Kohei Takeshita from Japan has 7 years of experience in marketing and wants to introduce Japanese traditional culture to foreign tourists in a useful way. He estimates that 40 million tourists visit Japan each year, with the top 5 countries accounting for over 70% of total tourism spending of $45 billion. Most tourists arrange their own travel online and find information online as well. Kohei proposes a curated web media providing local travel tips, spots, culture and experiences to help foreign visitors, especially repeat visitors, better understand and experience Japanese culture through a centralized information source.

2. Who We Are
-Name:
Kohei Takeshita
-Country:
Born and Raised in Japan
-Background:
7 years experience of Advertising,
Events Management, Digital Marketing,
Content Marketing and Public Relations

4. How Might We...
How might we introduce Japanese traditional
culture and useful information to foreign
tourists not only who come to Japan first time
but also, especially, who come to Japan after the
second time.

5. Concept

6. Market

7. Market -Estimated Number of Tourists
40M ppl
60M ppl
70
60
50
40
30
20
10
Government Goal
Source: Prime Minister's Office Policy Council

8. Market -international events in Japan
2020 Olympic Games Tokyo
2019 Rugby World Cup
2021 World Masters Games
2025 Expo Osaka
Terms：44 days
Location：12 cities
Expectation：
400K Ppl, $1B sales
Terms：17 days
Location：around Tokyo
Expectation：
800K Ppl. $1.1B sales
Terms：17 days
Location：9 cities near Osaka
Expectation：160K Ppl
Topics：Foreign wealthy ppl will
participate
Terms：185 days
Location：Osaka
Expectation：
1.4M Ppl, $1.2B sales

9. Market -Consumption of tourists
Consumption of international tourists in 2018 $45 Billion
● By expense items, accommodation fee accounts for 29.3%, 21.7% for
eating and drinking expenses, and 34.7% for shopping
29.3% $13B 21.7% $9.9B
10.4%
$4.9B
3.8%
$1.9B
34.7% $15B
0.1%
$0.3B
Accommodation Eating & Drinking Transportation Amusement Shopping Others
Source: Ministry of Tourism / Survey results and analysis of foreign consumption trends in Japan

10. Market -Consumption of tourists
● The top five countries account for 72.9% of the total consumption
Source: Ministry of Tourism / Survey results and analysis of foreign consumption trends in Japan

11. Market -Traveling arrangements
● 71.1% of all tourists arranged to travel by themselves,
and 72.9% applied online
All nationalities
All nationalities
Group tour
21.3%
Arrangement by themselves
71.7%
Private tour 7.6%
Store Counter
24.4%
Online Booking
72.9%
Phone/others 2.7%
Source: Ministry of Tourism / Survey results and analysis of foreign consumption trends in Japan

12. Market -How to get Travel information
● How to get information before traveling ● What was the useful information during
traveling
Source: Ministry of Tourism / Survey results and analysis of foreign consumption trends in Japan

13. Solution

14. Solution
- A curation web media which introduces Japanese local information to
foreign tourists
- Contents are tourist spots, accommodation, experience, people,
travel tips, transportation, and culture

15. Solution
- Based on website and providing information through social media and
youtube
- Cooperating with influencers who live in Japan or overseas

16. Strategy

17. Providing useful information about travel and
traditional culture of Japan
Foreign travelers (especially after the second time)
・less information
・hard to understand
different culture
・too many sources of
information
・information isn’t
decentrelize
・collect
information in one
place
・understanding
different culture
・traveling to
places where have
unfamiliar culture
・Researching
about where to go
and how to travel
・multi
language information
・many kinds of
information (traditional
culture, food, place,
people, transportation
and event)
・useful
information
about
Japanese
culture and
traveling to
Japan
・meeting new
people and knowing
new culture
・discover new
experience that
people don’t know
・feeling comlish

18. Message Map
Providing useful information about travelling
and traditional culture of Japan
Local People Experience

19. Business Model Canvas

20. Target
TAM
Estimated number of tourists
= 40M
SAM
Proportion of target 23.7%
= 9.5M
*North America, Europe and Southeast Asia
SOM
Proportion of ppl who use review
websites to get travel information
30.6%
= 2.9M
出典：国土交通省 観光庁
訪日外国人の消費動向
訪日外国人消費動向調査結果及び分析
2018年年次報告書

21. Positioning
Online Shopping Accommodation Information
・Travel Magazine ・Travel Agencies
Travel Information
・Blog ・Travel Magazine ・Travel Agencies
Integrate All of Them

22. Competitors
Lonely Planet The website version of the world ’s most
famous guidebook “Lonely Planet”.
In addition to basic information on the history,
culture, climate, language, etc. of countries
and regions around the world, hitchhiking
methods in each country, information on
cheap lodging, etc.
It is also characterized by a wealth of
information for backpackers.
Website：https://www.lonelyplanet.com/japan
Monthly Viewer：14.2M
Language：English, Italy and German

23. Competitors
japan-guide.com
Established in 1996, a long-established
website for foreign tourists. Japanese tourism
and life information is provided by Japanese
writers.
In addition, it covers a wide range of Japanese
food origins and the latest culture, making it
the best guide for foreign tourists visiting
Japan.
The feature is that the information is neatly
organized and easy to see, such as finding
popular places by area.
Website：http://www.japan-guide.com/
Monthly Viewer：3.9M
Language：English, Mandarin, Korean

24. Competitors
TSUNAGU JAPAN A curation media that introduces Japan's
boasting things to the world. The feature is
that it provides articles that give tips on
Japanese culture and learning Japanese.
Each article is high-quality, and while keeping
the “reader (foreigner) perspective” important,
it provides information on sightseeing in
Japan, shopping information, and information
on Japanese culture.
Website：https://www.tsunagujapan.com/
Monthly Viewer：1.5M
Language：English, Mandarin,Thai