Exploring JTB's Immersive Cultural Experience Brand 'Kagerohi'

JTB Launches Immersive Cultural Experience Brand 'Kagerohi'

JTB Corporation has initiated a new project titled 'Kagerohi' under its new business line 'Living Auberge,' which centers around food-themed experiences. This innovative event brand combines culture, space, and culinary arts to create immersive experiences that showcase Japan's aesthetic sensibilities and spiritual roots through collaboration with a variety of artists, cultural figures, and chefs. Led by creative director Takayuki Tanaka, 'Kagerohi' aims to delve deeply into the local culture and traditions of various regions in Japan to present unique performances and experiences to participants. JTB intends to share Japan's distinct charms with the world while preserving and fostering the local narratives deeply rooted in each community.

Background and Philosophy

In line with the Japanese government's 'Basic Plan for Promoting Tourism Nation,' the target is to attract 60 million foreign visitors by 2030, with an aim for total spending to reach 15 trillion yen. Despite the inbound market for foreign travelers to Japan growing to over 8 trillion yen by 2024, there remains considerable potential for growth compared to more advanced tourist destinations in Europe. Expectations for visitor numbers in 2025 exceed 40 million, and the pattern of exchange between the real and digital realms is diversifying. With many foreigners expressing a strong interest in Japan's rooted culture, JTB aims to create new value through cultural exchanges and initiatives rooted in its 'Cultural Exchange Creation Project.'

The concept of 'Kagerohi' symbolizes 'things that emerge but also fade away,' embodying the transient beauty of ephemeral moments, emotional experiences, and emotions like sighs and tears. This intrinsic allure of intangible experiences lies at the core of the brand. This aesthetic consciousness, discussed by renowned architect Arata Isozaki, is not only fundamental to Japanese culture but also offers significant insights relevant to contemporary society. JTB seeks to translate this concept into modern experiences and execute it through co-creation with cultural bearers, concurrently promoting cultural exploration and community contribution.

Specific Initiatives

Before officially launching services, JTB conducted a test event in July 2025 at Ryosokuin in Kyoto to validate the value of immersive cultural experiences co-created with artists. Within the space of a Zen temple, various expressions overlapped, and the centerpiece was a specially curated Kyoto meal that reflected the theme—participants praised it as a ‘unique experience’ and felt they had truly grasped the essence of Japanese culture.

Test Event: Kagerohi - Koiu
Venue: Ryosokuin, Kyoto City
Date: July 15, 2025 (Tuesday)
Theme: Koiu
Artists Participating:

- Tōryō Itō (Zen Monk)
- Fuktaro Nakayama (Tea Master)
- Taketomo Izumi (Chef)
- Takayuki Tanaka (Floral Artist)
- Ryoko Aoki (Noh vocalist)
- Taki Narita (Violinist)
- Akika Hatanaka (Percussionist)
- Yū Kuwahara (Composer)
- Arisa Ōmori (Actor)

Overall Direction and Script by: Takayuki Tanaka

Based on this success, the official services will focus on three key areas:

1. Integration of Culture, Space, and Food - Special experiences that blend food, art, and storytelling in historical buildings and gardens.
2. Unique and Transient Experiences - Programs crafted by actors, cultural figures, and artists, offering limited-time experiences.
3. New Use of Local Resources - Unlocking new potentials for tourism promotion and cultural dissemination in 'narrative spaces' across the country.

Upcoming Events

Kagerohi - Kokuu: Exploring Yasunari Kawabata's Beauty
Kamakura, renowned since the Kamakura period and a haven for many artists, will host the first official event centered around the beauty depicted in Yasunari Kawabata’s works, deepening connections through an immersive program.
Venue: Hōkokuji (2-7-4 Jōmyōji, Kamakura City)
Date: December 13, 2025 (Saturday)
Time: 16:00-20:00
Capacity: 14 participants

Future Developments for 'Kagerohi'

'Kagerohi' plans to continually expand throughout Japan, leveraging various 'narrative locations' to foster unique cultural experiences and contribute to the creation of regional brands. Details about subsequent events will be made available on the official site as they are confirmed.

Through 'Kagerohi,' JTB aims to enhance the intangible values of exchange, travel, and experiences, elevating Japan's brand value while showcasing the richness and splendor of Japanese culture domestically and internationally by manifesting its narratives through events.

About Living Auberge

Founded in 2023 through JTB Group’s new business development initiative 'JUMP!!!,' Living Auberge builds on a unique network of culinary professionals to offer diverse food-related services. Catering, chef dispatch, event planning, and restaurant operations are core pillars, creating new choices and values within Japan's food industry.

- Gastronomy Production - Exclusive culinary experiences tailored for events like corporate functions and weddings in unique venues.
- Party Production - High-value catering services producing exceptional dining experiences through talented chefs for office parties.
- Mobile Chefs - Offering culinary experiences from top chefs in various settings like resorts, hotels, and private residences.
- Pop-Up Restaurants - Establishing temporary dining setups in tourist areas to connect chefs with local challenges and opportunities.
- Kagerohi - Immersive cultural events integrating food and space, highlighting Japanese traditions and aesthetics.

For general inquiries:
JTB Living Auberge Office Email: [email protected]

For media inquiries:
JTB Public Relations Office Phone: 03-5796-5833 (Tokyo) 06-6260-5108 (Osaka)