【Project Activities】

As part of our inbound kendo experience tour “SAMURAI TRIP,” we welcomed around 80 executives from a major Asia-based company and hosted a hands-on kendo experience.
In partnership with the Panasonic Electric Works Company Kendo Club, this served as a practical example of leveraging “corporate sports” assets and a company kendo team.

【Project Background】

For inbound guests visiting Japan through so-called MICE (corporate group travel), we had been offering kendo experience tours since before COVID-19. After the pandemic, some venues, instructors, and other resources we previously relied on became unavailable, making it harder to run tours. We therefore explored a partnership with a company-based kendo club, which led to this event.

【Project Objective】

To convey kendo—one of Japan’s traditional martial arts—accurately, share its culture with the world, and create new inbound demand for dojos, equipment, and related services.

【Project Area】

【Methods】

Seminars / forums

【Outcomes】

During a MICE trip, participants experienced a Japanese martial art rooted in Japan. “Budo tourism,” which had been difficult to operate during COVID-19, is gaining momentum again.
What is budo tourism?: https://kendopark.jp/kenjoy/budo-tourism-consulting
Starting with etiquette, we offered foundational instruction and then moved into a full kendo experience—wearing armor, practicing strikes, and even holding a mini-tournament—so guests could truly feel kendo firsthand.

【Voices from Participants and Partners】

Comment from the Panasonic Electric Works Company Kendo Club:
Overall feedback from participants was very positive. They were able to experience the authenticity of traditional Japanese kendo, and they also enjoyed it as an activity.

【Challenges and Lessons Learned】

Improve and streamline the logistics around the program, such as equipment delivery and guiding participants until the session begins.

【URL】

https://www.samuraitrip07.com/home-1