HOSHINOYA's new logo emphasises global connection through travel

In April 2025, HOSHINOYA, the revered luxury brand by Hoshino Resorts unveiled a new logo. The updated emblem incorporates the “Meyui-mon,” a family crest evoking a traditional tie-dyeing practice, and symbolising the brand's aspiration to connect people through the experience of travel.

Founded in 1914 as a traditional Japanese inn (ryokan) in Karuizawa, Nagano Prefecture, Hoshino Resorts has grown into one of Japan's most influential hotel management companies. Earlier this year, HOSHINOYA, which operates six properties in Japan and two internationally, celebrated its 20th anniversary.

To better understand global perceptions of the brand, and to align with the aim of becoming a leading international hotel group originating in Japan, market research was undertaken by surveying people overseas about its logo.

Whilst most respondents identified the “HOSHINOYA” lettering as Japanese, the traditional crescent moon and star crest was most frequently associated with the Middle East, with China and India being the next most common responses.

This indicated a broad range of international associations of the existing logo. Thus, based on the market research findings, a need to renew the HOSHINOYA logo was identified.

Known as kamon, family crests are often seen as iconic examples of Japanese design, and date back to over a thousand years where they were first adopted by aristocracy. Over time they became widely used by samurai and merchants, with each crest carrying a history of one's heritage and family legacy.

Japan boasts approximately 30,000 family crests to this day where they continue to provide links to the country's unique past. The new "Meyui-mon" logo features a design that visually represents tie-dyeing.

A prime example of this technique is Kanoko Shibori (fawn-spotted tie-dyeing), where fabric is bound with thread to create patterns featuring "eyes" – the areas left undyed and white. The Meyui-mon gets its name from the connected or tied arrangement of these eye-like shapes.

HOSHINOYA remains committed to connecting people through travel by fostering interactions between their guests, local communities and staff, and allowing for a deeper understanding of each destination's unique appeal.

This desire to "connect" deeply resonates with the HOSHINOYA brand, which is why the Meyui-mon has been incorporated into the new logo design.

 

HOSHINOYA Tokyo's Sushi Otemon showcases modern Edo flavours

In March 2025, HOSHINOYA Tokyo opened Sushi Otemon, a restaurant with a concept focusing on Edo style culinary techniques, and the seasonality of ingredients sourced from Japanese harbors.

With numerous awards, including recognition in "The World's 50 Best Hotels 2023,” HOSHINOYA Tokyo is a tower-style Japanese inn that continues to evolve with the times.

Supporting this philosophy, Sushi Otemon offers classic Edomae sushi varieties based on traditional techniques, as well as original nigiri sushi inspired by sushi cultures from across Japan. Guests can also enjoy seasonal sake and wine accompaniments that showcase the chef's expertise and knowledge in Japanese cuisine, creating an unparalleled dining experience.

The "Edo Chic, Harbor's Bounty" concept features "Edomae sushi" referring to nigiri sushi made with seafood caught in what was formerly Edo Bay (now Tokyo Bay). In the Edo period, various methods such as marinating, glazing and pickling were developed to enhance the flavour of fish and prolong its shelf life.

The course, which features seasonal ingredients sourced from various regions of Japan, is paired with a selection of unique Japanese sake and wines. The selection focuses on pairings that heighten the flavour profile of each dish.

Through the dining experience at Sushi Otemon, HOSHINOYA Tokyo hopes to contribute to the preservation of Japan's culinary culture by providing guests with an opportunity to savour the depth of Japan's food culture and the sushi practices rooted in various regions of Japan.

 

"Sushi Otemon" Overview

Opening Date: 10 March 2025

Hours: First seating 5:30 PM, Second seating 8:00 PM

Price: Omakase course only: 36,300 JPY per person (tax and service charge included, accommodation not included)

Reservations: Accepted until 4:00 PM the day before, via the official website

URL: https://hoshinoresorts.com/en/hotels/hoshinoyatokyo/

Target: HOSHINOYA Tokyo guests, non-staying guests

Remarks:

・Menu and ingredients may be subject to change depending on availability.

・Children aged 11 and under are not permitted.

 

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*When using any images provided with the release "©︎Hoshino Resorts" must be added.

 

For Australia and New Zealand media enquiries, please contact:

 

Maki Watabe

m.watabe@thedoq.com

0481 796 381

 

About Hoshino Resorts

Founded in 1914 as a traditional Japanese inn (ryokan) in Karuizawa, Nagano Prefecture, Hoshino Resorts has grown into one of Japan's most influential hotel management companies. Now led by fourth-generation family member Yoshiharu Hoshino, the company is renowned for offering immersive travel experiences that highlight the unique culture, nature, and hospitality (omotenashi) of each destination. Since its expansion beyond Karuizawa in 2001, Hoshino Resorts has developed a diverse portfolio of more than 60 properties in Japan and abroad. These accommodations fall under distinct brands, including the luxury “HOSHINOYA,” onsen ryokan “KAI,” countryside resort “RISONARE,” city tourism hotel “OMO,” free-spirited hotel brand “BEB,” mountain retreat “LUCY,” and other unique lodgings.

https://www.hoshinoresorts.com/en/

 

About HOSHINOYA

HOSHINOYA is a luxury hotel brand with distinct themes, conceptualized from each location's land, history, and culture. Woven into these distinct themes is our attention to detail in every aspect from the design to hospitality, contributing to the creation of a one-of-a-kind world of HOSHINOYA. Enrich the heart with the epiphanies of travel through a unique stay experience.

https://hoshinoya.com/en/