Students' Creative Ideas Shape a New Era of Travel in Hawaii

In a groundbreaking initiative, JCB, Japan Airlines (JAL), and JTB teamed up to hold the "Hawaii Idea Contest," aimed at harnessing the creative potential of students to promote travel to Hawaii. The grand finals took place on December 4, 2025, at SHIBUYA QWS in Tokyo's Shibuya district. Six teams comprised of exceptional students from around the country presented their innovative ideas on how to make Hawaii a coveted travel destination for young generations.

The event highlighted the vision shared by the three organizing companies. JCB emphasized its long-standing connection with Hawaii and expressed its desire to collaborate with young minds to uncover new attractions within the islands. Japan Airlines reflected on its historic ties to Hawaii as its first international flight destination in 1954, aspiring to inspire the youth's desire to visit. Meanwhile, JTB aimed to rediscover Hawaii through the lenses of students, creating a new way of enjoying the islands that resonates with today’s travelers.

After a strong competition, Team Campus Mile was crowned the winner, impressing judges with their proposal to create a more relatable and engaging travel experience in Hawaii. This team not only suggested a unique perspective on Hawaiian culture but also incorporated real-life local interactions and social issues into their plans. As part of their reward, they received a cash prize of 1 million yen, a trip to Hawaii, and the opportunity to collaborate with JCB, JAL, and JTB on a future travel project.

A Burst of Enthusiasm from the Judges

"The enthusiasm and fresh perspectives from the students were astonishing!" declared Ryo Matsumaru, a judge and mystery-solving innovator. He encouraged students to recognize the value of their ideas, urging them to feel proud of their contributions. Fellow judge Nagomi echoed this sentiment, praising the breadth of creativity these young individuals displayed.

During the presentations, students brought vibrant and passionate ideas that aimed to make Hawaii feel more accessible. Some proposals included engaging cultural experiences and addressing Hawaii's societal challenges, showcasing the students' ability to think outside traditional travel paradigms. The judges were both surprised and impressed by the depth of the ideas presented, each emphasizing how valuable and authentic these youthful viewpoints were.

A Unique Challenge: Impromptu Travel Ideas

As an exciting twist to the event, Ryo Matsumaru and Nagomi showcased their creativity by presenting their own ideas for Hawaii travel experiences. Matsumaru proposed a treasure-hunting adventure titled "Hunt for Hidden Treasures in Hawaii," where participants could solve puzzles while exploring the islands. He expressed his desire to create a buzz around Hawaii's attractions while deepening visitors' understanding of the culture.

On the other hand, Nagomi presented the "Hawaii Food Trip," a gastronomic journey highlighting the warmth of Hawaiian culture through its unique cuisine. “Hawaii offers so many flavors that are exclusively local, and I wanted to craft an experience that engages all five senses,” she explained. This engaging exchange between judges and students brought laughter and cheer, breaking down barriers and fostering a warm atmosphere where everyone could discuss Hawaii's appeal equally.

Team Campus Mile's Winning Concept

Winning team Team Campus Mile comprised two friends who have had a close bond since their elementary school days. They proposed blending Hawaiian culture and nature with youth-centric activities, creating an invitation to not just visit but truly experience Hawaii. Their imaginative ideas were recognized for effectively utilizing social media and experiential initiatives to share Hawaii's genuine charm.

The judges praised their concept, highlighting its emphasis on making graduation trips memorable through meaningful experiences. The team's approach to linking Hawaii's culture to Japan's daily life through social contribution initiatives impressed the judging panel.

In addition to their cash prize and trip to Hawaii, the winning team will collaborate with JCB, JAL, and JTB to design the next youth-centered Hawaiian travel experience. The members expressed overwhelming joy at their win and are motivated to inspire others to consider travel positively in the future. They aimed to establish a project that resonates with the younger generation, making Hawaii feel closer than ever.

This competition not only recognized the students' creativity but also sparked a joint effort among these organizations to develop fresh initiatives that will connect future travelers with the beauty of Hawaii. By merging innovative ideas with practical travel solutions, these companies can help cultivate a new appreciation for Hawaiian adventures among young travelers around the globe.