Myoko City, Niigata Prefecture, attracts skiers from all over the world with its high-quality powder snow, known as "Japow." But snow isn't the only attraction. We tracked down the charms of this bustling snowy town, where foreigners are inviting foreigners. ■ Inheriting Japanese traditions... Foreigners' renovation plan Myoko City, Niigata Prefecture, is designated as a special heavy snow area. Tourist from Australia: "We're from Brisbane, Australia. We've been here 5 or 6 times. The snow is amazing and the locals love it." Tourist from Australia: "We just arrived in Myoko today, and it's amazing. Isn't it called 'Japow?'" The word "Japow," a combination of Japan and powder snow, is a phrase that attracts many foreign skiers. People come to Myoko City from all over the world, including Australia, the United States, and Singapore. But skiers aren't the only foreigners who are attracted to this town. Yuji Nagataka (52), the third generation owner of Nagataka Tatami Shop, which has been operating in Myoko City for 86 years, said, "In peak years, about a quarter of our sales come from requests from foreign owners," and that in the past 10 years, the number of foreigners buying tatami has suddenly increased. Nagataka: "The smell (of tatami) is very pleasing. (Foreigners) are becoming accustomed to taking their shoes off, so many (foreign owners) order rush grass (tatami)." On this day, Nagataka headed to an inn in Akakura Onsen that went out of business last year. Michael, an American, plans to buy the out-of-business inn, renovate it, and open a lodging facility. Michael: "I love Japan, I love Japanese snow, and I've been in Japan for 20 years." Michael is particular about guest rooms that use tatami mats. He decided to take over the inn while preserving Japanese traditions such as tatami mats and sliding doors. Michael: "I grew up in a small town in America (Kingston, Washington). This place is similar to where I grew up as a child. That's why I want to incorporate Japanese styles and make this my home." What does Nagataka, who was born and raised in this town, think of Michael's choice? Nagataka: "The inn that had been supporting my business for a long time went out of business when the wife passed away. It's a place I have a lot of attachment to." "(Q. What do you think about a foreigner who loves Japan taking over the business?) I'm happy. What's more, it's an inn that had been supporting me so much, so I felt a sense of fate, as we say in Japan." Enamored by Japanese food culture and snow...opening an inn Akakura Onsen, located at the foot of the ski resort. An increasing number of inns and restaurants are being run by foreigners who have been captivated by this area. Nakajima Masafumi, chairman of the Akakura Onsen Tourism Association, said, "There are about 30 inns, but in the past there were about three times as many. There are a few on this street that have been bought by foreigners." Brett and Sherrain, who bought the lodge from a Japanese person, obtained a license to run an inn and opened Myoko Forest Lodge four years ago. Sherrain: "It's winter now, but you can buy fresh vegetables at the supermarket. It's really amazing. The quality is amazing." The couple were fascinated not only by the snow in Myoko, but also by the food culture and local people. Brett: "We love Japan's hot spring culture. That's why we introduce various hot springs to our guests." Sherrain: "We explain how to enjoy hot springs properly. Then they start going to various hot springs every day." It seems that immigrants are attracting new tourists by conveying the charms of Myoko to foreign guests who stay at the lodge. Sherane: "Word of Myoko is spreading abroad. We want to share the wonders of Myoko with everyone." ■The rumored spot: "Service like friends and family" Among foreigners visiting Myoko, the rumored spot is "Myoko Snowsports," which offers ski lessons and rental equipment. This facility is run by Tom Langtry, an Australian, and his wife Nozomi. Tom: "We have a lot of customers who come back again and again. To us, they're like friends." 70% of foreign customers are repeat customers, and their motto is "service like friends and family." For long-term customers, Tom and his wife plan a surprise birthday celebration. Tourist from Australia: "Myoko is our second home. It's a special place for us. That's why we come back here (Myoko) so many times." ■An "angel" from Hong Kong... heartfelt service There is also a hotel that has seen a surge in foreign customers due to its hospitality. Kogen Hotel Taishan, which was founded 68 years ago, says that about 80% of its guests are foreign tourists. A tourist from Taiwan said, "The food is very luxurious. There are many kinds of food, so it's nice to be able to try a variety of things." The inn boasts luxurious meals such as sukiyaki, tempura, and sashimi that foreign tourists can enjoy, as well as hot springs that flow directly from the source, but that's not the only secret to its popularity. Ms. Chan Wen-yi (29), from Hong Kong, is called "Angel" by guests. She is fluent in three languages: Chinese, English, and Japanese, and is in charge of front desk duties and other tasks for foreign guests. Ms. Chan said, "I'm still learning, but when I first came here I didn't know anything, so I started working after being taught by my mother-in-law and husband." Six years ago, Ms. Chan married Katsuhiro (36), the third generation owner of the hotel. Her husband, Katsuhiro, said, "They're quite different, and their way of dealing with customers is more in-depth than Japanese people, so that helps us a lot." At her suggestion, a bar was also built in the hotel, which has been well received by foreign guests. A guest said, "Myoko is a beautiful place. Angel is too." Some foreign tourists stay for as long as a month. Chan, who can talk to anyone quickly and intimately, is said to be popular there. On this day, a man and woman from Australia were looking for a place to eat dinner. Chan said, "They're open now, but they don't seem to be answering the phone, so I'll go here since it's close." I called a recommended yakiniku restaurant to make a reservation, but there was no answer, so I ran out of the hotel and went directly to the restaurant. Chan said, "Sorry, I didn't answer the phone, so the customer said they wanted to make a reservation for tonight." Unfortunately, the restaurant was fully booked that day, but I was able to make a reservation for another day. On another day, Chan had prepared a cake. What is this? Chan said, "You're one of our customers. We've talked a lot about how you stayed and stayed with us, so I want to celebrate." The foreign customer became friends with me as we talked at the bar. After four days, the customer was leaving. Tourists from Australia: "Angel is the best." "She's an angel." "Just like her nickname, she was born an angel." "We'll definitely come back next year." Chan's hospitality seems to be what makes them want to come back to Myoko next year. Chan: "I want them to come to Myoko and take home a happy feeling." ■The kindness of the people is what makes Myoko so appealing to foreigners Bill Ross (65), who is from the United States and has lived in Myoko for 27 years, works as a ski tour guide. Bill: "The warmth of the Japanese people and the people of Myoko are so warm. The snow is great, but the people are also kind." There is one thing he does every morning when it snows. It is to clear the snow around the homes of the elderly people who live alone in the neighborhood. Neighbor: "He's a good guy. It's hard work, but we ask him to do it for us." Bill seems to be an indispensable presence for the elderly people living in snowy Myoko. The interaction between the foreigners who love this place and have moved here and the local residents. This season, many foreigners visited the snowy town. It may not only be the snow in Myoko that attracts foreigners, but also the kindness of the people. [TV Asahi News] https://news.tv-asahi.co.jp