KabuK Style, the operator of the travel subscription service “HafH,” has established a South Korean corporation.

HafH is planning to begin offering its services for Korean users in the first half of 2023.

We are pleased to announce that we have established KabuK Style Korea Inc. as a local subsidiary in South Korea and have begun our business operations there.


As we enter 2023, the pandemic situation of the novel coronavirus is expected to stabilize further, and the travel demand that has been suppressed so far is expected to explode, leading to a continuous increase in the number of Korean visitors to Japan. In January 2023, the number of Koreans visiting Japan reached 565,200, an increase of 447 times from the same month of the previous year, accounting for 38% of the 1.4973 million foreign visitors to Japan that month (source: Japan National Tourism Organization (JNTO)).

In response to the resumption of inbound tourism from Korean visitors, KabuK Style has established a local subsidiary, KabuK Style Korea, in South Korea to promote the expansion of its travel subscription service “HafH” in the country.

We position South Korea as our second focus market, and we have been accelerating our expansion in South Korea, such as acquiring the travel tech startup “HEROWORKS” based in Busan in November of last year to strengthen collaboration with Korean hotels.

As our next business expansion in South Korea, we will start providing the travel subscription service “HafH” to Korean users next month, in April 2023. By providing our service in Korea, we aim to capture the inbound demand from Korean visitors as the travel to Japan becomes more active. KabuK Style is taking the first step in providing its services around the world.

KabuK Style CEO Kenji Sunada’s comment

“We have been conducting market research and focusing on hiring, frequently visiting Korea over the past year to prepare for the service release. I am pleased that we have finally reached the point of service release. In the midst of the travel demand that is showing signs of recovery around the world following the end of the COVID-19 pandemic, the service release in Korea is a significant first step for KabuK Style in its pursuit of acquiring demand in the global market beyond Japan.

As part of HafH’s plan for the 2022 fiscal year, “HafH 2022: Three Initiatives,” we have announced and implemented the following initiatives, and the establishment of the Korean corporation and the start of HafH services are in line with the second initiative, “Further expansion of overseas partnership facilities and acquisition of overseas customers.”

HafH 2022: Three Initiatives

(1) Further evolution of transportation subscription services to a flat-rate MaaS service that includes HafH transportation(2) Further expansion of overseas partnership facilities and acquisition of overseas customers(3) Full support for DX of accommodation facilities

◼︎Press Release

On March 29th, 2022, HafH, a travel subscription service, announced its three initiatives for HafH 2022, including strengthening its airline subscription service and expanding overseas.


Our company’s mission is to create infrastructure for a society that allows for diverse values to be accepted as they are. In order to create a future where everyone has the opportunity to experience a diverse world, we will steadily expand our services and acquire users around the world.

Overview of Korean subsidiary

Company name: KabuK Style Korea Inc.Location: Gangnam-gu, Seoul, Republic of KoreaEstablished: February 24, 2023Ownership: KabuK Style Co., Ltd. (100%)Capital: KRW 100 millionRepresentative: Representative Director Yongjun Yang

About HafH

HafH (Home away from Home) is a travel subscription platform where members book accommodation using HafH Coins accumulated through the use of the service. This new style of travel we provide is not just for tourism and business trips, but also for living, working, or even just for refreshment.

As of January 2023, HafH members have access to over 1,000 accommodation facilities (hotels, ryokans, guesthouses, etc.) in Japan and across the world.


Company Profile

Company name: KabuK Style Inc. Co-Founder/CEO: Kenji Sunada Established: Jan 8, 2019 (Founded: Feb 5, 2018), HafH launch Apr 1, 2019 Capital: 1.107 billion yen (as of December 2022, includes capital reserve, etc.) Business activities: operation of travel subscription service HafH, rental and accommodation operations, travel agent URL:https://kabuk.com