#Japan #Tokyo #Japan Culture #Global Produce #DRAGON EVENTS

Introduction

Global Produce, based in Shibuya, Tokyo, has officially launched "DRAGON EVENTS," a new brand dedicated to providing immersive event experiences for inbound tourists. Starting today, the company is also seeking content partners to collaborate on creating unforgettable events that blend Japan's traditional culture with modern presentation styles.

Background of the Service Launch

The inbound MICE (Meetings, Incentives, Conferences, and Exhibitions) sector is rapidly expanding. According to the Japan National Tourism Organization (JNTO), the number of foreign tourists visiting Japan is expected to surpass 36 million in 2024. There's a notable trend among overseas companies from Europe and Asia seeking unique cultural experiences in Japan. Since 2020, Global Produce has received roughly 150 inquiries per year from international companies, with most requests revolving around traditional Japanese activities, like tea ceremonies and events held at shrines and temples.

Tackling a Challenging Sector

Many conventional event companies often shy away from this complicated realm due to the high level of expertise and risk involved. Generally, they focus on logistical aspects such as venue arrangements. However, at Global Produce, we have maintained a holistic approach since our inception. We collaborate with clients from the planning stage to develop concepts, design performances, and deliver complete event production. Now, we aim to leverage our expertise in producing around 300 events annually into the inbound MICE market.

Unique Features of DRAGON EVENTS

1. Creating "Wa-Modern" Spaces Using AI Technology
In July 2025, we held an internal "AI Event Stage" contest, challenging our team to utilize AI technology to create visuals for event stages reflecting Japanese culture. Notable concepts included "Hokusai x Nishijin-Weaving," “Kabuki x Fire Effects,” and “Japanese Gardens x Screen LED.” These innovative ideas highlighted the potential of blending traditional aesthetics with cutting-edge technology and are now a crucial element of the DRAGON EVENTS brand.

2. Transforming Unique Venues into Event Spaces
We have partnered with historical venues such as Happo-en and Kyoto Film Village, focusing not just on space rental but designing events that weave in the historical and cultural significance of these locations, leaving lasting memories for participants.

3. Collaborating Traditional Arts with Anime
Through partnerships with traditional performers like Kabuki, Gagaku, and Maiko, as well as street performers and anime-themed groups, we aim to provide authentic Japanese entertainment that caters to the desires of international guests seeking genuine cultural experiences.

4. Commitment to Sustainable Events
As a sponsor of World Cleanup Day, we're dedicated to promoting eco-friendly events. Our sustainable initiatives include implementing renewable energy certificates, utilizing recycled display materials through 3D printing, minimizing food waste via local catering, and using reusable dishware.

Service Offerings

Target Clients

• - Corporate events for inbound tourists (kick-offs, conferences, incentive trips)
• - Commemorative events for overseas companies entering the Japanese market
• - Experience-based events for inbound tourists
• - Japan Night productions at international conferences and exhibitions

Example Content Offerings

• - Traditional experiences: tea ceremony, calligraphy, taiko drumming, kimono dressing
• - Subculture collaborations: anime and manga content
• - Craftsman demonstrations: Nishijin-weaving, lacquer art, traditional sword making
• - Japanese culinary culture: live sushi-making performances, sake tastings

Future Directions: Seeking Content Partners

To enhance the value of DRAGON EVENTS, we are on the lookout for content partners who can jointly promote Japanese culture on the global stage. We welcome collaborations with:

• - Traditional arts groups: Kabuki, Noh, Gagaku, tea ceremony, calligraphy, taiko, etc.
• - Unique venue operators: shrines, historic buildings, film villages, etc.
• - Providers of cultural experiences: kimono dressing, sushi experiences, sake tasting, etc.
• - Companies specializing in audio-visual technology for creating "Wa-Modern" environments.

Interested parties can reach us at: [email protected].

Representative Comment

President Maki Mitsuhata expressed, "We aspire to create Japan's premier events. Since entering the inbound MICE sector in 2020, we have fielded over 150 inquiries from international firms. The common thread in these requests is the desire to experience "authentic Japan." Many companies lack the capacity to manage traditional art arrangements, unique venue negotiations, and event design all in one go. That’s where we step in, aiming to fill this gap."

At Global Produce, we believe in working closely with partners who possess beautiful, authentic content. DRAGON EVENTS is not merely about organizing events; it's about delivering comprehensive production services specializing in the inbound MICE sector. The visuals birthed from our AI Event Stage contest reflect our commitment to this vision. Through DRAGON EVENTS, we aim to share Japan's brilliance with the world and evoke emotions through our carefully curated events.

Conclusion

Global Produce stands firm in its vision to deliver happiness globally through event production. Committed to sharing Japan's unique culture with the world, DRAGON EVENTS marks an exciting new chapter in the realm of inbound tourism.