Behind the excellence of HinoAso


With a meaning of ‘Fire Mount Aso’, our brand name ‘HinoAso 火の阿蘇’ perfectly encapsulates the invigorating brilliance, vitality and richness bestowed onto mankind by nature.

Mount Aso

The brand HinoAso is an amalgamation of “Hinokuni” (which means “country of fire”, that symbolises volcanoes) and Mount Aso, where the source of water is originated.

Located on the island of Kyushu, Kumamoto earned its ancient name ‘Hinokuni’ as it is home to the famed Mount Aso – Japan’s largest and most active volcano found in Aso Kujū National Park in Kumamoto Prefecture.

abundance of natural resources

Known as the ‘Land of Fire’ as well as a land of water, Kumamoto is abundant in both volcanic eruptions and clear groundwater. This is because the pyroclastic flow from past eruptions caused the soil to have greater water permeability, resulting in great volumes of water being stored in underground aquifers, thus giving way to the creation of natural deep ground mineral water.