is a relaxing space for a leisurely time. It is popular with families with children and also has a space where you can spend time with your dog.