IR News
New “KOKO HOTELS” Launches New Services from October 1 — Realizing the Brand Concept
Following the announcement of our hotel brand integration on July 15, 2025, the Company has launched new services starting on October 1 that embody the brand concept “Here Discovery Begins — Find Your Journey Here” and expand the brand through key visuals.
Official Website：https://www.polaris-holdings.com/en/
The key visual for KOKO HOTELS was created by Asuka Watanabe, a designer and artist, to help more guests recognize and remember the brand.
This visual is designed so that each viewer may perceive and feel it differently. It allows every guest to interpret the imagery in their own way and embrace it freely. Moreover, by connecting this brand image with the actual experiences of staying at our hotels, we aim to further enhance the recognition of KOKO HOTELS.
＜Asuka Watanabe — Profile＞
Asuka Watanabe is a Tokyo-based graphic designer, art director, and artist. Her creative work spans a wide range of expressions, from visuals for music festivals to public space artworks and abstract paintings.
Since 2024, she has also been involved with “K ART gallery“ in Omotesando, where she has expanded opportunities for artists to present their work through curation and project management. Crossing the boundaries between design and art, she continues to develop activities that bring new perspectives to society and everyday life.
<Comment from Asuka Watanabe>
This work, composed of abstracted patterns, is a collage-like reconstruction of fragments of the city.
Lines of architecture, signs, windows, shadows, and the rhythm of people passing by overlap and emerge as a geometric composition.
It creates a multi-layered and dynamic impression that changes depending on the viewer’s perspective.
The design visually expresses the free and creative moments offered by KOKO HOTELS.
（Key Visuals for Each Brand）
KOKO HOTEL Tsukiji Ginza
KOKO HOTEL Premier Kumamoto
KOKO HOTEL Residence Asakusa Tawaramachi
KOKO STAY Chitose
■Deepening the Brand Concept and Tagline
KOKO HOTELS aims to be more than just a place to stay.
We aspire to be a place where every journey begins with new discoveries.
Through encounters with local cuisine, culture, and people,
we offer heart-stirring experiences that you may never have noticed before.
Here Discovery Begins — KOKO HOTELS
The brand concept of the new “KOKO HOTELS” goes beyond simply being a place to stay. Our aim is to become a hub that shares the unique appeal of each region. Through tourism, local cuisine, and encounters with people, we provide our guests with a “starting point of a journey” where they can make their own unique discoveries.
＜New Services from October 1＞
As part of our initiatives to realize the brand concept, we will be introducing the following:
ーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーー
① A Journey Begins with a Cup Surrounded by the Aroma of Dashi – Dashi Pack
② Creating Memories Through Scents at KOKO HOTELS – Signature Aroma
③ Small Convenience Born from Small Thoughtfulness – Eco Bag
④ Explore the Hotel and the City Seamlessly with Just Your Smartphone – tripla guide
⑤ Welcome to KOKO HOTEL – Our Warm and Familiar Greeting
ーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーー
▶Service Details
・Offering Original Dashi Pack (Japanese Soup Stock)
A Moment Surrounded by the Aroma of Dashi — A Unique “First Cup of the Journey” Offered in Each Region
We offer original dashi packs that let you experience umami, the essence of Japanese food culture. Each region has its own unique blend—five in total (Hokkaido & Tohoku / Kanto / Hokuriku & Tokai / Kansai / Chugoku, Shikoku & Kyushu)—bringing the true flavor of Japan to guests from both inside and outside the country.
Boil water in your room, savor the moment surrounded by the aroma of dashi, and feel the presence of both the “region” and “Japan” behind its fragrance.
This is the heartfelt “First Cup of the Journey” we have prepared for you.
・Welcoming You with the Signature Scent of KOKO HOTELS
Here, you will always find the same familiar fragrance — your own place to return to
The aroma of KOKO HOTELS evokes memories of past journeys. With this signature scent, we not only provide comfort and a sense of safety, but also gently accompany you on a journey that remains in your heart and in your memory.
・Original Eco Bag Rental Service
Thoughtful hospitality made possible by our front desk staff
After check-in, guests can conveniently borrow an eco bag for small shopping trips.
While many hotels are moving toward unmanned operations, KOKO HOTELS continues to welcome guests with front desk staff.
It is precisely because we have people on site that such attentive service ideas are born.
・Introducing “tripla guide” — A Web Service for Your Journey
Essential information during your stay, right at your fingertips
We have introduced tripla guide, a web-based service that allows you to easily access the information you need during your stay with just your smartphone. From checkout times, hotel facilities, and rental items to restaurant recommendations and sightseeing spots, a wide range of details is available at any time.
In addition, the AI-powered chat function automatically responds to frequently asked questions and supports multiple languages, ensuring a safe and comfortable stay for both domestic and international guests.
Many of these shared services at KOKO HOTELS are born from the awareness and conversations of our attentive staff who are always looking after our guests.
We have appointed brand ambassadors at each hotel to promote the creation of new services and experiences, as well as to share the unique appeal of the local area. In doing so, we embody our concept of “Here Discovery Begins” directly from the front lines of our hotels.
＜Comment from President & CEO Yohei Taguchi＞
At KOKO HOTELS, we wish to deliver experiences that allow each guest to discover at least one thing they find truly interesting. In today’s world, it is difficult for hotels to stand out with conditions such as being ‘clean,’ ‘close to the station,’ or ‘reasonably priced’ alone. That is why we aim to create moments where guests can look back and say, ‘It was a wonderful journey,’ through casual conversations with our staff, thoughtful services, and the unique appeal of each region.
What we value most is building upon safety and security, while adding new discoveries of the local area and encounters with people. We aspire to be a presence that remains in our guests’ hearts—so that when planning their next journey, they will once again think of KOKO HOTELS.
