Koyo Murata returns to his rural hometown in Japan to transform an abandoned community center into a guest house, aiming to revitalize the local economy.
Washington DC, United States Jul 13, 2026 ALN: Koyo Murata, now 25, grew up in a small countryside town in Japan. He moved to Tokyo to study electrical engineering and spent three years working in the city. Last year, he returned to his hometown to transform an abandoned community center into a modern guest house.
This as-told-to essay is based on a conversation with Koyo Murata, 25, the founder and operator of the Villa ASO guest house in Taiki, Mie Prefecture, Japan. His words have been edited for length and clarity.
I grew up in a quintessential countryside town in Japan with about 8,000 people. My elementary and middle schools had only about 100 students combined. There are even fewer children there now.
After school, we'd play in the river or organize soccer matches in the park. I felt lucky to be surrounded by rivers, mountains, and the sea.
Looking back, I realize my hometown, Taiki, was already part of a broader trend in Japan.
Rural towns like it are disappearing as people move to Tokyo. The capital is where you find the best jobs. Most kids who grow up in small towns like mine dream of making it to the big city.
I moved away at 19 to study electrical engineering at Mie University; after graduating, I spent three years in Tokyo working in construction management and later in independent sales.
My life was full, but I didn't like how crowded the city could be. The greater Tokyo metropolitan area consists of nearly 37 million people. The trains were always packed, and people seemed more uptight than the friendly folks back home. Over time, I began to realize how valuable life in the countryside really was.
That's why, in August 2025, I decided to move back home. In Japan, we call it a "U-Turn" — when someone leaves for the city and later returns to their hometown.
My parents and older brother now live in Tokyo and run their own businesses. I wanted to challenge myself by building a career of my own. At the same time, I wanted to find a way to share the beauty of the Mie countryside with the rest of the world.
The opportunity came when my parents called me one day to tell me that an abandoned community center in our town was about to be knocked down.
My father said, "This could be your chance to do something with it." That's when I made my U-Turn and moved back to Taiki to start my own business and find a new use for the old building. I began a project to transform the former community center into Villa ASO, a guest house for visitors to the area.
The former community center was a gathering place for local residents and also served as an evacuation assembly point. But it had been sitting unused for 10 years. This mirrors a wider issue facing many rural communities in Japan, where local facilities are often neglected and left to deteriorate due to declining populations and lack of funding.
When I started my company, NexusTown, my idea was to renovate the building and turn it into a guest house that could accommodate groups of up to 8 people. I hope to bring more tourism to our shrinking town, which has been affected by the national trend of urban migration.
I borrowed about 10 million yen, or $62,000, from my brother's company and received another 10 million through a government-backed startup loan from the Japan Finance Corporation. This financial backing is crucial for many young entrepreneurs in Japan, especially those looking to revitalize local economies.
Over three months, we hired a construction company to complete 70% of the work, but the remainder was DIY — just me and some friends. It was hard work; none of us had any experience in renovation. I also had to teach myself how to market the guest house, how to put it on Airbnb and Booking.com, and how to set the right prices. These skills are increasingly important for small business owners in the hospitality sector.
In December, when it officially opened, and I saw our first guests enjoy their stay, I was glad I had done it. The opening of Villa ASO not only marked a personal milestone for me but also represented a potential turning point for Taiki.
In January, we were operating at 30%, in February 60%, and by March we'd reached 100%. This rapid growth in occupancy rates is encouraging, especially considering the challenges faced by new businesses in rural areas.
Our guests have included college students on spring break, multigenerational families, and working adults from all over the country. So far, we've had only one group of inbound tourists from abroad, but I hope we can host more overseas visitors in the future. The house is close to the Kumano Kodo, an ancient pilgrimage route that attracts hikers and travelers from around the world. This proximity to cultural and natural attractions is a significant advantage for Villa ASO.
People who come to Villa ASO get to enjoy the same mountains, river, and sea that I did when I was growing up. They can slow down and enjoy the stars at night. They can meet the warm people of Mie. This connection to nature and community is something that urban dwellers often seek but may struggle to find in the hustle and bustle of city life.
In addition to the villa's private sauna, there's also a natural onsen, or hot spring, three minutes away by foot that I always recommend and which guests can visit for free. The onsen culture is deeply rooted in Japanese tradition, offering relaxation and a unique experience for visitors, which enhances the appeal of Villa ASO.
The villa costs on average 28,900 to 33,700 Japanese yen, or $179 to $208, for two guests, with 5,000 yen added for additional party members. Pricing is competitive for the region, and I aim to ensure that it remains accessible while still providing a quality experience for guests.
In the future, I'm hoping to connect the villa experience with local restaurants and activities like seated meditation and harbor fishing. This holistic approach not only enhances the guest experience but also supports local businesses, creating a more integrated community economy.
My goal is to revitalize the town's economy, and my work is never done. Along with managing the guest house, I also work for a talent-matching agency. I'm always thinking of new ways to renovate and improve the villa. This dual focus on hospitality and community engagement reflects a growing trend among young entrepreneurs in Japan who are looking to make a positive impact on their local environments.
I hope to recoup the investment in about three to four years. This timeline is ambitious, but I believe that with continued hard work and community support, it is achievable.
The declining population of Taiki worries me. I don't think the town will ever vanish entirely, but it may eventually be merged with another township. It makes me sad to think that could happen to the place where I was born. This concern is echoed across many rural areas in Japan, where aging populations and youth migration to urban centers pose significant challenges.
If this project can help even one or two more people fall in love with my hometown, I'll be happy. My story is just one of many, but it highlights the potential for revitalization and the importance of local initiatives in addressing the challenges faced by small towns in Japan. The success of Villa ASO could serve as a blueprint for other young entrepreneurs looking to make a difference in their communities.
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