Yubetsu Town is located almost in the center of the Okhotsk coast. The town is famous for its seafood, including scallops, drift ice in winter, and the 700,000 tulips that bloom in spring. New Humber opened in Yubetsu Town in 2024. It is a complex that combines a guesthouse, cafe, pub, and co-working space, and is a place where conversations between visitors naturally occur. In this article, we will introduce the appeal of New Humber, along with the story behind its launch.
A new “bunkhouse” run by a local construction company
The cafe is open to both employees of the Nishimura Group, the parent company, and local residents.
“NEW HUMBER” opened in Yubetsu Town in 2024. It is a complex that combines a guesthouse with a cafe and pub.
Daily set meal served at the cafe
The cafe transforms into a pub from 6pm
The rooms are suitable for a wide range of guests, from families to single guests.
The “NEW HUMBER” was built by Nishimura Gumi, a construction company with its headquarters in Yubetsu Town. After holding an internal competition to find the best way to utilize the same land as the company’s old office building, which was built when the company was first established, they decided to build a dormitory for female employees from all over Hokkaido.
There was also a desire to create a complex with a staff cafeteria, co-working space, and guest house that could be used by the general public, so a project team led by Nishimura Koshiro of Nishimura Gumi decided to “give form to all of these ideas.” This was the beginning of “NEW HUMBER.”
By the way, the name “NEW HUMBER” is apparently derived from “hanba,” a temporary lodging facility built at construction sites where workers live and eat together. In fact, it is not uncommon for young people who have left their hometown of Yubetsu to find work to visit “NEW HUMBER” every weekend and interact with the guests staying there.
The place was created with the idea that “travelers and locals can spend time together as one group,” and just as the original wish was, it has become a place where people with various goals can interact with each other.
From families to single travelers, everyone can relax at this guesthouse.
Let’s take a look at the charms of each space! Let’s start with the guest house. The interior, based on gray, one of Nishimura Gumi’s corporate colors, is stylish, yet the texture of the building materials, such as stone, wood, and concrete, gives it a friendly and welcoming feel.
There are a total of five guest rooms, with three types available: “Twin Room,” “Standard Double Room,” and “Compact Double Room.” You can choose a room from these options based on who you’re staying with and your needs. The “Twin Room” is recommended for families. It is a spacious room with two double beds side by side.
A twin room that can be used comfortably by families with children.
For those with lots of luggage or who plan to spend a lot of time in their room, we recommend the slightly larger Standard Double Room with a double bed.
Standard Double Room
There is also a height-adjustable working desk, making it perfect for those who want to work comfortably in their room.
You can sit on the bed and work on your computer (standard double room)
The compact double room is recommended for students, travelers, and others who want to enjoy a casual stay.
Compact double room
Although the facilities vary slightly depending on the room, all rooms are equipped with showers and toilets.
Separate washbasin (twin room)
Bathroom with bathtub (twin room)
You can enjoy your privacy while also socializing at cafes and pubs. Another appealing feature is the ability to balance work and personal time.
The cafe offers stone-grilled dishes and meals made with ingredients from Yubetsu.
Next, we’ll introduce the appeal of the cafe. The goal of the “NEW HUMBER” cafe is to provide “meals that warm your body.”
The lineup is sure to become a staple you’ll never tire of, with items like piping hot stone-grilled dishes that will surely raise your body temperature, set meals packed with vegetables, and gently sweet desserts.
Pasta and rice menu served in stone bowls
Stone-baked chiffon cake
Head chef Komori Nao was drawn to the passion of CEO Nishimura and followed his work since her student days. When the concept for “NEW HUMBER” was announced, she quit her job in Tokyo and joined the establishment right from the start.
Komori (center) explaining the dishes during pub time
With the desire to “let customers taste local ingredients,” Komori says that in addition to the lineup he came up with when he first opened, he has also started offering dishes such as scallop bowls made with scallops from Yubetsu and cold pasta, which is only available in the summer.
Scallop bowl made with plenty of Yubetsu scallops
The summer-only cold pasta dish also uses plenty of vegetables and seafood from Yubetsu.
There may be new menu items being introduced every time you visit, so keep an eye out for future developments!
From 6pm, the pub will be open for conversation over a drink.
The cafe, which is open for lunch, transforms into a pub from 6pm! In addition to stone-grilled dishes that can only be enjoyed at a pub, there are plenty of exclusive dishes to enjoy in a fun conversation, including dishes made with local ingredients from Yubetsu, and dishes inspired by the staff’s roots and memories.
Pub time limited stone-grilled menu
Another big attraction of running a pub at NEW HUMBER is the opportunity to interact with people. During normal business hours, the staff at the bar listen to the stories of guests staying at the pub, sometimes acting as matchmakers between guests and locals, saying things like, “That regular customer is good at that story.” This is the perfect environment for people who feel they need courage to strike up a conversation with someone they’ve just met, but would like to hear the stories of locals.
We also hold public football viewings when the pub is open.
In addition to this, NEW HUMBER also holds various events on an irregular basis, such as pop-up events for outdoor goods. Takahashi Kyogo, who joined the team after working at the Yubetsu Town Hall, said that he would like to position the restaurant as a “town restaurant” in the future, and that he would like to put effort into creating menus so that it can become a place that can be used “everyday” by local people in particular.
If you’re traveling in the Okhotsk area and would like to interact with the locals, why not visit NEW HUMBER?
NEW HUMBER
■Address: 37-13 Sakaemachi, Yubetsu-cho, Monbetsu-gun, Hokkaido
■Opening hours: Lunch 11:30-14:00 / Pub 18:00-22:00
■Price:
・Compact double room: from 6,000 yen
・Standard double room: from 8,500 yen
・Twin room: from 15,000 yen
■Telephone number: 01586-8-7777
Click here for details and maps for “NEW HUMBER”
■NEW HUMBER’s special offer: 10% off room rate / any number of nights
For more information about “DOTO Young Discount”, please see this special feature page
Writer Profile
Sasaki’s
Born in Otofuke, Hokkaido in 1990. Moved to Tokyo to attend university and became a freelance writer in 2015. Returned to his hometown of Tokachi in 2021 and now lives with a horse, two cats, and a child, hunting deer in the winter. His books include “Searching for Love and Family” and “Loving Yourself (or About Happiness)” (both published by Aki Shobo).
AloJapan.com