#Japan #Tokyo #APA Hotels #Takumi Ito #Shogi Culture

APA Hotels Teams Up with Shogi Champion Takumi Ito

In a remarkable move to blend traditional Japanese culture with modern hospitality, APA Hotels has signed an advertising contract with the celebrated shogi player Takumi Ito. Known for his strategic prowess and calm demeanor, Ito will be featured in two new commercials titled "Next Move: Hotel" and "Next Move: Resort," set to premiere on April 3, 2026.

A Winning Partnership

Since the inception of its partnership with shogi culture in December 2023, APA Hotels has been actively supporting the Eio Championship, a prestigious title event organized by Fujiya Co., Ltd. and the Japan Shogi Association. This support has extended to choosing APA Resort Kasuisu as the venue for the second game of the championship for three consecutive years. By renewing the resort to fit the shogi theme, APA Hotels is committed to preserving and promoting the rich culture of shogi alongside traditional Japanese onsens.

Commercial Highlights

The new commercials emphasize the meticulous preparation and mental discipline required in shogi. In the "Next Move: Hotel" commercial, viewers see Takumi Ito gearing up for an important match while staying at the APA Hotel & Resort Tokyo Bay Makuhari. The hotel serves as a serene backdrop as Ito reflects on his journey, capturing the essence of concentration that resonates deeply within the world of competitive shogi.

In contrast, the "Next Move: Resort" commercial portrays Ito at APA Resort Kasuisu, where the tranquil resort atmosphere aids his focus as he readies for his match. Surrounded by nature, he demonstrates how relaxation can also be an integral part of his preparation process.

Upcoming Broadcast Information

Both commercials will start airing nationwide as TV commercials (TVCM) from April 3, 2026, and will be available on various online platforms, ensuring broad accessibility for fans and the general public alike.

• - 30-second CM - Hotel: Watch here
• - 15-second CM - Hotel: Watch here
• - 30-second CM - Resort: Watch here
• - 15-second CM - Resort: Watch here

About Takumi Ito

Born in 2002 and hailing from Setagaya, Tokyo, Takumi Ito began his journey in shogi at just five years old, under the tutelage of the esteemed 8-dan player Toshio Miyata. After ascending to 4-dan in 2020, he achieved 7-dan status in 2023 and made headlines for clinching his first title in the 36th Ryuo Championship. In 2024, he positioned himself as a formidable competitor by defeating former Eio champion Sota Fujii in a thrilling match, solidifying his place in shogi history. Takumi Ito has recently become a dual-title holder, further establishing his reputation in the scene.

APA Hotels' Commitment

APA Hotels, with its network comprising 1,071 hotels and 143,915 rooms, has committed to a vision of becoming Japan's leading hotel chain. The company is driven by innovations like the "SUMMIT 5" strategy and its recent five-year plan, "AIM5," which aims to expand its offerings significantly by 2027. With a focus on guest experience and cultural engagement, APA Hotels stands at the forefront of Japanese hospitality.

For more information about APA Hotels, visit APA Hotel Official Website or download the APA App here.