TOKYO -- A generational shift has begun in Japan's shrinking ryokan inn industry, as younger owners in their 30s breathe new life into properties by catering to foreign tourists and other guests seeking to experience traditional Japanese culture.
Senpokaku, a long-established ryokan in the Mie prefecture city of Toba, rebranded to survive the coronavirus pandemic by targeting multigenerational families. Looking to become "the most beloved ryokan by families with children around the world," it created 10 suites of 100 square meters each by connecting groups of three rooms.
