CCC to fully participate in Airbnb's new apartment hotel brand "Sumu," which proposes a home-sharing style
2025.07.28
Press Releases
Culture Convenience Club Co., Ltd.
- Aiming to become a cultural hub rooted in the local community -
Culture Convenience Club Co., Ltd. (Head office: Yokohama, Kanagawa Prefecture; President and CEO: Yasunori Takahashi; hereinafter referred to as "CCC") has decided to fully participate in "Sumu powered by Airbnb Partners" (hereinafter referred to as "Sumu"), a new type of accommodation brand that goes beyond the traditional framework of hotels. In line with this, we would like to inform you that we will be responsible for providing content such as books, home appliances, and art at the first facility, the "Taito Ward Kotobuki 3-chome Project (tentative name)."
CCC joined Airbnb Partners in 2019 and began collaborating with V POINT, Airbnb's loyalty program, offered by the CCC Group. Additionally, from 2024, he will be in charge of the Airbnb Partners Secretariat, working to revitalize the corporate community of over 200 companies. To launch Sumu, we are collaborating with Airbnb Partners ADDReC Inc. (Head office: Shinjuku-ku, Tokyo; CEO: Taiga Fukushima) and Kasoku Inc. (Head office: Shinjuku-ku, Tokyo; CEO: Keisuke Arai) to launch a new initiative.
"Sumu," in which CCC will participate fully, says, "There are stories that cannot be encountered through tourism alone. This is a new apartment hotel brand that goes beyond the boundaries of traditional hotels, with the brand concept of "A place where you can relax and unwind."This project embodies the "home sharing" concept advocated by Airbnb - Airbnbing as if you were living there, and decentralized travel that visits different regions - and explores various challenges and possibilities, promoting open innovation.
Construction of the first Sumu store, tentatively named the Taito Ward Kotobuki 3-chome Project, began in May 2025, and CCC will curate the space with books, home appliances, art, and more. The first store is located in the Asakusa/Kotobuki area, an area full of traditional downtown atmosphere. The Book Lounge will promote the culture rooted in this region and will offer a selection of books that match the characteristics of the region. While playing the role of a tourist guide promoting the local attractions, we aim to become a cultural hub that connects the city and travelers through books.
Through this initiative, CCC aims to deepen Sumu's connection with the local area and create a new community among the people who live there and those who visit. We will also make maximum use of the assets, knowledge, and networks that the CCC Group possesses to contribute to the development of local communities.
About "Sumu powered by Airbnb Partners"
Born from "Airbnb Partners," a business community established by Airbnb Japan, this brand proposes a new style of accommodation that combines travel and lifestyle. We aim to be an accommodation facility that not only offers spatial richness such as comfortable rooms and a full range of facilities, but also values the experiences that arise from them and the richness that permeates the local area, and will become rooted in the local community as a place that embodies a vision for a future in which tourism and daily life are in harmony.
・Origin of "Sumu": The name comes from the desire to create a place where guests can stay as if they were "living/sumu" in their own home.
・"Sumu" site:https://airbnbnavi.tsite.jp/special_sumu/
・Airbnb Japan press release:https://news.airbnb.com/ja/daiwapartnership/
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CCC to fully participate in Airbnb's new apartment hotel brand "Sumu," which proposes a home-sharing style
■ Inquiries regarding this matter
Culture Convenience Club Co., Ltd.
Public Relations Department
TEL: 045-522-8154
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