Japan’s Rural Exodus: One Man’s Return to Save His Hometown

Koyo Murata, 25, left his life in Tokyo to return to his rural hometown of Taiki, Mie Prefecture, Japan, and revitalize it by opening a guesthouse. Murata grew up in a small town of 8,000 people and felt drawn back to the countryside after experiencing the crowdedness of the capital. He identified a trend of rural depopulation as young people move to cities for work, and saw an opportunity to counter it.

He transformed an abandoned community center into Villa ASO, a guesthouse for up to eight people, funding the project with a combination of personal loans from his brother and a government-backed startup loan totaling approximately $124,000. The guesthouse quickly gained traction, reaching 100% occupancy by March.

Murata hopes Villa ASO will attract tourism and boost the local economy, preserving the town’s identity amid a broader decline in rural Japan. He plans to expand offerings by partnering with local businesses and activities, and is aiming to recoup his investment within three to four years.