ANA Launches 3rd Season of 'Is Japan Cool?' Website Promoting Japan, Starting February 12th<9202.T>

Tue Feb 12, 2013 3:00am EST

* Reuters is not responsible for the content in this press release.

Promoting Japan to foreigners with episodes 'KAWAII(cute)' featuring one of
popular artist Kyary Pamyu Pamyu, and 'TRADITIONS' showcasing the Kyoto area 
TOKYO--(Business Wire)--
On February 12, 2013, ANA (All Nippon Airways Co., Ltd.) renewed 'IS JAPAN
COOL?' - a special site designed to stimulate interest in travel to Japan from
overseas - for a third season. This latest installment features 'KAWAII' (cute)
and 'TRADITIONS'. The word 'kawaii' is said to be one of the most globally
prevalent Japanese words of the 21st century. 'TRADITIONS' features the Kyoto
area, a perennial favorite among foreigners. The site will promote Japan's
'cool-ness' to audiences in the world.
'Kawaii' has now become a worldwide term. Said to be an icon of 'kawaii'
culture, artist (singer) Kyary Pamyu Pamyu is also featured in 'IS JAPAN COOL?'
What does 'kawaii' mean to this artist, who is about to embark on a world tour
including France, the U.K. and the U.S. in 2013? (Photo: Business Wire)

What is 'IS JAPAN COOL?'

'IS JAPAN COOL?' is a project intended to revive interest in tourism in Japan by
exploring Japan's culture and appeal as a travel destination. Tourism has been
in a lull after the Great East Japan Earthquake. 'IS JAPAN COOL?' began with
Season 1 in February 2012, broadly showcasing the wonders found across Japan.
Further content was added in the summer of the same year when the campaign was
renewed for Season 2 with a focus on two cities which each have their own unique
fascination, titled 'OKINAWA' and 'TOKYO'. Also included was additional content
of Japan's unique sub-culture of cosplay. Great interest was generated during
Season 1's run between February and October of 2012 achieving over 900,000 page
views; 430,000 YouTube views; and 25,000 likes registered on the website itself.
In the 'Cool Campaign', offering airline tickets to Japan as a prize, over
50,000 people from 152 countries (regions) applied. 

Content added for Season 3 was included the titles: 'TRADITIONS' and 'KAWAII'.
'KAWAII' showcases the concept of 'kawaii', which has become a sort of common
worldwide term. 'Kawaii' has evolved beyond its original meaning; almost
anything that are 'cool' to girls can now be 'kawaii', whether it's things that
are pretty or cool. When it comes to 'kawaii', one central icon is artist
(singer) Kyary Pamyu Pamyu. Already gaining global recognition as 'KPP', her
debut song scored more than 40 million views on YouTube. February kicks off her
'100% KPP WORLD TOUR 2013' through 10 countries, starting with a performance in
Belgium, followed by performances in France, the United Kingdom, and the United
States KPP says in the movie "I think the Kawaii is different to everyone. But
for me, the cutest content is added something such as interesting, and strange".
Other selections available include such Japanese 'kawaii' essentials as
fingernails, pigtails, hello kitty fans, and more. 

'TRADITIONS' focuses on the ancient Japanese culture, traditions, and beauty of
the Kyoto area. Nothing fully does justice to traditions and culture like Kyoto.
This experience is presented through pictures and video making it easily
accessible to foreigners. Kyoto has ranked No.1 as travel choice among Asian
cities in 2011, in the Condé Nast Traveler' magazine and ranked No.2 in 2012.
Check out 'TRADITIONS' and you too may be captivated by its fascination. 

Site system for 'IS JAPAN COOL?'

Audiences can vote on 'IS JAPAN COOL?' site simply by clicking the COOL button
if they think the content is cool or fantastic. Or alternatively on the NOT SO
COOL button if that is their choice. This participation gives us a closer look
at Japan's appeal through foreigner's eyes. By the way, the results of COOL
votes in Season 1 were somewhat surprising to the Japanese. In order of
popularity they were: 'Japanese hospitality', 'high-tech toilets', 'hot springs
spa', 'Mt. Fuji', and 'next-generation vending machines'. The system also
enables audiences to share on social media including Facebook and leave comments
so others can see at a glance why they thought something was 'cool'. 

Cool Campaign

Following in the footsteps of the last campaign, we will be offering 'Cool
Campaign Season 3!' in which residence outside Japan can win free round-trip
tickets to Japan. (Details will be available on the site from February 12th) 

Experience JAPAN Fare

For residence outside Japan, we will be setting special discount fares for all
domestic flight segments when connecting from overseas flights. Regardless of
what airline you use to visit Japan, we are offering a new fare of just 10,500
yen (including tax) per flight segment on domestic routes. 

< Fare Summary >

* Sales point: ANA SKY WEB 
* Fares (including tax): ¥ 10,500* per flight segment 
* The number of flight segments available for purchase: No limit 
* Purchase requirement 1: Be a resident overseas (Japanese persons require proof
of permanent residence) 
* Purchase requirement 2: Be in possession of an international flight ticket. 
* Purchase period: anytime between ticket sales commencements date up to 14 days
prior to departure. 
* Reservation: required 
* Changes to Booking : not allowed 
* Refunds: no refunds

(*) Airport fees are not included. Due to fluctuating currency rates, these may
vary as payments are calculated in local currency 

'IS JAPAN COOL?' administration

'IS JAPAN COOL?' Season 3 is produced and operated by ANA (All Nippon Airways).

Photos/Multimedia Gallery Available:

Zapwater Communications, Inc.
David M. Zapata, 312-771-1271
118 N. Peoria, 4th Floor
Chicago, IL 60607

Copyright Business Wire 2013

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