Forging a New Path in Inbound Tourism
The collaboration stems from a strategic partnership formed in February 2024, addressing critical challenges within Japan’s booming inbound tourism market. While visitor numbers are rapidly recovering, concerns persist regarding the concentration of tourists in major cities, limited regional consumption, and a shortage of tourism professionals. JTB, a long-standing authority in travel, recognizes the need to shift from merely attracting visitors to creating qualitative, sustainable experiences that benefit local communities. By integrating Japan’s globally recognized pop culture, especially the “KAWAII” aesthetic, with diverse regional resources, ASOBI JTB seeks to cultivate new motivations for travel and deliver unparalleled value.
ASOBI JTB’s mission is clear: to be a business production company that updates the world through pop culture. It will leverage JTB’s extensive regional networks, tourism data, and visitor attraction expertise, combined with ASOBISYSTEM’s creative prowess in entertainment and intellectual property (IP) creation. This synergy is designed to re-edit the value of Japanese regions, fostering a new era of tourism development that nurtures both local communities and future generations.
Sebastian Masuda Named Chief Kawaii Officer
Embodying the spirit of “KAWAII,” artist Sebastian Masuda has been appointed Chief Kawaii Officer (CKO) of ASOBI JTB. A trailblazer who has championed “KAWAII” from Harajuku to the world since the 1990s, Masuda’s unique blend of art, entertainment, and fashion will infuse the new company with a distinct creative vision and philosophical depth. His insights will guide projects, ensuring an authentic and impactful expression of “KAWAII” culture.
Three Pillars of “KAWAII” Experience
ASOBI JTB will focus on three core business pillars to achieve its ambitious goals:
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Food & Beverage × KAWAII: Under Masuda’s supervision, this pillar will re-launch and develop new culinary experiences, including the iconic “KAWAII MONSTER CAFE.” This establishment, which welcomed over 700,000 visitors, primarily international tourists, before its closure in 2021, garnered high acclaim both domestically and abroad. Future plans include diverse activations such as experiential events, commercial facility expansions, and regional collaborations.
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Regional Festivals × KAWAII: Imagine a “KAWAII Market” (tentative name) traveling across Japan, offering day and night entertainment. These touring events will curate food, merchandise, workshops, and stages within a “KAWAII” cultural framework, generating shareable experiences that go viral on social media. Each region will feature unique themes and productions, fostering new opportunities for interaction between international visitors and local residents.
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Collective Impact Business: This initiative will collaborate with local governments, DMOs (Destination Marketing/Management Organizations), tourist facilities, and businesses to re-edit regional cultures, create new experiences, and foster innovative value. By developing comprehensive content and IP—including characters, visual designs, world-building, stories, and sounds—ASOBI JTB aims to solve regional challenges like content homogenization and insufficient information dissemination. This collaborative effort, involving diverse stakeholders, seeks to build sustainable tourism models.
A Unified Vision for Japan’s Future
ASOBI JTB brings together JTB’s extensive network and regional collaboration capabilities with ASOBISYSTEM’s creative solutions rooted in Japanese pop culture. This powerful combination will enable the company to analyze inbound traveler data, offer effective visitor solutions, and leverage ASOBISYSTEM’s comprehensive entertainment and media networks. The goal is to become a “business production company that updates the world with pop culture,” radiating Japan’s charm globally.
Eijiro Yamakita, President and CEO of JTB, expressed his enthusiasm: “We want to further elevate the reasons why Japan continues to be chosen by people worldwide. This is why we decided to establish this joint venture. By fusing ASOBISYSTEM’s powerful pop culture dissemination capabilities with JTB’s regional and tourism expertise, we will reconstruct regional attractions as ‘experiences’ and pioneer a new future of inspiring experiences in Japan.”
Yusuke Nakagawa, CEO of ASOBISYSTEM, echoed this sentiment: “I feel incredibly encouraged that we can realize our desire to harness the global passion for ‘KAWAII’ for the benefit of Japan’s regions and future through this joint venture. We will combine JTB’s network and regional connections with ASOBISYSTEM’s cultivated power to create culture, and disseminate a new Japanese appeal that the world will admire.”
ASOBI JTB is actively seeking co-creation partners, including local governments, DMOs, tourist facilities, and businesses, to develop new reasons for visits, redefine brands, and create novel experiences. From initial ideas to pilot projects, ASOBI JTB aims to foster broad collaborations.
About JTB Corporation:
JTB operates under the domain of “Exchange Creation Business,” utilizing its nationwide network to help solve regional and tourism business challenges by creating diverse flows of people, goods, and commerce. The company connects people with people, places, and events, striving to create new value and drive innovation in regions through digital and human capabilities. JTB Website
About ASOBISYSTEM Co., Ltd.:
ASOBISYSTEM is a culture production company that leads Japan’s pop culture, managing artists, models, actors, and creators. Based in Harajuku, it plans and produces various events like music festivals and fashion events, operates media, runs retail businesses, and engages in regional revitalization and inbound tourism projects both domestically and internationally. ASOBISYSTEM Website
ASOBI JTB Inc. Contact:
Email: info@asobijtb.com
Web: https://asobijtb.com
This new venture promises to unlock unprecedented avenues for experiencing Japanese culture, bringing the charming essence of “KAWAII” to every corner of the archipelago and captivating hearts worldwide. The fusion of travel and pop culture is set to redefine inbound tourism, making Japan an even more irresistible destination.
