The music and culture event ASOBIEXPO HAWAII 2026 will take place on March 16, 2026, at the Tom Moffatt Waikiki Shell in Honolulu, Hawaii.

This event, a collaboration between JTB Hawaii Travel, LLC (JTB Hawaii Travel) of the JTB Group and ASOBISYSTEM, is held as a sister event to the Honolulu Festival (*1), Hawaii’s largest international cultural exchange event. The purpose is to create new opportunities for exchange through MADE IN JAPAN pop culture, promote Hawaii’s appeal as a destination, and build connections between the Honolulu Festival and the next generation of young people.

Visitors are invited to experience a one-night-only event where Japan and the world connect through music, all within the uniquely open atmosphere of Hawaii.

■Initiative Background and Company Roles

JTB and ASOBISYSTEM entered into a strategic partnership agreement in February 2025 to create value for Japanese culture and develop and disseminate globally relevant cultural content. Both companies work in collaboration with local governments, DMOs, businesses, and other entities to uncover new value in Japanese culture and promote it both domestically and internationally.
One specific project is ASOBIEXPO HAWAII. ASOBISYSTEM promotes Japanese pop culture, including music, to the world through various projects. Leveraging our strengths in artist production and content development, we handle artist booking, creative direction, and event content planning. JTB Hawaii Travel, LLC (JTB Hawaii Travel), a part of the JTB Group, will utilize its extensive local network and operational expertise in Hawaii to manage venues, develop travel products, and promote them.

■Future Outlook

ASOBIEXPO HAWAII aims to promote international exchange through Japanese culture and make a lasting contribution to Hawaii’s tourism development. ASOBISYSTEM will continue to share Japan’s unique culture and create new experiences for the younger generation who will lead the next era. JTB will leverage its network of local communities and tourism operators to enhance the value of tourism resources while delivering special experiences to visitors.
Through collaboration and co-creation, both companies will continue to share the new value of Japanese culture with the world.