Apartment Hotel Mimaru

What Apartment Hotel Mimaru does

Apartment Hotel MIMARU is an apartment-style accommodation brand operated by Cosmos Hotel Management Co., Ltd. (株式会社コスモスホテルマネジメント), a subsidiary of Japanese conglomerate Daiwa House Group. The brand operates 29 properties across Japan's three primary inbound tourism gateways — Tokyo (16), Kyoto (7), and Osaka (6 operating plus 2 scheduled for fall 2026 openings adding 134 rooms) — with apartment-style rooms accommodating 4 to 10 guests and equipped with full kitchens (IH stove, refrigerator, microwave, cookware), separate washstand and bath, and free Wi-Fi. MIMARU differentiates through themed concept rooms including a Pokémon-licensed line at 10 locations, plus original Ninja, Samurai Castle (殿の間), Werewolf/Murder Mystery, and Board Game rooms, alongside multilingual guest support from staff drawn from 35 countries and regions (as of January 2025).

The core revenue model is nightly accommodation bookings priced by room type, location, and season, distributed through the multilingual direct booking site (mimaruhotels.com, available in Japanese, English, and Chinese), global OTAs (Booking.com, Agoda, Trip.com), a dedicated B2B trade portal (corporate.mimaruhotels.com), and airline loyalty partnerships (Cathay Pacific Asia Miles). Ancillary revenue streams include the MIMARU Membership loyalty program (1,000 points per night, 1 point = 1 yen, 2-year validity), same-day Luggage Delivery by MIMARU (airport-to-hotel and inter-city Tokyo/Osaka/Kyoto), and a clothing rental partnership with Sumitomo Corporation ('Any Wear, Anywhere') launched January 2026 for family travelers. GTM is primarily direct-to-consumer digital, supplemented by cultural-exchange community events (e.g., ANO-NE Kids Club Children's Day event in Ginza/Yurakucho, May 2026) and earned media via TripAdvisor, Booking.com, and Agoda review awards.

The primary customer segment is inbound family travelers to Japan from 30+ countries, with secondary segments including group travelers (4+ guests), long-stay/digital nomads, and B2B travel trade. Recognition includes TripAdvisor 2026 Travelers' Choice Best of the Best (4th in Japan's hotel popular department for MIMARU Tokyo Ginza East), Booking.com Traveller Review Award 2024, and Agoda Gold Circle Award 2023. MIMARU positions itself as a family- and group-oriented alternative to standard Japanese hotels, which are typically configured for double occupancy and lack in-room kitchen facilities.

Name

Apartment Hotel Mimaru

Legal name

COSMOS HOTEL MANAGEMENT Co., Ltd. (株式会社コスモスホテルマネジメント)

Website

https://mimaruhotels.com

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Apartment Hotel MIMARU operates 29 apartment-style hotels across Tokyo, Kyoto, and Osaka under Cosmos Hotel Management (Daiwa House Group), offering multi-guest rooms with full kitchens, multilingual staff from 35 countries, and themed concept rooms targeted at inbound family travelers to Japan.

Ownership category

akta.pro rank

Product category

Apartment Hotels (Extended-Stay Hospitality)

NAICS

Hotels (except Casino Hotels) and Motels (72111), Accommodation (721), Traveler Accommodation (7211)

SIC

Hotels & Motels (7011), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Family-Oriented Full-Service Hotels (THAGAAAF)

akta.pro secondary industries

Executive Apartments (Corporate Housing) (THAGAEAD), Budget serviced apartments (value) (THAMACAF)

Keywords

• Apartment hotel accommodations
• Extended stay lodging
• Family travel hospitality
• Themed concept rooms
• Kitchenette hotel rooms

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Accommodation Revenue: Core revenue from room bookings across all MIMARU properties in Tokyo, Kyoto, and Osaka. Rooms are priced per night with base accommodation fees plus additional cleaning fees. The membership program offers discounts on bookings using accumulated points (1 point = 1 yen).

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels9 records

Core offering

Apartment Hotel MIMARU operates 29 apartment-style accommodation properties across Tokyo (16), Kyoto (7), and Osaka (8), offering multi-room units with full kitchens, dining areas, and sleeping arrangements for up to 10 guests. The brand targets inbound family travelers and groups to Japan through its MIMARU (standard) and MIMARU SUITES (premium multi-bedroom) tiers, supplemented by themed concept rooms (Pokémon, Ninja, Samurai Castle, Board Game, Murder Mystery), multilingual staff support from 35 countries, and ancillary services such as same-day luggage delivery and clothing rental.

Product overview

Apartment Hotel MIMARU is an apartment-style accommodation brand operated by Cosmos Hotel Management (Daiwa House Group), featuring 29 properties across Tokyo, Kyoto, and Osaka, Japan. The core offering consists of MIMARU SUITES (premium multi-bedroom suites with full kitchens and washer-dryers), standard MIMARU Tokyo/Kyoto/Osaka properties (accommodating 4-10 guests per room with kitchen amenities), and themed concept rooms including Pokemon Rooms (expanded to 10 locations), board game rooms, murder mystery rooms, and Japanese historical theme rooms. The brand supplements its core accommodation products with the MIMARU Membership Program (loyalty points), Luggage Delivery by MIMARU (same-day delivery service), Any Wear Anywhere clothing rental (partnered with Sumitomo Corporation), and Travel Style Finder (recommendation tool). MIMARU targets families and groups seeking spacious accommodations with kitchen facilities, positioning as an alternative to traditional hotel rooms.

Differentiator

Problem solved

Functional benefit

Brands

• MIMARU Membership Program: The company's loyalty program offering points, discounts, and exclusive benefits for members.

Products and services

• MIMARU Apartment Hotel (Tokyo) Standard apartment hotel brand across 16 Tokyo locations offering rooms with kitchens, dining areas, and configurations accommodating 4-10 guests for inbound family and group travelers to Tokyo.
• MIMARU Apartment Hotel (Kyoto) Apartment hotel brand across 7 Kyoto locations offering traditional Japanese-style rooms with tatami areas, modern amenities, and kitchen facilities for family and group travelers to Kyoto.
• MIMARU Apartment Hotel (Osaka) Apartment hotel brand across 7 (soon 9) Osaka locations in Shinsaibashi and Namba areas featuring themed concept rooms including Pokémon rooms, board game rooms, and murder mystery rooms for family and group travelers to Osaka.
• MIMARU SUITES (Premium Apartment Hotel Brand) Premium sub-brand of MIMARU offering multi-bedroom suites (1-3 bedrooms) with separate living areas, full kitchens, in-room washer-dryers, and Japanese-Western style accommodations across Tokyo and Kyoto locations for guests seeking higher-end extended-stay lodging.
• Luggage Delivery by MIMARU Same-day inter-city luggage delivery service supporting airport-to-hotel, hotel-to-airport, and cross-regional transfers between Tokyo, Osaka, and Kyoto, enabling guests to travel hands-free without carrying heavy luggage.
• Any Wear, Anywhere Clothing Rental Clothing rental service operated in partnership with Sumitomo Corporation enabling guests to reserve climate-appropriate clothing sets online, have them delivered to their MIMARU accommodation, and return them via domestic mail — reducing packing burden and supporting sustainable tourism for family travelers.
• MIMARU Membership Program Point-based loyalty program for repeat guests awarding 1,000 points per night of stay, with points valid for 2 years and redeemable at 1 point = 1 yen for future MIMARU bookings; includes member-exclusive rates and promotional offers.

Quantifiable outcome

• Japan welcomed over 42 million visitors in 2025 with a growing share being families
• +4 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature6 records

Partnerships

Three partnerships are on record, tiered minor.

• Sumitomo CorporationminorStrategic or Co-development Partner · 19 January 2026Cosmos Hotel Management partnered with Sumitomo Corporation to offer the 'Any Wear, Anywhere' clothing rental service to family travelers staying at MIMARU properties in Japan. The service allows guests to reserve clothing sets online based on season and trip purpose, receive them at their accommodation, and return them via domestic mail after use, reducing luggage burden and promoting sustainable tourism. For the MIMARU launch, the product range was expanded to better serve families traveling with children, addressing pain points such as packing climate-appropriate clothing and managing large amounts of baggage.
• Sankei Building Management Co., Ltd.minorImplementation/ SI/ Consulting PartnerOutsourcing company for accommodation service provision at MIMARU facilities, as referenced in the Global Privacy Policy as a service provider for processing guest personal information.
• Cathay PacificminorGTM or Marketing PartnerMIMARU expanded its airline partnership program with Cathay Pacific, enabling Asia Miles members to earn and redeem miles for MIMARU stays. This loyalty partnership targets frequent flyers visiting Japan as part of the broader customer acquisition strategy.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Mitsui Garden Hotels: Major Japanese hotel chain with properties concentrated in Tokyo, Kyoto, and Osaka, offering both standard hotels and select 'apartment-style' rooms. Direct geographic overlap with MIMARU and overlapping inbound family / business traveler segments, though broader mid-scale hotel positioning.
• Sotetsu Fresa Inn: Large mid-scale Japanese hotel chain under Sotetsu Holdings with significant presence in Tokyo, Kyoto, Osaka and other business/tourism cities. Targets price-conscious domestic and inbound travelers, competing for the same guest pool as MIMARU on value and location.
• JR-East Hotel Mets: East Japan Railway's hotel brand with locations at major JR stations in Tokyo, Kyoto, and regional cities. Competes for inbound travelers prioritizing transit access and convenience, with overlapping inventory in MIMARU's core gateway cities.
• Tokyu Hotels: Parent brand of Tokyu Stay offering full-service hotels in Tokyo and other Japan cities, competing with MIMARU for both domestic and inbound urban stays. Sister-brand relationship to the closest direct peer (Tokyu Stay) makes this group a closely watched competitive set.

Regional players

• Hoshino Resorts: Premium Japanese hospitality group primarily operating destination resorts and ryokans rather than urban apartment hotels, but with strategic Tokyo/Kyoto properties pursuing inbound family and experiential travel demand. Comparable premium positioning against MIMARU's themed/curated experiences.
• Richmond Hotels (Hamamatsu-base / United Inc.): Japanese hotel chain under United Inc. with strong presence in Tokyo, Kyoto, Osaka, and other regional cities. Targets both domestic and inbound travelers with mid-scale rooms, providing price/location competition for MIMARU's family-focused urban stock.

Direct peers

• Tokyu Stay: Tokyo-based serviced apartment / apartment-hotel operator under the Tokyu Group, offering kitchen-equipped rooms for both short and extended stays targeting domestic business and family travelers. Closest direct peer to MIMARU in product format, geographic market, and target customer.
• the b hotels: Japanese mid-scale hotel chain with locations in Tokyo, Osaka, and Kyoto targeting both business and leisure travelers. Competes directly with MIMARU for urban location-driven inbound demand, though with more conventional room formats.

Emerging players

• Ascott / Citadines (The Ascott Limited): Global serviced-apartment operator with growing Japanese footprint (Citadines Central Shinjuku Tokyo and others), bringing international extended-stay brand standards and loyalty programs to Japan's inbound market. Increasingly direct competition for MIMARU's family and group traveler segment.
• Oakwood (Oakwood Worldwide / Mapletree): International serviced-apartment brand with properties in Tokyo and other major Asian cities, offering fully furnished apartment-style accommodations targeting long-stay business and family travelers. Comparable product format to MIMARU with similar pain-point solutions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCKI1EFhht9CTfFIYps7IPvQ
• Facebookfacebook.com/mimaruhotels
• Instagraminstagram.com/mimaruhotels
• Xx.com/mimaruhotels

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Apartment Hotel Mimaru