"Sumu Asakusa South," an experimental apartment hotel in which CCC participated, has opened in Minami-Asakusa, Tokyo.

2026.10.05 Press Releases
Culture Convenience Club Co., Ltd.

—"Staying here makes you fall in love with the town." With the theme of "Selected books, music, home appliances, and local culture,"—

Culture Convenience Club Co., Ltd. (Headquarters: Yokohama City, Kanagawa Prefecture, President and CEO: Yasunori Takahashi, hereinafter "CCC") will participate in the experimental apartment hotel "Sumu Asakusa South," which will open on Saturday, October 10, 2026 in Minami Asakusa, Tokyo (Kotobuki, Taito Ward), with the slogan "Stay here and you'll fall in love with the town."Based on the theme of "[theme]", I directed the guest experience in the guest rooms and lounge. CCC offers travelers a stay experience that connects them with the town and nature of Asakusa and Kuramae, while they enjoy their own time, through book selections and music curation by TSUTAYA BOOKS concierges, and home appliance selections by TSUTAYA ELECTRICS.

Main image of 'Sumu Asakusa South, an experimental apartment hotel in which CCC participated, opens in Minami-Asakusa, Tokyo'

Leveraging the knowledge gained from our first store, we are evolving the "stay like you live" experience.

CCC has designed each guest room to allow guests to immerse themselves in a specific theme. In each room, books, music, space, and tools come together to create an opportunity to step away from everyday life and confront oneself. "Sumu Asakusa South" is Sumu's first newly constructed property, incorporating the knowledge and experience gained from its first store, "Sumu Ueno East," which opened in February 2026, from the design stage. The building has 10 floors above ground, consists of 17 rooms in total, and a lounge on the first floor. It aims to provide both the comfort of a medium- to long-term stay and an experience that connects you with the city. Leveraging the expertise in lifestyle proposals that span books, music, home appliances, and spaces, cultivated through TSUTAYA BOOKS and TSUTAYA ELECTRICS, CCC has curated the entire hotel stay experience.

"Sumu Culture" produced by CCC

CCC has designed each guest room to allow guests to immerse themselves in a specific theme. In each room, books, music, space, and objects come together to create an opportunity to step away from everyday life and confront oneself.

■Books "Immerse yourself in reading"
The theme of the book selection is "connecting with this land."Between Asakusa, where the vibrancy of sunny days and the traditions of Edo breathe life into, and Kuramae, where new movements in workshops and crafts are emerging, this town still retains a strong Showa-era atmosphere. This visually-oriented book explores this town from various perspectives, including new prints, Showa-era architecture, Tokyo craftsmen, cafes with distinctly Japanese designs, fashion, and art, making it enjoyable even if you don't understand the language. The book includes English and Chinese translations, offering a reading experience where you can go outside and see for yourself the landscapes that catch your eye as you turn the pages.

■Meditation "Dissolving into Meditation"
We installed TATAMI speakers, which allow the sound to sink into your body when you sit on the tatami mat. The book selection focuses on nature-related books that soothe the soul, particularly those about Japan's World Heritage Sites and National Parks, such as Yakushima and Shirakami-Sanchi. Rather than offering difficult "meditation," we provide a time for relaxation and a simple introduction to mindfulness that anyone can immerse themselves in.

Photo of a room with a meditation theme (1)

Photos of a room with a meditation theme (2)

■Music "Resonating with Music"
We've also provided a record player and speakers, along with records selected by TSUTAYA BOOKS concierge. The selection covers a wide range of genres, from rock and pop to R&B, reggae, and classical music, with an equal mix of globally renowned classics and albums you might be discovering for the first time in Japan. The exhibition will also feature works by musician Shuta Hasunuma, who has collaborated with craftspeople in Kuramae. Imagine catching a sniff of a record in your room and heading out to a local record shop to find it—this room serves as a gateway connecting music and the city.

All rooms and the lounge offer opportunities to connect with the city.

Each room is equipped with books selected by TSUTAYA BOOKS concierge and home appliances selected by TSUTAYA ELECTRICS. Furthermore, through collaborations with lifestyle goods stores in Kuramae to offer tableware and cutlery, an experience of writing a "letter to yourself one year from now" by Futo/Jiyucho, and the "Sumu Local Life Map" which introduces walking tours of the town and recommended restaurants, we will guide guests back into the everyday life of Asakusa and Kuramae.

The "Sumu LOUNGE" on the first floor is a point of contact between the town and Sumu, where not only hotel guests but also local residents can drop by. Through the "Book Gallery" curated by TSUTAYA BOOKS concierges and records selected by CCC, we aim to create a space where a book you pick up or music you listen to becomes a catalyst for exploring the city.

Entrance to 'Sumu Asakusa South'

Lobby of 'Sumu Asakusa South'

Towards a new experiential value where travel, lifestyle, and culture intersect.

CCC has previously handled the planning and production of various spaces, including TSUTAYA BOOKS, public facilities, and hotels. At "Sumu Asakusa South," we view travel destinations not merely as places to stay, but as "another living space" where you can experience the local culture, open your senses, and spend time that is connected to your everyday life. Going forward, we will continue to combine lifestyle content such as books, music, and home appliances with local culture to create new experiences in accommodation facilities.

"Sumu Asakusa South" Facility Overview

• Facility name: Sumu Asakusa South
・Location: 3-17-10 Kotobuki, Taito-ku, Tokyo 111-0042
・Access: 6-minute walk from Asakusa Station (various lines) / 3-minute walk from Kuramae Station (Toei Asakusa Line and Oedo Line) / 6-minute walk from Tawaramachi Station (Tokyo Metro Ginza Line)
Structure and scale: New construction / 10 stories above ground
・Rooms: 17 rooms in total (1 Pet Friendly room, 7 Sumu Culture rooms, 9 Sumu Standard rooms) + 1st floor Sumu LOUNGE
• Opening date: Saturday, October 10, 2026
・Reservations: Reservations are being accepted from October 1st, 2026 (Thursday) on the official reservation website.
• Official booking site:https://service.sumu-hotel.com/ja/asakusa-south/
• Accommodation fee: From 35,000 yen per room per night (tax included)

* Varies depending on the season and day of the week.

Check-in/Check-out: 16:00/11:00
Hotel operation: Kasoku Co., Ltd.

* Sumu is not an official Airbnb hotel, but an independent brand that utilizes the collaborative network of Airbnb Partners.

■Inquiries regarding this matter
Culture Convenience Club Co., Ltd.
Public Relations Department
TEL: 045-522-8154
EMAIL: inquiry@ccc.co.jp

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