Do you remember the article I shared a few months ago? If the snowy scenes of Aomori captured your heart then, today’s story is one you absolutely shouldn’t miss. Since you’re already journeying to Aomori, why not make the most of Hoshino Resorts’ complimentary shuttle service and pay a visit to another one of their signature stays in the region?
A year-round celebration of the region’s festival soul
As I mentioned in my previous article, my original plan was simply to bring my family to Aomori for some snowy winter views. The Oirase Keiryu Hotel was every bit as enchanting as a fairytale, but there’s so much more to Aomori than just snow. To come all this way and only admire the falling snow, while missing out on the land’s deep-rooted traditions and the warmth of its people—wouldn’t that be a pity? So, I decided to enrich our trip with a second stay, this time immersed in local culture at Aomoriya by Hoshino Resorts.
This onsen resort is themed around the iconic Aomori Nebuta Festival, which is one of the most magnificent traditional celebrations in Japan’s Tohoku region, usually held in the heat of August. Towering illuminated floats, often featuring legendary warriors, mythological creatures, or historical figures, light up the night like moving artworks. With the rhythm of taiko drums and flutes echoing through the summer air, the crowd’s booming chants of “rassera” carry the city into a feverish, joyful trance. Once you’ve seen it, the brilliance of the Nebuta floats will linger in your memory.
But you don’t need to wait until August. At Aomoriya, the spirit of the festival pulses year-round—its vibrant energy woven into the very fabric of the space, from the decor to the immersive experiences scattered throughout the property.
Stepping into a fairytale park
The shuttle ride from Oirase Keiryu Hotel to Aomoriya takes about an hour. As soon as we stepped off the bus, we were greeted by the sight of a small horse trotting through the snowy landscape, like something out of a fairytale. A horse in this wintry world of white?
It turns out Aomoriya is nestled within a vast and tranquil park. The grounds include a traditional folk-style lounge, a soothing footbath, and even a horse paddock. Every corner feels like a gentle conversation between nature and culture. The park is centered around a mirror-like lake that reflects the calm hush of winter. If you want to tour the park in style, Hoshino’s winter-exclusive horse carriage ride is perhaps the most poetic way to wander.
Inside the colorful charm of Aomoriya
Inside the hotel, the familiar warmth of Hoshino’s hospitality greeted us in the lobby. After check-in, I did what I always do: brought my family to the cozy lounge for a complimentary cup of hot coffee. Modeled after a traditional Aomori-style irori hearth, the lounge felt like we had stepped into the living room of an old countryside home. In the glow of amber lights, with soft laughter shared among loved ones, this, to me, is the shape of happiness. But what truly surprised me was the festival-themed indoor plaza, an expansive space brimming with character.
There was a store selling local goods and sake, a nostalgic izakaya offering Aomori-brewed drinks, retro arcade machines, a kimono rental booth, and my personal favorite, a whimsical apple tree with a faucet. Just give it a gentle turn, and out flows sweet Aomori apple juice.
The plaza also features many mini festival games and hands-on experiences, most of them ticketed but well worth it for the fun and energy they bring. Towering Nebuta lanterns glow from every corner, casting dreamlike shadows with their vivid hues. This isn’t just a resting space; it’s a compact, celebratory journey through Aomori’s soul.
Ukiyu Onsen: Soaking in warmth and wonder
And just when you think it’s over, the true highlight emerges from the heart of the plaza: a hot spring called Ukiyu, which, without exaggeration, is one of the most beautiful and unique onsen experiences I’ve had. Ukiyu is split into indoor and open-air sections, with a dry sauna to boot. The indoor bath is made from Aomori cypress; its subtle fragrance calms the breath like walking through a quiet forest. Step outside, and you’ll find something extraordinary: a Nebuta Festival-inspired sauna, said to be the first of its kind in Japan. The heat, the rhythm, the glow—it all wraps you in a surreal, dreamlike celebration. For those used to traditional saunas, it’s a startling but tender revelation.
Beyond the sauna, the open-air bath stretches around a serene pond. Lanterns shimmer on the water’s surface, flickering gently beneath drifting snow. In the distance, another grand Nebuta float glows faintly behind steam and snow, like a vision from a folktale. Soaking there, surrounded by winter’s stillness and the lingering heartbeat of a festival, I felt as though I had stepped into a northern poem, a moment both spirited and hushed.
After the bath, hunger struck, and nothing beats Aomoriya’s NORESORE dining hall when it comes to satisfying an appetite. It’s a buffet-style feast featuring hearty local cuisine: grilled scallops still sizzling, tender steaks, golden-crisp tempura, fresh sashimi, yakitori, and steaming bowls of scallop ramen made to order. Every dish felt like a culinary postcard from Aomori.
Here on this stage, Aomori’s summer never ends
But no, the evening didn’t end there. The real finale awaited us at Michinoku Matsuriya, where every night, a festival show brings the heat of Aomori summer to life even in the depths of winter. This immersive performance blends live action, shadow play, traditional music, and puppetry to portray how the people of Aomori, after enduring long, harsh winters, erupt in celebration during their summer festivals. The rhythm builds, the energy surges—it’s impossible not to be swept away. Performers play live instruments on stage, including powerful taiko drums that shake the air and stir the heart.
The show’s most breathtaking moment is the grand procession of Nebuta floats. As the lights dim and shift, the four major festivals of Aomori—the Nebuta Festival, the Hachinohe Sansha Taisai, the Goshogawara Tachineputa Festival, and the Hirosaki Neputa Festival—appear in turn, transforming the stage into a vibrant summer night. Even though the performance is in Japanese, the colors, the lanterns, the stage design, and the thunderous music transcend language.
(Photography is prohibited during the performance, but there’s a photo time at the end—don’t miss it! Just be sure to reserve your spot in advance, as same-day reservations are rarely available.)
A morning walk through mist and memory
And what about the morning? For me, Aomoriya’s morning belongs to the park. Snow quietly blanketed the grounds, and the Japanese buildings stood serene in white. We strolled the snowy paths in the soft morning light—breath crisp, footsteps light. In the distance, a grand Nebuta float stood like a guardian in the mist.
A small shrine at the lake’s center emerged through the haze, reflecting on the still waters beneath the soft glow of dawn. Though we missed the chance to ride the horse carriage, my family agreed: walking on our own two feet was the best way to embrace the quiet beauty of the place. (If you prefer comfort, just remember that horse carriage rides require advance reservation.)
Our walk ended, fittingly, at the footbath. Just as we began to worry about not bringing towels, we found a tidy stack of fresh white ones waiting at the pavilion. It was a thoughtful detail so characteristic of Hoshino Resorts. Soaking our feet, snowflakes falling, lake shimmering beside us, it was a moment so tranquil it took our breath away.
A northern story to call your own
Maybe that’s what travel is really about—not just collecting sights, but gathering moments that leave quiet traces in the heart. From the gentle hush of Oirase Keiryu Hotel’s snowy forest to the vibrant pulse of Aomoriya’s festival dreams, I’m grateful to Hoshino Resorts for sharing Aomori’s stories with such sincerity and soul.
If Oirase Keiryu Hotel is a whispered poem, then Aomoriya is a grand symphony: passionate, colorful, and full of life. Their contrast isn’t a competition, but a harmony that completes the picture of Aomori in my heart—a place where nature dances with culture, and silence sings beside celebration.
So, if you’re planning a snowy escape to Aomori, I wholeheartedly recommend making these two Hoshino Resorts stays the twin themes of your trip. May you, too, find your family’s own northern story in this land of snow and soul.
