Stories

In a travel industry reignited by post-pandemic wanderlust, VILLAGE INC. has captured attention by transforming overlooked spaces — abandoned schools, unused ski resorts, deserted train stations, and remote lands — into thriving camping destinations. What started as a single campsite has evolved into a national network of collaborations with top corporations and local governments, having a business model that works with public and private sectors. We spoke with President and CEO Kazunori Hashimura to learn more about his vision. 

How It All Began: A One-Group-Per-Day Camp Accessible Only by Boat

After working in television and co-founding an IT venture, Hashimura relocated to Nishi-Izu to launch a camping business. In 2012, he established VILLAGE INC.

“Our motto is ‘Nothing is Possible,’” Hashimura explains. “We transform rural, abandoned, or otherwise undervalued spaces into attractive destinations, offering camping and lodging experiences for our guests.”

This ethos is embodied in the company’s first project, AQUA VILLAGE in Nishi-Izu. Situated in a secluded coastal area surrounded by cliffs, this site was painstakingly developed over two years by hand. Accessible only by boat, it is a true “landlocked island.”

The campsite accommodates just one group per day, offering exclusive enjoyment of the surrounding natural beauty without interruptions. Beyond families and friend groups, the space is used for corporate training, weddings, and secret artist performances. Guests are encouraged to plan their own activities, from pitching tents to meal preparation, with staff providing guidance as needed. This collaborative effort fosters a sense of “village-making” and strengthens bonds among participants.

While rustic, the facilities cater to comfort, particularly for female guests, with amenities like modern, clean restrooms that are maintained meticulously by the staff. “Some campsites have curfews, but here, it’s private. We can enjoy late nights with friends without worrying about disturbing others,” one satisfied guest remarked.

Revitalizing Communities Through Collaboration With Governments and Businesses

Hashimura is driven by a desire to expand opportunities for work and living in rural areas, inspired by his experiences growing up in Karatsu City, Saga Prefecture, where he witnessed economic stagnation.

“In rural areas, job options are limited, prompting young people to move to big cities. However, these regions retain incredible natural resources, which are highly compatible with the services we offer. By creating hubs across Japan, we aim to contribute to the local industry,” he says.

Currently, VILLAGE INC. operates nine locations nationwide. In Hashimura’s hometown of Karatsu, the company renovated and reopened a dormant public lodging facility. In Minakami, Gunma Prefecture, they repurposed an abandoned train station, JR Doai, into a glamping site through a joint venture with East Japan Railway Company. These projects exemplify VILLAGE INC.’s concept of breathing new life into "ruins."

Requests for collaboration frequently come from municipalities and businesses seeking similar transformations. “Working with local governments and companies enables us to expand more quickly. Our concepts shouldn’t be too edgy — just half a step ahead of current trends. For Doai Station, we simply combined the already popular glamping trend with the novel aspect of an unmanned station.”

VILLAGE INC. operates a diverse range of businesses across various regions, including hotels, onsen ryokan, and beach houses. As the company continues to evolve in response to changing times, the core of this evolution lies in the belief that people are the heart of any business.

“When entering a new region, we prioritize finding local individuals who are not afraid of change—those deeply committed to their community and eager to improve their town. It's one thing to create a place, but it's a hundred times harder to sustain it. The key to success lies in attracting those who will remain dedicated to the cause.”

Flexible Businesses Need Flexible Payments: Why VILLAGE INC. Chose PayPal

Since its early days, VILLAGE INC. has relied on PayPal’s payment services. Hashimura explains the reasoning behind this choice:
“We were looking for a service that allowed customers to complete payments online instantly with simple operations, while also offering quick access to funds — a crucial factor for startups. With many other services taking up to 30 or 45 days to process payments, PayPal stood out by transferring funds within just a few days.* This speed is invaluable for ventures like ours.”
*Funds from PayPal payments are immediately credited to your account, and withdrawals to a bank account can take as little as three days(depending on the bank.)

In a business model as adaptable as VILLAGE INC.’s, which varies operations based on the characteristics of each location, PayPal’s flexibility is a perfect match. When customers book accommodations online, payments are typically collected upfront. Unlike fixed-rate hotels, the total amount depends on the number of guests and selected options, making PayPal’s customizable payment solutions indispensable.
“Our campsites aren’t rigid,” Hashimura says. “We don’t offer predetermined services or menus but instead create something new with our customers every day. The payment process also needs to reflect this flexibility. For example, handling cash transactions on-site can disrupt the immersive experience. By settling payments online in advance, guests can focus on enjoying their stay. Additionally, upfront payments reduce the likelihood of last-minute cancellations.”

Simplifying Payments With No-Code Checkout — No Technical Skills Required

Yuki Hashimoto, a second-year employee based in VILLAGE INC.’s Mishima headquarters in Shizuoka Prefecture, oversees customer management and promotional planning. Originally a customer at one of the company’s Fukuoka campsites, Hashimoto was so captivated by VILLAGE INC. that she started working part-time before being personally invited by Hashimura to join full-time.

Hashimoto frequently uses PayPal’s No-Code Checkout (payment links and buttons), a service launched in April 2024, for handling prepayments. Designed for small and medium businesses and freelancers, this solution eliminates the need for coding knowledge, making payment processing straightforward.

No-Code Checkout offers three payment methods: button code, payment link, and QR code. Each option can be set up in seconds without technical expertise, adapting to businesses with or without websites, as well as in-person or online sales.

VILLAGE INC. primarily uses payment link, which allow staff to send a pre-generated payment link directly to customers via email or add it as a hyperlink on social media or websites. Customers don’t need a PayPal account and can pay using credit or debit cards.

When Hashimoto receives an accommodation booking online, she typically generates a payment request based on the number of guests and the chosen plan. She then sends this payment request to the customer via email. Once the payment is confirmed, the booking is finalized.

“When I started, I had little knowledge of IT or even PCs, but after a brief explanation from my senior colleagues, I could process customer payments through PayPal smoothly on my first day. I was amazed at how simple it was,” says Hashimoto. “Customers also find it user-friendly, and we’ve never encountered payment issues. For repeat customers, I’ve even created reusable links for basic charges, which helps streamline my workflow.”

The synergy between camping and No-Code Checkout is undeniable. For example, large group bookings often involve individual payments by group members. No-Code Checkout’s interface lets staff easily track who has completed their payments.

“For shared payments like group bookings, we can send identical links to each member, minimizing hassle. The system reflects completed payments almost instantly, which is helpful when customers notify us about their payments,” says Hashimoto.

Learn more about implementing PayPal's No-Code Checkout (payment links and buttons)

Expanding Payment Possibilities With No-Code Checkout

In addition to payment links, VILLAGE INC. sees potential in the other No-Code Checkout options, such as the button code and QR code.

“We sometimes create event pages to recruit participants or sell drinks and merchandise at live events. I see a lot of potential in using button code or QR code payment options for those scenarios,” Hashimoto notes.

Tapping Into Inbound Demand: Leveraging PayPal’s Global User Base

Currently, the majority of VILLAGE INC.’s customers are Japanese, with overseas inquiries often overshadowed by domestic bookings. However, President and CEO Kazunori Hashimura envisions expanding their appeal to international travelers.
“There are many overseas visitors who would love to experience camping in Japan’s stunning natural settings. Since most of them wouldn’t have their own gear, we’re preparing to build cottages at AQUA VILLAGE, making it accessible even without equipment. PayPal’s high adoption rate in Europe and North America gives us confidence that its user-friendly payment system will help attract international customers.”

Pioneering New Experiences, Strengthening Regional Ties

Looking ahead, VILLAGE INC. is actively developing three new locations slated to open next year. One project in Ukiha City, Fukuoka Prefecture, repurposes an abandoned elementary school into a campsite where guests can enjoy a unique experience, including a sauna and a refreshing dip in the on-site river.

What drives such innovative ideas? According to Hashimura, it’s not just about chasing trends or profits:
“Focusing solely on what might become popular or make money won’t lead to lasting success; it’ll probably fail. You have to dig deep into your personal motivation — why you’re doing it in the first place. For me, coming from a rural area and loving nature, my passion stems from supporting the ‘local.’ I believe this principle applies to any business.”

About VILLAGE INC.

Founded in 2012, VILLAGE INC. operates under the motto “Nothing is Possible,” creating extraordinary experiences through camping by transforming overlooked or unused spaces. The company’s first project, AQUA VILLAGE in Nishi-Izu, is a true “landlocked island.” Hashimura discovered the site, once used as a hideout by pirates during Japan’s Warring States period (15th and 16th centuries),  and reimagined it as a modern-day retreat that respects the natural surroundings.

Today, VILLAGE INC. has expanded beyond its self-operated locations to public-private partnerships, managing and developing campgrounds and glamping sites. Their initiatives focus on revitalizing local communities by leveraging regional assets and connecting people and places on a broader scale.

VILLAGE INC. : https://villageinc.jp/about.html
AQUA VILLAGE: https://villageinc.jp/aqua/