#Japan #Tokyo #JATA SDGs #Yomiuri Travel #Kintsugi Experience

Yomiuri Travel's Prestigious Recognition

On July 2nd, Yomiuri Travel, led by CEO Hidenori Iwakami, achieved a significant milestone by receiving the Excellence Award at the 4th JATA SDGs Awards. This prestigious recognition was announced by the Japan Association of Travel Agents (JATA) to honor sustainable development efforts within the travel industry.

What is the JATA SDGs Award?

The JATA SDGs Awards are presented to encourage actions that promote the achievement of the Sustainable Development Goals (SDGs) in the travel sector. The aim is to foster collaborative efforts across the industry, drive innovation, and support various companies’ initiatives towards sustainable practices. This award highlights contributions that celebrate and enhance Japan’s cultural assets while considering environmental responsibilities.

Yomiuri Travel's efforts specifically in the cultural domain have set a remarkable precedent, and details about their accolade highlight their commitment to cultural exchange and sustainability.

Yomiuri Travel's Winning Initiative: Kintsugi Experience

The award-winning project focuses on expanding the accessibility of the kintsugi experience to foreign visitors in Japan, emphasizing the importance of valuing and repairing broken pottery. Leveraging resources from the long-established Mutou Co., a traditional lacquerware shop founded in 1923, Yomiuri Travel will offer the kintsugi experience starting in 2024.

Originally, in its first year, the program attracted merely 40 participants. However, with the development of inbound sales channels and multilingual support, the number skyrocketed to 432 participants in 2025, a staggering 1080% increase. Besides kintsugi, the program has also widened its cultural engagements with offerings such as gold leaf application and maki-e (decorative painting with lacquer).

Each workshop utilizes pre-discarded pottery for the experience, promoting sustainability by repurposing items that would otherwise go to waste. Additionally, participants are encouraged to bring their own cracked pottery to restore it through the kintsugi method. After the workshop, guests can explore and purchase traditional Japanese lacquers or ceramics, such as Wajima-nuri.

Contribution to the SDGs

Mutou Co. embodies an ethos aligned with the 17 SDGs goals. Their practices under this particular project encompass:

• - Quality Education for All (SDG Goal 4): Spreading knowledge about Japan's cultural traditions and craftsmanship through hands-on experiences for both domestic and international visitors.
• - Sustainable Urban Development (SDG Goal 11): Supporting young artisans and artists since its founding by facilitating exhibitions that allow them to acquire essential skills at a high level.
• - Responsible Consumption and Production (SDG Goal 12): Using ceramics that are otherwise labeled for disposal as materials for crafting experiences, while also allowing participants to contribute their own items for restoration.

Mutou Co. has provided images and examples of the kintsugi process, showcasing its value not just as a repair technique but also as a philosophical approach to appreciating imperfection and history in objects. This initiative illustrates Yomiuri Travel’s commitment to promoting Japanese culture while facilitating meaningful international exchanges through various cultural experiences.

As a part of its ongoing mission, Yomiuri Travel is exploring the development of additional inbound products centered around Japanese cultural experiences, including tea ceremonies, karate, and calligraphy, utilizing the insights gained from their kintsugi offerings. By integrating tradition with innovation, Yomiuri Travel is paving the way for more significant cultural appreciation and sustainable practices within the travel industry.

Japanese Culture and International Exchange

Through this successful accolade and project, Yomiuri Travel aims to strengthen the bridge between Japan’s rich heritage and the global audience. The kintsugi experience is just the beginning of their broader strategy to engage international tourists with the profound philosophies embedded in Japanese culture, fostering a spirit of collaboration and respect.

Conclusion

Yomiuri Travel's Excellence Award from the JATA SDGs Awards signifies a commendable recognition of their efforts in promoting sustainable tourism and cultural exchange. As they expand their initiatives in the Japanese cultural domain, their challenges and successes will undoubtedly influence future practices in the travel sector.