A new branding strategy for a hot spring town aimed at through a collaboration between Niigata’s fermentation cu lture and hot spring inns. Started selling “Radium Amazake” Agano City, Niigata Prefecture

A new branding strategy for a hot spring town aimed at through a collaboration between Niigata’s fermentation culture and hot spring inn. Started selling “Radium Amazake” [Agano City, Niigata Prefecture] ​ Choseikan Co., Ltd. Press release: March 20, 2025 A new branding strategy for a hot spring town aimed at through a collaboration between Niigata’s fermentation culture and hot spring inns. Started selling “Radium Amazake” [Agano City, Niigata Prefecture] Pre-sale from March 20, 2025 (Thursday) at Minemura Jozo Direct Sales Store and Fuga no Yado Choseikan (Murasugi, Agano City)
https://prcdn.freetls.fastly.net/release_image/985/16/985-16-5e29a268e8f664923e11cd134c0fb240-3900×2727.jpg Choseikan Co., Ltd. (Headquarters: Agano City, Niigata Prefecture, Representative Director: Yoshinori Araki) operates the Fuga no Yado Choseikan (Agano City, Niigata Prefecture, business: Inn business), which is a miso brewery founded in Niigata City in 1909. In
cooperation with Minemura Shoten, we have developed amazake using underground water from the foothills of Mt. Gozu, which is the source of radium hot springs that are rare in Japan. Pre-sales of this amazake will begin fromMarch 20th at “Fuga no Yado Choseikan” shops and “Minemura Jozo” direct sales stores. ■About Gozu Onsenkyo https://img.youtube.com/vi/UR8PuWx5cdM/sddefault.jpg
https://www.youtube.com/watch?v=UR8PuWx5cdM 40 minutes from Niigata City and 10 minutes from Hyoko Lake, known for the arrival of swans from Siberia. Gozu Onsenkyo is made up of three hot spring resorts: Deyu, Imaita, and Murasugi, located in the heart of Mt. Gozu, which has five peaks. The village is known for its beautiful nature and abundant water, and is known as a quiet hot spring resort that retains the atmosphere of a spa. The hot springs at all the inns are highly effective natural radium hot springs (simple radioactive springs, simple radioactive cold mineral springs, and radon hot springs). ■ Development history and future prospects
https://prcdn.freetls.fastly.net/release_image/985/16/985-16-231b1683c1340c0ee9ca43072766bfa1-1031×1153.jpg Minemura Shoten Co., Ltd. President and Representative Director Kota Yamazaki (left) and Choseikan Co., Ltd. General Manager Tsune Fujiki (right)
https://prcdn.freetls.fastly.net/release_image/985/16/985-16-a3713014d2cb038d195b41b50ae3e1d1-616×486.jpg Label design As wellness tourism is gaining momentum, we focused on Niigata’s fermentation culture from a food perspective and wondered if it would be possible to utilize amazake, which is known as a “drinkable drip.” Niigata is blessed with a snowy climate and abundant water sources, and is a region where the culture of fermented foods is deeply rooted. In particular, sweet sake made from rice and koji has been popular as a nourishing and tonic drink since ancient times. Meanwhile, with the cooperation of Minemura Shoten, we have developed an original amazake using underground water from the foot of Mt. Gozu. It has a refreshing taste and goes well with meals, and with the keyword “Cheers to good health!”, Choseikan will offer new food experiences for health-conscious travelers, such as replacing an aperitif with amazake. In addition, in order to raise awareness of Gozu Onsenkyo and Radium Hot Springs, Agano City has placed a QR code for the Gozu Onsenkyo Association website on the amazake label instead of a corporate advertisement. We would like to continue to spread the word about Niigata’s appeal through active collaboration with companies in the prefecture. ■Product details Product name: Radium Amazake Ingredients: Rice (domestic), rice malt Standards: 500ml bottled Price: 980 yen (tax included) Sale date: Thursday, March 20, 2025 ■About Minemura Shoten Miso and pickles manufacturing business founded in 1908. In recent years, the company has focused on manufacturing amazake (sweet sake) and fermented foods that actively use local agricultural products, opening factory direct sales stores, miso making experiences, and industrial tourism. We are working to revitalize the region through our company’s brewing business. “Minemura Jozo Direct Sales Store” is a storehouse that was used as a sake brewery in the late Edo period. Reused as a miso storehouse in 1908. Currently, it operates as a factory direct sales store that offers miso, pickles, and amazake produced in-house, as well as dashi and frozen side dishes made with miso.
https://www.minemurashouten.com/ ■About Fuga no Yado Choseikan Murasugi Onsen is a famous hot spring that boasts a history of about 700 years and is known for having one of the highest levels of radon in the nation. Among them, Choseikan has a large garden of about 1,000 square meters and an open-air bath that is about 1,000 square meters for both men and women, and is popular for its Kaiseki cuisine made with local ingredients prepared by a head chef who trained at a top-class restaurant. Furthermore, starting in 2021, we will be actively involved in music events, and will regularly hold “Garden Jazz Live” held on a special stage in the garden. It has been well received as a place where you can enjoy both hot springs and jazz. https://www.chouseikan.co.jp/ ■Contact information Fuga no Yado Choseikan General Manager: Fujiki murasugi@chouseikan.co.jp
FAX:0250-66-2151