Hyatt’s affiliate and Kiraku have announced plans to open the inaugural properties of their joint venture luxury hot spring inn brand, “Atona”, in three locations – Yufu, Yakushima and Hakone (in no particular order) – each targeting an opening after 2026.
‘吾汝’ is an archaic Japanese term expressing ‘I and you’. ‘吾汝 ATONA’ embodies the anticipation of sharing an unseen realm of pleasure, away from daily life, with beloved family, friends, and cherished companions. As a brand specialising in Japanese hot springs and regional culture, these ryokan will operate as small-scale facilities with approximately 30 to 50 rooms. It is precisely because they operate as “small luxury” establishments that they can focus on providing high-quality spaces and unique experiences found only in that specific location.
The brand director for ‘吾汝 ATONA’ is Kenya Hara, one of Japan’s leading designers, while the architectural design for the first multiple properties will be handled by kooo architects.
> ATONA Official Website