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Japan and Scandinavia – Danish outdoors company Nordisk has teamed up with the Danish embassy in Japan to create a hygge-inspired campsite in Ugakei.
Situated in Uga Valley, the luxury site is due to open in 2021, located among dense forests and natural waterfalls. The site will offer a variety of accommodation options, including permanent tents and cabins, alongside communal outdoor facilities.
Appealing to Japanese interest in hygge – the Danish concept of feeling cosy and content – as well as sustainability and Danish design, the site will also provide education on eco-conscious and positive living. ‘At Nordisk, we believe that nature is a luxury that is free for all, and that spending time outside simply improves your life,’ says Erik J Møller, CEO and owner of Nordisk. ‘We act according to this view in Japan and see the Japanese consumers agreeing with us to a very large extent.’
With international travel becoming increasingly less appealing for consumers amid Covid-19 and environmental concerns, people are instead embracing high-end staycations.
