Global action sports event Swatch Nines SNOW to debut in Niseko in 2026 and 2028
- Adam German
- Aug 22
- 2 min read
On August 21st, it was announced that world-renowned action sports event Swatch Nines SNOW will make its first Asia appearance at Hokkaido’s NISEKO Tokyu Grand HIRAFU in April 2026, with a return in 2028.
Organized by The Small Things, Machi no Mirai, and The Nines AG, with Tokyu Real Estate and Tokyu Resorts & Stay as partners, the event will showcase elite skiers, snowboarders, and visual creators.
Unlike traditional competitions, Swatch Nines SNOW emphasizes creativity and collaboration. Athletes perform on custom-built snow structures designed for cinematic impact, producing striking content shared worldwide.
Niseko, famous for its powder snow known as “JAPOW,” was chosen for its global reputation and strong local culture. A public viewing day is planned, and organizers are considering additional community engagement programs.
Sponsorships will be finalized by autumn 2025, athlete lineups released in winter, and the first Niseko edition staged in April 2026.
Nico Zacek, CEO of The Nines AG, commented, “I couldn’t be more excited that Swatch Nines SNOW is coming to Asia for the very first time - especially to a place as iconic as NISEKO Tokyu Grand HIRAFU. Japan’s deep snow history, rich culture, and incredible natural beauty make it the perfect setting for a new chapter in the Nines story. We’re honored to bring our creativity to this inspiring part of the world.”
The project also supports Tokyu Real Estate’s long-term initiative Value up NISEKO 2030, which is transforming the region into a sustainable, world-class resort.
The plan combines major infrastructure upgrades with community-focused projects that enhance both visitor experience and local resilience.
Value up NISEKO 2030 highlights:
Over ¥10 billion invested under the project’s fifth phase
Launch of the Ace Gondola in 2024 with 10-person cabins, Wi-Fi, and seat heaters
New mountaintop restaurant opening in 2025–26 with Mt. Yotei views, eco-friendly design, and seating repurposed from old lift chairs
Planned replacement of Ace Lift #3 in 2026–27 with a four-person hooded lift for greater comfort and capacity
Introduction of “NATURE NISEKO HIRAFU”, an innovative wooden dormitory to ease seasonal worker housing shortages
Focus on infrastructure, visitor experience, community resilience, and sustainability to position Niseko as a year-round world-class resort by 2030
Source:
PR Times (Japanese only)
