Zuma makes its Japan debut with an exclusive winter pop-up in Hirafu
A ski trip to Niseko usually comes with a familiar rhythm: fresh powder in the morning, après-ski in the afternoon, then a long dinner once the sun goes down. This winter, that routine gets a distinctly international twist as Zuma arrives in Hirafu for its first-ever opening in Japan.
Launching as an exclusive seasonal pop-up, Zuma Niseko marks a major moment for the globally recognised restaurant group. The opening comes just ahead of Zuma’s 25th anniversary, making the move particularly significant for a brand whose identity has always been rooted in contemporary Japanese cuisine and Japanese-inspired hospitality.
For Zuma, there is something fitting about finally opening in Japan. After more than two decades of expanding to major dining destinations around the world, the brand is returning to the country that inspired its culinary identity, bringing its signature contemporary izakaya-style experience to one of Japan’s most celebrated winter destinations.
Located in the heart of Hirafu, Zuma Niseko is around a four-minute drive from the Niseko Tokyu Grand HIRAFU slopes, putting the restaurant within easy reach after a day on the mountain. The location also makes it well suited to Niseko’s famously social après-ski scene, where the day tends to continue long after the lifts close.
The restaurant opens from 3pm for premium après-ski drinks before moving into dinner service from 5pm, creating a natural transition from snowy afternoons to lively evenings. With space for up to 141 guests, Zuma Niseko is designed as much for groups and social occasions as it is for dinner.
Inside, the restaurant stays recognisably Zuma, but with a winter destination sensibility. The design combines organic materials with contemporary details, including timber-slatted ceilings, bespoke wood-chip floor lamps and custom winter seating upholstered in wool bouclé in Zuma’s signature colour palette.
At the centre of the room is the robata counter, one of the defining elements of Zuma’s dining experience. Here, an authentic Japanese Date Kan stone counter is finished with an oxidised front edge, while glazed ceramic tiles introduce a rich red accent against the otherwise neutral interior.
There are quieter details to discover too. Patterned bronze window screens soften the winter light, while hand-carved teak screens inspired by snowflakes create the private dining room. The result feels warm and textural without losing the contemporary character that has become synonymous with Zuma around the world.
For guests who want a closer look at the action, the dedicated Chef’s Table offers an immersive view into the open kitchen. Meanwhile, the front-of-house wine cellar becomes part of the visual experience, showcasing an extensive collection of sake and wine alongside Japanese whiskies and Zuma’s signature cocktails.
And because this is Zuma in Niseko, the restaurant will not be relying on food alone to set the mood. A dedicated Zuma DJ counter has been incorporated into the space, adding another layer to the high-energy atmosphere as the evening develops.
On the menu, expect the contemporary Japanese cuisine that has helped establish Zuma as a global dining name. Freshly prepared nigiri and sashimi sit alongside signature dishes from the main kitchen and robata grill, with the menu centred around bold flavours and the umami-rich character of Japanese cooking.
The robata grill, in particular, feels right at home in Niseko. Traditionally associated with cooking over an open charcoal fire, robata brings a sense of theatre and warmth to the table, making it particularly suited to a destination where guests arrive from the cold and settle in for a long evening.
Zuma Niseko is also designed with groups in mind. The private dining room accommodates up to 12 guests, while flexible seating allows groups of 10 to 20 to dine together throughout the restaurant. For families and friends travelling to Niseko together, it offers an elevated alternative to staying in the chalet for dinner every night.
That social element is central to the Zuma experience. Rather than positioning itself as a formal destination for a single sitting, Zuma Niseko is designed to evolve with the evening, beginning with après-ski drinks and gradually shifting into a lively dinner setting.
The timing of the opening also gives the Niseko pop-up an extra sense of occasion. As Zuma approaches its 25th anniversary, its first Japanese opening feels less like another international expansion and more like a homecoming.
Sven Koch, Chief Executive Officer of the Azumi Group, describes the opening as a particularly meaningful milestone for the brand, noting that returning to Japan while celebrating its Japanese heritage is a natural point in Zuma’s journey.
For travellers heading to Niseko this winter, the appeal is easy to understand. After a day spent chasing powder, there is now another destination waiting at the bottom of the mountain: one where Japanese flavours, robata cooking, cocktails, sake, music and the energy of a global restaurant brand come together under one roof.
Reservations for the winter season open on 14 August 2026, giving visitors the chance to plan their Zuma Niseko experience ahead of the ski season.
For reservations and further information, visit Zuma Niseko or join The List for updates from Zuma Niseko and the brand’s global locations.