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Take a Premium-Friday Trip! Campaign to stimulate tourism demand to be conducted taking advantage of the Premium Friday initiative

The Ministry of Economy, Trade and Industry (METI) will launch an advertising campaign based on the Premium Friday initiative to stimulate tourism demand in ten tourist-destination areas across Japan. To boost the Premium-Friday Trip campaign, METI designated Kanjani ∞ (eight), a popular music group in Japan, as an “official navigator” for the campaign.

1. Ten tourist-destination areas nationwide as targets of the measures

METI selected ten tourist-destination areas for their popularity, transportation accessibility and other factors and will hold a campaign to stimulate tourism demand taking advantage of the Premium Friday initiative in collaboration with municipal governments and organizations in the following areas:

[1] Niseko (Niseko Town and Kutchan Town, Hokkaido Prefecture), [2] Zao Onsen (Yamagata City, Yamagata Prefecture), [3] Senami Onsen (Murakami City, Niigata Prefecture), [4] Yihiko Shrine (Yahiko Village, Niigata Prefecture), [5] Yugawara Onsen (Yugawara Town, Kanagawa Prefecture), [6] Shuzenji Onsen (Izu City, Shizuoka Prefecture), [7] Yunoyama Onsen (Komono Town, Mino Prefecture), [8] Koyasan (Koya Town, Wakayama Prefecture), [9] Mitarai (Kure City, Hiroshima Prefecture), and [10] Yufuin (Yufu City, Oita Prefecture).

2. Initiatives taking advantage of Kanjani ∞ (eight)

METI designated Kanjani ∞ (eight) as an “official navigator” for the Premium-Friday-Trip campaign. METI will prepare promotional materials for the campaign featuring this group. Targeting female fans of the band in their 10s to 30s and their family members, which represent the majority of the group’s fans, METI will attempt to attract them to the tourist destinations.

3. Initiatives taking advantage of “Pre-kin*” ∞ puppets

METI will make use of puppets representing the members of the group called “Pre-kin ∞” and create a series of video advertisements on a social networking service featuring the puppets enjoying a Premium-Friday trip to call public attention to the attractiveness of the destinations.

Moreover, the video clips feature the puppets singing a song titled “Pre-kin Bushi” - a parody of Sudara Bushi (a song that was once very popular in Japan) - which is a cheerful song created exclusively for the Premium Friday initiative. Through these video clips, METI hopes to stimulate the campaign.

“Pre-kin” is a portmanteau word which means Premium-Friday that composites the first syllables of “premium” and “Kin-youbi” which means Friday in Japanese.
premium friday trip logo

Release date

December 1, 2017

Division in Charge

Cool Japan Policy Division, Consumer Affairs, Distribution and Retail Industry Division & Service Affairs Policy Division, Commerce and Service Group

Ministry of Economy, Trade and Industry1-3-1 Kasumigaseki, Chiyoda-ku, Tokyo 100-8901, Japan Tel: +81-(0)3-3501-1511
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