TYO announces new video content series “Another Side of Japan” for potential tourists worldwide. Members share their thoughts at Tourism EXPO Japan 2024.

TYO has announced “Another Side of Japan,” a new video content series showcasing the undiscovered charms of Japan’s regional areas to the world. This series aims to address the issue of “overtourism,” where tourists concentrate in urban areas, by highlighting the appeal of regional culture, landscapes, nature, and cuisine, thereby promoting regional dispersion within the inbound market. Produced by the co-creation team “Third,” this project maximizes the appeal of under-the-radar tourism resources through high-quality, professionally crafted videos. It will also be featured at Tourism EXPO Japan 2024. We spoke with members of Third.

TYO launched “Another Side of Japan,” a video content series that expresses the appeal of Japan’s regional tourism resources through film and delivers it to potential tourists worldwide via video platforms and social media, in September 2024.→https://asj.tyo.co.jp/

“Another Side of Japan” focuses on lesser-known regional areas of Japan, with TYO producing video content showcasing their appeal. It aims to address “overtourism” by dispersing tourists away from urban centers, promote regional destinations as sustainable tourism options, and encourage the decentralization of inbound tourists.

New Project by Co-Creation Production Team “Third”

The project is led by TYO’s co-creation production team, “Third.” Third confronts challenges faced by clients and society, aiming to create businesses and value that move people’s hearts, prompt behavioral change, and bring transformation to society and business.

Leveraging its longstanding experience collaborating with regions to produce creative content—including video—that showcases the appeal of numerous companies, products, and services, Third launched this project to draw out the true value of regional tourism resources through film.

In “Another Side of Japan,” our producer experts—masters of output—plan and produce content that resonates deeply. They draw on the know-how cultivated through diverse experiences to craft compelling stories about each region’s unique culture, landscapes, and industries. Through sophisticated storytelling and high quality, we appeal to travelers both domestically and internationally, presenting a new style of tourism in Japan.

The first installment takes place in Fukui Prefecture. Experience “Echizen Cutlery.”

The footage released ahead of the series’ official launch is from the pilot episode filmed in Echizen City, Fukui Prefecture.

An American traveler experienced the unique thrill of crafting traditional Echizen cutlery in Fukui and gathering around a hearth in a renovated old folk house. These one-of-a-kind experiences, alongside the region’s beautiful nature, are captured in a variety of stunning shots.
The second and third installments will also be set in the Hokuriku region. Coming soon.

We also offer collaboration menus for businesses and local governments.

“Another Side of Japan” is also a marketing service targeting inbound tourists. By effectively conveying regional appeal through video, it contributes to promoting tourism and strengthening regional brands.

As service plans for municipalities and companies, we also offer diverse services tailored to various needs, such as “collaborative tie-ups” that delve deeper into regional appeal through partnerships, and “product placement” that features goods and services within videos.

Exhibiting at the Travel Festival “Tourism EXPO Japan 2024”

TYO exhibited at the “Travel Solutions Exhibition” within Tourism Expo Japan 2024, a travel festival held at Tokyo Big Sight in September that brings together tourist destinations, municipalities, and related companies from across Japan. The company presented its video solutions, including “Another Side of Japan.”

At the TYO booth, we showcased video content from “Another Side of Japan” on a large screen, alongside footage from our past regional revitalization and tourism-related projects. We also provided brochures summarizing our initiatives and vision, demonstrating the potential of high-end content.

The high-quality visual beauty and diverse initiatives to date have attracted the attention of travel industry professionals and local government officials both domestically and internationally.

Third members explained TYO’s over 40 years of experience in advertising video production and its creative content production capabilities in collaboration with local communities at the booth. They deepened exchanges with exhibitors and visitors.

We spoke with Third members involved in launching, producing videos for, and operating “Another Side of Japan” at the Expo venue.

Showcasing Japan’s appeal to the world through high-quality, deeply immersive footage by professionals

Business Producer　Yuki Ogawa

To contribute to sustainable tourism, we launched “Another Side of Japan” as a promising video content platform, leveraging TYO’s proven track record and capabilities.

While short-form videos with instant appeal have dominated social media, we will showcase Japan’s appeal to the world through high-quality, in-depth videos produced by TYO professionals, collaborating with local businesses and municipalities.

We will cultivate accounts across various SNS platforms to build a media-like platform where people who resonate with the appeal of Japan’s regions gather.

For business, we offer menus such as “tie-ups” with local governments and companies, and “product placement” where goods and services are incorporated into content to appeal more naturally to consumers. We can convey not only travel and inbound-related products and services, but all kinds of things and experiences from Japan’s regions to people worldwide through professional, high-quality content.

By managing our own accounts, we accumulate data specific to each channel and content piece. We believe analyzing and studying this data to understand viewing trends will lead to content refinement and new business strategies.

Moving forward, we will also explore synergies with other video solutions provided by TYO.

Focus on “Craftsmanship” that transcends borders

Producer　Takashi Ito

Launching “Another Side of Japan” as a new venture for TYO, we began preparations around last autumn, focusing our research efforts first on the Hokuriku region. Even though we live in Japan ourselves, we discovered so much we didn’t know, uncovering new regional charms with every visit.

For the first installment’s theme, we selected “Echizen Forged Cutlery” as a symbol of Japanese craftsmanship. With a 700-year history, these hand-forged blades are remarkably thin, light, and exceptionally sharp. We assembled a production team, finalized the concept and direction, and began filming and production.

When we visited the Echizen-uchi blades workshop for location scouting, we learned that many overseas chefs and others were already visiting in search of this craftsmanship. It truly made us realize that the appeal of craftsmanship transcends borders.

We hope that as many people as possible will see the video created by our production team, who have spent years crafting compelling content like TV commercials, and that it will spark their interest in the charm of Japan’s regions.

Experience the tangible impact of high-quality visuals. Currently in production with “cinematic quality.”

Producer　Go Ishimatsu

Among the regional projects Third has undertaken to date, we have achieved tangible results.

For the branding project of Kyoto’s oldest shrine, the World Heritage site Kamigamo Shrine (Kamo Wakeikazuchi Shrine), we planned and produced numerous videos conveying the shrine’s appeal and distributed them through the shrine’s official account. Without running any ads, the total views for all released videos exceeded 2 million.

https://www.instagram.com/reel/C5-HlR2PptN/?utm_source=ig_web_copy_link

Launching “Another Side of Japan” as a new venture for TYO, we began preparations around last autumn, focusing our research efforts first on the Hokuriku region. Even though we live in Japan ourselves, we discovered so much we didn’t know, uncovering new regional charms with every visit.

For the first installment’s theme, we selected “Echizen Forged Cutlery” as a symbol of Japanese craftsmanship. With a 700-year history, these hand-forged blades are remarkably thin, light, and exceptionally sharp. We assembled a production team, finalized the concept and direction, and began filming and production.

When we visited the Echizen-forged blades workshop for location scouting, we learned that many overseas chefs and others were already visiting in search of this craftsmanship. It truly made us realize that the appeal of craftsmanship transcends borders.

We hope as many people as possible will see the video created by our production team, who have spent years crafting compelling content like TV commercials. We’d be delighted if it sparks interest in the charm of Japan’s regional areas.

Project Maneger　Ryoka Nakamaru

I was responsible for launching the Another Side of Japan service site, managing SNS advertising, and overseeing our participation in this year’s Tourism EXPO Japan.

While designing and preparing the exhibition booth, we reaffirmed our commitment to embodying the essence of TYO. Now that the event has concluded, I feel confident we successfully showcased ourselves as a company that delivers compelling visuals backed by solid results.

Moving forward, we will continue to consider the significance of TYO’s role in promoting Another Side of Japan, striving to create promotions that appeal to both travelers and local governments.

Aiming for initiatives that earn the approval of local residents

Junior Business Producer  Aoi Takeshita

On social media, individual influencers share various content, but “Another Side of Japan” stands out because TYO can showcase the hidden charms of Japan’s regions with its signature high quality.

Originally from Miyazaki Prefecture, I usually work with companies and local governments. I’m excited about this project because it involves regional revitalization business, allowing me to leverage my background while bringing value to the community.

TYO’s video quality is consistently highly praised by our clients, so I hope they will also take an interest in “Another Side of Japan.” I aim to advance tie-ups and collaborations with local companies and municipalities.

We strive to create initiatives that reach a global audience, generate results like follower counts and view numbers, invigorate the local economy, and earn the approval of local residents.

Discovering the Charm of Japan’s Regions Through Traveling All 47 Prefectures

Product Growth Manager　Yunyao Luo

I personally love traveling and have visited all 47 prefectures in Japan, as well as 38 countries and regions overseas. My previous job was at an online travel agency.

I’ve come to realize that even areas familiar to Japanese people hold many undiscovered charms for international visitors. I believe “Another Side of Japan” is a promising new venture.

Leveraging my experience in social media management, I will actively spread video content worldwide to help international audiences discover Japan’s best aspects.

Based on social media feedback, I aim to energize the project by providing insights and suggestions to the production team.

TYO will continue its efforts to promote Japan’s tourist destinations and culture to the world through video content.

“Another Side of Japan” Business Partner Page