Can you have a conversation with hot water?!
How to find your "favorite Hot springs" - according to a Hot springs expert

[This episode's narrator]

Executive Officer ICONIA HOSPITALITY. He oversees the acquisition, revitalization, and facility management of hotels and inns. While involved in the development and renovation of accommodations nationwide, he is also a specialist who personally visits Hot springs more than 150 times a year. Due to his extensive knowledge, he has also appeared as a knowledge assistant on a famous quiz show.

A "sommelier" who savors the taste of hot water

Many of you were probably captivated by the image at the top of the article.

With Hot springs as a backdrop, this man, impeccably dressed in a suit and bow tie, gazes intently at a tilted wine glass. Who exactly is this person?

Actually, he's Masanori Shiraishi, an executive officer at our company ICONIA HOSPITALITY. Normally, he's a frontline employee who steers the hotel's management and planning, but... once he's in front of Hot springs, as you can see, he becomes completely absorbed in his own world. This contrast is what makes Shiraishi such an interesting person.

The reason he holds a wine glass is because he's a kind of sommelier of Hot springs, deciphering the Hot springs water analysis report as if it were a label for a fine wine, and trying to savor every nuance of the unique characteristics of the water.

By the way, most Hot springs cannot be drunk directly due to hygiene and legal reasons, and people don't actually wear bow ties or suits when bathing. This photo is merely an image shot to express Shiraishi's love for hot Hot springs and his sommelier-like character. Please don't try this at home (lol).

Instead of drinking the water, Shiraishi's approach is to engage with the bathwater using his entire body as a sensor. For example, one of his particular habits is to wear his glasses while bathing so that he can fully appreciate the water visually as well.

Asking a Hot springs expert: "What makes the best Hot springs?"

Shiraishi's journey truly embodies the essence of a "Hot springs professional." He has been involved in the planning of numerous hotels and inns, and it is said that he has visited Hot springs thousands of times in total. Particularly noteworthy is the record he kept from his previous job of bathing more than 150 times a year. For nearly half of the year, he immersed himself in Hot springs, using his own senses and professional eye to continuously assess the potential of accommodations.

A testament to his solid knowledge and experience is the title of "Hot springs Master," officially recognized by the Japan Hot springs Association. This is one of the most prestigious private qualifications, certified by the only unified organization in Hot springs industry. Shiraishi was one of the first to pass this inaugural exam, making him a pioneer of Hot springs specialists who go beyond mere enthusiasts.

Shiraishi, who knows all about Hot springs, is constantly asked, "Which Hot springs is the best?" However, the expert looks a little troubled and replies:

"It's like being asked, 'What's the most delicious food in the world?' It's really difficult to answer. The kind of comfort you seek varies completely depending on the person's preferences, their physical condition at the time, who they're with, and the situation."

Shiraishi says that the real joy of Hot springs as a lifelong hobby lies not in searching for the "best" for everyone, but in finding the "perfect hot spring" for yourself right now.

"The hot water seems to be telling me something..."

Shiraishi himself, who has taken thousands of baths, is one of those who finally arrived at "the right answer for him" after many years. In his younger days, he traveled all over the country in search of rare types of hot springs, but surprisingly, he ended up at familiar and classic Hot springs for Japanese people, such as Atami and Beppu.

"Ultimately, that salty chloride spring is the best. It just feels right on my skin, without any explanation, and it gives me a sense of security like the mother ocean. After soaking in it countless times, I've come to feel like I'm becoming one with the water. When I'm completely relaxed, I even feel like the water is speaking to me... You might think I'm weird, though (laughs)."

Shiraishi's words, spoken with such conviction, convey the genuine feeling that only someone who has experienced countless hot springs firsthand can possess. Finding your own "personal hot Hot springs" that your skin thrives on, rather than one popular or well-known, is surely a wonderful way to enjoy Hot springs.

A proposal for a "hot spring quality-oriented" approach.

Shiraishi says that while Hot springs offer benefits for the skin and body, their greatest value lies in their ability to soothe the mind.

"If you want to reduce stress or change your mood, Hot springs are incredibly effective, but apparently, 70% of that effect is due to the 'change of environment' effect."

The "change of scenery effect" refers to the positive effects on mind and body gained by immersing oneself in an environment away from daily life. If you're going to take the time to get away from your daily routine and heal your mind, it would be a shame to just choose a destination haphazardly. That's why Shiraishi recommends choosing accommodations in a "hot spring quality-oriented" way, by searching for a hot spring that suits you and setting your destination accordingly.

Don't compromise solely on popularity or convenience; instead, consciously seek out hot springs that suit your skin and your soul. This proactive choice enhances the sense of escape from the ordinary during your trip and further brings out the benefits of a change of scenery.

These Hot springs trips are a very valuable opportunity for our customers. The number of times a person goes on Hot springs trip in their lifetime is not very large.

"Looking at it in your entire life, it's a limited opportunity, perhaps only a few dozen times at most. That precious one time is something our customers choose, using their hard-earned money and time. That's why we absolutely cannot let them down."

Shiraishi's expression, which had been gentle up until this point, suddenly changed to one of seriousness.

For our customers' "important one time"

We are entrusted with a part of our customers' lives. With this resolve, Shiraishi continues to visit hotels and inns throughout Japan, using the insights he gains to improve his own facilities.

One example is the construction of a new large public bath at the "KAMENOI HOTEL FUJI" (formerly "Evergreen-Fuji"), which will be rebranded and reopened on May 30, 2026. In order to fundamentally improve the lodging experience, a large portion of the hotel's overall renovation costs was invested in the construction of a new large public bath, creating Hot springs bath from scratch.

"Hot springs facilities are the most important factor in determining a traveler's impression and directly impact their motivation to stay. Since guests have gone to the trouble of coming all the way here, we want them to be able to truly relax in our spacious Hot springs without having to worry about other guests. Although construction costs are soaring, we absolutely could not compromise on aspects that affect the value of our inn, including the area and facilities."

Shiraishi's daily routine, which includes always choosing hotels with Hot springs even when on business trips, is also a daily pursuit of making each guest's "special occasion" an even better experience. We ICONIA HOSPITALITY will continue to reflect the passion and dedication of this expert who knows everything about Hot springs in our accommodations, and deliver moments of true relaxation to our guests.