Industry News
A new chapter in global skiing is set to begin next winter in Japan with the launch of THE CLUB TOGARI, billed as Asia’s first private ski resort.
Located at Togari Onsen Ski Resort near the popular ski hubs of Nozawa Onsen and Myoko, THE CLUB TOGARI represents something rarely seen in the ski industry: a members-only mountain experience centered around exclusivity, uncrowded slopes, luxury real estate, and private access to powder skiing.
The project also reflects a growing trend already taking hold across the United States and Canada, where ski resorts are increasingly catering to high-end guests seeking premium experiences both on and off the mountain. Across North America, resorts have rolled out paid fast-track lift access, luxury clubs, slopeside private lounges, premium parking, and members-only amenities. Now, Japan appears poised to enter that same luxury ski market in a much bigger way.
Nestled in the snowy mountains near Iiyama City in Nagano, THE CLUB TOGARI is being developed within one of the snowiest regions on Earth. The resort markets itself around quiet, uncrowded skiing and refined mountain living, promising “a private world of untouched snow” reserved for a small membership base.
At the center of the experience is the White Dragon Field, a members-only ski zone accessible exclusively to club members and their guests. Members may bring up to nine guests at a time, creating a maximum party size of 10 people. Members will also have access to the 140 hectares (345 acres) of the public resort’s terrain.
The mountain itself already offers a diverse mix of terrain, including one of Japan’s longest mogul courses at over 300 meters, dedicated carving runs, SAJ-certified race terrain, freestyle parks, and steep powder lines fed entirely by natural snowfall. The resort emphasizes that its slopes rely on 100% natural snow, with no artificial snowmaking. Located along the Nagano-Niigata border beneath the Sekita Mountains, Togari is also known for dramatic scenery that frequently places skiers above the clouds during storm inversions.
But skiing is only part of the vision.
THE CLUB TOGARI is being designed as a full luxury mountain lifestyle product. Members will gain access to a private clubhouse directly beside the slopes featuring lounge spaces, dining areas, and concierge-style amenities designed to create a quieter and more curated mountain experience.
In an email with SnowBrains, THE CLUB TOGARI wrote that initial memberships beginning in December 2026 are priced at JPY 20,400,000, or approximately $128,000. Additionally, there is an annual management fee of JPY 550,000, or roughly $3,400 per year.
Membership will be capped at 400 total members. The resort says memberships beginning in December 2027 will increase to JPY 25,000,000, or approximately $157,000.
Membership in THE CLUB TOGARI includes the opportunity to purchase ski-in ski-out residences located directly beside the private ski terrain. Villas within the development are expected to begin at approximately JPY 150,000,000, or about $940,000.
the clubhouse and the main lift—an exceptional setting designed to elevate and complete the ideal ski lifestyle. | Photo: THE CLUB TOGARI
The resort’s culinary program will be operated in partnership with Kanaya Resorts, whose roots trace back to Japan’s oldest resort hotel. Seasonal Japanese cuisine and upscale dining are expected to become a major component of the club experience.
Members will also have access to premium rental equipment through Vector Glide, one of Japan’s best-known luxury ski manufacturers. The club says guests will be able to use high-end skis and gear without needing to travel with their own equipment.
Transportation and storage are also being positioned as part of the premium experience. The development plans include private vehicle storage and long-term seasonal car care for members arriving by automobile, while guests traveling by train can utilize private transfers from Iiyama Station on the Hokuriku Shinkansen line.
THE CLUB TOGARI reflects a growing trend across the ski industry toward exclusive, high-end mountain experiences. In North America, resorts operated by Alterra Mountain Company and Vail Resorts have increasingly introduced premium offerings such as priority lift access, private clubs, luxury slopeside real estate, and VIP amenities aimed at affluent skiers. Resorts like Yellowstone Club and Deer Valley Resort have helped popularize the concept of exclusive skiing experiences, though the trend has also sparked criticism from skiers who argue that expensive add-ons and private access are making the sport less accessible to average guests.
Japan has largely avoided that dynamic until now.
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For decades, Japanese skiing has built its international reputation around deep powder snow, local culture, affordable lift tickets, and relatively laid-back resort experiences compared to many North American mega-resorts. Places like Niseko United, Nozawa Onsen Ski Resort, and Hakuba Valley became globally popular largely because they offered world-class skiing without some of the high-end exclusivity increasingly seen elsewhere.
THE CLUB TOGARI could signal the beginning of a shift.
The development arrives as international demand for Japanese skiing continues to surge, particularly among affluent travelers from Australia, Singapore, Hong Kong, and North America. Rising tourism and increased global exposure have already driven significant real estate investment across many Japanese ski towns.
For now, THE CLUB TOGARI stands alone as a unique experiment in Asian skiing: a private ski club built around untouched powder, limited membership, luxury living, and personalized mountain access. Whether it becomes a model for future developments across Japan and Asia remains to be seen. But one thing is clear: the global ski industry’s push toward premium and exclusive experiences is no longer limited to North America.
