“True beauty is something that is born, not made.”

These words by Sori Yanagi, one of Japan’s most influential industrial designers, speak to a philosophy that continues to resonate today. His creations—beloved by renowned designers around the world as objects for everyday use—embody a kind of beauty that emerges naturally, without the need for embellishment or explanation.

SNOWGOOSE was renovated around this very idea of “ma,” the Japanese sensibility of meaningful space and intentional emptiness. The quiet, museum-like atmosphere—subtly modernist in its presence—was designed with the hope that beauty would arise from the space itself. In an age that prizes efficiency and constant convenience, white walls and unadorned ceilings may appear sparse. Yet this simplicity echoes the essence of traditional Japanese rooms: multifunctional, minimal, and inherently rational, without relying on decorative excess.

In Myoko Kogen, the landscape has held its beauty for centuries. The forests, streams, and shifting mountain forms are not static scenery but a living environment that changes every day. We invite you to walk without distraction—observe the fallen branches at your feet, the traces of wildlife, the silhouette of the ridgeline. Within these details shaped by nature, you will find a beauty that cannot be manufactured. Listen, too, to the subtle sounds around you: the rustle of leaves, the chorus of insects, the many voices of birds. These quiet discoveries are often lost in the rhythm of daily life.

Perhaps the greatest luxury is not extravagance, but simply the experience of time moving gently and unhurriedly. For those of us who live busy lives, rediscovering this sense of stillness may be more necessary than we realize. At SNOWGOOSE, we hope to offer a stay that embraces this new form of luxury—one defined by space, quiet, and the richness of simplicity. We look forward to welcoming you.


Managed by:Ichitetsu Service Inc.