In three years, Japan’s scenic Myoko highlands in Niigata prefecture will become home to a new $1.4 billion mega-resort developed by Singapore-based Patience Capital Group (PCG), featuring luxury hotels with nightly rates around $1,350.
The ambitious project aims to create approximately 1,000 new jobs and significantly boost winter tourism in the region. However, many locals see this rising foreign interest as a double-edged sword, fearing potential overdevelopment, soaring property prices, and erosion of the area’s traditional culture.
Even before PCG’s announcement, international buyers had already purchased numerous inns, ski rental shops, and restaurants in Akakura, one of Myoko’s five major ski towns. While foreign ownership initially brought economic benefits, locals now complain these businesses tend to close once the ski season ends, leaving the town dormant during warmer months.
“If you come to Akakura in summer, it’s pitch dark at night,” said Masafumi Nakajima, owner of the local inn Furuya and head of the Akakura hot spring-inn tourism association. Nakajima estimates that only about 10 of the town’s roughly 80 inns remain open year-round.
Myoko, located about 2.5 hours by train from Tokyo, is renowned for its powder snow—popularly known as “Japow”—and has attracted growing numbers of tourists alongside other famous ski destinations such as Niseko and Hakuba. A weaker yen has further boosted tourism, with inbound visitor numbers recently hitting record highs.
Yet Nakajima highlights a growing disconnect between local residents and foreign investors. Many foreign-run businesses have refused to participate in local tourism associations, causing challenges ranging from improper garbage disposal to parking violations and late-night disturbances.
“We have no idea who they are or what they’re doing. They arrive in December and disappear by spring,” Nakajima said. In response, he has begun reaching out to foreign business owners to educate them about local regulations, aiming to foster better integration and cooperation.
The situation in Myoko exemplifies the complex dynamics many popular tourist areas in Japan now face: balancing lucrative foreign investments with preserving the community’s cultural heritage and ensuring sustainable year-round tourism.
