Yu Collection

The Story behind 湯 (Yu)

Unlike English, Japanese has a distinct word for hot water: yu 湯, while mizu 水 refers to water more generally. Across Japan, the character 湯 has become a familiar symbol of bathing culture, often displayed on traditional fabric curtains and signs to identify onsen and public bathhouses.

The distinctive 湯 seen throughout Nozawaonsen and featured on our Yu Collection is no ordinary character.
It is a unique calligraphic interpretation by renowned Japanese artist Taro Okamoto, who first visited Nozawaonsen for an artistic commission and soon developed a deep affection for our village.

Captivated by its hot springs, skiing and famous Dosojin Matsuri, Okamoto became a regular winter visitor. His affection for Nozawaonsen was mutual, and in 1991 he was named the village’s first honorary citizen.
Today, his unique interpretation of 湯 remains a cherished symbol and a source of pride for the local community. Featured on our Yu Collection, from T-shirts and towels to other souvenirs, it celebrates both Nozawaonsen’s centuries-old hot spring culture and Taro Okamoto’s enduring love for our village.

Stamp Book

Pick up a stamp book and explore Nozawaonsen!
With 27 stamps to collect (and a few secret ones to discover!), the Stamp Trail takes you around the village, from its famous landmarks to its hidden gems.

Stamp books are available at the Tourist Information Centre and local souvenir shops.
Collect at least 10 stamps to receive a special Nozawaonsen souvenir!
You can claim your gift at the Tourist Information Centre, opposite Chuo Terminal, or at the Ryokan Association, opposite Oyu Onsen.

Price: ¥550

Where to buy: Available at many local shops, the Tourist Information Centre and the Ryokan Association.

How it works: Find out how to collect stamps and learn more about the Stamp Trail here.

Claim your souvenir: Collect at least 10 stamps to receive a free souvenir of your choice (one gift per stamp book). Several options are available.

Gift collection points and opening hours:
　- Tourist Information Centre: 9:00–17:00, daily
　- Ryokan Association: 9:00–17:30, daily (closed on Thursdays)

Where to Buy

The Yu Collection and the Stamp Book can be found at the following shops.
Please note that the range of products available varies between shops.

Creative Yumoto
Fukiya Shop
Haus St Anton Jam Factory
Koganeya
Marumiya Shoten
Michi no Eki Nozawaonsen
Nagano Ya Liquor Store
Naritaya
Nozawaonsen Sparena
Nozawaonsen Ryokan Association
Sankurou Shoten
Shin’etsu Shizenkyo Activity Center (Iiyama Station)
The Takano Tatsuyuki Memorial Oborozukiyo Museum
Yamazaki Y Shop Nozawa Kubotaya
Nozawaonsen Mountain Resort Tourism Bureau (in front of the Chuo Terminal)