Luxury Japanese hospitality brand Hoshino Resorts is set to make its mark in the US wellness market with a new hot springs development in New York state's historic spa village of Sharon Springs.

Scheduled to open in 2028, the 40-key property will blend the tradition of Japanese ryokan inn-style accommodations with onsen bathing facilities powered by Sharon Springs' mineral-rich hot springs. It will be located approximately a 3.5-hour drive from New York City.

Hoshino Resorts described the project as a "significant milestone" in its global expansion, adding that its vision is to revive Sharon Springs' storied history of mineral water therapy while offering a tranquil retreat showcasing the restorative benefits of onsen culture.

Led by fourth-generation family member Yoshiharu Hoshino, the 110-year-old company seeks to provide a unique experience focused on the local charms of each destination and a high level of omotenashi (Japanese-style hospitality).

In an interview with Spa Business, CEO Hoshino explained that onsen resorts are revered as "extremely precious cultural assets” in Japan. He says excellent food, relaxing hot springs baths and top-notch customer service are hallmarks of a classic onsen experience.

About Hoshino Resorts

The company was founded in 1904, when the current CEO’s great-grandfather, Kuniji Hoshino, started a forestry business in Karuizawa. The area was just developing as a holiday destination, and in 1914 Hoshino opened a hot spring resort. The facility attracted many intellectuals, as well as those interested in the region’s rich wildlife.

For years, the resort thrived. But when Yoshiharu took over the business, he knew it was time to make some changes.

Since expanding from its original base in Karuizawa in 2001, the company has grown to operate more than 60 properties, with the majority in Japan and additional locations in China, Taiwan, Bali and Guam.

Its diverse portfolio includes everything from five-star luxury resorts to modern hot spring ryokan and relaxed urban accommodations, all designed to provide a deep sense of place and cultural immersion.