American Express and JCB Collaborate with Tourism Associations of Minato City, Chiyoda City, and Kobe City to Launch Campaign Promoting Regional Travel and Spending by International Tourists

American Express International, Inc. (Headquarters: Minato-ku, Tokyo; Japan Representative/President: Yasuhito Sudo; hereinafter: American Express) and JCB Co., Ltd. (Headquarters: Minato-ku, Tokyo; Chairman and CEO: Takayoshi Futatsugi; hereinafter: JCB) will launch a campaign on Wednesday, July 1, to attract international tourists and stimulate regional consumption in Minato City, Tokyo; Chiyoda City, Tokyo; and Kobe City, Hyogo Prefecture. This initiative, developed in collaboration with the Minato City Tourism Association, Chiyoda City Tourism Association, and Kobe Convention & Tourism Bureau, builds upon last year's efforts in Kobe City and expands 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 promotions for both companies' card members to Japanese merchants.

As part of their efforts to support local businesses, American Express, JCB, and the Kobe Convention & Tourism Bureau conducted a campaign in Kobe City from July to December 2025, aimed at attracting international tourists and revitalizing local consumption. Following the initial year's efforts, this year the target areas have been expanded, and in addition to Kobe City, the campaign will also be rolled out in Minato City and Chiyoda City, Tokyo.

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

Through this initiative, American Express and JCB aim to attract international tourists and promote regional spending, thereby supporting businesses and revitalizing the target regions.

<Overview of Joint Campaign by Minato City Tourism Association, Chiyoda City Tourism Association, Kobe Convention & Tourism Bureau / American Express / JCB>

Period: Wednesday, July 1, 2026 – Thursday, December 31, 2026 *Kobe City until Wednesday, December 30

Details:

- Presentation of Original Merchandise: International American Express or JCB card members who make a single payment of 5,000 yen (tax included) or more at participating stores in Minato City, Chiyoda City, or Kobe City will receive original merchandise. 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. Presentation of a passport, receipt, and card sales slip is required for collection.

<Image of Original Folding Fan and Towel Set for Minato City and Chiyoda City> <Image of Original Folding Fan for 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 international tourists. In Tokyo, flag banners, digital signage, posters, and other in-store promotional tools 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, Hakutsuru Sake Brewery Museum, and Nada Gogo Sake District, while 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 promoted through channels such as newsletters and social media for overseas American Express and JCB card members. American Express will feature information about the region's attractions and this campaign in its "Travel Guide," which introduces recommended spots and shops throughout Japan for overseas card members. JCB will promote regional attractions and this campaign on "JCB Special Offers," a website listing 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> 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 enhance operational efficiency and promote business growth. In Japan, the company began its operations by opening a branch in Yokohama in 1917 and currently provides the world's best customer experience centered on trust and security through its proprietary merchant network of over 100 million locations worldwide. Furthermore, through its partnership with JCB, American Express cards can be used at a wider range of everyday establishments, including supermarkets and drugstores, in addition to traditional hotels and restaurants, and contactless payment is increasingly available on public transportation nationwide.

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

Established in 1961, JCB is the operator of Japan's only international payment card brand. It operates a merchant network where JCB cards can be used and is expanding JCB card issuance 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.

PDF version of the press release here