How a former Shangri-La developer capitalised on Niseko’s property boom and built his own alpine luxury development

More than a decade into developing hotels with Shangri-La Hotels and Resorts, and Kerry Properties, Jason Kuok felt that it was time to build something of his own. An intrepid adventurer at heart, he had long dreamt of a unique hospitality property connected to the outdoors. Years spent learning from the best in the business had shaped his own perspective and House of Koa would embody his personal tastes and values. 

That vision eventually grew into Koa Niseko, a collection of turn-key luxury villas and townhouses in Upper Higashiyama, an upscale ski area in Japan with scene-stealing alpine views. Given the destination, it might come as a surprise that Kuok wasn’t interested in winter sports at the time. “I never was into skiing or the mountains. My dad was into diving, so I did that instead,” he says. “It was my brother-in-law who asked me to check out Hokkaido.”

Kuok took his advice and set off to Japan’s northernmost main island in 2017 and was profoundly moved by the mountains. Beyond Niseko’s natural beauty, he discovered that land in Higashiyama was primarily freehold and soon spotted a market opportunity. “What was being put out creatively was decent but it wasn’t on par with what I had seen in Bali, Australia, Tokyo or even Karuizawa,” he says. Within months he purchased a plot, putting his hand to the plough.

The decision, however, was met with skepticism. “People said to me, ‘Why are you buying there? You’ve got to buy in Hirafu, the main area. Your spot is a bit far away.’” But thankfully, he found unwavering support from his primary-school classmates – Justin Potter, Jason Cheung and Joseph Luk – who came on as shareholders in the business, and helped to handle the branding, marketing and finance (areas in which Kuok lacked expertise). “We all happened to have different but complementary skillsets, and our friendship has become richer through this journey of building something together,” says Kuok.

Taking on the role of full-lifecycle developers, the team is involved in every part of the project, from early feasibility studies down to the selected fragrance. They collaborated with Craig Takahata, creative director of Zoo Design Group, and Ryoichi Niwata, interior design director of Bond Design Studio, to craft homes that fused traditional Japanese farmhouse architecture with modern Scandinavian sensibilities. Natural materials, lofted ceilings, bespoke Stellar Works furniture and a Jøtul cast-iron gas fireplaces make for a warm and intimate abode. 

“Koa is a curated, immersive experience that makes you feel at ease,” says Kuok. It’s a space that only grows in value when temperatures dip and time slows in the wintry mountains. This “experience” also extends into products – beanies, candles, drip coffee and more – reinforcing the brand’s thoughtful approach in tactile ways.

And the years of effort have paid off. Nearly all 10 villas and townhouses have been snapped up. Last year, Kuok introduced four Koa Super Villas – larger five-bedroom properties with a Japanese onsen-style bath and sauna – and the first home sold right away. “That was real validation,” says Kuok. Buyers – many from Hong Kong, Singapore and the Philippines – were drawn to the homes’ supreme comfort and timeless style. “Even the children loved it, without us needing to add Disney-like elements.” The response has been so good that Kuok has a line-up of interested partners who are keen for House of Koa to build hospitality ventures and even personal homes. 

As Niseko’s popularity continues to rise, so too has the demand for residences and the influx of developers looking to make a quick buck. “They will hire an architect and just furnish it based on their price point,” says Kuok. House of Koa, however, takes a longer view. “Our homes are designed from the inside out, where everything is custom-made. Not many people will go to the lengths that we do,” he says. “You’ll be hard-pressed to find someone else fussing over the tableware, artwork or the print labels on the soap.” 

House of Koa breaks all the trappings of a traditional real-estate company. It has artfully harmonised elements from different domains – fashion, food, music – to create a considered lifestyle, one that many now aspire to call their own.