Authentic Cultural Experiences by a Major Japanese Media Organization

Boasting a history of 150 years, the Yomiuri Shimbun Group publishes Japan’s highest circulating national newspaper, The Yomiuri Shimbun. The group has a strong interest in Kyoto’s traditional culture, which it has long been actively promoting through exhibitions, workshops and the like at temples, shrines and museums. Such activities have made the group acutely aware of the lack of practitioners, succession issues, and other challenges faced by Kyoto’s traditional culture.

In 2023, the group launched Action! Dentou Bunka (“Action! Traditional Culture”), a project aimed at preserving Japan’s traditional culture and handing it down to the next generation. Partnering with businesses and municipalities, the project strives to address issues such as a lack of successors and difficulties securing raw materials. Although its efforts so far have been largely domestically focused, plans are now underway to launch an experience content venture in Kyoto for the inbound market. Considering the acclaim Japanese traditional culture enjoys internationally, it is hoped the endeavor will spur a movement of support for the sector from overseas.

The Yomiuri Shimbun boasts significant insight into Kyoto’s traditional culture and wide-ranging personal connections cultivated through years of news gathering by specialist reporters and involvement in cultural initiatives. With a lack of experience in ventures geared to the inbound market, however, it chose to develop its contents through Inbound Innovation Kyoto.

The programs offer special experiences with a concept of “deep content that moves the heart” produced by a national Japanese media organization. They are designed to effectively convey the historical background and appeal of traditional crafts and performing arts, shrines, temples, tea ceremony, flower arrangement, Kyoto cuisine and more, as well as issues surrounding the handing down of traditions. They also offer a direct introduction to the various pursuits taken by the heirs themselves in locations not usually accessible by the public.

Furthermore, the “Crafts Dining with TAKUMI” program is a unique opportunity to partake in a meal with a notable artist, served on tableware made by said artist, allowing for a depth of experience not possible with regular sightseeing. This new style of experience will create new possibilities for tourism in the future.

Defined by keywords such as “Japan’s leading” and “private,” the newly launched programs offer a wealth of engaging activities. For example, with “Learn Kyo-yaki and Kiyomizu-yaki ceramics at the private studio of a leading ceramic artist,” participants can create a one-of-a-kind ceramic piece under the personal instruction of ceramic artist Makimasa Imai. Imai is renowned among local and international collectors alike for his unique style that uses sculptural techniques to depict animals in a symbolic manner.

Meanwhile, experiencing the 1200-year-old art of Kyo-makie lacquerware offers its participants the chance to create their own work of art with personal instruction by Issey Hattori, a lacquerware artist celebrated for his creative use of makie in luxury car interiors and on bikes.

The opportunity to make a piece of art like no other adds a special dimension to the appeal of these experiences.

Publisher of The Japan News English language newspaper, The Yomiuri Shimbun Group is aiming to achieve broader reach overseas as a Japanese media group in the future. This will accelerate content development domestically and internationally and thus increase opportunities for people to experience and appreciate the traditional culture of Kyoto. The group hopes the beautiful culture and artistry of Japan will become more widely known throughout the world and be an inspiration to people everywhere.