PLAY WORK GROUND Co., Ltd. (Representative Director: Koichiro Endo; hereinafter “PLAY WORK GROUND”) was established as a subsidiary of Hitokara Media Co., Ltd. (Representative Director: Junichiro Takai; hereinafter “Hitokara Media”) with the aim of offering new lifestyles through the development and operation of lodging facilities.The first property under “semilla,” PLAY WORK GROUND’s inaugural resort brand, will open in Nago City, Okinawa Prefecture, in the summer of 2025.
Background of the Establishment of PLAY WORK GROUND
PLAY WORK GROUND is a company focused primarily on the development and operation of lodging facilities, providing the new experiential value demanded by the coming era. Under the theme “Develop Your Lifestyle,” the company was established in April 2023 and is currently preparing to open its first facility in the summer of 2025.
New lifestyles and values—such as remote work, dual-residence living, and workations—have become firmly established in response to the major changes of recent years. Our mission is to embody the richness sought by people in this context through “spaces” and “experiences,” and to develop the lifestyles they desire.
Take the overnight stay experience, for example. There are various factors that influence the experience—such as what scale of facility feels comfortable, what thoughtful touches should be included in the rooms, what elements might feel excessive, what kind of meals guests would like to enjoy and in what kind of setting, and what the appropriate level of interaction with local residents should be. We believe that by refining the user experience based on the atmosphere we want to create, we can generate a new lifestyle and experiential value that cannot be captured by simple terms like “villa” or “glamping facility.”
PLAY WORK GROUND Official Website: https://playworkground.co.jp/
About “semilla,” a Resort for Everyday Life
Based on this philosophy, “semilla NAGO OKINAWA” is scheduled to open in the summer of 2025 in a scenic location in Nago City, Okinawa Prefecture. Under the concept of “Resort Your Days,” we aimed to create a comfortable facility and space where guests can enjoy both the natural ease of everyday life and the exhilaration of a resort experience.
"semilla" Brand Website: https://semilla.jp/
In addition to four guest rooms, each approximately 40 square meters (with plans to expand to 10 rooms during the second phase of construction), the property features shared spaces—including a pool, sauna, and shared terrace—exclusively for guests. While maintaining a comfortable sense of distance between guests, every detail has been carefully designed to create a compact yet luxurious space where guests can enjoy the very best of everyday life. The property also offers workspaces perfect for focusing on work or reading, and is well-suited for off-site meetings, workations, and remote work.
We also have a dining lounge that is open to non-guests. Featuring Okinawan cuisine, the menu changes daily so that guests staying multiple nights or returning guests can enjoy something new every time they visit.
PLAY WORK GROUND will continue to expand the “semilla” brand across resort areas throughout Japan, offering a new experiential value: “living your everyday life at a resort.”
Careers
"semilla NAGO OKINAWA" will begin hiring around winter 2024 in preparation for its opening. Details will be posted on the official website at a later date.
We look forward to hearing from those who share our vision of offering a new experience—“living your everyday life at a resort”—and who are eager to help us bring the local community to life.
For more information on recruitment, click here: https://playworkground.co.jp/#Careers
A Message from the Representative of PLAY WORK GROUND
Prompted by the pandemic, I traveled back and forth between Tokyo and Okinawa, experiencing workation while staying at various accommodations. Precisely because I gained greater freedom in where I work and live, this became an opportunity for me to reflect deeply on what “enriching time” means to me.Amid this experience, I began to wonder: What if resorts—places where people traditionally spent time escaping the ordinary during long weekends or holidays—could also become places to live day-to-day? Wouldn’t that offer people new lifestyle choices? As I accumulated many insights about what resort accommodations “could be better” for everyday living, and after much trial and error, “semilla” was born. My goal is to create a facility where many people can spend their time in their own unique way—a place they’ll want to make a part of their daily lives.
◼︎ Koichiro Endo / Representative Director
After joining Recruit Co., Ltd., he founded Apt Co., Ltd. in 2010 and served as its Representative Director and President. He launched 17 brick-and-mortar locations across five brands, including “hacocoro,” a party planning service used by 100,000 people annually.After selling the company to Akatsuki Co., Ltd. in 2017, he became an Executive Officer at Akatsuki Live Entertainment in 2018. He oversaw the “asobuild” renovation project for the Yokohama Central Post Office. In 2020, he became a Director at TECRA Co., Ltd. and worked on the launch of “TECROWD,” Japan’s first real estate crowdfunding service targeting overseas properties. In 2023, he founded PLAY WORK GROUND Co., Ltd.
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◼︎ “semilla NAGO OKINAWA” Facility Overview
Scheduled Opening Date: Summer 2025 Location: Inamine, Nago City, Okinawa Prefecture
Facility Use:Accommodations, Dining
◼︎ About PLAY WORK GROUND
Company Name: PLAY WORK GROUND Co., Ltd.
Representative: Koichiro Endo, Representative Director
Address: 1F Shimokitazawa Big Ben Building, 2-5-2 Kitazawa, Setagaya-ku, Tokyo
Established: April 2023
Business Activities:Production and operation of lodging facilities
Capital: 10 million yen
Official Website: https://playworkground.co.jp/
◼︎ About Hitokara Media
Trade Name: Hitokara Media Co., Ltd.
Representative: Junichiro Takai, Representative Director
Address: B1F, Shimokitazawa Big Ben Building, 2-5-2 Kitazawa, Setagaya-ku, Tokyo
Established: May 2013
Business Activities:Office relocation support, space planning, building owner support, operation of rental offices and spaces, and community development projects
Real Estate Transaction License: Tokyo Governor (1) No. 105551
Construction Business License: Tokyo Governor’s Permit (General-3) No. 153700
Secondhand Goods Dealer Permit: Permit No.:Tokyo Metropolitan Public Safety Commission No. 303262416097
Capital: 3 million yen
Official Website: https://hitokara.co.jp