J-CAT Inc., operator of Wabunka, has launched a new collaboration service with domestic luxury hotels to offer curated cultural experiences as part of stay-inclusive travel packages for affluent international visitors. By integrating accommodations, transportation, and exclusive experiences—such as artisan workshops and private tea ceremonies—Wabunka supports hotels in meeting growing demand while reducing operational burdens. The initiative is already being implemented at top-tier properties and is also available to group and corporate clients. Travel professionals can now partner with Wabunka to design seamless, high-value itineraries that highlight Japan’s cultural depth.
(TRAVPR.COM) JAPAN - April 22nd, 2025 -
J-CAT Inc. (Headquarters: Chuo-ku, Tokyo; CEO: Ryu Iikura; hereinafter "J-CAT"), which operates "Wabunka," a special experience reservation service for affluent international visitors primarily from Western countries, Australia, and New Zealand, is officially launching an experience collaboration service centered around domestic luxury hotels.
The inbound tourism market continues to accelerate, with the annual number of international visitors reaching a record high of 36.87 million in 2024(*1), and consumption increasing by 53.4% year-on-year to 8.1395 trillion yen(*2). Amid this growth, the needs of affluent travelers in particular are evolving, with a strengthening trend toward seeking "special experiences" beyond merely staying at luxury accommodations. However, hotels face challenges in arranging quality cultural experiences independently, leading to increased operational burdens.
To address these challenges, J-CAT is strengthening its partnership between "Wabunka" and hotels to create unique stay value that integrates accommodation and experiences. By seamlessly connecting hotel stays, transportation, and special cultural experiences, we aim to establish a new standard for travel in Japan. Through this initiative, we strive to contribute to enhancing hotel brand value while creating the future of Japan's tourism industry.
(*1) Source: Japan National Tourism Organization (JNTO) "Number of International Visitors to Japan" https://www.jnto.go.jp/statistics/data/_files/20250115_1615-1.pdf
(*2) Japan Tourism Agency "Summary of Inbound Consumption Trend Survey" https://www.mlit.go.jp/kankocho/news02_00024.html
New Challenges Faced by Hotels and Wabunka's Solutions
With the increase in international visitors, luxury hotels in major cities such as Tokyo, Kyoto, and Osaka are experiencing a significant rise in overseas guests. As a result, there is a growing need to respond to diverse guest requests beyond traditional hotel services, including arranging experiences in surrounding areas, organizing tourism tours, and accommodating special dining inquiries. However, for hotels, arranging these value-added services creates operational burdens, with staffing shortages becoming a critical issue.
Particularly in urban areas experiencing overtourism, securing high-quality and satisfying tourism tours and cultural experiences has become increasingly difficult. Meanwhile, individual needs are diversifying and becoming more specialized, with requests such as "wanting to deeply experience Japanese culture" and "wanting to learn directly from artisans," creating limitations in hotels' ability to respond effectively.
J-CAT will address these challenges by leveraging expertise cultivated through "Wabunka," which primarily serves affluent international visitors, to support experience arrangements in collaboration with hotels and promote the planning and development of new cultural experiences. Through this initiative, we aim to enhance the added value of hotels while providing quality experiences to hotel guests.
About "Wabunka"
https://wabunka-lux.jp/
"Wabunka" is a service that offers extraordinary experiences to affluent international visitors primarily from Western countries, Australia, and New Zealand. We carefully select authentic Japanese cultural experiences in exceptional spaces such as historic temples, shrines, and long-established workshops, designing unique journeys by seamlessly combining accommodations and transportation.
The service has already received high evaluation from affluent inbound tourists (Japan Tourism Agency standard: destination consumption of 1 million yen or more per person*3). *3: https://www.mlit.go.jp/kankocho/news03_000235.html
・Tradition × Storytelling to Convey the Essence of Japan
The experiences offered by Wabunka are not merely tourism but convey the essence of Japanese traditions and values through stories focusing on "people" and "objects." This enables international visitors to gain deeper cultural understanding while increasing interest in local culture and traditional industries, contributing to their development.
Wabunka Story
・Provision of High Value-Added Original Experiences Selected by a Professional Team
Wabunka offers high value-added original programs carefully selected and planned by a specialized team. Going beyond just experience reservations, we coordinate entire trips including transportation and accommodation, supporting international visitors in making their stay deeper and more special.
This raises the consumption per tourist while establishing a new style of stay in collaboration with hotels, contributing to enhancing the value of Japan's tourism industry as a whole.
Wabunka's Services for Hotels
① Arrangement of Wabunka Experiences
Wabunka provides support to hotels in smoothly proposing and arranging optimal Japanese cultural experiences that meet the diverse needs of affluent international visitors.
From approximately 260 experiences offered by Wabunka (continuously expanding with new plans), we select optimal plans for guests and provide comprehensive support through to reservation. This reduces the operational burden on hotels while seamlessly connecting accommodation, experiences, and transportation to realize a higher-level stay.
Examples of Experiences Offered (Partial List)
- Legendary knife crafting at Wada Shouten – with personalization: https://m.wabunka-lux.jp/4lzpr9H
- Nakamura Tokichi, Uji Authentic Tea Ceremony Experience with Hands-on Green Tea Milling: https://m.wabunka-lux.jp/4jyzo5h
- Tour a Sake Brewery with over 300 Years of History and Enjoy a Paired Tasting in Verdant Okutama, Tokyo: https://m.wabunka-lux.jp/3YAMFlL
Implementation Status: Already being implemented at 5-star hotels, Michelin Key-certified hotels, and hotels with high proportions of international guests
② Special Events Within Hotels (For Groups and Corporate Clients)
Wabunka plans and operates cultural experience events within hotels, offering special programs for groups and corporate clients. We provide comprehensive support from dispatching instructors to arranging events. While responding to the wide-ranging needs of group and corporate customers, we can offer cultural experiences utilizing spaces such as banquet halls. For corporate clients, we can also provide Japanese cultural experiences aimed at team building, brand and product development, and other objectives.
https://wabunka-enterprise.com/
Examples of Implemented Experiences
THE AOYAMA GRAND HOTEL Representative's Feedback
Special Event for Hotel Guests at the Hotel Lounge
The experiences provided by Wabunka have received extremely high evaluations, and the Japanese confectionery making experience in particular was enjoyed by many guests. We are very pleased to have been able to provide special moments for our customers. Although it was our first attempt, we were impressed by the high-quality experience and sophisticated presentation. We look forward to continuing our collaboration with your company and expect to continue providing special experiences for our customers.
Other Implementation Examples
・ONSEN RYOKAN Yuen Shinjuku: Authentic tea ceremony experience starting from the accommodation
・HAMACHO HOTEL TOKYO: Flower arrangement experience enjoyed in a special room
③ Hotel × Wabunka Original Accommodation Plan Development (For Individual Tourists)
Wabunka's professional team develops original accommodation plans in collaboration with hotels for Free Independent Travelers (FIT). By providing original experiences that leverage the unique appeal of hotels, we contribute to improving guest satisfaction and creating continuous new revenue opportunities beyond accommodation.
Accommodation Plans Developed in Collaboration Between Wabunka and Hotels
・Accommodation × Tea Ceremony Plan: ART MON ZEN KYOTO: https://m.wabunka-lux.jp/3EtFFjT
・Accommodation × Japanese Sake Plan: Makinoto Kanazawa / Noguchi Naohiko Sake Institute: https://m.wabunka-lux.jp/3Eq9OR8
To Travel Professionals and Advisors
Are your clients seeking truly exceptional cultural experiences in Japan?
Wabunka offers original, high-quality experiences curated for affluent international travelers, with options ranging from private tea ceremonies in historic temples to artisan-led workshops in exclusive settings. Our team can support your itineraries by coordinating experiences, accommodations, and transportation—helping you deliver memorable, seamless journeys while reducing the burden of sourcing reliable partners. We invite you to explore collaboration with Wabunka.
J-CAT Inc.
Location: 5th Floor, Nihonbashi 1-chome Mitsui Building (COREDO Nihonbashi), 1-4-1 Nihonbashi, Chuo-ku, Tokyo / THE E.A.S.T. Nihonbashi 1-chome
Representative: CEO Ryu Iikura
Business: "Otonami," "Wabunka"
URL: https://j-cat.co.jp/
###
