20250328 atami 1

A Chinese-run hotel that sits a prime location in Atami, Shizuoka prefecture, appeals to well-heeled customers with hot spring baths in every room.

Chinese customers and capital fire up Japan's hot spring resorts

Investors from world's No. 2 economy are buying up hotels and other facilities

TOKYO -- Just a couple of hours by train from Tokyo, the Isawa hot spring resort was a huge draw for tired salarymen and others in need of a relaxing soak during Japan's bubble economy of the 1980s and early 1990s. While those glory days may be long gone, an altogether different kind of visitor is now heating up business in the destination and others like it: Chinese tourists.

Strolling along the streets of Isawa, in the city of Fuefuki in Yamanashi prefecture, it is common to hear people speaking Chinese, while most of the passengers getting on and off sightseeing buses are part of tour groups from the world's second-largest economy.

Sponsored Content

About Sponsored ContentThis content was commissioned by Nikkei's Global Business Bureau.