The Tokyo Metropolitan Government and the Tokyo Convention & Visitors Bureau (TCVB) are actively working to attract high-net-worth travelers in order to increase visitor numbers and tourism spending, while also enhancing Tokyo’s global city image. In addition to established markets in Europe, the United States, and Australia, luxury travelers in Asia have been identified as a key priority segment. Targeting repeat visitors already familiar with Tokyo, the initiative focused on developing advertising and content that encourage a deeper and more meaningful engagement with the city’s offerings.

Against this backdrop, TOKYO LUXEY partnered with TCVB to develop a promotional campaign in collaboration with The New York Times International Edition, using contemporary art as a lens to highlight Tokyo’s appeal. The project featured Tomio Koyama, a gallerist of international acclaim, who guided audiences through a curated selection of contemporary art galleries across the city. Through his perspective, the story captured both the dynamism of Tokyo’s contemporary art scene and the distinct character of its diverse neighborhoods. Delivered through both print and digital formats, the campaign presented Tokyo as a destination for a contemporary art journey tailored to luxury Asian audiences.

TOKYO LUXEY led the development of the campaign’s thematic direction and selection of featured locations, drawing on insights into the preferences of high-net-worth Asian travelers. The team also provided editorial and creative support to ensure that Tokyo’s brand message was conveyed seamlessly through the lens of contemporary art.