The JAXURY AWARD recognizes outstanding products and services across various genres, including fashion, food, beauty, hotels, and culture. JAXURY stands for Japan’s Authentic Luxury, representing “things,” “services,” and “experiences” that embody Japan’s authenticity and Luxury. According to Mr. Madokoro, a committee member, “Luxury is not necessarily something extravagant or luxurious. Instead, it is something comfortable to use, unparalleled, and everyone involved, from the makers to the sellers and buyers, can sincerely feel good about.”
Entô is a lodging facility located in the Oki Islands Global Geopark, which UNESCO recognized in September 2013. As one of the 169 geoparks in 44 countries around the world, the Oki Islands Global Geopark promotes the unique themes of “the Earth’s formation,” “the unique ecosystems,” and “human activity” of the Oki Islands. Entô is a base facility for visitors to experience lodging and learn about the geopark’s fascinating features through its exhibit space, Geo Room “Discover.” In addition, exhibits related to the geopark are displayed on the terrace and lounge areas, allowing visitors to relax while enjoying the displays. The Geo Room “Discover” on the first floor of Entô showcases models and exhibits about the formation of the Oki Islands and its natural features.
Overview of the Award and Judges’ Evaluation
Entô, operated by Ama company, has won the STAY category award for the second consecutive year in 2022. The judges praised the facility for emphasizing “staying on the Earth,” a unique perspective in the hospitality industry. In addition, they noted that Entô continues to express new values from this perspective.
Comment from Atsushi Aoyama, Representative CEO
Atsushi Aoyama, the Representative Director of Ama company, expressed his delight in winning the award for the second year in a row. He sees JAXURY as a meaningful award that explores the concept of “Lux=Light” in Japan. Aoyama hopes that Entô can continue to create stays where the light of the Earth, land, guests, and staff can deepen in all encounters. He thanks everyone involved in the award and the operation of Entô.