Based on the successful branding of the Kurokawa Onsen which stations at Minamioguni, Aso District of Kumamoto Prefecture, this study aims to explore a deeper understanding of the formation process of townscapes based on the town branding perspective. To achieve this aim, the study has carried out a chronological analysis that targeted various contexts including the changes in the number of visitors and the efforts in the development of townscapes in the area. Furthermore, the study has interviewed the designers who participated in the formation process of the townscape at Kurokawa Onsen and the former ryokan union’s president.
