Yunokami Onsen is a hot spring town surrounded by nature in Minami-Aizu. Hoshinoi is a local favorite with many regular guests. People visit for the famous potato dishes and the free night tours. They also love the warm hospitality of each staff member. We spoke with the owner of Hoshinoi about the history of the inn. He also shared his passion for the food and tours and the meaning behind the phrase Magokoro-no-yado.
A small hot spring inn with famous potato dishes and warm hospitality. It is located just 10 minutes from Ouchi-juku.
Driven by a dream: How the former landlady founded Hoshinoi
—First, please tell us how Hoshinoi first began.
Owner: It started with my mother 50 years ago. Around that time homes in Yunokami Onsen could finally draw hot spring water. My mother decided to start a business since we had the water. It began as a guesthouse at first.
—So your family had no background in hospitality?
Owner: That is right. We were originally a sake brewery. We had no experience running an inn. Our relatives were against the idea. But my mother pushed past the opposition. She insisted on doing it. That was the beginning of Hoshinoi.
—What is the meaning behind the name Magokoro-no-yado (The Inn of Sincerity)?
Owner: I did not hear the exact reason from my mother. I believe it was simply her lifelong policy. She wanted guests to be happy and to feel like coming back. I think that sincere wish is where the name comes from.
Taking pride in our staff as much as our food
—What makes Hoshinoi stand out to your guests?
Owner: Guests praise our food very much. However, I am just as proud of our staff as I am of our cooking. They are so devoted that guests often cannot tell who the actual landlady is. Everyone interacts with guests closely.
—That is wonderful.
Owner: It is the culture my mother built here. Everyone inherited it naturally. Many inns have delicious food. Our strength is the thoughtfulness of our staff. Guests can truly feel their kindness.
—Why is the service from the staff so warm?
Owner: We do not do any special employee training. It is the environment my mother created. We grew up watching her work. That spirit was passed down to our part-time staff too.
—Do you hire people based on their personality?
Owner: Yes. Sometimes I see someone at a shop and like their atmosphere. I will ask them to come work with us. Hospitality is not just about skill. A person’s character and personality are a big part of it.
Free tours born from the joy of sharing a moving experience
—Hoshinoi is famous for free tours. How did the night tour actually get started?
Owner: It started with fireflies. A friend told me about a spot where they gathered. I went to see them and was in awe. I thought our guests would love it too. I started the tour the very next night.
—That is incredible. It became a year-round tour after that?
Owner: Yes. Initially it was only during firefly season. But guests loved the nighttime atmosphere of Ouchi-juku. They wanted to show it to their friends in other seasons. That feedback made it a year-round tour.
—What is the driving force for continuing every night?
Owner: I want guests to experience the things that moved me. I personally saw and loved the night tours and the buckwheat fields. I will run the tour even for one person. My own effort is free. If the guests are happy, that is enough for me.
The story behind the famous Hoshinoi potato dishes
—Let’s talk about the food. Why did potatoes become a specialty?
Owner: This also goes back to my mother. Guests loved her unpretentious cooking when the guesthouse first opened. It started with simple simmered potatoes. The response was wonderful.
—And that evolved into what you serve today?
Owner: Yes. I found May Queen potatoes from Hokkaido while testing different varieties. I decided to serve one large potato whole for the impact. You do not see that often. People love the look and the soft texture. —It makes sense why repeaters come to eat the potatoes. Owner: Thank you. Our older guests especially like them. This is the one dish we have never changed.
—It seems you also elevated the other dishes.
Owner: We have many regulars who visit every month. I would feel bad if the menu was always the same. We vary a few dishes to keep things fresh. But the main potato dish stays. We serve it every night.
Yunokami Onsen is a gentle spring for daily life
—What makes Yunokami Onsen special?
Owner: It is the abundance and the quality of the water. In this town, even private homes have hot spring water piped in for everything. This includes drinking and heating floors. The water is clear and odorless. It is very gentle on the skin. It is a natural part of local life.
—The fact that it is drinkable is interesting.
Owner: The water in the guest room kettles is pure source water. I mention this during the night tour. Guests often go back to their rooms for another cup of tea.
—Are there other local charms to share?
Owner: Ouchi-juku is the representative tourist spot. But there are many other spots I recommend. I want to help people discover the beauty of this entire region.
—You are very dedicated to the whole town.
Owner: Yunokami Onsen still needs more recognition. Ouchi-juku brings people here. Moving forward, each inn must have its own features to increase guest satisfaction.
The secret to your high return rate: “I want them to come again”
—I heard your return rate is as high as 80%. Why is that?
Owner: I am not entirely sure. I hope it is because people enjoy their stay. Our entire staff treasures the thought of seeing the guest again.
—That feeling naturally comes out in the service.
Owner: I think so. We are happy when a regular guest returns. It gives us a sense of purpose. Guests can feel that atmosphere.
An inn for those who seek genuine warmth over luxury
—Finally, do you have a message for future guests? Owner: We do not use expensive ingredients. We focus on local food and honest hospitality. We put a lot of heart into our cooking. I would be happy to welcome guests who can sense that sincerity.
The simple deliciousness of the potato dishes. The beauty of a Shimogo night on a tour led by the owner himself. The natural warmth of a staff that makes everyone feel at home.
The charm of Hoshinoi is not about luxury. It is about the genuine wish to share a moving experience. That warmth is why so many guests always find their way back.
Interviewer: Yohei Osaki
Translation: Alyssa Rossi
