Experience the Alluring Charm of Minamiise at Kabukicho Tower Festival

On January 31, 2026, a unique event titled "Minamiise Matsuri in Tokyu Kabukicho Tower" was held in Tokyo's bustling Kabukicho district. Organized by Minamiise Town and managed by TST Entertainment, this special one-day festival aimed to showcase the rich culture and delicacies of Minamiise, Mie Prefecture. Its success was demonstrated by a remarkable increase in visitor interest, surging from a low 6.9% awareness to an impressive 93.1% desire to visit after experiencing the festival.

A Festive Atmosphere Embracing Minamiise's Culture

The event offered a variety of engaging programs that allowed attendees to delve into the distinctive charm of Minamiise. Here’s a glimpse of what the festival included:

Interaction with the Beloved Mascot "Taimy"

One of the highlights was an interactive session with "Taimy," the beloved mascot of Minamiise. A photo session with Taimy attracted a whopping 76.9% of Japanese attendees, showcasing the popularity of this friendly character among visitors.

Hands-On Experience with Local Produce

Attendees enjoyed a hands-on activity where they could participate in a mandarin orange "fill-your-bag" experience. This interactive event provided numerous tourists with the chance to savor the vibrant flavors of seasonal Minamiise mandarins.

Insightful Talks by Local Artists

The festival also featured insightful discussions from local personalities such as photographer "Fugamaru-chan" and Katsuobushi craftsman Kenichi Okumura, who specialize in traditional drying methods. They shared the deep allure of the region's scenery and cuisine with an enthralled audience.

Exclusive Pop-Up Shop and Local Delicacies

Special booths offered festival-goers a chance to purchase limited items like "Taimy Lottery" tickets and the region's famous "Katsuobushi" products. Additionally, the second floor's "Shinjuku Kabuki Hall" provided limited-time offerings like "Appappa Shell" dishes, local specialties sure to fascinate taste buds.

Thrilling Tuna Butchering Show

To conclude the festival, visitors were treated to a spectacular tuna butchering demonstration. The freshly prepped tuna was served free of charge to the first 100 guests, generating an electrifying atmosphere and culminating in a joyful celebration of Minamiise.

For an immersive look at the event, you can check out the highlights on Instagram here.

Survey Results: From Low Awareness to High Interest

On the day of the event, a comprehensive survey conducted by the inbound research service "youknowme" revealed astonishing outcomes regarding visitor perceptions of Minamiise Town.

- Dramatic Increase in Awareness and Intent to Visit: Among international visitors, only 6.9% were previously aware of Minamiise before the event, but after engaging in the vibrant activities, this figure skyrocketed to 93.1% expressing a desire to visit.
- High Satisfaction Rates: 86.2% of foreign attendees reported being "very satisfied" or "satisfied" with their experience. Similarly, 84.6% of Japanese visitors rated their experience as "very satisfied," reflecting the event's widespread appeal.
- Target Group and Challenges: Notably, 55.2% of foreign respondents were long-term visitors staying over 14 days, with many using the Japan Rail Pass. Concerns such as the language barrier (58.6%) and transportation options (44.8%) were significant factors deterring visits to regional areas, indicating areas for improvement in welcoming infrastructure.

These findings highlight that, despite initial low recognition, effectively communicating the region's charm can significantly enhance visitor interest. Future strategies, including leveraging social media for early awareness, integrating longer-stay visitors into travel routes, and addressing language barriers, could be essential for boosting tourism further.

Message from the Mayor of Minamiise Town

Mayor Kuni Uemura expressed gratitude for the successful event held at the prestigious Tokyu Kabukicho Tower. He emphasized that this occasion would foster connections with individuals interested in the town, ultimately leading to the revitalization of Minamiise. He extended heartfelt thanks to everyone involved in making the event a reality.

Event Overview

- Event Name: Minamiise Matsuri in Tokyu Kabukicho Tower
- Date and Time: January 31, 2026, from 16:00 to 20:30
- Location: Second floor of Tokyu Kabukicho Tower, Shinjuku Kabuki Hall, along with exclusive sales areas
- Organizer: Minamiise Town
- Co-organizer/Management: TST Entertainment, Inc.

About "youknowme"

The inbound survey service "youknowme" facilitates engaging dialogue with foreign visitors to Japan, drawing on cultural insights to gather honest feedback. Their approach aims to deepen understanding and provide valuable insights into international tourist needs and preferences.

TST Entertainment Company Profile

Founded to operate entertainment facilities in the Tokyu Kabukicho Tower, TST Entertainment Inc. is a joint venture between Tokyu Corporation and Sony Music Entertainment Japan.

Contact Information

If you are interested in inbound services or sampling, please reach out. Explore further at youknowme. For more about Tokyu Kabukicho Tower visit official site.