#Japan #Tokyo #Musashino Art University #Tokyo tourism #Value Creation Program

Discover the Unique VCP for TOKYO Tourism

Musashino Art University (located in Kōhira City, Tokyo) is excited to announce the ongoing development of its “Value Creation Program (VCP)” aimed particularly at enhancing the tourism industry. This program, known as “VCP for TOKYO Tourism,” will continue to run through the 2025 academic year. Following its successful launch in 2024, the program seeks to leverage the university's creative educational approach. The initiative emphasizes the rediscovery of domestic cultural resources, significantly boosting innovation and brand strength within the tourism sector.

A Focus on Community and Restoration

In its second year, the program pivots its focus to “restoration,” aiming to strengthen the relationship between communities and individuals through specialized tourism service design courses. Participants will engage in theoretical learning as well as hands-on workshops, making it a comprehensive educational experience.

Enhanced Practical Learning via Fieldwork in Izu Oshima

This year, the program introduces an optional practical fieldwork experience on Izu Oshima Island. The fieldwork is designed for all five program sessions and will take place over two days with an overnight stay. Participants can expect a unique excursion into the extraordinary landscapes of Izu Oshima, providing a refreshing divergence from the hustle of urban life. The memories and insights garnered here will certainly serve as a rich source of inspiration for tourism and service creation in the future.

Program Highlights

VCP for TOKYO Tourism
~ A Course on Restoring Community and Human Connections through Tourism Service Design

Schedule: December 9, 2025 - February 2, 2026
Includes five sessions (approximately 150 minutes each) with optional fieldwork in Izu Oshima on February 28 and March 1, 2026.

Venue: Musashino Art University, Ichigaya Campus, 7th Floor Coworking Space “Ma,” and Izu Oshima (Oshima Town, Tokyo)

Cost: Free
Note: Participants will cover transportation, accommodation, and meals related to the fieldwork on Izu Oshima.

Eligibility:
1. Residents or workers in Tokyo engaged in or planning to engage in tourism-related businesses.
2. Individuals passionate about cultural resources, tourism, and community development.

Capacity: Approximately 25 participants
Application Period: October 24, 2025 - November 17, 2025

Online Information Sessions

We will conduct two online information sessions to provide insights into the course content. Feel free to join!

• - First session: October 28, 2025, 18:00 – 18:30
• - Second session: November 7, 2025, 18:00 – 18:30

Session Breakdown

DAY 1: Orientation and Introduction to Experience Design (December 9, 2025)
Focus on the challenges in the tourism industry, emphasizing customer-centered experience design and innovative development processes. Instructor: Professor Yukinobu Maruyama, Musashino Art University.

DAY 2: Design to Restore Community (December 16, 2025)
Presenting examples of urban community restoration using architectural innovations to enhance happiness and societal connections. Instructor: Motoko Tanaka, CEO, Grand Level Co., Ltd.

DAY 3: Designing Memorable Brand Experiences (January 13, 2026)
A narrative on revitalizing traditional sake brewing, creating a fusion of culture, nature, and community through innovative brand storytelling. Instructor: Shigekichi Kumazawa, President, Kumazawa Sake Brewery Co., Ltd.

DAY 4: Workshop (January 24, 2026)
Participants will conduct practical fieldwork, including photography and sketching to consolidate their learning.

DAY 5: Feedback and Presentation (February 2, 2026)
Sharing results from the workshop and feedback for further learning.

DAY 6-7: Fieldwork in Izu Oshima (February 28-29, 2026)

About the Value Creation Program (VCP)

The program emphasizes creative thinking, using more than just design or art methodologies, drawing from over 90 years of artistic education at Musashino Art University. VCP nurtures creative thought power by harmonizing diverse perspectives to uncover new relationships within communities.

Conclusion

This initiative is part of the Tokyo Metropolitan Government's efforts to enhance tourism management capabilities, collaborating with universities to develop innovative educational programs for those involved in the tourism sector. Musashino Art University has been selected as a partnered university for this initiative.

For inquiries about the VCP, please reach out to:
Contact: Nishimura at Musashino Art University
Email: [email protected]