English-language media outlets are stepping up their presence in Hokkaido's renowned ski resort of Niseko, benefiting from growing global interest from skiers and snowboarders lured by the region's fine powder snow.
In an attempt to reach out to the influx of foreign visitors, local publishers collectively put out at least 10 free magazines each year — mostly in English — filled with local news. Others have been publishing online videos showcasing Niseko's appeal as a travel destination in a bid to draw more tourists. The active media sector is seen boosting the region's overall growth.
"When I first came to Japan 12 years ago, we could hardly get any information in English, although it was in high demand given the number of foreign travelers (in the area)," recalled Kristian Lund, editor of the Niseko-based English-language magazine Powderlife.