Kotohira, a Historical Town in Rural Japan, Welcomes Digital Nomads for a Mindfulness-Themed One-Month Coliving Program in November 2025

70-Year-Old Bus Company Partners with Chiang Mai's Alt_
to Promote Sustainable Tourism

KOTOHIRA, JAPAN ーKotohira Bus Co., Ltd. (CEO: Taijiro Kusunoki) today announced a new collaboration with Coliving Concept Co., Ltd. (CEO: John Ho), the operator of "Alt_," one of the most popular coliving spaces in Chiang Mai.

Through this partnership, the Alt_Kotori Digital Nomad Program, a one-month coliving program for digital nomads, is going to be held at its coliving facility Kotori Coworking & Hostel in Kotohira, Kagawa prefecture from November 10 (Mon) to December 10 (Wed), 2025.

Set in the historic town of Kotohira, the program is themed around mindfulness and offers participants the chance to live and work alongside local residents while immersing themselves in the town's rich culture. Activities include weekly mindfulness workshops, community dinners, cultural exchange with local traditions and local businesses, and even a one-day Ohenro pilgrimage at Zentsuji Temple, which provides opportunities for deep self-reflection and meaningful connection beyond conventional tourism.

■ Background

Kotohira is home to Konpira Shrine, a sacred site with more than centuries of history. For generations, the town has welcomed travelers from across the country for the famous "Konpira-pilgrimage" and remains known for its historic shrines and rich culture.

Despite this heritage, Kotohira now faces population decline and shrinking tourism: annual visitors have dropped from 5.2 million at their peak to about 2.6 million in 2019(*1), with the average stay lasting just 1.13 nights(*2). These challenges show the limits of relying solely on short-term tourism.

To respond, Kotohira is turning to the global community of digital nomads, who unlike traditional tourists often stay longer, return frequently, and contribute to communities through both economic activity and cultural exchange. For Kotohira, with its long-standing tradition of welcoming travelers, embracing these "new pilgrims" is both a natural extension of its history and a bold step toward the future. Partnering with Alt_ in Chiang Mai, one of Asia's leading nomad hubs, Kotohira seeks to create international pathways for long-stay visitors and foster collaboration between nomads, residents, and local businesses.

By doing so, Kotohira aims to build on its legacy as a pilgrimage town and evolve into a hub for digital nomads, offering a model for regional revitalization, sustainable tourism, and community-driven development in rural Japan.

■ About Alt_Kotori Digital Nomad Program

"Mindful Work, Local Connection."

The program is designed around the theme of "bringing mindfulness into everyday work," offering participants time to enhance their productivity and creativity through focus, self-reflection, and dialogue. Weekly workshops held on Mondays provide a space to deepen both self-understanding and mutual understanding, while community dinners on Fridays create a rhythm for sharing insights from the week. In these settings, participants and local residents practice mindfulness together and learn from one another.

Participants will also take part in a special pilgrimage experience at Zentsuji Temple. Building on the input from the earlier workshops, this one-day practice of the traditional "Ohenro pilgrimage" encourages deeper self-reflection, followed by a group session to share and exchange personal insights.

In addition, regular "Family Meetings" will be organized, bringing together participants and local residents to propose new activities and share feedback for improving the stay. By co-creating the program in this way, participants go beyond conventional tourism and cultivate meaningful connections with the culture and people of Kotohira.

Program Overview:
● Program Name: Alt_Popup in Japan ( Alt_Kotori Digital Nomad Program)
● Dates: November 10 (Mon) - December 10 (Wed), 2025
● Theme: Mindfulness, Co-creation, Community Connection
● Venue: Kotori Coworking & Hostel
● Organizer: Kotohira Bus Co., Ltd.
● Partner: Alt_ (Chiang Mai, Thailand)

Program Highlights:
● Accommodation and workspace in a coliving environment ● Cultural exchange programs and local businesses
● Co-creation events with local residents and businesses
● Cultural and nature tours across Shikoku island
● Weekly mindfulness workshops
● Regular "Family Meetings"

■ About Kotori Coworking & Hostel

Opened in February 2024 in Kotohira Town, Kagawa Prefecture, Kotori Coworking & Hostel combines coworking facilities with long-stay accommodations. Its community space is shared by both travelers and local residents, attracting people of all ages. Beyond being a workplace, it serves as a vibrant hub for connection and cultural exchange.

The coworking area is equipped with high-speed Wi-Fi, private meeting rooms, and additional monitors, creating a comfortable environment for digital nomads. Located within walking distance of the famous Kotohira Shrine and the historic temple town, Kotori also offers convenient access to other parts of Shikoku. A resident community manager further supports international exchange, helping guests build meaningful bonds with the local community.
https://www.kotori-japan.com/en/

■ About Alt_

Alt_ is a coliving and coworking brand based in Chiang Mai, Thailand--widely recognized as one of the world's top destinations for digital nomads. It currently operates two facilities, Alt_ChiangMai and Alt_Pingliver, offering comfortable living spaces and modern work environments.

Alt_ has become known as one of Asia's leading nomad hubs, hosting an internationally diverse community of digital nomads and creators. The organization actively develops co-creation initiatives and exchange programs with local communities, fostering connections that go far beyond tourism.
https://www.altcoliving.com/

■ Comment from Taijiro Kusunoki, CEO of Kotohira Bus Co., Ltd.

"As Kotohira Bus marks its 70th anniversary, we are committed to sharing the history, culture, and warmth of the people of Kotohira, while honoring those who have continuously pursued 'Something New' in tourism and mobility. Having overcome the COVID-19 crisis, our next challenge is to create an international related population.

At the heart of this effort is welcoming digital nomads. By offering opportunities to live as part of the community and fostering lasting ties, we aim to build a Kotohira that resonates globally. Collaboration with Kotori and Alt_ is essential, enabling us to expand this model across Japan and beyond, and accelerating our challenge of moving from Local to Global."

■ Comment from John Ho, CEO of Coliving Concept Co., Ltd.

"We hope this collaboration between Kotiri and Alt_ will create meaningful opportunities for locals and non-locals to build long-lasting relationships in rural Japan, where cultural exchange enriches both sides. At the same time, we believe this initiative can help diversify Japan's tourism economy so that its benefits extend beyond major cities into smaller towns and communities."

*1 Report on Tourist Trends in Kagawa Prefecture, 2024

*2 Kotohira Town Basic Tourism Plan (p.9), Kotohira Tourism and Commerce Division

About Kotohira Bus

Kotohira Bus Co., Ltd. has been based in Kotohira Town, one of Kagawa Prefecture's most renowned tourist destinations, for 70 years, operating bus and taxi services as well as a travel agency business. In addition to chartered sightseeing buses and tour buses, the company also runs unique services such as the "Udon Taxi" and the fixed-fare shared taxi service "mobi," playing a vital role in local tourism and transportation.

As part of its core value of pursuing "Something New," the company has continually expanded into new business areas. In 2020, during the COVID-19 pandemic when sightseeing bus operations faced significant challenges, Kotohira Bus launched an innovative "online bus tour" that gained national attention. This initiative earned several prestigious awards, including the Minister for Regional Revitalization Award at the Japan Service Awards, the Kagawa 21st Century Grand Prize, and the Excellence Award in the Tourism Division of the 1st National Sharing City Awards.

Kotohira Bus also actively contributes to community revitalization projects, such as the "Kompira Jucho" initiative in Kotohira Town, reinforcing its role as a key driver of regional development.
https://www.kotobus.com/en/