I want more people to know about Japanese snow culture.
BEAMS" is a fashion brand that offers a culture that combines fashion and activities according to the season, such as camping and festivals in the summer and snowy mountains in the winter. The company's own special website, "HAPPY OUTSIDEThe theme of this year's event is "Enjoy the outdoors to the fullest," and the content is presented with a sense of humor. This year's event was a big one, bringing together Ameer Sports Japan, which operates Salomon, Arc'teryx, and Atomic, and Nozawa Onsen Village (Nozawa Onsen Ski Resort and Nozawa Onsen Tourist Association).
Nozawaonsen Village, the venue of the event, is an area that has seen a rapid increase in the number of foreigners in recent years. Led by Australia, whose seasons are opposite to Japan's, many people come to the area in search of Japan's unique powder snow. In response, the number of restaurants and inns run by foreigners has also increased. Incidentally, Japanese powder snow is called "JAPOW," and the phrase "It's pow pow today! is a phrase familiar to skiers and snowboarders alike.
Nozawa Onsen Village is known as a popular après-ski spot, but it has a long history as a hot spring resort, said to date back to the mid Kamakura period (some theories exist). The 13 out-spa (public bathhouses) that still remain in the village have long been the common property of the villagers.
BEAMS, Ameer Sports Japan, and Nozawa Onsen Village are bringing music to this traditional land and taking Japanese snow culture to the next level.
Nozawa Onsen Ski Resort is a ski resort that sells 100% natural snow and has a total of 36 courses and slopes. About 40% of the slopes are suitable for beginners, making it a great place for snow sports beginners, and families with children can also enjoy skiing without worries.
It was late January when I joined the tour. Although there was a lack of snow in the news, Nozawa Onsen ski resort was in perfect condition. We started our 3-day/2-night tour to experience snow culture and enjoy the town of Nozawa Onsen to the fullest.
