The Moralogy Foundation is an organization that conducts studies of morality and ethics as well as promotes social education activities. Through its magazine, it aims to help people to build spiritually rich lives and a livable society. 

The theme of the magazine’s December 2025 edition was “Reflecting on Japan’s identity.” Its feature article examined how Japan should consider and preserve its identity as the country’s population becomes increasingly international and the number of overseas tourists visiting Japan continues to grow. The article highlighted behaviors such as attention to detail, hospitality, cleanliness, and consideration of others as valuable aspects of Japanese society.

It is these habits and attitudes, no less than famous sight-seeing spots, that are so attractive to international visitors and residents alike, Ruth commented in the article. She emphasized that values such as sincerity, kindness, and safety should continue being handed down to future generations, no matter how Japan or the world may evolve. 

As for the increasing number of international visitors to Japan, Ruth noted that the country should not only focus on economic growth through inbound tourism — a major goal of the government and related stakeholders — but that said tourism should also be utilized to preserve communities and cultural heritage.

Jarman International appreciates the opportunity to discuss these important topics with the Morality Foundation and hopes that the article helped readers reflect on them as well.

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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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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.

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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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The Expo showcases various business fields related to inbound tourism in Japan. Topics range from support for customer service, multilingual guidance, payment solutions, high-quality tourism experiences, inbound-targeted products, and more.

“Our theme word for this year is Hiyaku, which means ‘Leap Forward,’ so when I came across the opportunity to have a booth at this expo, I leapt for it!,” says Ruth Marie Jarman, CEO of Jarman International. “Jarman usually has work come to us via our network and previous clients’ introductions, but this will be a wonderful opportunity to reach out to new places and meet a whole bunch of new potential clients as a Jarman Team. I am proud of what we have achieved over the last 14 years and I look forward to how we can grow and evolve as we uncover new opportunities  at this event. I am especially excited about the Deep Japan workshop that Editor-in-Chief Hana Shiraishi will be leading. We have a wonderful platform and hope that people who hear about it, will see its worth like we do.” 

Tokyo Big Sight can be accessed via Kokusai-Tenjijo Station on the Rinkai Line and Tokyo Big Sight Station on the Yurikamome line; please refer to the venue’s webpage for other transportation options. 

Advance registration via the Expo’s website (free) is required for each person planning to attend the Expo. Please print out your registration info and have it available when you arrive at the venue. 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. 

The Jarman team looks forward to seeing you there!

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Drawing on her 39 years of experience living and working in Japan, Ruth spoke about the communication challenges she has faced as an international in Japan’s work environment, and the subtle but impactful adjustments that can help bridge those gaps.

“Japan’s women have a natural ability to hold and express gratitude through their thoughts and actions. There is deep value placed not only on results, but on the process itself, which ensures that every task is approached with consideration and care. To smooth Japan’s path toward globalization, it is important to help the world understand these unique characteristics.”

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Our Osaka Expo team supported workshops and seminars during Wallonia-Brussels Week, which showcased the charm of Wallonia, the southern French-speaking region of Belgium, to the world.

From chocolate-tasting sessions led by Belgium’s finest chocolatiers to educational seminars on AI and digital creativity, the team served as event staff, ushers, translators, and more, always bringing smiles and positive energy to visitors from across Japan and beyond.

Jarman International Osaka Expo team members:

Akane Oikawa – Project Manager
Fukiko Yoshino – Team Leader
Paul Walsh – Team Leader
Nina Cataldo – Interpreter
Junko Hosoya – Interpreter
Masaaki Imoto – Interpreter
Sebastien Duval – Trilingual Staff
Ayaka Terao – Bilingual Staff
Cecilia Reiko Mikumo – Bilingual Staff
Hana Shiraishi – Bilingual Staff

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Our Director of Online Strategy, Hana Shiraishi, was recently part of Jarman’s bilingual team for the Expo’s Belgian Pavilion in late May. Reflecting on the experience, she shared:

“One of my favorite aspects of working at the Expo for a week was seeing the diverse architectural marvels gracing the grounds. I was at a loss for words just taking in the exterior beauty of the structures—each one undeniably a work of art. Among the pavilions that stood out to me was the one created through a collaboration between Iida Group Holdings and Osaka Metropolitan University.”

What makes this pavilion special is its use of Nishijin textiles, a 1,200-year-old traditional craft from Kyoto. The pavilion’s walls are cloaked in these textiles, made possible by modern technologies like three-dimensional mapping and special coatings for fire and weather resistance. It’s a powerful example of tradition meeting evolution, embodying the concept envisioned by Kyoto-based architect Shin Takamatsu.

The pavilion’s shape draws inspiration from a Mobius strip (a single-sided twisted band) symbolizing an infinite loop. Takamatsu coined the term “Sustainable Mobius” for this project, explaining:

“When considering what would represent a sustainable society oriented toward recycling, I contemplated ideas of revival, reincarnation, rebirth, and harmony. As I kept on thinking, then, an image of a Mobius strip popped into my mind. I wanted to create a pavilion whose appearance embodies the unity of past and future, which led me to this shape.”

Jarman International has worked with EastWood Country Club (operated by Iida Group Holdings) for years, and we are honored and excited to continue our partnership with them.

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