A Small Castle Town in Shikoku, Ehime
Like many rural areas in Japan, Ozu City has faced a declining population,
 leading to an increase in vacant homes
 and challenges in preserving its historic townscape.

To safeguard its cultural heritage and town identity,
Ozu launched a revitalization initiative.
Driven by a sense of urgency, the city focused on restoring and 
repurposing historic buildings as the foundation for 
sustainable tourism and community development.

The Urgency to Preserve Ozu’s Historic Townhouses 

Ozu flourished as a castle town thanks to industries like wood wax (sumac), washi paper, and sericulture. 

The Konan District, home to Ozu’s historic townscape, retains many traditional buildings from the Edo to Showa periods. These charming streetscapes have been featured as filming locations for movies and TV dramas, including Ohanahan and Tokyo Love Story.

Landmarks such as the fully reconstructed wooden Ozu Castle and Garyu Sanso, an architectural masterpiece overlooking the Hiji River, still preserve the grandeur of Ozu’s past.

However, in recent years, this picturesque townscape has faced the risk of disappearing altogether.

With depopulation, an aging society, and a rise in vacant houses, many homeowners chose to demolish their properties to create parking lots, erasing much of the historic scenery.

To address this, Ozu City implemented an initiative called “Tourism-Oriented Town Development Utilizing Historical Assets.”

By fostering collaboration between the government, financial institutions, and private businesses, the project aimed to preserve historic buildings, attract visitors, and revitalize the local economy.

Local Youth Leading the Revitalization Movement 

The town was filled with vacant homes—many without owners, some already falling into disrepair. 

Alongside official redevelopment projects, a group of local youth concerned about the town’s future established the NPO YATSUGI. This initiative took charge of cleaning, repairing shoji screens, and conducting minor maintenance on vacant houses on behalf of absentee owners. Their efforts helped ease the concerns of property owners while slowing down the deterioration of these historic buildings.

As an extension of YATSUGI, the group also launched “Shiroshita no Machibito”—an event designed to recreate the lively atmosphere of Ozu’s castle town.

What is "Machibito"? 

"Machibito" refers to the people who once lived and worked in the town.

In the past, the town was bustling with people running businesses out of traditional townhouses (machiya). The key to revitalizing the town was bringing back the Machibito—people who would actively use these historic buildings.

During the Shiroshita no Machibito event, the town was transformed to resemble Ozu from 100 years ago. Participants dressed in traditional attire such as kimonos, creating an immersive historical atmosphere.

The event was a turning point for Ozu, allowing locals, visitors, and potential business owners to experience the charm of its historic townhouses. Some attendees were so inspired that they decided to open businesses in Ozu, further contributing to the town’s revitalization.

Shops and Hotels in Restored Historic Homes 

Through efforts by local government, financial institutions, and private businesses, along with initiatives like YATSUGI and Shiroshita no Machibito, life is returning to Ozu’s historic district.

Over the past six years, 31 historic buildings have been restored and repurposed into shops selling local specialties, stylish cafés set in traditional townhouses, and craft stores showcasing handmade goods.

In 2020, Japan’s largest decentralized hotel, "NIPPONIA HOTEL Ozu Castle Town," opened, converting vacant homes into luxury hotel rooms.

This innovative travel experience treats the entire town as a single hotel, allowing guests to immerse themselves in Ozu’s history, culture, and daily life.

Many of the townhouses, once used as shops on the ground floor with living quarters above, have been restored in the same way—first floors as cafés and boutiques, second floors as guest rooms for the NIPPONIA HOTEL.

Japan’s First Castle Stay Experience at Ozu Castle 

As part of Ozu’s commitment to preserving cultural heritage, a groundbreaking initiative was launched—Ozu Castle Castle Stay, where guests can spend the night inside a fully reconstructed wooden castle.

​

This one-of-a-kind experience begins with the sound of a conch shell, marking the lord’s arrival at the castle.

This one-of-a-kind experience begins with the sound of a conch shell, marking the lord’s arrival at the castle. Guests are treated to an authentic Edo-period welcome, including a formal entry procession, a lord’s certificate presentation by samurai retainers, celebratory gun salutes by musket troops, and traditional performances.

Dinner is served in Kouran Yagura, a surviving Edo-period watchtower, while breakfast takes place at Garyu Sanso, a nationally designated Important Cultural Property. Meals feature seasonal, locally sourced ingredients, reflecting the refined cuisine of feudal lords. 

More than just a luxury experience, Ozu Castle Castle Stay has raised awareness of Ozu Castle’s cultural value and helped preserve the town’s heritage for future generations..

Promoting Sustainable Town Development 

Ozu’s tourism-based town revitalization efforts have gained global recognition.

In 2023, Ozu was awarded first place in the “Culture & Tradition” category of the Green Destinations Story Awards, an international recognition for sustainable tourism.

In 2024, Ozu received the Silver Award from the Green Destinations “Top 100 Sustainable Tourism Destinations” program.

Ozu’s sustainable town development is a collective effort—involving residents, businesses, the local government, and even visitors.

By preserving cultural heritage and passing it on to future generations, Ozu continues to weave together its rich history with modern sustainable tourism.

Exploring Ozu’s Narrative Through “OZU STORIES”

Visitors to Ozu can experience the town’s history firsthand with guided tours known as OZU STORIES, led by local storytellers called "Tsumugibito."

These immersive tours go beyond sightseeing, offering insights into Ozu’s history, town development, and historic townhouse restoration efforts.

More than just a guided tour, OZU STORIES fosters direct interaction with locals, allowing visitors to engage with Ozu’s culture as active participants.

Additionally, 5% of tour revenue is donated to local preservation efforts, meaning that joining an OZU STORIES tour directly contributes to the town’s ongoing revitalization.