PEOPLE

The Man Who Told NISEKO’S Story

WORDS: Steve and Estelle Hunt PHOTOGRAPHY Kristian Lund

How Brisbane-born journalist Kristian Lund transformed a one-season ski trip into one of Japan’s most influential alpine media brands

Kristian Lund didn’t set out to build one of the most recognisable English-language media brands in Japan’s premier ski resort, Niseko.

In fact, the story begins in a newsroom on the Gold Coast, long before Niseko’s name became shorthand for deep powder and international crowds.

Lund’s early trajectory was firmly rooted in journalism. He joined the Gold Coast Bulletin in 2003, starting on the copy desk before moving into a cadetship – an experience that grounded him in the discipline of reporting, editing and storytelling.

It’s a background that still defines his work today. The core of Powderlife, the brand he would later create, retains at its core the instincts of a newsroom: clarity, usefulness and a strong editorial voice as well as its evolution as a mouthpiece for everything Niseko has to offer.

By 2006, Lund had his sights set on London, chasing the well-worn path of Australian journalists heading to the UK. But like many good stories, his took a detour. Hearing whispers that Japanese ski resorts were becoming a magnet for Australians in search of untouched powder, he decided to stop in Niseko for a single season.

That decision changed everything. At the time, Niseko was on the cusp of transformation. International visitors were beginning to arrive in greater numbers, but the infrastructure – particularly in terms of communication – had not caught up. English-language information was scarce. There were few reliable guides to where to ski, eat or go out, and even less available online.

Lund found himself working not in a newsroom, but behind the wheel of a shuttle bus, ferrying guests around the resort. It was here, in the rhythm of daily questions from visitors, that the idea took shape.

People weren’t just asking for directions – they were looking for a way to understand the place. Where was the best snow? Which restaurants were worth visiting? What hotels should they stay at? What defined the Niseko experience?

There was a clear gap, and Lund recognised it immediately. Drawing on his journalism training, he began to imagine a publication that could answer those questions – something practical, accessible and editorially driven. The following winter, in 2007, Powderlife was born. What began as a simple, independent magazine quickly found its audience. Lund understood that visitors didn’t just want listings – they wanted context, curation and a sense of belonging in a place that still felt unfamiliar.

As Niseko grew, so did Powderlife. The resort evolved from a relatively under-the-radar destination into a globally recognised alpine hub, attracting investors, developers and a steady stream of international travellers. Throughout that transformation, Lund was not just an observer but a chronicler. Issue by issue, season by season, Powderlife chronicled the rise of Niseko – its culture, its businesses and its shifting identity.

Today, Powderlife is not only the official magazine of the resort but a central media and marketing platform within the Niseko ecosystem. It connects visitors with experiences, businesses with audiences, and increasingly, travellers with accommodation through a curated booking platform that reflects the brand’s editorial sensibility.

The launch of its sister publication Summerlife marked another turning point. Recognising that Niseko was no longer just a winter destination, Lund extended the brand into the ‘green season’, capturing a different side of the region – one defined by hiking, cycling, golf and a slower, more expansive pace. It was a natural evolution, mirroring the region’s own shift toward year-round appeal.

Lund’s story is compelling is its blend of instinct and timing. He arrived before Niseko was fully formed as an international destination, saw what was missing, and built something to fill that space. In doing so, he helped shape how English-speaking visitors experience the resort – not just as a place to ski, but as a lifestyle and travel destination.

There’s also a distinctly Australian thread running through it all. Lund is part of a broader wave of Australians who played a role in Niseko’s early internationalisation, bringing with them a certain informality and entrepreneurial spirit. Yet his contribution stands out for its longevity and influence. Nearly two decades on, Powderlife remains one of the defining voices in a region often coined ‘The Aspen of Asia’.

What was intended as a one-season stop has become a long-term base, a business and, in many ways, a life’s work. He lives in Niseko with his wife Chika and children Oskar and Milla.

As Powderlife approaches its 20th anniversary in 2027, the brand continues to evolve. Expansion into other Japanese resorts is already underway, with international ambitions on the horizon. But the foundation remains unchanged: a commitment to telling the story of a place in a way that is both useful and engaging.

For Lund, the journey from a copy desk on the Gold Coast to the slopes of Niseko was anything but linear. Yet it’s precisely that mix of curiosity, adaptability and journalistic instinct that made it possible.

In the end, Powderlife is more than a magazine. It’s a record of transformation – of an evolved resort region, an industry and a career that began with a simple question: what do people need to know when they arrive here? Lund just happened to be the one who answered it.