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Updated on July 15, 2016

Bureau of Industrial and Labor Affairs

-Promoting the Tokyo Brand-

&Tokyo official website to introduce people and history that shape the appeal of Tokyo

With the aim of making Tokyo the world’s top tourist destination, the Tokyo Metropolitan Government (TMG) is currently undertaking an initiative to establish the “Tokyo Brand” to strongly brand Tokyo as a travel destination in Japan and abroad.
In addition to new &TOKYO official website content which focuses on people and history that shape the appeal of Tokyo to be uploaded starting June 23, a RIVERSIDE & TOKYO photo campaign also began on July 1. Through the &TOKYO official website, the TMG will continue to promote the attractions of Tokyo to the world.

1. TOKYOITE series to introduce people who are shaping the appeal of Tokyo


Series of videos to focus on people in various Tokyo communities and professions and convey the culture and attractions of Tokyo

People who shape the appeal of Tokyo

Planned dates videos to be posted

June 23 – July 21, 2016
Videos featuring a total of 20 people are planned.

*Plans for additional videos to be uploaded between November 2016 and January 2017 (Videos featuring about 60 additional people planned)

Release of videos

  1. On the official &TOKYO website, starting June 23, the first four individuals were introduced. Additional individuals will be added successively.
  2. On the &TOKYO official Facebook and Twitter accounts, one individual whose video has been posted to the &TOKYO website will be introduced each day.

The four individuals introduced on June 23

(1) YUKA (6%DOKIDOKI shopgirl)

YUKA is a shopgirl at the Harajuku clothing shop 6%DOKIDOKI, produced by Sebastian Masuda. Often appearing in magazines and on TV, YUKA embodies the 6%DOKIDOKI concept of “sensational lovely.” As a shopgirl, YUKA has also had the experience of being in fashion shows abroad, and fans from around the world come to visit her at the Harajuku store.

(2) Itsuko Kasahara (Hand-painted yuzen artist)

Following seven years of training in the “musen yuzen” and “itome yuzen” traditional dyeing techniques, Ms. Kasahara branched out on her own. While teaching the art of “tegaki-yuzen” (hand-painted yuzen) at her home and community culture centers, she also exhibits her work at artisan and industry exhibits around Japan, as well as privately. To widely convey the attraction of yuzen, Ms. Kasahara is not limiting her activities to Japan, including exhibiting her work at an event in Paris in 2014.

(3) Ryo Usami (Hostel manager)

Mr. Usami is in charge of the first floor gallery space and café and bar at ARTnSHELTER, a hostel based on the “gallery where you can stay” concept, which opened in December 2015. The hostel itself is located on the second and third floors of the building.

(4) Toru Horiguchi (Edo kiriko cut glass artist)

A traditional craftsman of the Japanese art of “Edo kiriko” cut glass. Following in the tradition of Horiguchi Glass, a long-established Edo kiriko cut glass store, Toru Horiguchi devotes himself to his craft daily, using the techniques and knowledge he learned while at Horiguchi Glass to break new ground for Edo kiriko cut glass. Mr. Horiguchi is also expanding his creative activities in step with the times, including exhibiting his work abroad.

2. HISTORY page to accept submissions of photos that show history that shapes the appeal of Tokyo and post these images


Tokyo is a place where tradition and innovation intersect as it creates its own new style.

The HISTORY page will have members of the public post photos that tell the story of Tokyo’s history and show even more of Tokyo’s appeal. 


3. RIVERSIDE & TOKYO photo campaign


The &TOKYO website is now inviting members of the public to post photos on the “Tokyo-City of Water” theme for the RIVERSIDE & TOKYO photo campaign to promote the attractions of Tokyo.

Period for submissions: July 1 – September 30

4. Other

Concerning the logo generator which enables the &TOKYO brand logo to be paired with different words to automatically create a new logo, to date, only the English alphabet and numbers have been accepted by the logo generator. However, it will now be possible to also pair words in the Japanese language (kanji, hiragana, and katakana) with the &TOKYO logo to create a new logo.

Long-Term Vision for Tokyo

This project is related to the following strategy and approach of the Long-Term Vision for Tokyo:

  • Strategy 3: Omotenashi
  • Approach 7: Warmly welcome international visitors


TPlanning Section, Tourism Division, Bureau of Industrial and Labor Affairs


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