Cover Hakuchōzan, a seven-bedroom chalet on the Middle Hirafu Village bluff (Photo: courtesy of HakuLife)
Hakuchōzan, a seven-bedroom chalet on the Middle Hirafu Village bluff (Photo: courtesy of HakuLife)
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Niseko, once a backpacking destination, now boasts luxury properties under premium brands like Ritz-Carlton and Park Hyatt. Insiders reveal its allure and unique elements, from exceptional snow quality to Japanese après-ski activities
“Every continent in the world has a signature ski destination for the ultra-high-net-worth guest. In Asia, that will be Niseko,” says Michael Chen, co-CEO and founder of HakuLife, which manages luxury properties and curates exclusive experiences for the elite who visit the town. He’s also the developer of award-winning properties Hakuchōzan and HakuVillas.
Chen first visited Niseko in 2010 with his three children. “It was my first holiday with them as a single dad,” he says. “We fell in love with the place, and continued to visit Niseko at least once or twice a year after that.”
During one of those visits, with an hour to kill before heading to the airport, Chen asked a friend who worked in real estate to drive him around. “He showed me a piece of land, and I made an offer on the spot. By the time I got to the airport, I received a message that the seller had accepted my offer,” says Chen, who was based in Hong Kong at the time. “I always wanted to have a family home, and I thought, what if I build a home in Niseko? Even if we won’t be there all the time, it’s a place where we can build years of memories.”
See also: 7 stylish ski chalets in Japan to book this winter
Stay cosy with an outdoor onsen and fire pit at Hakuchōzan (Photo: courtesy of HakuLife)
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It was here that he built Hakuchōzan, a seven-bedroom chalet on the Middle Hirafu Village bluff with spectacular views of Mount Yotei. “I designed the home functionally for my family. We love to entertain, and we love having multiple spaces to relax, like in an onsen or by a fireplace,” says Chen, who had previously spent 15 years in the integrated resort business with brands including Caesars and Crown Resorts.
“I spent a large part of my career serving ultra-high-net-worth partners and clients, and I was confident that the market was there. So I took a risk, and went to market with a catered chalet experience, similar to those in Europe, that included butlers, private chefs, chauffeurs—a high level of hospitality and curation,” he says. “Back in 2016, Niseko didn’t really have that.”
In fact, until just a few years ago, Niseko was a popular destination among Australian backpackers. So when Chen rented out Hakuchōzan at US$12,000 per night, booking out for the season, it shocked the market. He then went on to build HakuVillas, a seven-storey building comprising four residential units, including a three-storey, eight-bedroom Super Penthouse that rents for a cool US$30,000 per night. “It’s our most popular product,” says Chen.
The appetite for luxury in Niseko is growing. In 2020, Ritz-Carlton opened Higashiyama Niseko Village under its ultra-luxe Ritz-Carlton Reserve brand. That same year, Richard Li, the second son of Hong Kong billionaire Li Ka-shing, opened the Park Hyatt Niseko in the pristine heart of Niseko’s Hanazono area. Other big names following suit include Hong Kong-based Rosewood Hotel Group, which is set to open New World La Plume Niseko Resort in 2024, while Aman has announced that it will open a Niseko property in 2027. “The class of folks who go to Aspen and Courchevel are coming here now, and the reason there’s so much interest and investment in Niseko is because everyone recognises this is and will be that place [in Asia],” says Chen.
Park Hyatt Niseko (Photo: courtesy of Hyatt)
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That Niseko is poised to be the Aspen, St Moritz or Courchevel of Asia is a popular sentiment—and for the sake of having a bar to compare it to, sure—but those leading its luxury transformation are confident that Niseko will stand in a league of its own: one that is uniquely Japanese, especially when it comes to après-ski indulgences. Think soothing soaks in onsen, the natural hot springs that abound across the country, and dining that showcases Hokkaido’s exceptional produce.
“The unique blend of Japanese and international flavours [in Niseko] creates a gastronomic experience like no other, from the freshest sushi to rich, comforting ramen,” says Mark Yeoh, executive director of Malaysia-based YTL Corporation’s hotels and resorts division, which oversees some of Niseko’s most coveted high-end properties, including Higashiyama Niseko Village, Kasara Niseko Townhouse, Hinode Hills and Hilton Niseko Village. “When it comes to local produce, it’s as fresh as it gets. Beyond the food, the cultural scene in Niseko is captivating. I love how seamlessly the traditional customs blend with the modern way of life. The year-round cultural events feature traditional music, dance performances and local crafts, providing a window into Japan’s rich heritage.”
Outside of its collection of five-star hotels, YTL is expanding the cultural offerings available in Niseko with the opening of an outpost of Mandala Club, an exclusive private members’ club based in Singapore, for the winter season which started on December 8 and runs until March 31. “We are premiering an extraordinary two-storey, ski-in, ski-out clubhouse right in the heart of Niseko Village, which will set the stage for a dynamic dining and cocktail scene,” says Yeoh of Mandala Club Niseko, where the drinks programme will be led by Elliot Faber, certified Sake Samurai—the highest sake expert distinction—and co-founder of Sake Central in Hong Kong.
See also: Destinations less than 5 hours' flight from Hong Kong for a quick getaway
Above Onsen-inspired bathtubs at Higashiyama Niseko Village (Photo: courtesy of Marriott International)
Onsen-inspired bathtubs at Higashiyama Niseko Village (Photo: courtesy of Marriott International)
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And of course, there’s the snow. Nicknamed Japow—an abbreviation for “Japan powder”—by avid skiers and snowboarders, the snow in Hokkaido is legendary the world over for its soft, powder-like texture. “There’s just nothing like it,” says Chen. “Not to mention, there’s so much terrain for people to enjoy beyond the main slopes and pistes. If you’re willing to go off-piste, there’s a huge variety of options, including backcountry and nearby hill experiences you can get to by cat ski or snowmobile.”
Since Chen’s Hakuchōzan and HakuVillas paved the way, luxury accommodation has sprouted like wildflowers across the region. Odin Hills, a 16-hectare private residential village, known for its Nordic-Japanese design sensibility, recently announced the launch of its second phase of development. Partnering with Pritzker-prize winning architect Shigeru Ban, it will expand its exclusive hillside community to offer a new collection of alpine chalets.
The Luxe Nomad, a property management company and booking platform featuring thousands of high-end villas in 33 destinations around the world, recently became a majority shareholder of Niseko’s largest luxury property management company, Nisade. “Through Nisade, we now have 13 buildings, three chalets and approximately 900 rooms under our exclusive management,” says The Luxe Nomad founder Stephanie Chai, who is currently based in Singapore.
One of the villas offered at Odin Hills (Photo: courtesy of Odin Hills)
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One of those buildings is the recently opened Niseko Kyo, the passion project of Malaysian real estate mogul Robert Tan, who is the group CEO of property developer IGB Berhad, which is behind Kuala Lumpur’s Mid Valley City.
Niseko Kyo provides its guests with direct access to the coveted Ace Family Quad Lift, and is the first ski-in, ski-out development with onsen baths in every apartment.The six-storey condo houses 22 luxury residences, including a 3,200 sq ft, six-bedroom penthouse that takes over the top floor and rents for US$20,000 per night during peak season.
“All of our properties are designed to embrace every season of the year,” says Chai. “They are heated and well insulated for winter, and for summer, open windows provide fresh mountain air. As Niseko becomes better known, we have seen increased visitation during summer.”
Indeed, while Niseko’s popularity may have been born from its reputation as a dreamy winter destination, developers, chalet owners and local businesses have been pleasantly surprised with the growing number of visitors flocking to the town year-round, be it in spring to marvel at the cherry blossoms that cover the region in a blanket of pink, or in summer to take advantage of Niseko’s temperate climate, landscapes that look like something out of a Studio Ghibli movie and an abundance of nature-focused activities.
Luxury condos at Niseko Kyo (Photo: courtesy of Niseko Kyo)
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“When the green season rolls around, Niseko transforms into a lush landscape as the place comes alive with vibrant colours,” says Yeoh. “From fly-fishing in crystal-clear streams and hiking through pristine forests, to teeing off on not one but two 18-hole golf courses, including the award-winning Arnold Palmer-designed golf course—it’s a paradise for nature lovers and adventure seekers. There’s something magical about exploring the mountains when they’re dressed in green.”
“Summers here are really incredible,” says Chen, adding that his favourite summer activities in Niseko include hiking and fruit picking.
Another way to entice visitors, Chen says, is through their stomachs. Last summer, he and his HakuVillas team invited three world-class chefs to prepare an exclusive series of private dining experiences for a billionaire client visiting from the United States—the roster included chef Yoshihiro Narisawa of Tokyo’s two-Michelin-starred restaurant Les Créations de Narisawa. “It was a hit, and we’re working on next year’s version now,” Chen says. “Our mission is to create sensational memories for our guests all year round.”
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Coco Marett is a writer and editor who grew up between Hong Kong and Melbourne. She currently heads the travel section for Tatler Asia, and manages the Tatler Travel account on Instagram. She is known for her features on unique, under-the-radar properties and destinations. She's also known for her in-depth interviews that paint a refreshingly candid portrait of influential figures across various industries —from artists to political figures, CEOs to celebrity chefs. Follow her on Instagram @cocomarett
