【Project Activities】

The “Kendo Experience Tour SAMURAI TRIP for Foreign Visitors,” which offers authentic Japanese Kendo experiences to international guests, welcomed approximately 3,000 guests over the 2024-2025 fiscal year. Compared to the previous year, new market development was achieved with “events held in Sapporo and Fukuoka” and “a 40% increase in guests from China.” We will continue to advance this project as a “self-sustaining business” in the field of “Budo Tourism.”

【Project Background】

The “Kendo Experience Tour SAMURAI TRIP for Foreign Visitors” has been in operation since 2016. This year, we expanded the number of operating locations and nationalities of guests accepted.

【Project Objective】

To correctly convey “Kendo,” one of Japan’s traditional martial arts, and disseminate its culture worldwide, while creating new demand from “foreign visitors” for dojos and equipment.

【Project Area】

Economic revitalization through sports (business formation, job creation)

【Methods】

Event/Competition Support

【Outcomes】

A total of approximately 3,000 international guests from 50 countries worldwide visited. We also hosted events for 100 people, accelerating our acceptance of “MICE” (Meetings, Incentives, Conferences, Exhibitions). Furthermore, we achieved significant results in terms of outreach, with visits from popular YouTubers with over 1 million subscribers and famous overseas soccer teams. We also received the “Best Inbound Award” at the “Japan Travel Awards 2025.”

【Voices from Participants and Partners】

Example Guest Review Comments:”Really, really enjoyable! The instructor was very patient with our amateurish lack of coordination and skill. We learned about kendo etiquette, foot moves, voice training and weapon skills. We practised the moves, the blows and the calls and the experience ended with a three-point match between my husband and I. I thoroughly recommend this activity – be prepared to sweat a bit though and wear light clothing!”

【Challenges and Lessons Learned】

Securing dojos with air conditioning, especially in regional cities, is a significant challenge. Also, with the increase in the number of guests and events, the “securing of equipment” is becoming strained. For the former, we are making corporate efforts in cooperation with local governments as much as possible, but we would also like to request flexible usage regulations and enhanced facilities from the administration. For the latter, we intend to deepen cooperation with various equipment manufacturers and expand the scale of equipment procurement.

【URL】

https://www.samuraitrip07.com/