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JTB Achieves Silver Award at Japan Branding Awards 2025

In a remarkable accomplishment, JTB Corporation has been awarded a Silver at the Japan Branding Awards 2025, organized by Interbrand Japan, celebrating exceptional branding efforts among companies. This award recognizes organizations for their outstanding practice of branding, assessing various aspects including brand strategy, execution, organizational management, stakeholder relationships, and overall impact.

Background of the Award

JTB faced unprecedented challenges due to the global COVID-19 pandemic, leading to a loss of approximately 70% of its revenue. This crisis prompted a significant transformation within the company, evolving from a traditional travel agency into a company that fosters connectivity. The recognition at the Japan Branding Awards is a testament to the company’s dedication to its vision of pioneering a new era of engagement on a global scale. JTB’s branding efforts have successfully aligned with its management vision, promoting autonomous behavior changes among employees to enhance co-creation and challenge businesses with stakeholders.

Overview of Branding Activities

1. Reconstructing Brand Conceptual Framework

JTB revamped its corporate philosophy, vision, brand promise, and values into what is now known as “The JTB Way.” This framework highlights the commitment to creating a sustainable society through its engagement-generating business. JTB has involved approximately 9,000 employees in the envisioning process, establishing the “ONE JTB Values” as a guiding principle for daily actions and decisions. Through leadership messages and interactive workshops, nearly all of the company’s 19,000 employees now articulate and embody the brand in their own words.

2. Transforming Organizational Culture

To embody “The JTB Way,” JTB established the “Smile Activities,” which promote autonomous organizational efforts across 150 locations nationwide. This initiative has catalyzed a culture transformation from the ground up, extending to external partnerships. For example, in Takamatsu, JTB responded to local challenges regarding diminishing fish catches and overlooked local ingredients by creating a sustainable engagement hub named “Kusemonoz.” Furthermore, starting in 2024, JTB plans to launch the “Engagement Creation Canvas” to invite innovative ideas for the future of engagement.

3. Investing in the Future and Evolving Culture

Looking forward, JTB has incorporated inputs from junior board members in its long-term group vision titled “OPEN FRONTIER 2035.” This initiative supports continuous brand and business updates through diverse perspectives. In 2023, JTB evolved its diversity, equity, and inclusion (DEI) efforts to DEIB (Including Belonging) to foster a culture where diverse identities can shine in a psychologically safe environment, thus driving the creation of new value.

Remarks from the Japan Branding Awards Committee

The committee praised JTB for its resilience in facing historical challenges and for the collaborative spirit of its leaders and employees, which has resulted in forward-thinking reforms that expand the company’s potential. They highlighted the substantial business impacts achieved and the active promotion of a culture that values co-creation, not only within the organization but also beyond the travel industry.

Comment from JTB’s President and CEO

JTB’s President and CEO, Eijiro Yamakita, expressed his delight at the recognition, noting that it reflects the company's ongoing efforts to redefine the essence of