Once a humble ski town, Niseko in Japan’s Hokkaido has blossomed into a global luxury destination, drawing millions of visitors annually. Dubbed “The St. Moritz of the East” nearly a century ago, Niseko’s rise began with an unexpected catalyst: Austro-Hungarian Lieutenant Colonel Theodor von Lerch. In 1912, von Lerch introduced skiing to the area, inspiring locals when he famously scaled and descended Mount Yotei. This sparked Japan’s skiing boom and eventually led to the nation’s first Winter Olympics participation in 1928.
Niseko’s allure grew steadily, with Kutchan becoming a sister city to St. Moritz in 1964. By the 1972 Sapporo Winter Olympics, the area boasted alpine lifts, lodges, and après-ski facilities. However, it was the influx of Australian winter tourists in the 2000s, drawn by Niseko’s pristine powder snow, that cemented its international reputation.
Today, Niseko thrives as a hub of luxury and adventure. Four main ski areas—Hanazono, Hirafu, Niseko Village, and Annupuri—offer world-class experiences. Investments have poured in, with luxury accommodation and high-end brands reshaping the landscape. Singapore-based The Luxe Nomad recently acquired Nisade, expanding its presence in Niseko and nearby Furano and Rusutsu.
The town has embraced change while preserving its alpine charm. This season saw the debut of the Ace Gondola in Hirafu, a state-of-the-art lift accommodating 10 passengers, replacing its 1980s predecessor. Creative food and drink pop-ups complement the town’s modern offerings, while visitors can now find chilled bottles of Krug and Dom Pérignon at local convenience stores.
However, growth brings challenges. The influx of tourists strains local infrastructure, including a shortage of taxis. Efforts are underway to meet demand, with fleets from Tokyo bolstering local services.
Despite these growing pains, Niseko continues to enchant. Whether it’s striking a pose at luxury brand yurts or enjoying après-ski delights, visitors find themselves immersed in a blend of history and modernity. As Niseko navigates this new era, its snowy slopes remain a beacon for adventure seekers and luxury travelers alike.
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