ASOBISYSTEM has entered into a strategic partnership agreement with JTB to create valuable ventures related to Japanese culture and share these with a global audience. 

In addition to communicating with both the Japanese and global markets, we will co-create content with the help of local governments, DMOs (*1), and corporations to uncover new ways to share local culture and help revitalize Japanese culture and the country’s economy.

■Strategic Partnership Background

According to the “Basic Plan for the Promotion of Tourism Nation” approved by the Cabinet on March 31, 2023, the Japanese government has set the goals of 60 million foreign visitors to Japan and 15 trillion yen in inbound travel expenditures by 2030. The three specific initiatives to achieve the goal are to increase the number of visitors to Japan, to increase the number of overnight stays in local regions, and to increase the unit cost of consumption.
JTB has long developed strategies for the inbound tourism market in Japan from the perspectives of both “sending customers (making reservations for tours, accommodations, etc.)” and “attracting customers (planning and developing content)” to enhance the attractiveness of tourist attractions and bring customers to tourist attractions and facilities. The company has been planning and developing new cultural content to meet the needs of foreign visitors to Japan (especially young people and repeat visitors), whose needs are expected to become more diverse than ever.

Like the popular ‘sushi’ and ‘manga’ trends, we’re developing our business in Japan and around the world with a focus on the Japanese word ‘KAWAII’ as our brand’s IP (Image 1). In addition, as a way of creating sales channels (and population flow) that differ from what’s seen in conventional regional development, the company has produced complex events in Tomakomai, Hokkaido, and Tomioka in Gunma Prefecture (Image 2), helped the nighttime economy though things like nightclub events (Image 3), and have continued to create a new culture, including the formation of new spending trends and increased overnight stays. Under the slogan of “Bringing the world more excitement with Made in Japan culture,” the two companies have entered into a strategic partnership agreement based on the belief that they can leverage their strengths to create value for Japanese culture and create world-class experiences.

Image 1: KAWAII MONSTER CAFE

Image 2: TOMAKOMAI MIRAI FEST 2024

Image 3: Collaboration with The Stranger club in New York City

■Specific Initiatives to Be Considered and Discussed

1. Joint planning, development, and operation of nighttime economic endeavors
Operation of one-off events at unique venues and permanent nightclubs at commercial facilities

2. Joint planning and development of projects related to regional development and outsourced management
Develop and operate content to attract customers to local regions in cooperation with local governments, tourism associations, DMOs, private companies, etc.

3. Joint business development utilizing the KAWAII MONSTER CAFE IP
*KAWAII MONSTER CAFE: An entertainment restaurant that embodies Tokyo and Harajuku, a city that swallows fashion and culture from around the world and spits out original culture. Produced by artist Sebastian Masuda, it was established in August 2015 with the concept of “a new Tokyo that no one has seen before.” Since its opening, more than 700,000 people visited, mainly foreign tourists visiting Japan. Due to the impact of COVID-19, the restaurant was closed in January 2021. Currently, the Tokyo-based brand is expanding beyond the boundaries of a restaurant, collaborating with companies and events.

■Future Prospects

We hope to develop our business under the slogan of “Bringing the world more excitement with Made in Japan culture,” creating a cross-border worldview and conducting business globally.
By mutually providing each other with our established networks and know-how, and collaborating starting from the planning phase, our two companies will create and disseminate new value that has never existed before.
The project is not limited to these two companies and aims to uncover new ways to share and capitalize on Japanese culture and revitalize Japan’s culture and economy through co-creation with all stakeholders, including local governments, tourism associations, DMOs, and private companies.

*1 DMO: Destination Marketing/Management Organization