Ikon Pass expands into Asia – but not everyone’s cheering

Ikon Pass holders have reason to celebrate this season. The global ski pass network, owned by Alterra Mountain Company, has announced one of its largest expansions to date – adding nine new destinations across Asia, including seven in Japan, one in China, and one in South Korea.

From Japan’s powder-heavy slopes to the Olympic venues of Beijing and PyeongChang, the expansion brings Ikon’s total Asian lineup to 11 destinations. New additions include Shiga Kogen Mountain Resort, Myoko Suginohara, Furano, APPI, NEKOMA Mountain, Zao Onsen, and Mt. T (formerly Tenjindaira) – joining Niseko United and Arai Mountain Resort, which were already part of the pass. The new roster also features Yunding Snow Park in China and Mona Yongpyong in South Korea.

Alterra’s senior vice president of marketing, Matt Bowers, called it a “winter gateway to the best of Asia,” promising full and base pass holders up to seven days at each destination without blackout dates.

While the move marks a major step in connecting Asia’s ski culture to the global network, the reaction from snow enthusiasts – particularly in relation to Japan’s resorts – has been far from unanimous.

Supporters argue that international partnerships like Ikon’s are exactly what Japan’s ski economy needs. “The Japanese ski industry needs money in a big way”, one skier wrote on Facebook. “Anything that leads to more money means the resorts will survive… Changes to this industry are good, not bad.” Others point out that Japan still has “literally hundreds of resorts” in need of attention, urging visitors to “spread the love around”.

But critics see a different story unfolding – one of increasing commercialization and foreign ownership. “A lot of resorts have been sold in the last few years”, another commenter noted. “The PCG plans for Suginohara is ‘a new Whistler’.” Others expressed concern that the expansion could turn Japan’s quieter mountains into the next Niseko, which has seen dramatic transformation over the past decade. “I love Shiga, Myoko and Furano,” one skier said, “but luckily there are so many resorts we can avoid these seven.”

For some, the rise of global passes threatens the spirit of local skiing. “Can people stop buying these passes already? Support your local hill,” one frustrated commenter wrote.

Whether this expansion revitalizes Asia’s ski scene or accelerates its globalization, one thing is clear: Ikon’s growth has sparked a passionate debate.

Which side are you on? Let us know in the comments below.