Nohoho draws its name from a legendary character called Ohoho. Ohoho annually visits Iriomote Island during an annual harvest festival. He resembles a 17th-century Western sailor reflecting the rich history of the Yaeyama Islands and their position situated along the former routes of European trading ships. While he hands out money to locals, he doesn’t speak the language and he ends up leaving the island unhappy as an unhappy man.

Nohoho combines his name with ‘No’, aiming to achieve the opposite: to bridge between the local Okinawan communities and their visitors, enhancing opportunities for local businesses and boosting the Okinawan experience for its guests.