This year’s Earth Celebration will be held from Aug. 21–23. The highlights of the festival are its evening Harbour Concerts, which feature performances by world-renowned taiko troupe Kodo (originally founded on Sado in 1981) alongside guest artists from Japan and around the world. 

Originally launched in 1988, Earth Celebration is centered around taiko, Japanese drumming, but has expanded to encompass many other performing arts, as well as workshops and markets. This year, Mongolian folk ensemble Khusugtun will also perform, including in an original collaborative performance with Kodo titled “Earth Echoes.”

Festival participants “connect beyond cultures, languages, and ways of life, and as the festival village grows, so do the smiles,” writes Hirofumi Uenoyama, Earth Celebration Event Director, in a message on the event’s website.

You can learn more about this year’s Earth Celebration via a press release published in Japan Today.

The festival’s full schedule and tickets information can be found on its webpage, alongside tips for first-time visitors, guidance related to transport and lodging (including camping), and more. Sado Island can be accessed via a 2.5-hour car ferry or a roughly 70-minute jetfoil from Niigata port.

Jarman International is honored to have been involved with Earth Celebration since 2019, and we have helped promote the festival — as well as the beautiful and fascinating Sado Island itself — to international audiences through arranging coverage in English-language media, social media promotion, and supporting the development of travel itineraries.

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Emma — who has previous experience writing for publications such as Tokyo Cheapo and Tokyo Weekender — stayed at ZENSŌ in June 2026 and described her experience in an article for Jarman-owned media Deep Japan. 

Located in Chiyoda Town, Gunma Prefecture, on the grounds of Horin-ji temple, ZENSŌ offers temple stays for visitors looking for a chance to slow down and reflect while also experiencing Zen Buddhism practices firsthand. The only accommodation in the town of 11,000, it carries on the long tradition of temples providing lodging for travelers and bringing communities together.

In her article, Emma introduces the philosophy behind ZENSŌ’s one-night-two-day temple stay course, highlighting the intentionality of the way the space is arranged and time is spent. She also notes that the facility is pet-friendly, partially a nod to the temple’s historical ties with “dog shogun” Tokugawa Tsunayoshi (1646 – 1709). Visitors also have the opportunity to explore the surrounding town, as well as pair modern activities — Netflix, rental bicycles, pizza-making — with the traditional, such as zazen meditation.

“For me, staying at ZENSŌ was an opportunity to ground myself in the spaces and conversations around me, to align my body and breath, and to allow my mind to flow freely,” Emma reflects in her article.

Jarman International CEO Ruth Marie Jarman is an architect of and Advisory Council Member for Edo Shogun Roads, and helping coordinate Emma’s stay at ZENSŌ and the publication of her article is part of our ongoing efforts to support the initiative.

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JI’s team collaborated to put together a proposal before the fast-approaching deadline. Their proposal showcased the company’s achievements over the years in other tourism-promotion projects for local governments.

Utilizing its network of writers from its online media Deep Japan, JI’s proposal assembled a team of experienced writers based in Kyoto to produce 10 articles for the Kyoto Travel website over the course of the 10-month project. The articles — written in English and with an international perspective — will cover the three focus areas: travel inspiration, hidden gems of Kyoto, and sample itineraries. 

The Kyoto Travel website provides accurate and up-to-date information for international tourists.  Lately redesigned in 2025, it also aims to clearly convey important tourism-related news and guidelines, as well as help promote sustainable tourism — a key challenge for the historic city.

Jarman’s project team will also perform a monthly analysis of the Kyoto Travel website and offer suggestions on how to further improve it, as well as translate and adapt five articles from Kyoto Travel’s partner outlets.

JI is honored to be entrusted with this project, and the whole team looks forward to producing content and sharing insights that can support sustainable tourism in one of Japan’s most iconic cities.

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Jarman International’s team consisted of CEO Ruth Marie Jarman, as well as JI Core 50 consultants Lila Klopfenstein, Chiara Terzuolo, and Paul Walsh.

The name “Sagiryu Kyogen” denotes the Sagiryu school of Kyogen comic theater, which today can only be seen in Yamaguchi Prefecture and a few other places. Often paired with longer, more serious Noh dramas, the short Kyogen plays aim to make audiences laugh. Although Sagiryu Kyogen flourished in Yamaguchi during the Meiji period (1868–1912), it later began to decline, and a local preservation association was formed in the 1950s. 

Jarman International submitted a photo taken during the consulting trip — depicting the team trying on Sagiryu Kyogen costumes — to the Times Gallery, a photo feature published by The Japan Times. The photo was included in the Gallery’s March 2026 edition.

“All of us were laughing so hard we were literally crying! The two sensei, Taro-san and his father, did such a great job depicting a daimyo lord on a visit to a large town who is missing his wife but at the same time quite afraid of her. It was a joy to experience Kyogen for the very first time,” Jarman says.

Jarman International is honored to be able to learn about this rare traditional art form and contribute to its preservation.

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Led by the Kanto District Transport Bureau, Edo Shogun Roads is an English-language version of the Bureau’s Edo Kaido project and an extension of its Greater Tokyo initiative. The historical routes to Tokyo that the project is named for contain numerous points of interest, “including Shinto shrines, Buddhist temples, historical attractions, lush greenery, relaxing hot springs (onsen), and local food and sake,” according to the project’s website, which introduces over 250 attractions and activities. Many modern transportation routes follow these Edo-period roads, making them easily accessible for tourists.

The Japanese government aims to make international tourism a key revenue stream and targets 60 million annual visitors by 2030. Tokyo, with its two international airports and worldwide recognition, is a natural first destination for the inbound. The Edo Shogun Roads project aims to draw visitors into the surrounding prefectures as well, to boost local economies while easing pressures related to over-tourism in the metropolis — and, of course, to share the historical, natural, and traditional charms these locations have to offer. Excitement for welcoming international visitors was certainly palpable at the kick-off ceremony highlighted in the Times Gallery.

Jarman International CEO Ruth Marie Jarman is an architect of and Advisory Council Member for Edo Shogun Roads, and Jarman International has consistently helped promote the project through various media.

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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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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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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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