Travel THE NEW JAPAN offers a custom-made travel service that takes you through the deep regional cultures introduced in the magazine THE NEW JAPAN. With a stay at NOT A HOTEL at its core, we carefully weave together transportation, accommodation, meals, and activities to provide a travel plan that satisfies your curiosity and allows you to experience contemporary Japan in more depth.
THE NEW JAPAN JOURNEY
Three Key Points
A team that guides you through Japan as it is today.
Drawing on curation inspired by THE NEW JAPAN magazine, local-savvy planners, and the expertise of NOT A HOTEL concierges, chefs, and service staff, we support your journey from start to finish—crafting your stay plan and arranging transportation, accommodations, dining, and activities.
A lineup of special experiences that deeply immerse you in local culture and nature.
From dining at beloved local restaurants to experiencing distinctive regional industries and enjoying private moments immersed in nature, we offer a truly local stay—one you won’t find in any guidebook.
The official agent for arranging any and all NOT A HOTEL stays.
THE NEW JAPAN JOURNEY is the only service that can book stays across all NOT A HOTEL properties. It enables flexible travel design, including itineraries that combine multiple locations.
Signature Experiences
Experiences You’ll Encounter with THE NEW JAPAN JOURNEY
What makes each journey truly memorable are the encounters you can experience only in that place. The cultural perspectives highlighted by THE NEW JAPAN and the experiences curated by NOT A HOTEL are not just sightseeing—they serve as gentle gateways into the stories, memories, and everyday life of the region.
Activity
Experiences with nature and history
Cuisine
Culinary voyages that let you savor each region’s most famous dishes—from traditional meals to local soul foods
Arts & Crafts
Finding human beauty in craft and architecture
NOT A HOTEL
Sophisticated accommodations and services providing comfort and inspiration
This is more than just a travel plan.
The region you visit, the season you travel in, the people you encounter—each journey is one of a kind, filled with its own originality, unique to every traveler.
Exploration serves as an inspiration—a starting point from which your own distinctive journey will unfold.
Exploration #2
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Stay
Exploration #2SETOUCHI A New Japan Discovery Journey
THE NEW JAPAN Issue No. 2 featured Setouchi. It is a place where tradition and revitalization vividly converge. As a living symbol reflecting the future and potential of Japan’s regional landscapes, it offers a glimpse into the new era of Japanese beauty.
Activity - 1
A Mecca for Cyclists:
Cycling the Shimanami Kaido
Just seven minutes from NOT A HOTEL SETOUCHI lies one of the world’s premier cycling routes.
Embark on a breathtaking journey across the sea, enveloped by the salt breeze and stunning island vistas.
Activity - 2
Tea Ceremony at “Rotekian”
Enjoy an exclusive private booking of a tea room designed by a direct disciple of the legendary tea master Sen no Rikyū.
Deeply immerse yourself in the essence of chanoyu (the way of tea) within a space that has woven history through the centuries.
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The Philosophy of Setouchi Craftsmanship
Artisans trusted by the world’s most prestigious fashion houses will create your bespoke denim by hand.
Experience a meticulous journey of creation, from the selection of raw materials and dyeing to the weaving and final tailoring of your original pair.
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A Tour of Modernist Architecture in Takamatsu
Kagawa Prefecture is often described as a showcase of Japanese modernism.
Explore the architectural landmarks that realized the vision of Masanori Kaneko—the man famously known as the “Design Governor.”
Stay
NOT A HOTEL
SETOUCHI
Set on the island of Sagishima, NOT A HOTEL SETOUCHI was designed by BIG (Bjarke Ingels Group), the firm led by world-renowned architect Bjarke Ingels.
Experience the ultimate retreat, where awe-inspiring architecture meets cuisine that captures the very soul of the Seto Inland Sea.
A Memorable and Exclusive Stay
To ensure your stay is truly unforgettable, we offer bespoke services and experiences tailored to your desires—
from enjoying the tranquil sound of the waves to private fireworks displays that illuminate the night sky just for you.
Exploration #1
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Cuisine
Arts & Crafts
Stay
Exploration #1Yaeyama & Beyond A New Japan Discovery Journey
A journey through the Yaeyama Islands, featured in the inaugural issue of THE NEW JAPAN. Its unique culture, shaped by lush subtropical nature, invite you into a Japan you have yet to discover.
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Experience the islands' traditional culture
and unique charms firsthand
Experience the culture that has been passed down through the generations,
including the ancient Okinawan "sabani" sailboat and the sounds of the traditional sanshin
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Island-hopping
through the Yaeyama Islands
Travel to the different islands that make up the Yaeyama region, including Taketomi Island,
which preserves its beautiful traditional architecture, and Iriomote Island,
where you can experience amazing biodiversity.
Cuisine
Discover
the spirit of the land
through its food culture
From the bounty of the sea harvested by local fishermen to the region’s crops,
livestock, and time-honored local foods—each reflects the character of the land.
To experience the food of a place is to take the first step toward truly understanding it.
Arts & Crafts
Finding human beauty
in craft and architecture
The craftsmanship of artists who live and create in the Yaeyama Islands,
along with the architecture that symbolizes the region, is filled with inspiration.
Stay
NOT A HOTEL
ISHIGAKI EARTH
Experience an unparalleled retreat on Ishigaki Island
in a villa designed by architect Sou Fujimoto — a space created to “merge with the earth.
Destinations all across Japan
After enjoying a tropical journey through the Yaeyama Islands, you can continue on to destinations across Japan.
From the marine beauty of the Seto Inland Seas to mountaintop hot spring villas
and Hokkaido’s pristine powder snow—beautiful landscapes throughout the country await you.
Your journey, made simple
Dedicated planners will support your journey
Step.1
Planner Counseling
After your inquiry, we conduct a counseling session with a planner. Based on model plans that include stays at NOT A HOTEL, we carefully listen to your requests. Please share your budget, schedule, interests sparked by THE NEW JAPAN magazine, and your travel experiences.
Step.2
Travel Plan Customization
Based on the counseling, we propose a plan tailored to you. Activities, dining, stays at other NOT A HOTEL locations can be customized according to your budget. Once the plan is finalized, we handle all arrangements.
Step.3
Post-Departure Support
During your stay, transportation arrangements and additional activity requests are handled by hospitality professionals affiliated with NOT A HOTEL. You can enjoy your journey through Japan with peace of mind.
