The Tokyo Metropolitan Government and the Tokyo Convention & Visitors Bureau (TCVB) have been strengthening promotional efforts targeting luxury travelers across key Asian markets—including China, Taiwan, Hong Kong, and Singapore—with the aim of increasing visitor numbers, driving tourism spending, and enhancing Tokyo’s global city image. In line with this strategy, TOKYO LUXEY led a promotional initiative in collaboration with Tatler Asia, a highly influential media platform among high-net-worth audiences in the region, using architecture as a lens to showcase Tokyo’s appeal.

The campaign featured an exclusive interview with renowned architect Kengo Kuma, whose work enjoys strong recognition throughout Asia. The resulting narrative presented a curated selection of his architectural projects in Tokyo, alongside personal recommendations such as favored dining venues. Delivered through a combination of print and digital advertorials, as well as social media content, the campaign—“See Tokyo Through the Eyes of Architect Kengo Kuma”—engaged affluent millennials and architecture enthusiasts across Asia.

To seamlessly connect media exposure with conversion pathways, the campaign also incorporated targeted e-mail newsletters distributed to clients of leading luxury travel agencies in the four markets, alongside search-driven digital advertising. TOKYO LUXEY led the thematic development and content direction, ensuring alignment with the preferences of the target audience and conveying Tokyo’s brand identity—where tradition and innovation intersect—through a compelling architectural narrative.