b-well, FLYING JAPAN, and MicroAd Form 3-Company Partnership to Enhance Promotion Services for South Korean Tourists

b-well Inc. (HQ: Osaka, CEO: Yuhei Okame) has partnered with FLYING JAPAN Inc. (HQ: Osaka, CEO: Masahiro Tsujii) to further strengthen marketing efforts targeting South Korean visitors to Japan. In conjunction with this, the two companies will collaborate with MicroAd Inc. (HQ: Shibuya, Tokyo; CEO: Kentaro Watanabe) to launch an inbound promotion service for Japanese companies such as manufacturers.

This service utilizes a solution for South Korean tourists that links FLYING JAPAN's 500,000-member Naver Cafe community, 'FLYING,' with its physical 'FLYING JAPAN Tourist Center,' which receives 10,000 visitors monthly. It enables end-to-end support, from pre-travel awareness campaigns to inducing purchases through in-person product displays and sampling during travel, and encouraging post-travel information sharing.

In this collaboration, b-well will handle digital support, including the creation of Korean-language creatives, and the development of offline infrastructure at the tourist center.

The three companies plan to deepen their partnership and strengthen the inbound promotion service for South Korean visitors, with an eye toward expanding their centers to other major cities.

■ Background and Objectives

The number of South Korean visitors to Japan in March 2026 reached approximately 790,000, a 15% increase year-on-year and a record high for the month. Furthermore, spending by South Korean tourists in the first quarter of 2026 was 318.2 billion yen, up 12.7% from the same period last year, demonstrating their importance as a core consumer group.

In the inbound market, South Korean tourists have a high propensity to spend and are one of the segments with the highest growth potential. Korean consumers tend to rely heavily on word-of-mouth within communities like 'Naver Cafe,' not just on advertising. A key challenge has been the lack of offline touchpoints to convert online awareness into in-store purchases during their visit.

To address this, the three companies have combined their strengths to create an integrated promotion system optimized for the entire behavioral flow of Korean tourists, from online to offline.

■ Key Features of the Solution

【Pre-Travel (Online)】
Building product/service awareness centered on the Naver Cafe community 'FLYING.' Sponsored articles are published for users planning their trips to increase awareness. Additionally, users are directed to these articles via posts from influencers, which provide authentic, third-person reviews and experiences to drive interest and inclusion in travel plans.

【During-Travel (Offline)】
Driving store visits via the 'Tourist Center' in Namba, Osaka. The center, a hub where Korean tourists stop to store luggage or issue transport passes, will be used for sampling, distributing flyers/coupons, displaying products on dedicated shelves, and running digital signage ads. This connects online awareness with the tangible experience of 'touching and trying' products, encouraging visits to nearby stores and purchases.

【Post-Travel (Online)】
Creating a sustainable customer acquisition cycle through new reviews. Reviews and experiences posted in the 'FLYING' Naver Cafe become an information source for future travelers, generating a long-term customer acquisition effect. As this accumulated information is continuously searched, it creates a sustainable cycle.

■ Company Roles

b-well group
The b-well group operates a Korean marketing business, InFluK, as well as businesses in workforce support and consulting for Japanese, Korean, and Taiwanese nationals.
Role: To provide digital support through the production and translation of Korean-language ad creatives for the 'FLYING' Naver Cafe, in addition to developing offline infrastructure such as fixtures at the 'Tourist Center.'

FLYING JAPAN
FLYING JAPAN is a comprehensive marketing firm specializing in inbound support for Koreans. It operates a unique solution that combines its 500,000-member Naver Cafe community 'FLYING' with the 'FLYING JAPAN Tourist Center' in Namba, Osaka, which attracts 10,000 visitors per month.
Role: Naver