GURUGURU, a music bar in Nozawa Onsen Village, Nagano Prefecture, is operated by Nozawa Onsen Kikaku Co., Ltd. as part of Nozawa's urban development. Classical speakers blast floor-shaking bass and ear-piercing high notes, while guests can enjoy delicious cocktails and craft gin from the Nozawa Onsen Distillery. The logo design and other art visuals were created by Koichi Kosugi of one happy, with photovisuals and web design handled by Tsutomu Yoshizaki of MiKS. The bar's approach blends dark tones with a touch of playfulness to match the atmosphere of the logo and store space. Nozawa Onsen Kikaku Co., Ltd. has adopted "MEGURU" (travel) as the town development concept for Nozawa Onsen Village, promoting the area as a place with attractions beyond winter skiing and hot springs. GURUGURU is a spot for enjoying Nozawa Onsen Village year-round.