In Kanazawa’s Higashi Chaya District, where geishas still perform and red-latticed machiyas glow softly at dusk, Ms. Chihori Kono is quietly rewriting the meaning of hospitality.
A former Tokyo marketer who once worked in tech, she left the city to build something slower, more human — a guesthouse called Kototoki, housed in a 160-year-old machiya, and later toaru, a café & sake bar hidden nearby.
Both invite travellers to experience the rhythm of Kanazawa not as outsiders, but as participants in its living story.
What makes her work special isn’t scale or luxury — it’s intent. The kind that listens, observes, and responds with omotenashi — Japan’s unique art of thoughtful hospitality.
We asked Chihori how her journey began, what she’s learned from her guests, and why she believes travel still has the power to connect people — across time, culture, and a shared cup of sake.
- Please describe what your businesses are, why did you start them and what is unique about them?
For over two years, we have been operating a guest house in a 160 year old machiya (traditional townhouse) in the Higashi Chaya District of Kanazawa. This is the largest of the three well-preserved historical geisha districts in Kanazawa, where the geisha still entertain today. The area is lined with beautifully-conserved red coloured machiyas and still preserves the traditional teahouse (chaya) culture of the Edo period.
The Higashi Chaya district
Our Gest House “ 古都とき – Kototoki – ”
More than 90% of our guests are from overseas, and many of them have a deep interest in Japanese culture and history. Over the past two years, we have continuously learned through operations and welcomed our guests with heartfelt hospitality.
To further convey the charm of Kanazawa and create more opportunities to connect with our guests, we decided to open a cafe & sake bar – toaru.
Through Kanazawa’s local sake and regional foods, and our lodging experience, we aim to offer a kind of hospitality that allows our guests to imagine how people lived in the past.
Cafe & Sake bar toaru is located in hidden place near the Higashi Chaya district
- Please share something about your background, what did you do before, have you always lived in Kanazawa etc.
I have loved traveling since my teenage years, exploring various destinations across Japan. And I decided I wanted to contribute to society through tourism.
At first, I joined the IT industry and worked in a marketing department.
Initially, I considered developing a low-commission reservation system for accommodations with my team.
However, I felt it was important to understand the industry on the ground, so at the age of 25, I moved from Tokyo to Kanazawa and started managing a guesthouse.
Over time, my focus broadened to include regional tourism initiatives and sustainable community development in Japan, where there is a shortage of skilled personnel. Currently, I am also involved in developing tourism content in other regions.
- How has the experience been so far in growing either of your businesses? What makes you happiest, and what have you changed over time that your guests find most valuable?
Fortunately, our business started just after the pandemic, and we have welcomed more international visitors to Kanazawa than we initially anticipated. This allowed us, in the third year, to expand into the restaurant business, providing hospitality to even more guests.
That’s when we started toaru, where we have been able to create a space that connects local residents with tourists—something that would have been difficult to achieve with just the guesthouse.
This has been particularly gratifying.
Many foreign visitors to Kanazawa are returning to Japan for the second time, often seeking a deeper understanding of Japanese culture, history, and philosophy. I feel that Kanazawa, with its Zen culture, traditional crafts, and local sake, is an ideal match for these guests.
- What has been the important criteria for success ? For example, you have a tea ceremony experience at your guest house, how does this work to enhance the guest experience?
Since many visitors to Kanazawa is keen to be immersed in Japanese cuture.
In our town house, the tea ceremony experience, which is operated by another provider, enrich their visits by learning this craft in a traditional Japanese machiya.
In the guest rooms, guests can also enjoy a self-guided tea ceremony and interact with small items reminiscent of Edo-period life, offering an immersive experience that feels like stepping back in time.
We continue to receive a steady flow of guests and high reviews, which help us learn where to improve to meet guest expectations.
We prioritize direct communication with each guest as much as possible. For example, at check-in, we bring them through a tour of our 160-year-old machiya and provide detailed explanations on the architecture and the history of the people who once lived there.
- What’s your advice to other young entrepreneurs interested in building a hospitality business in Japan?
I believe that Japan’s culture of “omotenashi “—hospitality—is about sensing the guest’s intentions, needs, and curiosity. It’s not just about polite service; it’s about anticipating, through conversation, what a guest might enjoy or dislike.
(Source: Toaru Instagram)
When offering services to international guests in Japan, it is essential not only to understand Japanese culture, but also to possess a global perspective.
Being well-versed in world affairs enables you to connect with guests from any country and engage in meaningful conversations — ultimately deepening your understanding of who they are.
While many foreign visitors are becoming more knowledgeable about Japanese culture and history, few truly understand how these traditions connect to modern life or continue to evolve today. By opening toaru, we hope it can be an inviting experience for both international and local guests to explore Kanazawa more deeply, share their living stories and build memorable connections that last beyond their visit.
🎥 To get a feel of what Chihori has created in Kanazawa, check out this short video that captures the atmosphere around Kototoki
Today, Chihori and her team continue to expand their work through Arutokoroni Inc., offering consultation services for foreigners who wish to open guesthouses in Japan and taking part in tourism development projects beyond Kanazawa — all with the same spirit of omotenashi that began in a single 160-year-old machiya.
