“Another Side of Japan” Wins Two Awards at the Cool Japan Platform Awards: Its Philosophy and Vision

TYO’s video content series “Another Side of Japan (ASJ)” won both the Grand Prix in the Video Category and the Runner-up Prize in the Project Category at the “Cool Japan Platform Award (CJPF AWARD) 2026.” This marks the first time a single team has won both the Grand Prix in the Movie Category and the Runner-up Prize in the Project Category at the CJPF AWARD 2026. Kimi Onoda, Minister of State for Special Missions (Cool Japan Strategy) at the Cabinet Office, attended the awards ceremony held on March 2, 2026, to congratulate the winners. Here, a representative from TYO shares their thoughts on the project and their vision for the future.

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Amid the growing popularity of “Cool Japan,” TYO’s ASJ Wins Two Awards from a Total of 340 Entries

The CJPF Award is a public award organized by the Cool Japan Public-Private Partnership Platform (CJPF), with the Cabinet Office’s Secretariat for the Promotion of Intellectual Property Strategy serving as its secretariat, and supported by the Agency for Cultural Affairs, the Ministry of Agriculture, Forestry and Fisheries, the Ministry of Economy, Trade and Industry, the Japan Tourism Agency, the Ministry of the Environment, the Cool Japan Organization, the Japan National Tourism Organization (JNTO), the Japan Chamber of Commerce and Industry, and the Tokyo Chamber of Commerce and Industry. The award recognizes outstanding projects and videos that promote Japan’s appeal overseas. In fiscal year 2026, a total of approximately 340 entries were submitted, and 14 winners were selected across two categories, including three Grand Prix winners.

At the start of the awards ceremony, Tsuyoshi Natsuno, Co-Chairman of the CJPF and Chair of the Project Division Selection Committee, commented on the changing landscape surrounding Cool Japan: “Rather than simply promoting Japan’s unique values unilaterally, we place emphasis on two-way exchange and giving back to local communities. The selection results symbolize how the Cool Japan strategy is evolving into a new phase centered on ‘experience’ and ‘dialogue.’ We also see a strategic approach to redefining cultural resources to meet contemporary needs.”

Regarding inbound tourism, the government has set a target of 60 million visitors and 15 trillion yen in spending by 2030, while for content, it aims for 20 trillion yen in overseas sales of Japanese-originated content by 2033. He stated, “If these goals are achieved, the content industry will surpass the automotive industry to become Japan’s No. 1 export industry.” He emphasized that while traditional pillar industries such as semiconductors, steel, and automobiles are losing their international competitiveness, the content and inbound tourism sectors are “currently experiencing tremendous growth.” He stressed the importance of continuing this award over the long term and widely promoting it to the public and the world.

At this year’s ASJ awards, TYO won two awards simultaneously: the Grand Prix in the Film Category and the Runner-up Prize in the Project Category. TYO was the only team to win awards in multiple categories at the 2026 awards ceremony. Minister Kimiko Onoda, who attended the awards ceremony, praised all the winning entries as “initiatives that highlight Japan’s diverse regional resources and promote their appeal through innovative ideas and creative approaches,” and expressed her intention to actively promote them both domestically and internationally.

Rapidly growing by showcasing “Another Side of Japan” to the world through high-quality video

“Another Side of Japan” (ASJ) is TYO’s original content series that showcases the culture, nature, industries, and cuisine of various regions across Japan—many of which are still largely unknown to the world—through high-quality, non-verbal videos. Since its launch in September 2024, TYO has independently managed ASJ accounts on six platforms—YouTube, TikTok, Instagram, bilibili (a Chinese video site), Xiaohongshu (RED, a Chinese social media platform), and Douyin (the Chinese version of TikTok)—delivering regional content to over 40 countries and regions.

The series has covered a wide range of regions and subjects. It began with the first installment, which introduced Echizen-style cutlery (Fukui) to the world as a prime example of Japanese craftsmanship, and has since featured Mount Daisen and the Tottori Sand Dunes, Aji stone from Kagawa, Japan Denim from Kurashiki, Okayama, the wine culture of Koshu, Yamanashi, the seasonal rituals of Kamigamo Shrine in Kyoto, and Ariake seaweed from Kyushu… A high-quality lineup of videos showcasing “another side of Japan” has now been established.

The account has also grown steadily. Within nine months of its launch, it surpassed 50,000 followers, and reached 100,000 within the following four months. The momentum continued to accelerate, and as of March 2026—one and a half years after launch—it has grown to over 220,000 followers. In a social media landscape flooded with short, instant videos, this strategy—featuring relatively long-form, high-end footage—might seem like a contrarian move. However, it has proven that the quality of the content itself has the power to attract viewers from around the world. In September 2025, the content began airing on large digital billboards at Narita International Airport, demonstrating that its presence extends far beyond the online realm.

“It moved me.” A distillation of Okutama’s hidden charms, winner of the Grand Prix

“TOKYO | Okutama: Your Gateway to Forest Calm, Healing Retreats, and Exciting Adventures,” which won the Grand Prix in the Film Category, is ASJ’s first collaborative video. The partner is “Ensen Marugoto Hotel,” operated by Ensen Marugoto Co., Ltd., a company jointly established by JR East and Satoyume Co., Ltd. Based on the unique concept of “treating the entire railway line as a hotel and offering the journey along the Ome Line as an accommodation experience,” this project delivers the region’s nature, cuisine, and experiences as a unified whole.

This film condenses the experiences that are an integral part of daily life in Okutama—such as wood-fired saunas, forest therapy, rafting, and cuisine made with local ingredients—into a single work through dynamic camerawork and diverse visual expressions.

The vision of “Enroute Marugoto Hotel”—“to deliver the value of the entire railway corridor, not just the accommodations”—and ASJ’s commitment to “sharing the untold stories of local communities with the world” were aligned. By portraying the “outskirts of Tokyo”—located about an hour and a half from the city center—in an appealing light, the project surprised international viewers and offered them new discoveries, prompting comments such as “That looks fun!” and “Wonderful World!”

Takashi Ito, who served as producer for this project, said the following in his acceptance speech.

“While Tokyo tends to draw attention mainly to its central 23 wards, our mission this time was to show that the Okutama and Ome areas—the focus of this video—are also packed with activities that can rejuvenate both body and mind, all just a short distance from the city center. I’m very pleased that this message came across clearly and led to such a positive outcome.”

Ms. Takako Yano, a judge in the Film category (Editor-in-Chief of BeautyTech.jp at i-Style Co., Ltd.), commented on the film as follows.

“The clear message that it’s a hidden gem accessible from Tokyo, the easy-to-follow guidance provided throughout the video, and the dynamic camerawork that makes it easy to feel personally connected—all of these elements moved me and made me want to visit myself. I also appreciated the efforts to encourage sharing and the use of the comments section to foster communication. I believe this video has the potential to serve as a starting point for creating a space for interaction with people from overseas.”

Following the news of the award, it was decided that the video would be rebroadcast on digital signage at JR stations in the Tokyo metropolitan area. It is scheduled to air from March 4—the day after the awards ceremony—through March 16. Thanks to this award, the video is reaching an even wider audience.

“A Model for Future Tourism and Community Promotion” — Comments on the Project Category Runner-Up Award

As a project category, the ASJ project itself also won the Runner-up Grand Prize. Judge Koçu Oya (President and CEO of Oyraa Co., Ltd.) commented on ASJ, stating, “Through its design, which effectively alternates between long-form and short-form content, and its communication strategy based on a global perspective, it naturally conveys the multifaceted appeal of Japan to international audiences.” He added, “This initiative, which seamlessly integrates visual expression and marketing at a high level, serves as a model for future tourism and regional promotion.”

In his closing remarks, Tsuyoshi Natsuno, Chair of the Selection Committee (Co-Chair of the Cool Japan Public-Private Partnership Platform and Specially Appointed Professor and Director of the Institute of Information Science at Kinki University), stated, “We see strategic efforts to redefine cultural resources to meet contemporary needs, such as initiatives to leverage regional appeal as visual intellectual property.” He noted that the results of this selection symbolize the evolution of the Cool Japan Strategy into a new phase.

Transforming Local Stories into “Global IP” Through Professional Visual Storytelling

At the awards ceremony, Business Producer Yuki Ogawa spoke about his passion for the project as follows.

“What I always believe is that rather than chasing after market demands, it’s important to confidently articulate our own vision—what we want to be proud of and what message we want to convey. I believe that is the role and mission of our project team. I also hope that we can support Japanese players in facing their communities head-on and communicating with them, without shying away from the essence of what they do.”

He then went on to discuss ASJ’s future prospects.

“Looking ahead, we believe that ‘Another Side of Japan’ has the potential to become a ‘global IP’ that delivers authentic regional stories to the world through a series of professional video productions crafted with meticulous attention to detail. We aim to continue building new assets for Japan by developing diverse co-creation models with both public and private sector partners.”

The Expansion of Diverse Partnerships

ASJ has collaborated in a wide range of ways—including co-production, utilization of video assets, and product placement—centered on diverse co-creation models with local governments, DMOs, and private companies.

Collaboration with JR West Japan’s “Setouchi Palette Project” and “Gold-Guide,” an interpreter-guide matching service operated by JR West Japan Communications (featuring footage from Okayama and Kurashiki, to be released in September 2025), technical collaboration with Sony Marketing (utilizing the “BURANO” cinema camera and other equipment from the same video), and the launch of a partnership with luxury travel brand “OKUYUKI.” ASJ’s expanding network of partnerships continues to enhance the variety and depth of its series.

ASJ’s challenge to take its core strength in “video production” to a new dimension of “global IP creation” is set to enter a new phase following the recognition received at this year’s CJPF AWARD.

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Project Overview
Year　2024〜
Brand / Unit　BizDev、Third
Executive Producers: Takayoshi Kishimoto(BizDev / Third)、Go Ishimatsu(Third)
Chief Business Producer: Yuki Ogawa(BizDev)
Business Producer: Aoi Takeshita(BizDev)
Growth Director: Yunyao Luo(BizDev)
Project Manager: Kensei Ishii(Third)
Marketing Associate: Suzuha Nakamaru(BizDev)
Project Assistant: Yumeno Matsuura(BizDev)
Producer: Takashi Ito
Production Managers: Nozomi Oshima、LEE JUNHEE(Third)
In Collaboration with: Ensen Marugoto Hotel (Ensen Marugoto Co., Ltd.: A joint venture between JR East and Satoyume Co., Ltd.)

• Another Side of Japan Click here for the official website　 https://asj.tyo.co.jp/
• Cool Japan Public-Private Partnership Platform Official Website　https://cjpf.jp/award/

Related News

• Another Side of Japan × Ensen Marugoto Hotel Release Their First Collaborative Video (July 17, 2025)
• “Another Side of Japan” Wins Both the Grand Prize and Runner-Up Prize at the CJPF AWARD 2026! (February 20, 2026)
• CJPF Award spotlights partnerships and regional stories in Cool Japan Strategy(Japan Today)