By Daniel de Bomford and Cian O Neill
Time eternal has the sacred Mount Fuji stand watch over the country like a silent sentinel. Few sights are as iconic and draw as much a sense of awe and wonder as the mountain’s symmetrical silhouette. Etched into the global imagination, it is instantly recognizable, endlessly photographed–Japan’s soul etched in stone.
For nearly a century, Fuji Kyuko has made it its mission to share the mountain’s magic with the world. President Koichiro Horiuchi describes the UNESCO Cultural Heritage site as one of the most captivating and enchanting tourist destinations. “It’s difficult to put the experience into words, but standing before Mount Fuji allows you to feel the awe and grandeur of nature firsthand,” he says.
Beneath Mount Fuji: Discovering Natural and Cultural Richness
While Mount Fuji attracts many visitors, the Fuji Five Lakes—named by Fuji Kyuko’s founder and located at the foot of the mountain are also a major draw. The area includes Yamanaka, Kawaguchi, Saiko, Shōji, and Motosu lakes and has evolved into a tourism hub for the region. “The allure of Mount Fuji remains timeless, offering a view that captivates from every angle,” Horiuchi says. The mountain presents different faces over the course of the day, providing a fresh experience with each visit.
Connecting People, Places, and Experiences
When the company was founded in 1926, it began developing railway infrastructure to connect the region and support its growth. This was complemented by rapid buses, following the construction of highways. To this day, Horiuchi says the company has two core missions: provide daily transportation within the locale and ensure accessibility between the areas for both domestic and foreign tourists. To this end, Fuji Kyuko’s transportation services include buses, trains, taxis and even boats—all of which enhance the experience and ease of travel for both residents and visitors. However, the company has expanded beyond transportation. It operates leisure facilities, including amusement parks and shopping centers, connecting the different aspects of the region into an experience greater than the sum of its parts. “Through collaboration and information sharing, we continuously create new value, making the area an even more attractive destination,” Horiuchi explains. He emphasizes the need to balance and strengthen both transportation and tourism capabilities. “I aim to make the journey itself an attraction, ensuring that traveling within the Mount Fuji region is as enjoyable and memorable as the destination itself,” he says.
Adorning Mount Fuji with Necklaces
Fuji Kyuko aims to make each destination stand alone without relying solely on the beauty of the mountain; instead, that view elevates the experience from exceptional to unparalleled. Horiuchi explains, “This reflects the company’s founding spirit: to share Mount Fuji with the world by creating unique, one-of-a-kind experiences that leave people with lasting memories and a personal connection to the mountain.” From the first drop of its Fuji-Q Highland roller coaster to a relaxing day on the golf green, the stunning view of Mount Fuji enhances the experience. Even the train windows are designed with the view in mind, ensuring that each journey is memorable. The company also operates accommodation facilities to facilitate a variety of experiences and ensure that guests can fully immerse themselves in the area’s charm. These facilities include Hotel Mount Fuji and the Highland Resort, which offer incredible mountain views, while its glamping facilities offer comfortable exploration experiences.
Preserving a National Treasure Through Environmental Stewardship
“Looking back on our 99-year history, we have always faced the challenge of balancing environmental protection with environmental utilization,” Horiuchi says. Striking a balance between developing the area to facilitate tourism and economic growth while also protecting the environment has been at the center of Fuji Kyuko’s efforts since its inception. Fuji-Q Highland initially sat on a barren lava field with no trees before the company constructed the park, transporting soil to the area and planting trees. “We see it as our responsibility to protect and care for Mount Fuji’s natural surroundings,” he states. The company is an early adopter of electrified buses and is dedicated to tree planting and preservation efforts.
As Mount Fuji continues to watch over Japan in its silent vigil, Fuji Kyuko continues to support the surrounding region environmentally and economically. The interconnection of its services offers visitors an experience that can’t be replicated at the feet of the giant, living up to its mission of opening up the iconic site to the world. “This mission has guided us from the very beginning and will continue to do so for the next 100 years.”
To hear more from President Koichiro Horiuchi of Fuji Kyuko, check out this interview with him
AloJapan.com