In the world of hotels, there are many brands that offer luxury, but few that are synonymous with the step above it: Soneva. Belmond. Aman.
Each changed the hospitality industry in its own way, from pioneering barefoot luxury to ultra-personalised service.
Now the hotelier behind Aman Resorts is set to shake things up again with a new concept in the Japanese countryside.
Azuma Farm Koiwai, a collaboration between Adrian Zecha’s Azumi brand and East Japan Railway Company (JR East), will open in Iwate Prefecture next month.
Occupying part of the Koiwai Farm, which was founded 130 years ago on once-barren volcanic land, the new property will focus on “farm life”, a way of living in harmony with the land, seasons and local community.
What to expect at Azuma Farm Koiwai
A boutique property of just 24 guest rooms found along an eight-hectare grove, Azuma Farm Koiwai was designed to work in harmony with the natural landscape.
Created by Shiro Miura of the Kyoto-based firm Rokkakuya, the property uses natural materials grown in Koiwai, including red pine and cypress trees felled from the farm itself.
Aside from guest rooms, the resort is also home to three 89 square metre sauna pavilions, each containing a wood-fired sauna, a cold bath, plus several daybeds.
Naturally, the on-site restaurant focuses on farm-to-table dining, with dairy, vegetables and fruits from the farm, plus seafood caught off the coast of Sanriku, part of the Tōhoku region where the hotel is located.
Conceived as a gateway to the region, guests can book in for curated experiences that introduce them to traditions like Nambu ironware and horse riding.
Guests can reach the hotel after a two-hour and 20-minute Shinkansen ride from Tokyo to Morioka Station, after which there is a 25-minute private transfer.
Azuma Farm Koiwai is set to open on 23 April 2026.
What’s so special about Aman Resorts?
Founded in 1988, Aman Resorts are known for their boutique size and unique locations – 11 of the properties are found within, or next to, UNESCO World Heritage Sites, offering guests unrivalled access.
Beloved by the rich and famous, celebrities including the Kardashians, Beyoncé and Miley Cyrus are all said to have stayed here.
Aman means peace in Sanskrit, and that’s certainly what you can expect from a stay, particularly in some of their more remote locations including Amankora, a series of five lodges across the valleys of Bhutan, and Aman-i-Khas, found next to India’s Ranthambore National Park.
In recent years, the brand has expanded into cities with the opening of Janu Tokyo and Aman Nai Lert Bangkok.