A significant promotional event, orchestrated by the Japan National Tourism Organization (JNTO) and the Japan Food Overseas Promotion Center (JFOODO), was successfully concluded on November 21, 2025, in downtown Seoul. This grand occasion was meticulously organized for the purpose of commemorating the 60th anniversary of the normalization of diplomatic relations between South Korea and Japan. The gathering, officially titled the Korea-Japan 60th Anniversary Event: Promoting Small City Tourism & Culinary Charm, was designed as a high-level assembly to foster deeper bilateral exchange, specifically through the strategic promotion of Japanese regional travel and the diverse facets of Japanese culinary culture. The meticulous planning behind the event ensured that a comprehensive message regarding the richness and accessibility of regional Japan was effectively conveyed to influential figures within the Korean media and travel sectors.
The core strategic objective underpinning the entire initiative was the purposeful redirection of Korean tourist interest away from the customary major metropolitan centers and toward Japan's hidden regional gems. This pivot toward Small City Tourism represents a calculated effort by the Japan National Tourism Organization to diversify the tourism economy and redistribute the benefits of international travel across a broader geographic area within Japan. For many years, visitor flows have been overwhelmingly concentrated in established hubs such as Tokyo, Osaka, and Kyoto. However, it is strongly believed by the organizers that a vast, untapped potential for cultural discovery and authentic experiences resides within the lesser-known prefectures and smaller cities.
The concept of the regional experience was highlighted by specific examples that embody the serene and unique charm of Japan's periphery. Mention was made, for instance, of Lake Toya (洞爺湖 とうやこ) located on Hokkaido Island. This particular geographical feature was pointed out as being counted among the most beautiful lakes in all of Japan. Its noteworthy characteristics include the fact that it never succumbs to freezing temperatures, and it is regarded as the second most transparent lake in the nation. Such natural marvels, which offer tranquil counterpoints to the bustling city life, were presented as prime examples of the quality of experience awaiting those who venture beyond the usual tourist routes. Through this campaign, it was intended that the Korean public would be encouraged to explore the depth of Japan's landscape, engaging with local customs, histories, and natural environments that often remain obscured by the focus on mainstream destinations. The economic and cultural advantages of such a shift were deemed paramount to sustainable tourism development.
Simultaneous emphasis was placed on the considerable depth of Japanese culinary culture, which was positioned as an equally compelling draw for the prospective traveler. The Japan Food Overseas Promotion Center's participation ensured that the gastronomic dimension was treated not merely as a peripheral amenity but as a primary driver of the tourism experience. The event was explicitly structured to showcase the localized and seasonal variations in Japanese food, thereby moving beyond the globally ubiquitous representation of sushi and tempura. It was understood that regional cuisines often possess deep historical roots and reflect the unique terroir and traditions of specific areas, forming a vital component of the small city charm being promoted.
The formal execution of the day's activities commenced with a crucial opening session that set the tone for the entire initiative. This first segment was officially designated the Japan Small City Stroll Campaign. The chosen title effectively communicated the relaxed, exploratory nature of the travel experience being advocated. This session was dedicated to presenting detailed itineraries, immersive video content, and testimonials focused entirely on the allure and accessibility of Japan's smaller cities. Logistics related to accessing these regional areas, including local transportation options and unique accommodation styles (such as traditional ryokan), were carefully addressed. The practical information provided was intended to dismantle any perceived barriers to entry that might deter Korean tourists from planning trips outside of the major cities.
The subsequent parts of the event, which transitioned between the Lotte Hotel Seoul and the Hotel Koreana, featured a combination of formal presentations, networking opportunities, and tasting events. The industry officials present, including executives from major Korean tour agencies, were presented with customizable travel packages designed specifically around the regional focus. Journalists and content creators were supplied with extensive media kits and exclusive access to spokespersons, ensuring that the necessary resources were provided for the generation of high-quality, persuasive coverage.
The conclusion of the Korea-Japan 60th Anniversary Event was widely interpreted as signaling a determined and sophisticated approach to future bilateral relations and economic partnership. The successful promotion of Small City Tourism and Japanese culinary culture is expected to yield tangible results in the coming travel seasons, manifesting as a noticeable diversification in travel bookings and a subsequent increase in economic activity across Japan's regions.
The foundation for deeper and more meaningful cultural exchange was firmly established, being built upon shared interests in history, cuisine, and authentic travel experiences. The continuous collaboration between the Japan National Tourism Organization and the Japan Food Overseas Promotion Center ensures that this strategic focus will be maintained and developed in future campaigns. The event, meticulously documented by Senior Writer Kim Kih-Sohp, has been positioned as a benchmark for how cultural milestones can be leveraged to achieve significant strategic economic and diplomatic goals in the enduring relationship between South Korea and Japan.