XPERISUS Advances JR East's High-Value Experiences for Inbound Affluent Travelers

"Creating a system through which culture will be passed down 100 years into the future" is the purpose of XPERISUS Inc. (Shibuya, Tokyo; CEO: Tomoyoshi Maruyama; hereinafter "the Company"), a company that comprehensively plans, develops, sells, and distributes high-value travel and experiences for affluent inbound tourists. The Company announces that it has been entrusted by East Japan Railway Company (hereinafter "JR East") with the business of developing high-value experiences for affluent inbound travelers, and has fully executed the development and refinement of tourism content in Yamagata Prefecture targeting affluent Western travelers, along with establishing sales channels to overseas luxury travel agencies. (1) Objectives JR East views "high-value travel," one of Japan's inbound marketing strategies, as a key target for its group. The company aimed to establish a system to design and sell high-value travel content targeting affluent travelers, focusing on the "Yamagata Area," selected by the Japan Tourism Agency as a high-value model destination. Despite possessing irreplaceable original assets such as Haguro Mountain, a three-star site in the Michelin Green Guide, the nationally designated traditional craft "Tendo Shogi Pieces," and local gastronomy, the region lacked high-quality experiential programs specifically designed to welcome high-value travelers. This initiative primarily targets high-spending affluent travelers from Europe and the United States. By leveraging tourism resources and regional assets in collaboration with local businesses, the project aims to develop and refine high-value experiences, establish sales infrastructure, and promote overseas sales and marketing to increase spending per inbound tourist and support the sustainable development of the regional economy. (2) Content Development Based on the three pillars of "uniquely Japanese tourism resources," "rarity," and "high quality standards," the Company developed experiential content compelling enough to motivate affluent Western travelers to journey to Yamagata via Shinkansen. Each experience emphasizes dialogue with artisans and locals, offering exclusive access to values unique to Yamagata that cannot be obtained through conventional tourism. Sample Content: Sacred Mount Haguro – A Day of Learning, Prayer, and Introspection Guided by a Yamabushi One of the Dewa Sanzan sacred mountains, Mount Haguro has been a site of worship for over 1,400 years. This special program features an active yamabushi (mountain ascetic) serving as a personal guide, offering a rare day of spiritual renewal and self-reflection away from daily life. Exclusive Workshop Experience at a Prestigious Tendo Shogi Piece Manufacturer A special visit to Nakajima Seikichi Shoten, a manufacturer of "Tendo Shogi Pieces" designated as a national traditional craft. Guests directly observe and learn from master craftsmen, experiencing the deep beauty and wisdom of Japanese craftsmanship beyond mere exhibition displays. OSTERIA SINCERITÀ – A 3-Room Exclusive Auberge Savoring Yamagata Located in Yonezawa, Yamagata, OSTERIA SINCERITÀ is an auberge awarded one Michelin Key* in the Michelin Guide. This exclusive three-room lodging offers a luxurious culinary journey centered on local specialties like Yonezawa beef, featuring seasonal ingredients from across Yamagata, along with hot spring bathing. *New hotel rating indicator announced by Michelin Guide in April 2024 Enjoying Yamagata's local cuisine at OSTERIA SINCERITÀ while learning the artisanal craft of Tendo Shogi Pieces up close (3) Global Sales and Promotion Strategy To test market response, the Company’s overseas business division sales staff—experienced in daily client negotiations with affluent international travel agencies—participated in a test marketing program (January 21–23, 2026), experiencing the content from a customer perspective. Feedback from the market was incorporated into final content adjustments before listing on the Company’s member-only e-commerce site. Sales channels were established with over 60,000 affluent-focused travel agencies, both direct and indirect. On March 23 of the same year, a global email newsletter campaign was launched, generating particularly strong responses for the Tendo Shogi Pieces and Mount Haguro experiences. ■ XPERISUS’s Role The Dewa Sanzan sacred mountains, the traditional craft of Tendo Shogi Pieces used in official Japan Shogi Association tournaments, and OSTERIA SINCERITÀ, where Yamagata’s ingredients and craftsmanship converge—Yamagata Prefecture possesses irreplaceable cultural, artisanal, and culinary treasures. These resonate deeply with affluent travelers seeking authenticity. Through our vertically integrated "production-to-sales" model and luxury consortia such as Serandipians, XPERISUS will directly bring these experiences to the global affluent market. We are confident this initiative will significantly accelerate affluent tourism to regional areas and deliver sustainable economic benefits to local communities. ■ XPERISUS: Business Evolution to Date Since its founding in January 2017, the Company has pursued its purpose of creating a "social infrastructure" for regional revitalization through sustainable tourism, aiming to become the No.1 player in the inbound affluent travel market. The launch of the B2B approval-based platform "XPERISUS.com" marked the beginning of its overseas affluent-focused business. However, due to the impact of the COVID-19 pandemic, overseas sales operations were temporarily suspended. The Company seized this period as an opportunity to strengthen its foundation, strategically expanding into domestic affluent, corporate (B2B), and government/municipal (B2G) sectors. This diversification enabled proactive creation of unique high-value experiences in collaboration with government bodies and enterprises, resulting in hundreds of new content offerings annually. Today, the Company maintains a network of over 60,000 travel agencies targeting affluent clients, directly and indirectly, and has established an innovative, vertically integrated business model by distributing hundreds of high-end travel and experiences worldwide via "XPERISUS.com." As a result, the Company achieved a 400% year-on-year growth rate in the fiscal year ending May 2022, achieving annual profitability. It maintained profitability for two consecutive fiscal years through May 2023, entering a full-scale growth phase. With the easing of Japan’s entry restrictions in October 2022, overseas sales resumed, and in November 2023, the Company joined Serandipians, a global luxury tourism consortium, continuing to expand its international network. According to a survey by the Japan Tourism Agency, high-value travelers spending over 1 million yen per visit account for only about 2% (approximately 590,000) of all inbound tourists, yet they contribute about 19% (approximately 1 trillion yen) of total spending (as of 2023). However, most of this spending is concentrated in major urban areas, with limited impact on regional economies. XPERISUS focuses on overseas affluent travelers to redirect this significant opportunity toward regional revitalization. Affluent travelers tend to stay longer, have high repeat visit rates, and generate substantial spending despite small group sizes, minimizing issues like overtourism while maximizing economic value.