Fusing Traditional Onsen Culture with Global “KAWAII” Appeal
Asobi JTB, a joint venture established by the major travel agency JTB and the pop-culture entertainment company Asobisystem, has officially launched the “Experience ONSEN Culture” project. Recently adopted by the Agency for Cultural Affairs as a 2026 “Japan Expo” initiative, this ambitious project aims to blend traditional Japanese hot spring (onsen) culture with the globally recognized “KAWAII” (cute) pop culture.
The primary goal of this initiative is to build momentum for Japan’s onsen culture to be officially registered as a UNESCO Intangible Cultural Heritage by the year 2030. By collaborating with regional governors and local businesses, the project will re-edit the historical appeal of Japanese hot springs through a modern, pop-culture lens.
Background: Addressing the Nighttime Entertainment Shortage
As Japan’s inbound tourism market continues its robust recovery this year in 2026, traveler interest is rapidly shifting from major metropolitan areas toward regional, authentic cultural experiences. However, traditional hot spring towns nationwide have long struggled with a specific challenge: a severe lack of nighttime entertainment and activities tailored for international visitors.
By introducing contemporary pop culture elements into these historic settings, the project aims to create fresh motivations for foreign tourists to visit regional areas. This strategy will not only solve the nighttime content deficit but also help decentralize tourism, easing the burden of overtourism in heavily congested urban centers while leveling out tourism demand.
The Core Attraction: ONSEN KAWAII MARKET
The centerpiece of this inbound initiative is the “ONSEN KAWAII MARKET,” an immersive night-market experience designed to completely revamp how visitors spend their evenings in traditional hot spring towns. Key features of this market include:
- Photogenic art installations illuminating traditional hot spring streets
- Local regional ingredients and sweets remixed with a modern, “KAWAII” aesthetic
- Nostalgic hot spring town games and play experiences reimagined for modern tourists
- Exclusive onsen-themed fashion items and lifestyle goods
Future Impact: Shaping Kansai Travel Itineraries by 2030
The rollout of this project begins this year, starting with the Chugoku and Shikoku regions in 2026. Over the next five years, it will expand across the country in phases, with confirmed plans to introduce the project to the Kinki (Kansai) region, as well as Kyushu, Hokkaido, and Kanto by the 2030 UNESCO target year.
For travelers utilizing our Osakaa platform to plan trips to Osaka and the broader Kansai region, this 5-year expansion will significantly alter future travel itineraries. Famous Kansai hot spring destinations—such as Arima Onsen in Hyogo, Kinosaki Onsen, and Shirahama in Wakayama—could soon feature these vibrant nighttime markets.
By 2030, foreign tourists visiting Kansai can expect comprehensive travel packages that seamlessly connect the bustling, modern food scene of Osaka with the neon-lit, pop-culture-infused historical onsen towns nearby. This initiative is projected to extend the duration of overnight stays in regional Kansai, providing a substantial economic boost to local communities while offering travelers an unprecedented, culturally immersive nighttime experience that bridges the gap between Japan’s ancient traditions and its modern pop culture.
