American Express and JCB Collaborate with Tourism Associations in Minato City, Chiyoda City, and Kobe City to Launch a Campaign Promoting Regional Touring and Spending by Inbound Tourists

American Express International, Inc. (Headquarters: Minato-ku, Tokyo; Representative Director, President: Yasuhide Sudo; hereinafter: American Express) and JCB Co., Ltd. (Headquarters: Minato-ku, Tokyo; Chairman and CEO: Takayoshi Futatsugi; hereinafter: JCB) will launch a campaign on July 1 (Wed) aimed at attracting inbound tourists and revitalizing regional consumption in Minato City, Tokyo; Chiyoda City, Tokyo; and Kobe City, Hyogo Prefecture. This initiative, conducted in collaboration with the Minato City Tourism Association, the Chiyoda City Tourism Association, and the Kobe Convention and Tourism Bureau, builds upon the efforts implemented in Kobe City last year, expanding the target areas to three regions.

American Express and JCB have partnered since 2000 to expand their merchant network across Japan, promoting convenient and seamless payment experiences for their card members. They also support the growth of businesses in various regions by driving customer traffic and purchase promotion for both companies' card members to Japanese merchants.

As part of their efforts to support local businesses, American Express, JCB, and the Kobe Convention and Tourism Bureau conducted a campaign from July to December 2025 in Kobe City to attract inbound tourists and stimulate regional spending. Following the first year's initiative, this year the target areas have been expanded, and the campaign will be rolled out in Minato City and Chiyoda City, Tokyo, in addition to Kobe City.

In this campaign, overseas American Express or JCB card members who make purchases of a certain amount or more in the target areas will receive original merchandise. Furthermore, outdoor advertising, digital signage, and multilingual promotional tools will be utilized in each area to encourage inbound tourists to tour the region and shop locally.

Through this initiative, American Express and JCB aim to attract inbound tourists and promote regional spending, thereby supporting businesses in the target regions and contributing to their revitalization.

<Joint Campaign Overview by Minato City Tourism Association, Chiyoda City Tourism Association, Kobe Convention and Tourism Bureau / American Express / JCB> Period: July 1, 2026 (Wed) - December 31, 2026 (Thu) *Kobe City until December 30, 2026 (Wed)

Details:

Presentation of Original Merchandise:

In stores in Minato City, Tokyo; Chiyoda City, Tokyo; and Kobe City, overseas American Express or JCB card members who make a single payment of 5,000 yen (tax included) or more with either card will receive original merchandise. The benefits can be collected at designated exchange points in each area, and at some participating facilities, they can be received on the spot after shopping. To receive the benefits, a passport, receipt, and card sales slip must be presented.

<Image of Original Folding Fan and Towel Set in Minato City and Chiyoda City> <Image of Original Folding Fan in Kobe City>

Large-scale Area Promotion in Tokyo and Kobe City:

Promotional activities for this initiative will be conducted in target areas of Tokyo and Kobe City for inbound tourists. In Tokyo, promotional materials such as flag banners, digital signage, and posters will be displayed in various locations within Minato City and Chiyoda City, including the Marunouchi and Yaesu areas. In Kobe City, lanterns and banners will be used for promotion in Arima Onsen, the Hakutsuru Sake Brewery Museum, and Nada Gogo Sake District, and digital signage will be used in the Sannomiya and Motomachi areas.

<Image of Flag Banner Promotion in Minato City and Chiyoda City> <Image of Lantern and Banner Promotion in Kobe City>

Utilization of Channels for Overseas American Express / JCB Card Members:

This campaign will be publicized through channels such as newsletters and social media for overseas American Express and JCB card members. American Express will feature information about the charms of each region and this campaign in its "Travel Guide," which introduces recommended spots and shops throughout Japan for overseas card members. JCB will promote the campaign on its "JCB Special Offers" website, which lists preferential offers for overseas card members.

American Express Campaign Page (English only)

Chiyoda City, Minato City: https://www.americanexpress.com/en-sg/business/merchant/explore-japan-with-amex/destination/tokyo/

Kobe City: https://www.americanexpress.com/en-sg/business/merchant/explore-japan-with-amex/destination/kobe/

JCB Campaign Page (English only)

Chiyoda City, Minato City: https://www.specialoffers.jcb/en/campaign/detail/tokyocentral2026/93513/

Kobe City: https://www.specialoffers.jcb/en/campaign/detail/kobe2026/93506/

<About American Express> http://www.americanexpress.jp/

Founded in 1850 in New York, USA, American Express is a global brand offering payment and lifestyle services. For individual customers, it provides products and experiences that support a premium lifestyle, and for corporate customers, it offers benefits and services that promote operational efficiency and business growth. In Japan, the company began operations in 1917 with a branch in Yokohama and currently provides the world's best customer experience, centered on trust and security, through its unique global merchant network of over 100 million locations. Furthermore, through its partnership with JCB, American Express cards can now be used at a wider range of everyday establishments, including supermarkets and drugstores, in addition to traditional hotels and restaurants, and contactless payment is available on public transportation across Japan.

<About JCB> http://www.global.jcb/ja/

Established in 1961, JCB is the only international payment brand originating from Japan. As the operator of the JCB card network, it expands its merchant network and issues JCB cards with partner companies both domestically and internationally, particularly in Asia. The company also aims to become a comprehensive payment service provider and engages in various businesses to meet the expectations of its customers and partner companies.