Announcement: In Kanazawa House Receives Excellence Award at CJPF AWARD 2026

We are pleased to announce that In Kanazawa House, a cultural tour service operated by our company, has received the Excellence Award at the CJPF AWARD 2026 (Cool Japan Public–Private Partnership Platform Award). This prestigious award recognizes innovative initiatives that communicate the appeal of Japan to the world while creating sustainable economic value and promoting regional revitalization.

Key Points Recognized by the Award

High-Value Tourism Utilizing Regional Cultural Assets

• The operation of “In Kanazawa House,” a cultural hub created by restoring a 100-year-old traditional machiya townhouse.

• Development of cultural experiences based on Kanazawa’s traditional performing arts, crafts, and culinary heritage.

• Provision of private and small-group programs for affluent FIT travelers from Europe, North America, and Australia.

• A business model designed to create sustainable economic circulation within the local community.

  
  

Strong Commitment to Local Sourcing and Procurement

• Business operations that prioritize community-based economic impact.

• Preservation and adaptive reuse of historic machiya houses.

• Experience design that contributes to reducing food waste.

• Promotion of small-scale, distributed tourism to help mitigate overtourism.

  
  

Jury Comment

Takaaki Umezawa, Chairman, CIC Japan / Senior Advisor, A.T. Kearney

This service provides cultural tourism experiences for high-end inbound travelers. By leveraging the rich cultural assets of Ishikawa and Kanazawa—including diverse traditional crafts and an outstanding culinary culture—the initiative has achieved one of the highest records in Japan for welcoming Western visitors, along with excellent customer satisfaction. The project successfully contributes to the preservation of local culture while generating economic benefits for the region, making it a model case of high-value, sustainable tourism.

Comment from the Government of Japan

Kimi Onoda, Minister of State for Cool Japan Strategy, Cabinet Office

The Cool Japan Platform Award (CJPF AWARD) supports the people and organizations driving the Cool Japan strategy by recognizing outstanding projects and videos that communicate Japan’s appeal to the world. This year we received a large number of entries—100 in the project category and 237 in the movie category—and 14 initiatives, including the Grand Prize winners, were selected. We sincerely thank all applicants, the judges, and everyone who contributed to this initiative. The award-winning projects, including the Grand Prize winners, will be widely promoted both domestically and internationally through the Cool Japan Public–Private Partnership Platform website and through overseas diplomatic missions in collaboration with relevant government ministries. We will continue to strongly promote the Cool Japan strategy through collaboration between the public and private sectors.

Further details are available on the Cool Japan Public–Private Partnership Platform (CJPF) official website. You can find more information here.

This award recognizes our sustainable cultural tourism initiatives as a model that successfully combines the preservation of regional culture with local economic revitalization. At the award ceremony held on March 2, Minister Onoda attended and delivered a speech.

The Importance of Cultural Tourism

Cultural tourism plays a vital role in the economy of Kanazawa. It not only attracts visitors but also fosters a deeper understanding of our rich heritage. By engaging with local traditions, travelers gain unique insights into our way of life. This connection enhances their experience and encourages them to share their stories with others.

Engaging with Local Traditions

When visitors participate in cultural activities, they immerse themselves in our traditions. This engagement creates lasting memories. For instance, learning about traditional crafts or participating in a tea ceremony allows travelers to appreciate the skills and history behind these practices. Such experiences are invaluable and contribute to the overall appeal of Kanazawa as a cultural destination.

Supporting Local Communities

Our initiatives also focus on supporting local communities. By sourcing materials and services locally, we ensure that the economic benefits of tourism are felt within the community. This approach not only sustains local businesses but also fosters a sense of pride among residents. They become ambassadors of their culture, sharing their stories and traditions with visitors.

Sustainable Practices

Sustainability is at the heart of our operations. We prioritize practices that minimize environmental impact. For example, we design experiences that reduce food waste and promote responsible tourism. By encouraging small-scale, distributed tourism, we help mitigate the effects of overtourism, ensuring that our cultural treasures remain intact for future generations.

Conclusion

In conclusion, the In Kanazawa House initiative exemplifies the potential of cultural tourism to drive economic growth while preserving our rich heritage. We are honored to receive the CJPF Award, which recognizes our commitment to sustainable practices and community engagement. As we continue to develop our offerings, we invite travelers to experience the unique charm of Kanazawa. Together, we can create unforgettable memories while supporting the local culture and economy.