Powderlife’s Summerlife Goes Bilingual to Meet Domestic Tourism Demand

This year Summerlife will be bilingual for the first time as Niseko businesses demand Japanese language information for customers.

Summerlife is the sister publication of Niseko’s popular Powderlife winter magazine.

During COVID publisher Niseko Media printed Powderlife in Japanese to help attract Japanese customers.

Now Summerlife follows suit, this time with English and Japanese together in the one bilingual magazine.

Summerlife Editor Kristian Lund said before COVID Powderlife was online in Japanese and Chinese, but the hardcopy only printed in English. 

“COVID allowed us an opportunity to focus on the Japanese market which has been fantastic for Niseko,” Mr Lund said. 

“While we printed the hardcopy Powderlife in Japanese, other businesses ramped up their Japanese language marketing material, and Niseko Tourism pivoted almost wholly towards targeting the domestic market.

“It was a demanding and difficult period, but now everyone in Niseko is benefitting from huge growth in domestic traveller numbers – it’s like a whole new market for us.

“This is especially important outside of winter with the boost in green season visitation leading to Summerlife’s evolution as a bilingual magazine.”

Niseko Tourism Chief Marketing Officer Acme Wu said Japanese visitor numbers had increased significantly since before COVID, and Summerlife was an important marketing tool to ensure this growth continued.

“Summerlife acts like an all-in-one marketing showcase for Niseko’s green season,” said Ms Wu. 

“The stunning photography and articles showcase the best of Niseko in one professionally produced package.

“With up-to-date information about events, restaurants and real estate listings, it is also the best local guide to summer for visitors when they are in Niseko.”

Mr Lund said Powderlife and Summerlife were the only professionally produced, independent magazines representing all businesses in Niseko:

  • Editor – Kristian Lund is a former News Ltd newspaper journalist;
  • Photo Editor – Aaron Jamieson is a National Geographic-published photographer;
  • Editorial Manager – Chika Lund is a fourth-generation Niseko-resident working on several local tourism advisory boards;
  • Japanese Editorial Advisor – Hiroki Yanagisawa is a journalist and media professional;
  • Designer – Nobi Kashiwagi is the former Art Director for Vogue Magazine US.

Summerlife is also translated into traditional Chinese with 3,000 copies printed and distributed in Hong Kong and other Asian countries.

Media Inquiries:

Kristian Lund
[email protected]

080 4047 5615