Central Hirafu Set For New 19-key Hotel Project
A new hotel-style condominium project is planned for the heart of Niseko Hirafu, adding to the wave of development activity continuing across the resort’s central area.
Singapore-backed hospitality operator J-Sekka Resort Management, based in Kutchan, has revealed plans to build a six-storey property with one basement level in central Hirafu. The project will comprise 19 units, with construction scheduled to begin in April 2027 and opening targeted for winter 2029.
Details of the development were presented at a residents’ briefing on 19 March.
The site is located on a roughly 970-square-metre parcel close to the Hirafu crossroads intersection, one of the best-known junctions in the district. It sits just off Hirafu-zaka, the main street running down from Niseko Tokyu Grand Hirafu, and connects directly to the prefectural road linking Rankoshi, Niseko and Kutchan.
Plans show a total floor area of around 2,600 square metres and a height of 22 metres. Individual units are expected to measure around 100 square metres, while the top floor will include a penthouse designed to capture views across Hirafu’s night skyline and towards Mt Yotei.
The project is expected to target international guests, reflecting the continued strength of overseas demand in Niseko’s core accommodation and investment market.
J-Sekka Resort Management previously operated a hotel of the same name on the site, but the property was closed in 2022 following the pandemic and the ageing of the existing facility, although it was re-opened in winter 2025 as an exciting multi-unit F&B venue.
The announcement is the latest sign of continued change around the Hirafu crossroads area. Nearby, Yokohama-based developer List Development acquired a site of around 1,000 square metres last year and is reportedly considering a mixed-use project that could include commercial facilities.
For central Hirafu, where prime sites are tightly held and redevelopment opportunities are increasingly limited, the planned return of J-Sekka points to continued confidence in one of Niseko’s most established and high-profile locations.
