In addition to Nicole Hsiao, Nicole's Home is operated primarily by the celebrity hospitality brand WHO'S HOME. Hsiao is both the celebrity figure behind Nicole's Home and one of its principal investors. This is more than a guesthouse with a celebrity name attached; it represents an entirely new property-ownership model. The KOL brings authentic personal taste, warmth, design, and experience into the home, while WHO'S HOME handles local development in Japan, legal licensing, hospitality operations, and long-term management. By combining these two areas of expertise, a single property can offer a distinctive stay while also generating rental income and long-term holding value.
Read the full article: Star Business 2: Nicole Hsiao Wanted a Better Stay—So She Opened Her Own Guesthouse and Took on Japan’s Demanding Year-Round Hotel License