Azumi Setoda is the talk of the town in Japan's hospitality scene for its incredible modern interpretation of the traditional ryokan. Developed by Aman founder, Adrian Zecha and Naru Developments, this new Japanese hotel brand showcases exquisite craftsmanship within a minimalistic design, creating a unique blend of contemporary luxury and community immersion. Beautifully set on Ikuchijima island amid the Seto Inland Sea's serene beauty, Azumi Setoda boasts sleek interiors by famed Kyoto architect Shiro Miura, combining clean lines with traditional materials like washi paper and wood.

The hotel's dedication to local revitalisation is evident in its deep ties to the surrounding community, offering a smart escape and a cultural experience that resonates with the region's heritage. Azumi Setoda promises a serene retreat intertwined with humbling Japanese traditions and contemporary comforts.

We had the privilege of delving into exclusive insights about Azumi’s debut property, Azumi Setoda, with Indonesian Hotelier Adrian Zecha, the visionary behind Aman Resorts, Azumi, and numerous other global brands, to uncover every detail.

PL: Can you give us an insight into the Azumi Brand, and what inspired you to create Azumi after building the Aman Empire?

Adrian Zecha: My inspiration to create the Azumi brand came from the desire to have a fresh take on the traditional ryokan. I first experienced ryokans in the 1950s while living in Japan as a correspondent. My favourite ryokan offered a retreat from city life and was run by a family deeply connected to the local community, providing a sense of genuine hospitality. This experience influenced my vision for Azumi, blending traditional ryokan elements with modern hotel standards to offer travellers a comfortable and authentic experience.

PL: What were the design inspirations for Azumi Setoda, and how were the natural beauty of Ikuchijima Island and the heritage of the 140-year-old estate integrated into the design choices?

Adrian Zecha: The design of Azumi Setoda draws inspiration from traditional Japanese aesthetics and modern design principles, integrating the natural beauty of Ikuchijima Island with the heritage of the 140-year-old estate. Renowned Kyoto architect Shiro Miura led the renovation of the residential compound, with a focus on balancing moisture, wind, and light using primary materials like wood, stone, and soil. The design embodies a minimalist aesthetic, incorporating light-catching spaces and tactile textures such as white washi paper, shikkui plaster, local granite, and light hinoki cypress.

PL: Tell us what makes Setoda and the surrounding countryside a special place for Azumi Setoda's debut.

Adrian Zecha: Setoda and its surrounding countryside hold a special place in Azumi Setoda's debut because of its picturesque beauty and nostalgic charm. Situated along the renowned cycling route of Shimanami Kaido, the area provides breathtaking views of Setoda Port from Kannnon-yama, the island's highest peak. The landscape is adorned with lemon and citrus orchards, adding to its colourful and vibrant atmosphere. Azumi Setoda's goal is to preserve this natural beauty while revitalizing the area to reclaim its vibrancy from the past.

PL: What can we expect from the Azumi Brand going forward?

Adrian Zecha: Azumi aims to revitalize Horiuchi-tei and Setoda port, fostering local pride and community involvement. We also plan to showcase local ingredients, promote organic farming, and integrate guests into the Shiomachi community.

PL: Who is the ideal guest for Azumi Setoda?

Adrian Zecha: We would like to welcome anyone who appreciates local culture and nature.

PL: What role does sustainability play in the design and operations of Azumi Setoda, especially considering the growing emphasis on eco-conscious luxury travel?

Adrian Zecha: Our action is still very small but we believe our guests appreciate local products and experience rather than a pure ‘luxury experience’. We actively engage local resources, including hiring local staff, sourcing from nearby shops, preparing dishes with local ingredients in our restaurants, and organizing guest activities in partnership with local vendors. We also offer internships to students of local high schools which help them explore potential career paths and opportunities for the future.

PL: Can you highlight any signature experiences or amenities at Azumi Setoda?

Adrian Zecha: Azumi Setoda is positioned at the midpoint of the Shimanami Kaido, known as the heart of lemon farming in Japan. Besides cycling around the islands, handpicking lemons, and discovering historical, artistic, and cultural attractions, guests can also enjoy a sunset cruise or go fishing at sea.

PL: How does Azumi Setoda's dining showcase the local ingredients of Ikuchijima Island and the Setouchi region? What was the inspiration behind the menu & offerings?

Adrian Zecha: During the Middle Ages, Setoda served as a hub for the maritime industry, acting as a crucial stop for spices and ceramics travelling along the Silk Road to Kyoto and Osaka. Wealthy merchants and prominent figures from Setouchi warmly welcomed visitors with homemade feasts, featuring hearty yet refined Japanese cuisine served on plates acquired from various countries.

Azumi Setoda's dining service incorporates vegetables sourced from Setoda and other areas within the Setouchi region, prepared using French culinary techniques and served on plates passed down from the Horiuchi family's head. We strive to procure the majority of our dinner ingredients from within a 50 km radius. This commitment reflects Chef Akita's dedication to capturing the essence of Setouchi's ingredients. He personally visits local farms, engages with each producer to enhance his knowledge of both the producer and the ingredients, and crafts dishes that are cooked and seasoned to highlight the ingredients' natural flavours.

The antique dinnerware inherited from the former Horiuchi estate creates an atmosphere that directly reflects the legacy of entertaining guests on the island long before Azumi's time. We aim for this genuine, warm hospitality to resonate through every aspect of the dining experience.

PL: What makes the Yubune bathing experience special for guests at Azumi Setoda and why, according to you, experiencing a Sento is a must-do for anyone visiting Japan?

Adrian Zecha: Sento plays a very important role in Japanese local communities. Back then there were no showers/baths in every household, people used Sento to not only take a bath but also to socialise. Since Azumi Setoda mainly welcomes travellers, we wanted to create facilities for local people to use on a daily basis.

Are you planning a trip to Japan? Look beyond Tokyo, Kyoto and other famous cities. The Seto Inland, which lies between the Japanese main islands of Honshu, Shikoku and Kyushu, hides the beautiful new Azumi Setoda that demands to be experienced to get a taste of Japanese hospitality in its truest sense. Contact Us to book your stay at Azumi Setoda.