Founded in 1914 as Hoshino Onsen Ryokan in Karuizawa, Nagano Prefecture, HOSHINOYA now operates six properties in Japan and two internationally.

To better understand global perceptions of our brand as we aim to become a leading international hotel group originating in Japan, we surveyed people overseas about our logo. When asked which country came to mind when viewing our logos, approximately 80% identified the "HOSHINOYA" lettering as Japanese. In contrast, our traditional crescent moon and star crest (Tsuki-hoshi-mon) was most frequently associated with the Middle East outside Japan, with China and India being the next most common responses, together representing about half of the feedback. This indicated a broad range of international associations for our existing logo.

Japanese family crests, each interwoven with unique histories and stories, and they are often seen as iconic examples of Japanese design. From these, we've chosen the Meyui-Mon as our new brand symbol. This crest represents Shibori, a tie-dyeing technique where threads are tied to create a pattern of connected "eyes".

At HOSHINOYA, we delicately weave the climate, history, and culture of each location into our hospitality, offering guests unique moments that can only be experienced during their specific visit. We aspire to connect people globally through travel that fosters interaction between our guests and local communities and staff, allowing for a deeper understanding of each destination's unique appeal. This desire to "connect" deeply resonates with us, which is why we incorporated the Meyui-mon into our logo design.