JTB and ASOBISYSTEM Launch “ASOBI JTB” to Bring Japanese “KAWAII” Culture to Global Travelers

kawaii Travel & Local in Japan

Japan’s “KAWAII” Culture Set to Captivate Global Travelers with New Joint Venture

ASOBI JTB, a strategic partnership between travel giant JTB and pop culture innovator ASOBISYSTEM, is poised to redefine inbound tourism by integrating Japan’s beloved “KAWAII” culture with regional treasures.

In a move set to invigorate Japan’s tourism landscape, JTB Corporation and ASOBISYSTEM Co., Ltd. have officially announced the establishment of “ASOBI JTB Co., Ltd.” This new joint venture, formed on January 14, 2026, aims to create novel experiential value for international visitors by fusing Japan’s vibrant pop culture, particularly its iconic “KAWAII” aesthetic, with diverse regional resources. The company’s headquarters will be located in Shibuya, Tokyo, a global hub for youth culture.

ASOBI JTB is envisioned as a business production company that will “update the world with pop culture.” Its core mission involves collaborating with regions, local governments, and businesses across Japan to foster new regional intellectual properties (IPs) and revitalize content tourism. This initiative seeks to transform Japan into a premier destination for inspiring experiences, selected by travelers worldwide. Beyond domestic impact, ASOBI JTB plans to leverage “KAWAII” as a powerful tool to cultivate global fandoms for Japanese pop culture, venturing into overseas markets for entertainment and content businesses.

The Genesis of ASOBI JTB: Addressing Inbound Tourism Challenges

The foundation of ASOBI JTB stems from a strategic partnership forged between JTB and ASOBISYSTEM in February 2024. While Japan’s inbound tourism market has seen a rapid recovery and expansion in recent years, it faces structural challenges such as the concentration of visitors in specific cities, limited regional consumption, and shortages of tourism personnel. JTB has been actively promoting a shift from “quantity” to “quality” in its approach to these issues. The company emphasizes creating sustainable and impactful new experiences for international visitors, ensuring that value is shared between local stakeholders and visitors, and that the benefits flow back into local communities. JTB recognized the immense potential in combining its extensive regional network, tourism data, and visitor attraction expertise with ASOBISYSTEM’s creative prowess and IP creation capabilities, particularly those rooted in “KAWAII” culture. This synergy is expected to generate fresh motivations for visits and unique experiential value, leading to the establishment of ASOBI JTB.

Masuda Sebastian Appointed Chief Kawaii Officer

ASOBI JTB is proud to welcome Masuda Sebastian, an artist active in both Japan and New York, as its Chief Kawaii Officer (CKO). Known as a pioneer who has championed “KAWAII” from Harajuku to the world since the 1990s, Masuda Sebastian has carved out new genres across art, entertainment, and fashion. His philosophy and worldview of “KAWAII” will be a symbolic value for the new company, with his creative insights and guidance anticipated for various projects.

Three Core Business Pillars for a “KAWAII” Future

ASOBI JTB’s vision will be realized through three distinct business pillars, each designed to immerse visitors in the unique charm of Japanese “KAWAII”:

  1. Food & Beverage x KAWAII: Under the supervision of CKO Masuda Sebastian, this pillar will support the re-launch and new creative approaches for iconic dining experiences like “KAWAII MONSTER CAFE.” This establishment, which welcomed over 700,000 visitors (primarily international tourists) before its closure in 2021, garnered high praise both domestically and internationally. Its IP will be utilized for multifaceted developments including experiential events, commercial facility expansions, and regional collaborations.
  2. Regional Festivals x KAWAII: A traveling event, tentatively named “KAWAII Market,” will tour various regions across Japan. This market will offer a “KAWAII” themed experience encompassing food, merchandise, workshops, and stage performances, designed to generate shareable moments on social media worldwide. Each region will feature unique themes and productions, fostering new opportunities for interaction between international visitors and local residents.

  3. Collective Impact Business: Through co-creation with local governments, DMOs (Destination Management Organizations), tourist facilities, and businesses, this pillar aims to re-edit regional cultures, create new experiences, and generate new value. It will support the development of new regional attractions and the creation of hit products for the times. By fostering collaboration among diverse stakeholders—local governments, regional businesses, creators, and private companies—the initiative seeks to address challenges such as the standardization of tourism content and insufficient information dissemination, ensuring sustainable efforts. Specific initiatives include:

    • Planning, development, and provision of comprehensive content and IP, including characters, visual designs, world-building, stories, and sounds.

    • Spatial collaborations utilizing KAWAII MONSTER CAFE and original IPs (experiential productions and pop-ups at accommodations, stations, airports, and public spaces).

    • Creation of new touchpoints between international visitors and regions through experience design rooted in local context and culture.

ASOBI JTB Logo

The Value Proposition of ASOBI JTB

ASOBI JTB positions itself as a “business production company that updates the world with pop culture,” combining:

  • JTB’s nationwide network of tourism operators and regional collaboration capabilities.

  • JTB’s accumulated inbound traveler behavior data analysis and visitor attraction solutions.

  • ASOBISYSTEM’s creative solutions based on Japanese pop culture.

  • ASOBISYSTEM’s comprehensive entertainment business and media network.

This powerful fusion will project Japan’s unique appeal onto the global stage.

JTB President and CEO Eijiro Yamakita expressed his enthusiasm, stating, “We want to further enhance the reasons why Japan continues to be chosen by people around the world. That conviction led to the decision to establish this joint venture. By integrating ASOBISYSTEM’s strong pop culture dissemination capabilities with JTB’s regional and tourism expertise, we will reshape the charm of regions into ‘experiences’ and pioneer the future of new inspiring experiences in Japan.”

ASOBISYSTEM CEO Yusuke Nakagawa added, “I strongly feel that this joint venture will enable us to harness the passion for ‘KAWAII’ that is spreading globally, and apply it more effectively to the future of Japan’s regions. By combining JTB’s network and regional connections with ASOBISYSTEM’s cultivated power of culture creation, we will disseminate new Japanese charms that the world will admire.”

Shaping the Future of “KAWAII” Tourism

ASOBI JTB is actively seeking co-creation partners, including local governments, DMOs, tourist facilities, and businesses. The company welcomes collaborations across various domains, from creating new reasons for regional visits and redefining brands to developing new experiences. They are open to discussions from the idea stage to considering pilot projects and model businesses.

This new venture marks a significant step in evolving Japan’s tourism. By strategically weaving “KAWAII” into the fabric of regional experiences, ASOBI JTB is not just attracting tourists; it’s inviting the world to discover a deeper, more vibrant side of Japan. This could mean a future where every corner of Japan, from bustling cities to serene rural towns, offers a delightful and distinctly “KAWAII” adventure, fostering a global appreciation that transcends mere sightseeing.

For more information on the companies involved, visit:

Joint Venture Overview:

  • Company Name: ASOBI JTB Corporation

  • Establishment: January 2026 (planned)

  • Shareholders and Ownership Ratio: JTB Corporation 50%, ASOBISYSTEM Co., Ltd. 50%

×
Copied title and URL