A U-Turn to Taiki: Reviving a Japanese Town Through Hospitality

Taiki faces the same demographic squeeze affecting much of rural Japan, where youth migration to the capital leaves small towns hollowed out. Murata, who moved to Tokyo for university and a career in construction management, found the city's crowded trains and impersonal pace increasingly draining. The turning point came when his parents alerted him that a local community center, once a vital gathering hub, was slated for demolition after a decade of disuse.

The Renovation of Villa ASO

Returning home in August 2025, Murata founded NexusTown and secured 20 million yen—split between a private loan from his brother and a government-backed startup fund—to repurpose the facility. The resulting project, Villa ASO, opened in December 2025, offering a retreat near the ancient Kumano Kodo pilgrimage route. Murata managed the renovation with a mix of professional contractors and DIY labor alongside friends, despite having no prior experience in construction or hospitality management. By March, the guest house reached full occupancy, hosting a mix of domestic travelers and students. Murata aims to recoup his investment within four years, hoping to integrate local experiences like harbor fishing and seated meditation to further boost the regional economy. While he acknowledges the risk of Taiki eventually merging into a larger township, he views his venture as a critical effort to keep the town’s identity alive for a new generation.