The new style of enjoying Japanese food culture-The "Wa-izm" Studio-/Eriko Ito

1. The “和izm” Studio
( wa-izm)
*image
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2. 和 ＋ izm
The traditions and spirit of
Japanese food culture
Brand Name
“wa”= Japanese -ism
wa-izm
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3. “To carry on the wonders of Japanese culture
to future generations and the entire world”
Vision
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4. The Three Market Trends
 The Tokyo population influx
 Increased attention to “washoku”
 The upward demand for hands-on experiences
• The incoming Olympic game in 2020 at Tokyo
• Newly added to the UNESCO intangible heritage list
• The popularity of optional tours is increasing
• A clear shift in emphasis on gifts providing
experiences rather than objects
(Traditional Japanese cuisine)
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5. Target Customer
Japanese food culture enthusiasts
Free Individual
Travelers
seeking “cross-cultural
experience”
 Estimated CAGR5.7% toward Year 2020  “Return to Japan” trend
Japanese
Citizens
desiring to rediscover
Japanese culture
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6. FITs and “Cross-cultural Experience”
[name] Adam＆Louise Rouledge
[country] UK
[duration] 2 weeks
[occupation] Elementary school
teacher (both)
Anticipations of Foreign Travelers
by Yamatogokoro Inc.
Q. What inspired your
decision to visit Japan?
I wanted to go to a
country with a culture
that was entirely
different from my own.
I wanted to expand
my horizons.
Q. What were you
hoping to get out of
your trip?
Beautiful scenery,
delicious new foods,
and relax.
Mostly, I wanted to
experience things
unique to Japan, that I
can’t do back home.
Free Individual Travelers
by Japan Tourism Agency
N=119*
1 Foods 52.1 %
2 Hot Springs 45.4 %
3
Histrical and Traditional
Cultural Experience
43.7 %
4 Shopping 42.9 %
5
Cityscape, the bustle of
downtown area
31.9 %
* Australian travelers
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7. Service Concept
“Wa-izm” Studio
A specialized kitchen studio where you can directly watch
and touch the traditional cooking process and have a real
“washoku” making experience.
You will simply enjoy the preparation scenes and foods,
but also learn Japanese food “culture” more deeply from
this hands-on experience.
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8. Features(1)
 Edo-Sushi  “Dashi” (Japanese soup stock)
A behind-the-scenes peek at the preparation process.
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9.  Time
1 session lasts approx. 1.5 hours (vs. 1 session: 3-5 hours)
 Variety
Sushi, Dashi, Sweets, Sake etc. experiences all available at one stop
(vs. 1 location per item)
 Convenience
Open every day (vs. 1-2 workshops per month)
 User-friendliness
Online real-time reservations
(vs. phone or e-mail only)
Features(2)
Simple and convenient service aspects for “experience” purpose
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10. Look forward to seeing you there!
Thank you !
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