Sitting right on the shores of Lake Inawashiro, MINATOYA is a historic inn founded back in 1877. While deeply honoring its legacy as an inn with close ties to the world renowned physician Hideyo Noguchi, the property has transformed into a vibrant experiential resort. From striking wall art that brightens the interior to rooftop glamping and authentic tent saunas, it seamlessly adapts to the modern era.
Today, we spoke with Mr. Watanabe, the upcoming fifth-generation owner leading the inn forward. He shared the backstory behind creating these unique spaces, his dedication to the food, and his passion for taking on new challenges in Inawashiro.
Mr. Watanabe, the upcoming fifth-generation owner of MINATOYA.
He was born and raised in Inawashiro and deeply loves his hometown. Inheriting the vision of previous generations, he works passionately to protect and build upon this wonderful hotel.
LAKE SIDE HOTEL MINATOYA. A hotel where you can enjoy an outdoor lakeside tent sauna alongside a unique space that beautifully balances Showa-era retro charm with modern comforts.
Enjoying the Climb: Four Seasons of Art Connected by a Former School
—Walking inside, the first thing that catches the eye is the stunning artwork covering the entire staircase wall.
Mr. Watanabe: This building is about 60 years old and has four floors with no elevator. Since we turned our rooftop into a glamping area, we wanted to make the walk up an enjoyable experience for our guests. In March 2019, we invited artist Sho Iwakiri to paint the walls.
—What is the concept behind the paintings?
Mr. Watanabe: The theme is the Four Seasons of Inawashiro. It starts with spring on the first floor, featuring swans and other seasonal imagery. As you walk up, the artwork shifts into summer, autumn, and winter animals. By the time you reach the rooftop, you enter a winter landscape where serows welcome you.
Actually, Mr. Iwakiri had previously painted an entire art room at Okinoshima Elementary School, a now-closed school that Hideyo Noguchi once attended. We met through that school revitalization project, which led me to ask him to paint our staircase. It keeps the retro charm of the building while making the walk upstairs something to look forward to.
Rooftop Glamping and Crafted Dining by the Lake
—The rooftop glamping setup feels incredibly thought out as well.
Mr. Watanabe: Thank you. The rooftop used to be an old employee storage and break area, but we completely overhauled it into a restaurant and glamping space. The view of Lake Inawashiro from up here is fantastic, making it a perfect backdrop for a barbecue.
We went with an oriental aesthetic inside the tents and added air conditioning so guests can stay completely comfortable and relax, even in the middle of summer. For safety and hygiene, guests actually sleep in the rooms of our adjacent hotel, so this rooftop remains purely a dedicated space for enjoying the glamping experience.
—What kind of approach do you take with the food?
Mr. Watanabe: For the barbecue, we source fresh local vegetables, original sausages, and high-quality meats. We also renovated our restaurant last December, allowing us to serve Chinese-centered dinners and host banquets in the evening.
On top of that, we launched a scratch bakery this past April under the guidance of Espresso. Our most popular item is a remarkably soft bread called Mou, and our original Kamemaru Bread—modeled after the turtle-shaped sightseeing boat on Lake Inawashiro—has been a huge hit. Now, we have local residents dropping by to buy bread alongside our overnight tourists.
Carrying Forward 148 Years of History and Noguchi’s Legacy
—MINATOYA has an incredibly long history, doesn’t it?
Mr. Watanabe: Yes, counting from our founding in 1877, we have been here for about 148 years. Back during the era of our previous building, the official welcome banquet for Hideyo Noguchi when he returned to Japan was held right here. We continue to operate proudly as an inn deeply connected to his legacy.
—We heard there used to be an arcade area inside the inn at one point.
Mr. Watanabe: That’s true. Years ago, we had rows of competitive fighting games. Today, we have replaced them with crane games and a shooting gallery so families with young children can play safely and comfortably. The guest demographics and expectations naturally shift with the times. Lately, we are seeing many more international travelers, so we have also introduced new art projects, like a spray-painted piece by German artist Tona.
Born from Pandemic Challenges: A 140-Degree Tent Sauna
—We hear many guests now visit specifically for the sauna. When did you introduce the tent sauna?
Mr. Watanabe: We started it in September 2020, right in the middle of the pandemic. With our restaurant operations heavily restricted, I wanted to find something exciting we could create during a time when everything felt stuck. Since I love saunas myself, we teamed up with a partner company to launch an outdoor activity right by the lake.
—We heard the tent sauna gets incredibly hot. Just how warm does it get?
Mr. Watanabe: Our tent sauna can hit a maximum of around 140 degrees Celsius. It gets incredibly hot. We leave the firewood management completely up to our guests, so they have the freedom to push the heat to the limit or keep it at a gentle, mellow temperature. Stepping out of that intense heat to cool down in the open air surrounded by Inawashiro’s nature is a phenomenal experience. Being able to offer that kind of escape in this specific location is incredibly rewarding for us. Our self-aromatherapy sessions, where guests can choose from a wide variety of aromatic oils, are also highly popular.
Constantly Evolving to Showcase the Best of Inawashiro
—Finally, what is your future vision for MINATOYA?
Mr. Watanabe: I was born and raised here, and taking over will make me the fifth-generation owner. My ultimate goal is to create a comprehensive destination where people can eat, drink, and explore—a place where anyone visiting the area automatically thinks, “I have to go there.”
Inawashiro has beautifully distinct seasons, offering skiing in the winter and lake activities in the summer, with easy access from Aizu-Wakamatsu and Koriyama. Bringing out and sharing these incredible regional highlights is exactly what we are meant to do.
—You have navigated some incredibly challenging times, including the earthquake and the pandemic.
Mr. Watanabe: After the earthquake, we took in evacuees, which naturally led us to start a catering business. Then, during the pandemic, we introduced the tent sauna, updated the rooftop, and opened the bakery. Right now, our focus is entirely on creating a destination worth making a special trip for. No matter how the era shifts, the key is to stay agile, adapt our strategy, and never stop taking on new challenges.
A long-standing inn holding over a century of history and the footsteps of Hideyo Noguchi. Looking closely at MINATOYA reveals a journey of constant adaptation. Rather than resting on its laurels, the inn has continuously fought to create fresh value through major historical shifts, from the 2011 earthquake to the pandemic.
The vibrant artwork lighting up the stairs, the lakeside breeze on the glamping rooftop, the deeply relaxing tent sauna, and the handmade bread loved by locals—each element is a perfect piece of the puzzle the fifth-generation owner is building to showcase the best of the region. By honoring its past while remaining entirely flexible, MINATOYA moves forward as a vibrant hub for modern travel, filled with an energy that leaves every visitor excited for what comes next.
Interviewer: Yohei Osaki
Translation: Alyssa Rossi
LAKE SIDE HOTEL MINATOYA
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