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"A Secluded Hot Spring Resort in a Snowstorm Where Passing Other People Is Difficult": Why Did She, Who Became a Rakuten Cheerleader at the Age of 29, Volunteer to Help Revive This Famous Hot Spring Resort that Has Been Closed Indefinitely?

Summary
Nestled deep in the mountains of Kitakami City, Iwate Prefecture, a region known for its heavy snowfall, lies the secluded Geto Onsen hot spring resort. At one point, a severe labor shortage forced the inn to close indefinitely. However, a group of migrants and individuals with multiple jobs took on the challenge of reviving the resort. Why did they choose this location, and how did they manage to revive the inn?
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After a year and a half of closure, the Geto Onsen Kanko Hotel has reopened. Facing challenges such as heavy snowfall, repair costs, and staff shortages, is an unusual duo consisting of a newcomer and a person with multiple jobs. How will they overcome these difficulties and revitalize this secluded hot spring resort? We explore the possibilities of a new type of hot spring inn.

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toyokeizai.net broke the news on Thursday, October 29, 2026.
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