#Japan #Tokyo #Kawaii #Asobi JTB #Poppculture

Asobi JTB: Blending Japanese Pop Culture and Regional Tourism

In an exciting collaboration, JTB Corporation and Asobisystem have announced the establishment of a joint venture called Asobi JTB, aimed at creating unique cultural value for inbound travelers to Japan. Headquartered in Shibuya, Tokyo, Asobi JTB seeks to integrate Japan’s vibrant pop culture, particularly the “KAWAII” (cute) culture, with local resources to enhance the travel experience for international visitors.

The Vision Behind Asobi JTB

Asobi JTB is set to emerge as a business producer that updates the world through pop culture. By collaborating with regions, municipalities, and businesses across Japan, the company aims to activate content tourism and create new local intellectual properties (IPs). This ambitious venture plans to transform Japan into a hub for remarkable experiences sought after by visitors from across the globe.

As Japan's inbound tourism market rapidly recovers, challenges such as uneven tourist distribution and shortages in local tourism workforce have become apparent. JTB, with its vast expertise, proposes a significant shift from quantity to quality in tourism. The goal is to create new experiences that not only draw visitors to these regions but also foster mutual benefits between travelers and local communities. This sustainable approach ensures that the value generated by tourism flows back into the local society.

Combining Strengths for Future Growth

By merging JTB’s extensive regional networks, tourist data, and guest management expertise with Asobisystem's creative prowess rooted in “KAWAII” culture, Asobi JTB aims to redefine tourism development, enhancing the value of regions and catering to diverse stakeholders. This collaboration enhances the potential of attracting visitors through innovative experiences associated with Japan’s pop culture.

Chief Kawaii Officer: Sebastian Masuda

To embody the essence of Japan’s KAWAII culture, Asobi JTB has appointed Sebastian Masuda as Chief Kawaii Officer (CKO). An artist known for his role in bringing KAWAII to the world since the 1990s, Masuda will guide the company in creating a unique aesthetic and ideology for its projects, ensuring that KAWAII remains central to its identity.

Three Core Business Pillars

Asobi JTB’s initiatives are founded on three fundamental pillars:

1. Food and Beverage x KAWAII: Under Masuda’s supervision, Asobi JTB plans to reintroduce the iconic KAWAII MONSTER CAFE, celebrated worldwide for its unique approach to dining. The cafe, which attracted over 700,000 visitors before its closure, will inspire new experiential dining opportunities while preserving its distinctive KAWAII essence.

2. Cultural Festivals x KAWAII: The company will launch “KAWAII Market,” a traveling event showcasing local cultures through food, merchandise, workshops, and performances. This initiative will facilitate engagement between tourists and local residents, enhancing social interactions and experiences in a KAWAII context.

3. Collective Impact Projects: Collaborating with municipalities, tourism boards, and other stakeholders, Asobi JTB will work on new experiences and value creations rooted in local culture. This aims to tackle regional challenges like lack of tourism content diversity, while fostering long-term sustainable initiatives that unite various parties around common goals.

These approaches include developing comprehensive IP and content strategies, designing experiences that integrate local context, and conducting engaging activities across various platforms to enhance the visibility of Japan’s local cultures.

A Powerful Network of Creative Partners

Asobi JTB leverages JTB's extensive collaboration experience and regional ties alongside Asobisystem’s creative capabilities. This combination is set to drive the promotion of local attractions and engage global audiences with a fresh narrative about Japan.

Leaders’ Perspectives

JTB President Eijiro Yamaki highlights the mission to enhance why the world continues to choose Japan as a travel destination. By melding JTB’s tourism insights and Asobisystem’s cultural promotion, they intend to redefine regional attractions and construct new emotional experiences for future travelers.
Asobisystem’s CEO Yusuke Nakagawa shares a complementary vision of harnessing the power of KAWAII for regional advancement. He believes that through this joint venture, they can channel this passion into creating innovative attractions resonating with audiences worldwide.

With Asobi JTB, Japan aspires not only to be a destination but a true experience-maker in the global tourism landscape, where every visit constructs a narrative fueled by creativity and cultural richness.

Conclusion

Asobi JTB stands not just as a business venture but as a vibrant blend of tradition and innovation, promising fun-filled experiences grounded in the heart of Japan's unique cultural tapestry. As they embark on this journey, they invite local entities and communities to join them in shaping a new frontier of experiences that delight travelers and locals alike.

For more information about Asobi JTB and their initiatives, visit their website.