Elevating Japanese aesthetics into lived experiences; nationwide rollout

of once-in-a-lifetime encounters that interweave culture, space, and cuisine

　

　

Tokyo, Japan, October 28, 2025 - JTB Corp. has announced the launch of Kagerohi, a new event brand delivering immersive experiences that fuse culture, space and cuisine, as part of its gastronomy-focused new business Living Auberge.

　

Through co-creation with a diverse array of creators including cultural figures, artists, and chefs, Kagerohi will stage events across Japan that embody an aesthetic sensibility rooted in Japan's spirit and culture. Welcoming artists such as Creative Director Takayuki Tanaka (田中孝幸), the brand will craft original productions and experiences that thoughtfully delve into each region's climate, heritage and culture. Through this initiative, JTB aims to share Japan's distinctive allure with the world while preserving and evolving narratives rooted in local communities.

◇Website: https://living-auberge.jp/kagerohi

◇Concept movie: https://youtu.be/y7MptHcfznQ

■Background and Philosophy

Under Japan's Tourism Nation Promotion Basic Plan, the government has set 2030 targets of 60 million inbound visitors and JPY 15 trillion in inbound travel spending. While the inbound market surpassed JPY 8 trillion in 2024, there remains substantial headroom for growth compared with leading destinations in Europe. In 2025, inbound arrivals are expected to exceed 40 million, and the style of interaction that transcend the boundary between real and digital are rapidly diversifying. With many inbound visitors expressing strong interest in culture deeply rooted in Japan, JTB is positioning "the business of bringing people, places and possibilities together" as its core business domain to create new value through culture and human connection.

　

The term kagerohi conveys the idea of something that appears and then vanishes--an elusive sensibility that captures fleeting scenes and emotions that race through the body, and the sighs or tears they evoke. This appreciation of the ephemeral, discussed by world-renowned architect Arata Isozaki （磯崎 新）, lies at the heart of Japanese culture and holds profound relevance today. JTB will translate the ethos of kagerohi into contemporary experiences, realizing both cultural exploration and contributions to local communities through co-creation with bearers of culture.

　

■Specific Initiatives

Ahead of the official launch, JTB conducted a test event in July 2025 at Ryosoku-in in Kyoto to validate the value created by immersive cultural experiences co-created with artists. Within the setting of a Zen temple, multiple forms of expression intertwined, centered on a special production of Kyoto kaiseki cuisine that embodied the event's theme. Participants praised the program, saying, "It was extraordinary," and, "It was an encounter with the essence of Japanese culture." leading to the decision to proceed with the official rollout.

　

Test Event: Kagerohi -- Kouu (Petitioning for Rain) -- Kyoto, Ryosoku-in Edition

Venue: Ryosoku-in, Kyoto City

Date: Tuesday, July 15, 2025

Theme: Kouu (乞雨)

Participating artists:

伊藤東凌 (Toryo Ito, Zen monk), 中山福太朗 (Fukutaro Nakayama, tea master), 泉貴友 (Takatomo Izumi, cuisine), 田中孝幸 (Takayuki Tanaka, floral art),Ryoko Aoki (Noh vocal artist), Tatsuki Narita (violin), 畑中明香 (Asuka Hatanaka, percussion),Yu Kuwabara (composer), Arisa Omori (actor),General Direction, Script, and Creative Direction: Takayuki Tanaka

　

Building on these results, the official service will focus on three pillars:

Fusion of culture, space, and cuisine
-Curating singular experiences where food, art, and performance converge within historic architecture and gardens.

Once-in-a-lifetime value
-Programs created by a diverse ensemble of performers--actors, cultural figures, artists, and chefs--available only in that moment.

New uses of regional assets
-Staging in "story-rich" places across Japan to unlock new possibilities for tourism promotion and cultural transmission.

　

■First Official Event

Kagerohi, ‐ Kokuu - Yasunari Kawabata's Graze on Beauty

　

Kamakura has drawn countless artists from the Kamakura period to the present day. Among its storied sites, Hokokuji Temple is closely associated with Yasunari Kawabata, who resided in the area and forged many ties here. Set within the evocative landscape of Kamakura's Hokokuji temple--an artistic locus in its own right--this program invites guests to experience a dialogue across time and space with Kawabata's literary world, which so finely illuminates Japanese aesthetics and the nature of beauty.

　

Venue: Hokokuji Temple (2-7-4 Jomyoji, Kamakura city)

Date and Time: Saturday, December 13, 2025, 4-8p.m.

Capacity: 14 guests

　

■Future Development of Kagerohi

Kagerohi will continue to expand across Japan with the staging of programs in story-rich places to help build distinctive regional brands through truly one-of-a-kind cultural experiences. Announcements for the second and subsequent editions will be posted on the official Kagerohi website as details are finalized. JTB will overlay Kagerohi's worldview onto the intangible value inherent in exchange, travel, and experience, pushing that value to its utmost potential and contributing to the broader enhancement of Japan's brand equity. By using events to give tangible form to the myriad narratives found throughout Japan, we will share the depth and excellence of Japanese culture with audiences both in Japan and around the world.

　

■Living Auberge

Launched in 2023 out of the JTB Group's new business incubation program JUMP!!!, Living Auberge is a new venture that leverages a proprietary network of chefs and our capabilities in bringing people, places and possibilities together to deliver a diverse portfolio of food-related services. Centered on catering, chef dispatch, event production, and restaurant operations, the business creates new choices and value for Japan's food industry. URL: https://living-auberge.jp/

1.　Culinary Production
　　One-of-a-kind dining experiences for corporate events, weddings, and more, set in unique venues.

2.　Party Production
　　High-value-added offsite parties--such as office functions and catered events--powered by our chef network.

3.　Private Chefs
　　Top-tier chefs dispatched to villas, extended-stay hotels, private residences, and other venues.

4.　Pop-up Restaurants
　　Pop-ups, primarily in tourism destinations, connecting culinary talent with regional challenges and opportunities.

5.　Kagerohi
　　A new event brand centered on Japanese culture that delivers immersive experiences fusing culture, space, and cuisine.