Polaris Holdings Co. and Minacia Co., which merged in December 2024, have integrated their three original brands – Koko Hotels, Hotel Wing International, and Tenza Hotel –under the single brand Koko Hotels.
As of September 2025, the unified brand operates 63 hotels with 9,489 rooms nationwide, making it one of the top 10 domestic hotel brands in Japan by scale.
The combined brand operates 63 hotels with 9,489 rooms, introducing new services and experiences designed to showcase regional culture and cuisine
Koko Hotels has introduced new brand visuals and guest services reflecting its concept: Here Discovery Begins. The reimagined brand positions hotels as hubs for exploring regional cuisine, culture, and local experiences, rather than solely as places to stay.
The brand’s key visual identity was created by graphic designer Asuka Watanabe, designed to allow personal interpretation and connect imagery with guest experiences.
New services include a Taste of Japan Dashi Amenity, offering five regional umami blends; a unified fragrance programme with notes of white pepper, white roses, and green citrus fruit; an eco-bag lending service; an AI-powered mobile trip guide; and enhanced guest experiences at check-in, including the appointment of Brand Ambassadors to develop services and highlight local culture.
In addition to Koko Hotel, Koko Hotel Premier, and Koko Hotel Residence, Koko Hotels will launch a new brand, Koko Stay, and plans 12 new openings across its portfolio by spring 2028. The expansion aims to offer curated spaces where guests can explore and engage with local destinations.
Yohei Taguchi, president and CEO at Polaris Holdings, said: “At Koko Hotels, we aim to deliver experiences that truly intrigue guests. Hotels can no longer differentiate themselves solely on being clean, new, well-located, or reasonably priced. Instead, conversations, services, and local attractions are equally as important. While safety and security remain fundamental, we are prioritising local discoveries and human connection for our guests.
“Our goal is for each stay at Koko Hotels to leave a lasting impression, so that guests remember us when planning their next journey.”
AloJapan.com