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( 02-6412-0125~8)
About the Publication
Magazine B is an ad-free monthly publication that dedicates each issue to one well-balanced brand unearthed from around the globe. The magazine introduces the brands hidden stories, as well as its sensibility and culture, and is an easy but also serious read for anyone with an interest in brands.
About the Issue
Welcome to the 96th issue of B.
Back in 2018, when B revisited Seoul, the capital city of Korea, to put out a second edition, we talked about what city would be the best for the city issue besides Seoul. Many of our editors—including me—thought of Busan, the second largest city in Korea, and Jejudo Island for its breathtaking natural landscapes. Five years later, we wound up doing an issue that features Busan. Of course, we were drawn to Jejudo Island because it embodies the idea of rest and relaxation, but truthfully, we were more curious about Busans many faces beyond the beaches and tourism. I myself visit the coastal city every year and always feel like moving there whenever I go, so it is obvious that the port city 400 km south of Seoul has some kind of magnetic allure.
Each time I arrive at Busan Station and taxi to Haeundae to get settled in—Ive done this so many times I dont dare to even try to count—I find myself mesmerized by the landscape of the piers as I look out the car window. Not until rows of shipping containersand towering cranes catch my eyes do I feel like, Ah! Finally, Im in Busan. It feels like passing through immigration. Maybe because of the unique layout of port cities, I have always assumed that Busan was bigger than Seoul. Maybe it is the impression that you can only get from the second- or the third-largest cities. Apparently, it is the norm that the nations largest city—the capital city in an administrative and economic sense—naturally chases ideas like global standards and cosmopolitanism. Despite the never-ending changes inarchitecture, culture, and commercial districts that seem to pop up overnight, capital cities always feel rather mediocre when all things are said and done. That might explain why I have recently heard globe-trotters grumbling that there is nothing special out there. Everything is already in Seoul.
But Busan has staved off this rather imminent phenomenon of standardization. Of course, the city boasts a good number of flagship stores by globalbrands, inventive and fancy restaurants, and uniform- like styles that hipsters wear, but these elements
do not shape the visitors impression of the city. Rather, Busans cultural elements—embedded in the clothing, food, and architecture—forge a distinctive locality in its raw state, emerging through the cracks between the well-developed infrastructure that is essential for a big city to survive. The essence of Busan that B captured for this issue also centers on the people, the products, and the companies that add contemporary twists to local tradition. From Momos Coffees Jooyeon Jeon, who triumphantly sprang up from the local specialty coffee scene and on to the global stage; and Balansa, a fashion brand whose contemporary chicness is no less superb than Seoul- born rivals; to Gentz Bakery, which strives to retaina sense of Koreanness. All these players generated cultlike followings locally and received offers to expand to Seoul. (Usually, it happens the other way around.) In a city where not even one of Koreas top 100 companies has its headquarters, it is a feat thatlocally grown creativity translates to business acumen, resulting in phenomenal success.
The potential of Busan, I opine, lies with innovative small business owners, though they are wildly outnumbered by their counterparts in Seoul. Indeed, the Busanites B met say that the citys potential isin the hands of the people who grew up in Busan,far from Seoul and close to the door to the outside world. Busan has constantly grappled with internal and external forces due to its geographical position and historical events, like outsiders coming and going, refugees from the Korean War rushing in. Even still, it seems that Busan has the most fertile soil to cultivate new contemporary ideas. This may be why I as a land dweller, born and raised in Seoul, always envy people who live near water—and where they come together, in Busan.
Eunsung Park
Editor in Chief
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Table of contents
02 Intro
09 Editors Letter
12 Moments
Guest impressions of each Hoshinoya location
16 Opinion
Kengo Kuma, Architect
20 Locations
Regional charms and characteristics of the six Hoshinoya locations
24 Inner Space
Hoshinoyas evolution seen through its early locations
36 Manual
Hoshinoyas succession and improvement of the Japanese ryokan
38 Activities
Exclusive experiences of regional and seasonal beauty offered at Hoshinoya
40 Opinion
Deanna Ting, Senior Hospitality Editor at Skift
44 Global Scenes
Experts speak on luxury accommodation trends in major cities worldwide and noteworthy brands
50 Experiences
Lifestyle brands that share Hoshinoyas contemporary philosophy
60 Opinion
Rie Azuma, Architect, and Hiroki Hasegawa, Landscape Architect
64 Remaking Ryokan
How Hoshinoya Tokyo recreated traditional ryokan into a contemporary genre
72 Omotenashi
Hoshinoyas distinct guest service philosophy derived from ryokan traditions
76 Redefining Tradition
People who are redefining Japanese tradition in their own ways
86 Signature Dining
Head chefs of three locations reveal Hoshinoyas culinary philosophy
90 Regional Essence
Japans regions as reflected in Hoshinoya Tokyos amenities
94 Gentle Silence
102 Brand Story
History of Hoshino Resorts: From a hot spring ryokan to a Japanese resort market leader
108 Karuizawa
The spirit of Karuizawa in Nagano, the home of Hoshino Resorts
110 Brand Collection
The distinctive brands that make up the Hoshino Resorts family
118 Untold Stories
Literary figures who found quietude and inspiration in ryokan culture
120 Interview
Yoshiharu Hoshino, CEO of Hoshino Resorts
124 Figures
Ryokan and the luxury travel market seen through numbers
127 References
129 Outro
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