Japan puts out a big welcome mat for wealthy Chinese tourists

December 9th, 2011 by Felicity Hughes

This month sees the launch of Japan Premium, a brand new free magazine targeting wealthy Chinese visitors. A collaborative project between KNT! travel agency and Kadokawa magazines, the publication is an attempt to tap into this desirable demographic by featuring stories on shopping and travel within Japan.

Japan Premium targets wealthy Chinese tourists

Glitzy and up-market, the first issue includes a feature on Tokyo Disneyland and shopping in Ginza. Editorial content and advertising is compiled in Japan, but the magazine itself is translated, printed and distributed in China. The first magazine of its kind, it’s yet another sign that Japanese businesses are beginning to actively target China’s new super rich citizens.

Recent years have seen upscale department stores throughout Tokyo begin to broadcast announcements in Chinese as well as in English and Japanese, and other service industries are now getting wise to the power of the yuan too. Take Mazda Car Rental, for instance, which announced this month that it’d just given its website a facelift which includes multilingual support for Chinese customers. The company stated that it took this move in the recognition of the increasing numbers of Chinese tourists.

According to Bloomberg, the numbers of foreign tourists in general dropped by 63 percent after the quake, but since then the numbers of Chinese visiting Japan have bounced back and even exceeded pre quake levels. Figures recorded by Japan National Tourism Organization show that compared to October last year, visitors from Hong Kong were up by 17 percent and those from Taiwan by 2.6 percent.

Though Western tourists are still hesitant to visit Japan due to a combination of fears about radiation and the high value off the yen, Chinese visitors have proved themselves resilient to these concerns. Bloomberg’s article suggests that visitors to Japan from China will continue to increase as the Chinese economy grows ever more powerful. In the face of these developments we expect to see a lot more Japanese companies who cater to wealthy clientele take measures to attract this rapidly growing demographic.

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