KKday and JR East Cross Station Launch Inbound Consumption Trial at Tokyo Station

Promoting Inbound Consumption at Tokyo Station

KKday Japan, one of Asia's largest travel experience booking platforms, has partnered with JR East Cross Station Development Company to launch a pilot program aimed at enhancing inbound consumer spending within the iconic Tokyo Station's GRANSTA area. This initiative comes at a time when inbound travel demand is experiencing notable growth, particularly among tourists from Taiwan.

Background: Unleashing Potential in Station Consumption

Taiwanese travelers are known for frequently visiting Japan, with nearly 90% relying on Shinkansen and express trains to explore various regions. This trend indicates a strong interest in effectively utilizing travel time for shopping and enjoying local cuisines. Recent research conducted in 2024 revealed that over 65% of Taiwanese respondents had visited GRANSTA before, showcasing a promising market for mobile consumption.

In response, the project combines JR East Cross Station's established GRANSTA facilities with KKday's robust sales network catering to inbound travelers. The goal is to offer services that create richer, more convenient experiences for visitors.

Overview of the Initiative

Phase One: Introduction of the GRANSTA Premium Voucher (Starting November 4, 11 AM JST)

The first phase will feature the sale of a premium voucher redeemable at over 300 shops in GRANSTA. Customers purchasing the voucher will benefit from an added premium value, enjoying shopping and dining at reduced prices. For example, a voucher worth 10,000 yen will be available for just 8,500 yen.

Read more about the premium voucher here: GRANSTA Premium Voucher.

Phase Two: Travel Companion Set (Release Planned for January 2026)

The second phase will introduce a 'Travel Companion Set,' which includes popular bento boxes, side dishes, desserts, and trendy souvenirs. This package can be pre-ordered and picked up at GRANSTA before boarding, enabling travelers to enjoy Japan's culinary delights during their journeys. This offering aims to optimize travelers' time, catering to their efficiency needs while exploring Japan.

Details will be made available on the KKday website: KKday.

Collaborative Promotions at the Taipei International Travel Fair

From October 27 to November 12, 2025, KKday and JR East will run a promotional campaign at the Taipei International Travel Fair. JR EAST PASS purchasers will receive a 1,000 yen voucher for use at GRANSTA, directly appealing to Taiwanese visitors by highlighting the charm of station shopping.

Future Outlook

This collaboration aligns the goals of JR East Cross Station to promote inbound consumption with KKday’s ambition to meet diverse traveler needs. The pilot project sets the stage for the evolution of station consumption models, paving the way for visitors to 'buy,' 'eat,' and 'experience' all at once from Tokyo Station.