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HOSHINO RESORTS TO OPEN NEW “MOUNTAIN HOTEL” BRAND, LUCY, AT OZE NATIONAL PARK ON SEPT 1, 2025 (Japan)

LUCY Ozehatomachi by Hoshino Resorts opens September 1, 2025.

Category: Asia Pacific - Japan - Industry economy - Hotel opening
This is a press release selected by our editorial committee and published online for free on Wednesday 03 September 2025

Private Sleeping Quarters
Photo credit © Hoshino Resorts

Hoshino Resorts is proud to announce the launch of its new mountain hotel brand, LUCY, with the opening of its first property, LUCY Ozehatomachi by Hoshino Resorts on September 1, 2025.

Located within Oze National Park in Katashina Village, Gunma Prefecture, the hotel is positioned at the entrance to Oze, a popular gateway for hikers. The brand aims to create a mountain hotel that provides peak comfort for peak adventures, making mountain tourism more accessible and enjoyable for a wider audience.

While urban and cultural tourism in Japan are well-established, the country's rich natural landscapes, particularly its mountains, remain an untapped resource for many.

The challenges and uncertainties associated with mountain travel often deter people from experiencing their beauty. The LUCY brand was created to address this, offering a comfortable and secure way to explore the mountains, and making the natural allure of places like Oze accessible to everyone.

The concept of LUCY Ozehatomachi is "A hotel where your ultimate Oze hike starts".

By providing a place to stay, the hotel allows guests to start their trek feeling physically and mentally rested, and to enjoy a more relaxed and fulfilling Oze experience. This includes the ability to begin hiking early in the morning, avoiding crowds and enjoying the scenery at a leisurely pace.

About Oze National Park and Hatomachi Pass

Spanning Fukushima, Tochigi, Gunma, and Niigata prefectures, Oze is the largest high-altitude marshland on Honshu island, surrounded by mountains up to 2,000 meters high. It is a renowned scenic area, celebrated for its seasonal beauty, from the skunk cabbage blooms in early summer to the vibrant autumn foliage and alpine flowers that flourish throughout the warmer months. The park, designated in 2007, is famous for its wooden boardwalks that wind through the wetlands, enjoyed by countless hikers and trekkers.

Hatomachi Pass is the most accessible entrance to Oze, used by approximately 60% of all visitors to the park.

LUCY Ozehatomachi's Six Promises for a Comfortable Mountain Stay

LUCY is committed to easing the concerns of mountain travel by offering six key amenities that serve as the brand's core promises.

1. Private Sleeping Quarters: The hotel features three room types—dormitory, twin, and four-person rooms—to accommodate solo travelers, couples, and groups, ensuring a comfortable and private space for every guest.
2. Modern Toilets: Unlike traditional mountain lodges, all facilities are equipped with bidet toilets, a common feature in urban Japan, providing a familiar and comfortable experience for guests.
3. Showers & Powder Rooms: Well-equipped shower rooms and spacious vanity areas with large mirrors and hair dryers allow guests to freshen up and prepare for their hike with ease.
4. Hearty Meals: The hotel offers "LUCY's Pork Miso Soup Set," a filling dinner that provides the protein and nutrients needed for hiking. This satisfying meal includes pork miso soup with large-cut vegetables, grilled mackerel, and a savory fried half-boiled egg.
5. Convenient shop for provisions: The Food & Drink Station, a self-service mini-market, is available 24/7 with a variety of drinks, snacks, and morning options like the "Five-Flavor Inari Sushi Set".
6. Unlimited Charging & Wi-Fi: Power outlets, USB ports, and free Wi-Fi are available throughout the hotel, from the lounge to guest rooms, so guests can stay connected and keep their devices charged without worry.

Enriching the Mountain Experience

LUCY Ozehatomachi goes beyond standard lodging to enhance the Oze hiking experience.

Pre-Hike Support: The hotel's location allows for a peaceful, early-morning departure, and staff are available to offer hiking tips and guidance. Locker rooms are provided for luggage storage, and a rental service for hiking gear like binoculars will be introduced.

Unique Pre-Hike Activities: Guests can enjoy a unique "Original Bear Bell Workshop" using paracord, a durable and versatile nylon rope. This activity is a fun way to prepare for the hike and can be a life-saving tool in the mountains. The workshop takes about 30 minutes and costs 1,200 yen (including tax). No reservation is required.

Hatomachi Base Cafe & Shop: Adjacent to the hotel, this cafe and shop is also open to day-trippers. Visitors can enjoy local specialties like "Hanamame Soft Serve Ice Cream" and "Yuba Mushroom Ankake Soba". The shop offers a wide selection of hiking gear, Oze souvenirs, and over 20 exclusive LUCY-branded items.

About LUCY

"LUCY" is Hoshino Resorts' new mountain hotel brand. As a mountain hotel providing peak comfort for peak adventures, it offers a fresh way to travel and connect with the beauty of the great outdoors.