The Campaign

To place a table in a totally new location, and have visitors act as teachers.

Execution

A table is set up at a special location that is normally only open to Kyoto residents. Participants are served a box lunch featuring unique seasonal delicacies or sweets that are difficult even for Kyoto residents to obtain. The Genius Table events are also incorporated into the Kyoto University curriculum and are organized by students.

In 2016, tourist industry in the city of Kyoto saw a rapid increase. Foreign visitors increased to 3.16 million from 1.83 million a year ago. According to “Kyoto Sightseeing General Survey,” 90 % of those tourists are satisfied with the visit to Kyoto and want to visit again. Expecting more foreign visitors thanks to the Tokyo Olympic games in 2020, the city of Kyoto has promoted Genius Table as a new way of sightseeing. As a result, the project was picked up by ILTM in Cannes, a travel business talk for wealthy people. In Japan, it was widely covered in such media as “The Kyoto Shimbun,” “The Asahi Shimbun,” “WEB Sightseeing Policy Forum” and more. In the city of Kyoto, this unique idea led to collaboration with many temples and shops. Sponsoring companies exceed 20, and the project is generating fresh synergies. Genius Table will enhance not only the historic appeals but also lively attractions of the NO.1 favored travel city of Kyoto, and increase even more fans.

The Situation

Japanese people are extremely shy, and Kyotoites are particularly so. They have their own rules, and do not open up to outsiders readily. Sometimes they say things that are the exact opposite of what they really feel. If visitors can communicate more deeply with Kyotoites, who are said to be similar to Parisians, Kyoto will become an even more attractive travel destination.

The Strategy

We hosted a luncheon at which genius visitors and Kyotoites meet together and share their knowledge.