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Seibu Holdings to Strengthen Promotion Inbound Tourism from U.S.

December 13, 2017 Destination North Asia No Comments Email Email

Seibu Holdings Inc. will air a program on travel to Japan on CNBC, one of the world’s leading news channels, on Sunday, December 3, 2017. The intention is heavier promotion in the U.S. The topic of the show will be Japanese culture, including the country’s vividly beautiful nature, traditions and fine cuisine.

Sixty-two percent of foreign visitors to Japan are traveling to the country for their second time or more (source: Consumption Trend Survey for Foreigners Visiting Japan for April-June, 2017, Ministry of Land, Infrastructure, Transport and Tourism). They come to experience the allures of Japan. In other words, the country is garnering notice for consuming experiences rather than goods.

This program will show American viewers how to consume experiences, spotlighting the history and culture associated with the Group’s resort in Karuizawa and the urban environs of Tokyo’s Kioicho district. Accommodations appearing in the show will be: The Prince Villa Karuizawa, Karuizawa Prince Shopping Plaza, Tokyo Garden Terrace Kioicho, and The Prince Gallery Tokyo Kioicho. The content will encourage viewers to visit Japan by presenting them with the appeal of Japan.

The Seibu Group currently runs television ads in 16 countries and territories in Asia, but in an effort to implement the group-wide slogan of “Aiming to become the corporate group at the center of ‘Tourism-Oriented Japan,'” the Group is executing new promotions targeting the U.S. market. This is designed to encourage more American travelers to Japan to make use of the Group’s offerings and raise the group-wide corporate value.

1. Broadcast Details

The show’s itinerary will connect the Seibu Group’s locations by journeying from Karuizawa to Tokyo’s Kioicho district.

(1) Karuizawa Area

This segment will provide a tangible feel for Japan’s unique culture in Karuizawa, where it intermixes with Western influences.

At The Prince Villa Karuizawa, the planned content will present “Karuizawa Time,” where guests can relax in the whispering breeze and the sounds of the forest. It will also show a kitchen chef preparing and serving sushi in a guestroom at the Villa.

The segment at Karuizawa Prince Shopping Plaza will suggest an array of shopping experiences throughout the seasons at a location with copious natural surroundings.

In addition, one part will present a “soba” noodle workshop for making noodles with buckwheat grown in Karuizawa. This workshop happens at Shaw Memorial Chapel, where missionary Alexander Croft Shaw built the first church in Karuizawa. In another workshop on the program, participants make braided cords, a traditional craft, at a 136-year-old folk home in the woods. These segments are designed to present the allures of Japan with maximum impact.

(2) Kioicho Area

At Tokyo Garden Terrace Kioicho, amid the area’s history and nature, the audience will take a tour strolling around the Benkei-bori Moat that encircled Edo Castle and the Akasaka-gomon Gate that protected the fortress.

The setting will be at The Prince Gallery Tokyo Kioicho, where around 70% of all guests are from other countries. The segment will show the gorgeous, picturesque view from the high floors, guestrooms decorated with sophisticated art, the Sake Bar where guests can enjoy Japanese rice wine, as well as teppanyaki and more. The intent is maximum promotion of a luxurious stay, where guests will note the top-class hospitality in a setting that finds a happy medium between Japanese and Western influences.

2. Broadcast Date: Sunday, December 3, 2017

Pacific Standard Time 2:00 – 2:30 p.m. (Los Angeles, San Francisco, etc.)
Central Standard Time 4:00 – 4:30 p.m. (Chicago, Houston, etc.)
Eastern Standard Time 5:00 – 5:30 p.m. (New York, Washington, D.C., etc.)

Air dates and times subject to change due to major news events.

3. Channel: CNBC (U.S., Nationwide)

4. Program Name: “Real Luxury”

5. Other Information

(1) The sightseeing route will also be posted to Voyapon (, a travel website that is very popular among Westerners.

* Voyapon’s articles are produced based on the research and experiences of foreign writers. These pieces, written from a traveler’s perspective, fuel the site.

(2) The Seibu Group offers foreign visitors to Japan a membership program called “SEIBU PRINCE CLUB emi.” Starting February 2018, the Group will commence a new service under SEIBU PRINCE CLUB emi for awarding “PRINCE POINTS” to members.

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