Changing a Town with a Sense of Play

Why "Vegas"Was Born in Kotohira

In the shopping street of Kotohira, the temple town of Kotohira-gu Shrine, there stands a building that immediately catches the eye.
A lodging facility, a vegan bagel shop, a Japanese tea stand, and a craft beer brewery.
All of these come together in one complex facility—KOTO VEGAS.

Behind this unique name and concept is Jun Omi,
Representative Director of Regional Revitalization Inc.
A former PR professional who once worked in Tokyo,
why is he now creating one new place after another in Kotohira, Kagawa?

From Tokyo to the Regions — A Shift in Perspective Triggered by Disaster

After working for nine years at Pasona Inc. in Tokyo, Mr. Omi went on to a PR agency before becoming independent.
While handling public relations for local governments and regional branding, he encountered the Great East Japan Earthquake in 2011.

“When I saw soil being decontaminated in a park near my home, I realized this was no longer a ‘distant disaster.’”

He evacuated his family to Nara while continuing to work in Tokyo himself — a kind of reverse solo assignment.
It was then that he truly understood what it meant to live and work in the regions.
That experience later led to his challenge in Kotohira.

Places Loved by Locals Also Resonate with Visitors

When he first visited Kotohira, the shrine approach was filled with people.
He sensed that "something could be done in this town," but at the same time noticed aging shops and vacant storefronts.

What he valued most in creating shops was not tourists, but local residents.

"Places locals want to visit naturally become places that tourists want to visit too. That’s the most important point."

Town Development as a 'Surface', Not a 'Point'

"Even if one shop succeeds, the town doesn't change."

Starting with a stationery shop, Mr. Omi went on to open a brewery, lodging, and a Japanese tea stand.
Turning points into lines, and lines into surfaces — this mindset guides his approach to town development.

"Success shouldn't end with one place. It needs to spread. When you work on a surface rather than a point, a flow of people is created. Without thinking about the entire shopping street, sustainable revitalization isn't possible."

The Meaning Behind the Name "KOTO VEGAS"

At the heart of the project is the Italian concept of "Albergo Diffuso", or a dispersed hotel.
It involves renovating vacant houses and shops so that the entire town functions like a hotel.

However, "Albergo Diffuso" is a bit hard to grasp.
To make it more approachable and playful, the name "KOTO VEGAS" was born.

Kotohira is a town where travelers gather around Kotohira-gu Shrine.
Pray, stay, eat, and enjoy — that sense of the extraordinary felt as lively as Las Vegas.

"It's not about gambling, but about Vegas as a place to enjoy life. This town once attracted cultural figures and visionaries. I want to bring back that cultural energy and human passion."

Setting Sail During the Pandemic

Three days after opening the stationery shop, a nationwide state of emergency was declared.
In a town that normally welcomes 2.6 million visitors a year, people suddenly disappeared.

"I had already decided to do this, so stopping wasn't an option. Instead, I thought about how to use that time."

With tourism at a standstill, he gained time to deeply connect with local residents.
Talking about the future together during a period when business couldn't move — that became the foundation of today's activities.

The True Killer Content of the Regions Is 'People'

"No matter how beautiful the scenery or how good the food is, what stays in your memory in the end is the people you meet. Kotohira still has so many people who shine. That's why, through creating places and experiences, we want to nurture people."

People create the town, and the town then attracts new people.
With that cycle in mind, Mr. Omi continues to run at the very heart of the town.

From the Perspective of a Student Writer

The term 'regional revitalization' may sound difficult.
But through this interview, I felt that what truly moves a town is people.

Mr. Omi's story wasn't about flashy success, but about small changes born from conversations with locals.
It was a time that made me feel that it's okay to trust what you want to try.

Someday, I hope to raise a toast at KOTO VEGAS with a bagel in hand.
That thought marked the end of this interview.

KOTO VEGAS / Regional Revitalization Inc.

Shinmachi Shopping Street, Kotohira Town, Nakatado District, Kagawa Prefecture
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