JTB Joins Forces with 'Kenmin x Show Travel' Project to Promote Local Tourism

JTB Joins 'Kenmin x Show Travel' Initiative

In an exciting collaboration, JTB Corporation has partnered with Yomiuri Telecasting Corporation and Progress Inc. for the innovative project titled ‘Kenmin x Show Travel.’ This initiative marks the launch of a new short drama video series called ‘Oshi Katsu Joshi no Kenmin Tabi’ which will start streaming on May 2nd, 2025, at 5 PM. The aim is to promote local tourism and highlight cultural heritage through engaging storytelling.

The project intends to generate enthusiasm for travel among younger audiences by merging social media with the exploration of diverse regions in Japan. This series builds upon the legendary workplace drama ‘Dairei wa Todokuni’ from the show ‘Himitsu no Kenmin SHOW,’ exploring the lives of characters after their transition. The storytelling kicks off in Okinawa and plans to explore four prefectures over six months, focusing on relatable local nuances and travel tips.

Distribution Channels

The series will be available on popular platforms such as TikTok and Instagram, making it accessible to a broad audience, especially the youth. Viewers can follow the official JTB accounts on TikTok and Instagram for updates on the episodes. Additional accounts under the 'Kenmin x Show Travel' and ‘Show Tabi’ names will also feature these delightful narratives.

Series Overview

The story follows Kyoichiro (played by Shun Mizusawa), recently promoted to a managerial role, who is enjoying life with his wife Harumi (Erika Mayuzumi) and their niece Aoi (Mio Kudo) living with them. Amid their idyllic domestic life, Aoi decides to embark on a solo journey to mend her broken heart, all while merging her hobby of sauna visits with travel.

Throughout her adventures across various prefectures, Aoi encounters unique characteristics of each locality and finds herself in unexpected situations, exploring themes of friendship and love along the way. The series promises to blend comedy with genuine travel experiences, ensuring that audiences can both relate to and learn from Aoi's journey.

Cast Information

Returning from ‘Dairei wa Todokuni,' the beloved characters portrayed by Shun Mizusawa and Erika Mayuzumi will feature in the first episode. The exciting addition to the cast will be Mio Kudo as Aoi, taking a central role in highlighting the charm of each location visited, thus enriching the viewer's understanding of Japan’s diverse culture.

JTB's Commitment to Local Communities

By participating in this project, JTB aims to boost travel interest among younger generations. The coupling of social media with travel content aims to inspire viewers to explore new places and learn more about local customs. This also aligns with JTB's ongoing mission to contribute to local revitalization in collaboration with local communities.

By showcasing insider knowledge about local attractions and lesser-known insights, JTB endeavors to enhance the allure of regional exploration.

Additionally, JTB’s primary focus is to connect individuals to the places they visit. The JTB Group fosters an ‘Exchange Creation Project’ ethos, which designs interactions that tackle regional and social challenges. By utilizing local resources for tourism, they not only broaden the sphere of visitors but also contribute to sustainable community development.

Overall, ‘Oshi Katsu Joshi no Kenmin Tabi’ is not just a series; it's a journey that promises to intertwine the fabric of Japanese culture with modern digital platforms, ultimately paving the way for increased understanding and appreciation of Japan’s vibrant regions among younger generations.