South Korean Company Launches Hotel Eats in Ginza for Inbound Travelers

The Launch of Hotel Eats in Ginza and Shimbashi

SURF JAPAN, headquartered in Seoul, South Korea, has announced the launch of its innovative service "Hotel Eats" aimed at hotel guests in the vibrant areas of Ginza and Shimbashi, starting on May 1, 2025. This multi-language gourmet information service is designed specifically for inbound travelers, contributing to the enhancement of their dining experiences when visiting Japan. This initiative follows previous implementations in various Tokyo neighborhoods including Akasaka and Roppongi, as well as locations in Fukuoka and Hakuba.

Background to the Service

The number of foreign visitors to Japan surged post-COVID, reaching an impressive record of 36.9 million by 2024, with South Korean travelers alone accounting for about 8.82 million, representing approximately 25% of all inbound tourists. As these visitors explore the myriad reasons for their travels, experiencing Japan's rich culinary culture stands out as a key attraction. The Ginza and Shimbashi districts, with their rich history of over 100 years housing renowned restaurants and Michelin-starred establishments, have become quintessential destinations for tourists.

Despite the culinary allure, SURF JAPAN's recent study revealed that over 60% of foreign travelers arrive without prior dining plans, often relying on the exterior appearances of local restaurants to make dining decisions, particularly around hotel areas. Many hotels have pamphlets or area maps with restaurant information available, but they face challenges due to staff shortages, managing ever-changing restaurant information, and meeting multi-language needs. Particularly, paper-based materials cannot easily provide navigational guidance or facilitate reservations, which poses a significant limitation.

Overview of the Service and Benefits for Hotels

1. Multilingual Service via Hotel-Specific QR Codes

Hotel Eats offers a service where guests can scan unique QR codes printed on materials located in their hotel rooms, front desk areas, or lobby signage. This service supports five languages: Korean, English, simplified Chinese, traditional Chinese, and Thai. Unlike machine-translated content, it provides accurate and contextually-appropriate translations crafted by human translators. The diversity of QR codes among hotels reflects the need for tailored mapping and specific guest coupons offered by nearby restaurants.

2. No Cost Involved for Participating Hotels

There are no operational costs for hotels to implement this service. SURF JAPAN covers all expenses related to issuing hotel-specific QR sites, constructing and updating restaurant data, and producing promotional materials for front desk and lobby use.

3. Mobile Business Card Functionality

The home screen of the site offers essential hotel information, enabling functionalities for route searches or direct calls—serving as an effective mobile business card for guests.