In his article, Sébastien introduced the history of the five Edo-period (1603–1868) highways which give the tourism initiative its name, touching on their role in maintaining social order as well as how they helped facilitate developments in domestic travel, art, and hospitality traditions. 

He also explained the background behind the current “Edo Shogun Roads” tourism promotion initiative, led by the Kanto Transport Bureau and which mobilizes local governments, destination management organizations (DMOs), and tourism-related businesses. Edo Shogun Roads’ suggested activities and itineraries focus on experiential tourism, and Sébastien notes how this can help visitors form a deeper connection to the rich history and traditions found along the old Edo highways.

“The project offers a coherent interpretation of the territory, structured by thematic itineraries and site-specific experiences,” he writes (automatic translation by Google Chrome).

Sébastien, who is originally from Marseille, has also written for the Jarman-owned online media Deep Japan, where he has explored topics including film, ukiyo-e art, and navigating the professional world in Japan.

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The Extreme Onsen tour involves hiking roughly 40–60 minutes through natural scenery to Numajiri Motoyu, a spring of natural, mineral-rich hot water. The hot spring was discovered during the Edo period (1603–1868), and the quality of its water is said to be among the highest in Japan. Tour participants can enjoy a soak among the dozens of natural hot spring pools, called yatenburo in Japanese, halfway up Mt Adatara.

“The mountain path isn’t heavily maintained, so you can still see the untouched natural landscape,” Sophie said of the tour. “As we hiked, the guide explained the local history and the background of the hot spring. Nomajiri Onsen flows down like a waterfall from the mountain, forming small natural pools where visitors can bathe in swimwear. This type of experience is extremely rare even within Japan. However, because some areas have relatively high sulfur levels, it’s safer to go with a local guide. After completing the entire route, Paul and I also shared some feedback and suggestions with the guide and the organizers regarding the overall experience.”

The Extreme Onsen tour is also promoted by the government’s Greater Tokyo and Edo Shogun Roads tourism initiatives, which aim to entice visitors into the prefectures surrounding the metropolis. 

Based in Inawashiro Town, Fukushima Prefecture, the outdoor activity organization Café & Activity Nowhere runs a campground and other activities, such as mountain biking, in addition to the Extreme Onsen tour.

Consulting for tourism activities is one of Jarman International’s core services, and we are honored to be able to contribute to amazing experiences in special locations such as this.

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As an online media platform owned by Jarman International, Deep Japan shares articles by international residents who have lived in Japan for at least three years. In her discussion with JJ, Hana said she hopes to empower each writer to let their personality shine through their articles. These articles — which cover a range of topics, from explaining implicit rules to sharing experiences of finding community — aim to be informative and thought-provoking for readers both living in or visiting Japan. 

JJ commented that international residents’ perspectives can also be valuable in identifying tourism resources and explaining them to inbound visitors. Not everything is famous, but everything can be interesting, she noted. 

The two also discussed the role of inbound tourism, including a shift toward experiential tourism, for regional revitalization in Japan. At the same time, they stressed the importance of preserving quality of life for locals as well as the tangible and intangible traditions that make Japan special. 

“It was a true honor to be invited on JJ’s talkshow to discuss the opportunities, and, of course, the challenges of navigating Japan’s ongoing and transformative globalization. What aspects of Japan must stay the same? What aspects can or should change with the times? These are complex questions with no simple answers, but I believe it is so important that we continue having these conversations — as JJ and I did to the best of our ability!” Hana says.

“Personally, I have been thinking a lot about how to define the ‘essence’ or ‘heart’ of Japan that should remain unchanged, which, in my humble view, has a lot to do with concepts like Japanese kodawari (attention to detail), omotenashi (hospitality), and omoiyari (consideration for others). During our talk, I shared one of my favorite personal examples of seeing the Japanese spirit of kodawari in action when I worked part-time at a convenience store one summer. I hope you will check out my talk with JJ to hear the story! All in all, I hope our conversation inspires a new thought or idea for listeners and encourages them to carry the conversation to new depths.”

If you have lived in Japan for three or more years and are interested in writing for Deep Japan, click here to learn how to get involved!

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Project members, including Ruth, pose for a photo.

The Edo Shogun Roads project launched with a kick-off ceremony in central Tokyo on March 20, 2026. Ruth Marie Jarman, CEO of Jarman International (one of the architects of this initiative and an Advisory Council Member for the project), and several members of Deep Japan’s network of freelance writers were in attendance to cover the event.

Edo Shogun Roads takes as its motif the five major highways that, during the Edo period (1603 to 1868), connected the shogun’s seat of power, Edo (now Tokyo), with the rest of Japan. The project encourages travelers to visit various sites in the greater Kanto area and neighboring prefectures. Although a Japanese version (called Edo Kaido) was first launched in 2022, the new English-language website and promotional videos tailor the project to international audiences. 

The new website includes a searchable database of recommended sites and experiences, over 20 suggested itineraries, feature articles, and transportation information.

Banners for each of the Edo-period roads

Edo Shogun Roads is also collaborating with Green x Expo 2027 — an international horticulture event to be held in Yokohama — to introduce gardens, flowers, and other nature-related tourism activities to travelers. Model itineraries specifically focused on “green” are included on the new website. A focal point sure to inspire many international visitors will be presentations of traditional Japanese Teien gardening. We hope there will be many artisans at Green x Expo to share their knowledge with the world.

Excitement about Edo Shogun Roads was palpable at the kick off ceremony. Representatives from both the Tourism Agency and prefectural governments involved in the project gave enthusiastic remarks, extolling the wonderful locations, experiences, and products that the region has to offer. 

JI is grateful for the opportunity to provide ideas and feedback as the Edo Shogun Roads project develops, and we look forward to utilizing our wide network of writers and influencers to continue promoting this great initiative.

A “samurai experience” is among the Edo Shogun Roads’ recommended activities.

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The Edo Shogun Roads project takes as its motif the five major highways that, during the Edo period (1603 to 1868), connected the shogun’s seat of power, Edo (now Tokyo), with the rest of Japan. The initiative aims to promote tourism in the wider Kanto region and neighboring prefectures to both domestic and international travelers, who tend to congregate in the capital. Given the Edo highways’ rich history, the sites along them are steeped in historical, cultural, and culinary significance. 

Ruth was interviewed by the Japan National Tourism Organization (JNTO) about the Edo Shogun Roads, and her comments were featured in a Euronews article about the project, published in English and French.

“The original Edo period has that feeling of history, of tradition, of community, of craft, and a deep appreciation for nature,” Ruth says in the article. 

“The Edo Shogun Roads represent more than just old roads; they are pathways of resilience that fostered the very identity of the Kanto region. … The communities along them learned to sustain high-quality craftsmanship and a unique culture of hospitality that still welcomes travelers today.”

Jarman International will continue to support the Edo Shogun Roads project, which recently launched an English-language website and promotional materials.

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Jarman International’s booth introduced the company’s key business areas — including consulting, media services, translation, and human resource development — through posters and pamphlets. Alongside explaining Jarman’s work in more detail, team members at the booth were eager to hear about the attendees’ needs related to inbound business and connecting with more international clients who live in Japan.

On the expo’s first day, Jarman International Director of Online Strategy Hana Shiraishi gave a workshop introducing Deep Japan, an online media of which she also serves as editor-in-chief. 

“During the workshop, I had the opportunity to share the purpose I feel behind Deep Japan. At its core, our mission is to connect the heart of Japan (what makes this country so special) with the world through stories told by international writers who call this place home,” Hana says. “I really see our Deep Japan writers as valuable ‘bridges’ in supporting Japan in this pivotal time when inbound tourism is booming — an exciting transformation, but one that also brings new challenges.”

She continues, “Preparing for the workshop was already meaningful to me because it reminded me of the ‘why’ behind Deep Japan and my role as editor-in-chief. Of course, being able to share that message with an audience made it that much more special. If even one person left the workshop with something positive, whether learning something new about Japan’s incredible but high-context omotenashi (hospitality) culture, understanding the power of community in a time of change, or simply feeling inspired about where the country is headed, I feel my duty is complete!”

The Inbound Business Expo marked the first time Jarman International has participated as an exhibitor at such an event. Although a new initiative always comes with unknowns, by the end of the expo the team knew this had been a valuable experience sure to lead to new opportunities.

“I was very surprised with the team-building aspect of putting together a booth like this. Since all of us work remotely and have little opportunity to work physically near each other, it was so nice to see our team coming together and having so much fun telling visitors about what JI does and how our services might be able to help them. I was overjoyed when I heard that one of the visitors thought we were a family-run company since we looked so close and got along so well. That gives me a huge sense of satisfaction!” says Ruth Marie Jarman, CEO of Jarman International.

Building on the success of the Inbound Business Expo, Jarman International is eager for opportunities to participate in similar events going forward.

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Emily and Ayaka visited Akita, Aomori, and Iwate, the three northernmost prefectures of Japan’s main island of Honshu. The recommendations in their sample itinerary covered everything from natural wonders and historical neighborhoods to museums, local eats, and traditional crafts — showcasing the diverse and rich experiences that Tohoku has to offer. They also explained which train lines and stations to use to get to their recommended sites.

Tohoku has, historically, been a less-visited region of Japan compared with central cities like Tokyo, Kyoto, and Osaka. In 2017, for example, only 1.6% of all inbound tourists visited Tohoku. While the total number of international visitors is steadily increasing across Japan, the percentage who visit Tohoku has remained stubbornly low, at 1.8% in 2025. Drawing a greater percentage of tourists to Tohoku is important not only for boosting local economies but for helping smooth out issues related to overtourism in the already much-visited areas.

With this background in mind, the new JR East Pass is a boon for both travelers looking to get off the beaten path and Tohoku locals eager to share just how awesome their region really is. “This 10-day itinerary encourages slow travel, inviting you to immerse yourself in the local culture,” Emily writes in her article. 

The 10-day rail pass costs ¥48,000, or half price for children 6 to 11 years old (a 5-day option is also available). It is only available to foreign nationals visiting Japan. 

Jarman International is passionate about sharing the value of areas like Tohoku, and we hope to continue working with regional partners to do so going forward!

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Cuisine is one of Kakujoro’s highlights: Japanese food lovers will be delighted to learn that the ryokan offers both vegan-friendly dining options and traditional local cuisine using torafugu, Japanese tiger pufferfish. In addition, the ryokan’s main building, notable for its elegant architecture, has been designated as a Registered Tangible Cultural Asset of Japan.

In her November 2025 article, Chiara applauds Kakujoro’s blend of tradition and modern comfort, highlighting the ryokan’s plush bedding and flexible dining options. She described its somewhat remote location — two hours from Nagoya by car — as a boon for adventurous visitors looking to escape the urban crowds and discover a more tranquil side of Japan.

Articles like this are one of the many services Jarman International offers for Japanese businesses looking to reach international travelers. Articles can provide authentic, first-person accounts of a destination or activity, as well as help businesses get picked up by search engines and AI tools. 

“At Jarman International we love supporting Japanese businesses trying new things, and Kakujoro’s ethos of offering inclusive dining options for vegans and vegetarians is something we are excited to share and support,” Chiara says.

Please feel free to get in touch with Jarman if you are interested in hearing more about our services.

The post Jarman International promotes Kakujoro ryokan in Aichi Prefecture through GoConnect article appeared first on Jarman International KK.

Fukushima Seaside promotes the revitalization of Fukushima Prefecture’s coastal area — which was devastated by the 2011 earthquake, tsunami, and nuclear disaster — through sharing the region’s culture, food, nature, and community. It organizes study tours and events, as well as shares information online. The initiative is operated by the organization Futaba Area Tourism Research Association (F-ATRAs). 

As a manager at F-ATRAs, Swastika helps curate custom-made tours for clients especially interested in education, as well as handles communication including translation and interpretation. She is also a poet and is pursuing a PhD in Linguistics at Tohoku University.

The Japan Travel Awards, begun in 2021, is an annual competition that celebrates destinations and experiences in Japan that promote inclusion, diversity, and sustainability. The Awards recognized Fukushima Seaside for its use of “tourism as a tool for education, dialogue, and long-term recovery,” as well as its “carefully designed programs that explore Fukushima before, during, and after the 3.11 disaster” and partnership with the local community.

“The value of this experience — something that can only be gained here — is exceptionally high. By learning on-site, visitors can also contribute to the area’s recovery and gain important lessons for the future. It is truly outstanding,” comments Awards judge Naoya Shimizu, founder and CEO of TABIPPO Inc., on the Awards’ website. 

“I think the award has reaffirmed my faith in founder Yamane-san’s vision: reinvigorating coastal Fukushima through tourism,” Swastika says. “I’ve spent most years of my life being a student, and only started working full-time two years ago. Even as I was excited about the possibilities this region presented, I didn’t know what it meant to fully explore them or to have the know-how to link ideation to execution. I’ve learned these skills working with Yamane-san and [F-ATRAs Manager and Market Researcher] Trishit over the years, and have also understood that tourism doesn’t need to be extractive as it has become in many areas. It can be community-centered and serve as a tool for amplifying local voices when done right.” 

Congratulations to Swastika and the rest of the F-ATRAs team!

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In her workshop, Hana will share her experience and mission as editor-in-chief of the online media platform Deep Japan, where she is dedicated to highlighting authentic insights and stories from international writers who have made Japan their home.

Deep Japan aims to foster understanding of Japanese culture and forge connections among both the diverse community in Japan and visitors to the country. With this goal in mind, the platform shares stories on a variety of Japan-related topics, including experiences, culture, food and drink, as well as practical tips for living and working here.

“With the ever-increasing number of overseas travelers visiting Japan each year, I believe there is a growing need to rethink how we communicate Japan to the world. How do we ease the tension that can emerge from the ‘gap’ between locals and visitors who may simply be unaware that eating an onigiri on a local train is a no-go? How can we foster deeper, more sensitive awareness among visitors, while helping Japanese people feel excited about welcoming them?” Hana says.

“Any transition is complex, and it takes time to build a strong, sustainable system. But I believe the key to bridging this gap lies in sharing the knowledge and lived experiences of long-term, Japan-loving internationals, like those we have gathered through Deep Japan.” 

Attending the workshop (conducted in Japanese, without interpretation) is free, with no advance registration. Reception will open from 2:40 p.m., 20 minutes before the workshop’s start time. However, advance registration (free) is required to attend the Expo itself. Although all registration information is available online, if you would like a paper invitation with detailed entry instructions and a QR code to the online registration for the event, please contact Jarman at contact@jarman-international.com with your name and forwarding address. For transportation options, please refer to Tokyo Big Sight’s webpage. 

If you attend Hana’s workshop, please do visit Jarman’s booth at the Expo as well, where our team looks forward to speaking with you about the company’s services.

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