The story takes place at the Oirase Keiryu Hotel—”Oirase Keiryu Hotel by Hoshino Resorts,” located on the banks of the Oirase Stream in Aomori Prefecture. Surrounded by crystal-clear streams and beautiful forests, this resort once had a problematic activity that staff used to whisper about as the “second least popular.” It was common to have zero participants three to four days a week; a full house was nothing more than a pipe dream. However, that program has now transformed into an incredibly popular attraction with a 70% reservation rate. It’s called the “Poisonous Mushroom Walk.” Why did a program that no one used to give a second glance suddenly start attracting so many people? Behind this turnaround lay the “love of mushrooms” shared by the on-site nature guides and a shift in perspective.
The “Charm Conference” Where a Single Character—“Poison”—Changed Everything: The turning point came in 2021. “If we keep going like this, guests won’t even give us a second glance. We need to find a way to make this more edgy,” the team agonized during a meeting. From a guide’s perspective, there was a tendency to focus on deepening more niche and specialized knowledge. However, looking at market trends at the time—such as a special exhibition on poison being held at a Tokyo museum—the keyword “poison” was quietly gaining momentum. “What guests are really interested in—more than detailed classifications—is ultimately whether something is poisonous or not, isn’t it?” Inspired by this realization, the team took a once-in-a-lifetime gamble. They boldly incorporated the word “poison” into the tour’s title and relaunched it as the “Poisonous Mushroom Stroll.” The impact of that single character was immense. Guests who had previously walked right past the tour began to take notice, exclaiming, “Poisonous mushrooms!?” and “That sounds kind of interesting.” The catchy name drew attention, and the number of reservations skyrocketed. Overnight, it transformed into a popular attraction, drawing guests who came specifically for the “Poisonous Mushroom Walk.”
© Source travel watch