JTB Inc. (hereinafter referred to as “JTB”) and Asobi Systems Inc. (hereinafter referred to as “Asobi System”) have been working to create value for Japanese culture from a strategic perspective, and to create and communicate world-renowned culture. A strategic partnership agreement was concluded.
We will communicate not only within Japan but also to the global market, and we will co-create it with local governments, DMOs*1, companies, etc., to unearth new value in Japanese culture, and to revitalize Japan’s culture and economy We aim to achieve this.
◆Background of strategic partnership conclusion
According to the “Basic Plan for Promotion of Tourism-based Country,” which was decided by the Cabinet on March 31, 2023, the Japanese government has set a target of 60 million foreign visitors to Japan and 15 trillion yen in 2030. The company has set out three specific initiatives to achieve its goals: “increase in the number of visitors to Japan,” “increase in accommodation in rural areas,” and “increase in consumption unit prices.”
JTB has long been “sending customers (ordering reservations for tours, accommodations, etc.)” in the inbound market of Japan, which sends customers to tourist destinations and facilities, and “inviting customers to tourist destinations and facilities” to enhance the appeal of tourist destinations and attract customers to tourist destinations and facilities. The strategy was formulated from both perspectives (content planning and development) and the content has been sublimated into a culture that can continue to meet foreign tourists visiting Japan (especially young people and repeat customers) whose needs are expected to diversify more than ever before. We have been planning and developing it.
Like “SUSHI” and “MANGA”, Asobi System operates not only domestically but worldwide, using the English-in-engine Japanese “KAWAII” as Brand IP (Image 1). In addition, as a way to create a business (people) that is different from the previous regional revitalization, we have produced complex events in Tomakomai, Hokkaido, and Tomioka, Gunma Prefecture (Image 2), and we have held events at nightclubs. Through the economy business (Image 3), we have continued to create new cultures, including creating new consumption and increased accommodation.
Based on the slogan “Made in JAPAN culture will bring the world to light,” we have concluded a strategic partnership agreement, thinking that by utilizing the strengths of both companies, it will be possible to create value for Japanese culture and create a culture that is connected to the world. It’s coming.
◆Specific measures to consider and discuss specific initiatives
1. Consideration and discussion of joint planning, development and operation of the Nighttime Economy
One-off events held on unique venues and permanent nightclubs held in commercial facilities
2. Consideration and discussion of joint planning and development of regional revitalization-related projects and contract management
In collaboration with local governments, tourism associations, DMOs, private companies, etc., we develop and operate content that attracts customers to the local area.
3. Consideration and consultation on joint venture development using KAWAII MONSTER CAFE’s IP
* KAWAII MONSTER CAFE: An entertainment restaurant that embodies TOKYO and HARAJUKU, a city that engulfs fashion and culture from around the world and creates original culture. It was born in August 2015, produced by artist Masuda Sebastian with the concept of “a new TOKYO that no one has ever seen before.” Since its opening, over 700,000 visitors have visited the venue, mainly foreign tourists visiting Japan. Due to the impact of COVID-19, the store closed in January 2021, and is currently a brand based in Tokyo, expanding beyond the boundaries of restaurants, including collaborations with companies and events.
◆ Future outlook
We will develop our businesses with the slogan “Let the world be brought to light with Made in JAPAN culture,” and create a worldview that is cross-border (trade and business that takes place across borders).
By providing the networks and know-how of the two companies to each other and collaborate from the planning phase, we will create and communicate new value that has never been seen before.
Rather than a closed initiative for both companies, we will work together with all stakeholders, including local governments, tourism associations, DMOs, and private companies, to unearth new value in Japanese culture and to revitalize Japan’s culture and economy. Masu.
◆About JTB Inc.
JTB uses the “Interaction Creation Project*” as its business domain, and uses its network spread throughout the country to help solve problems for local and tourism businesses through the expansion of the exchange population by creating various human, logistics and commercial flows. It’s there. We strive to connect people, people and places, people and things, create new value, and create new innovations in the region with the power of digital and human beings.
* “Interchange Creation Business” is a registered trademark of JTB Co., Ltd.
JTB Corporate Site:https://www.jtbcorp.jp/jp/
JTB Homepage:https://www.jtb.co.jp/
◆About Asobi System Co., Ltd.
As a cultural production company with artists leading Japanese pop culture, we offer management of artists, models, actors and creators, planning and production of various events such as music festivals and fashion events, media management, store business, regional revitalization business, and inbound We operate a wide range of businesses, both domestically and internationally based in Harajuku.
Asobi System Corporate Site:https://asobisystem.com/
*1 DMO: Abbreviation for Destination Marketing/Management Organization, and refers to a tourism and community development corporation.
■Contact information regarding this matter
JTB Co-creation Department, Visiting Japan TEL: 03-5796-5767
(Reception hours: 9:30-17:30 *Excluding Saturdays, Sundays, and holidays)
Asobi System Co., Ltd.
Inquiry form:https://asobisystem.com/contact/
