Connecting Japan's 'Light' to the Future: J-CAT Renews Mission and Websites
Key facts
- Connecting Japan's 'Light' to the Future: J-CAT Renews Mission and Websites
- J-CAT Co., Ltd. has updated its Mission, Vision, and Values (MVV) and fully renewed its corporate and recruitment websites. Under the new mission 'Connecting Japan’s Light to the Future,' the company aims to redefine Japan’s charm and transform tourism from a consumer model to a 'circular travel' model that supports regional development.
- Source: PR Times
- Date: June 2, 2026
Direct answer
J-CAT Co., Ltd. has updated its Mission, Vision, and Values (MVV) and fully renewed its corporate and recruitment websites. Under the new mission 'Connecting Japan’s Light to the Future,' the company aims to redefine Japan’s charm and transform tourism from a consumer model to a 'circular travel' model that supports regional development.
- Citation
- Connecting Japan's 'Light' to the Future: J-CAT Renews Mission and Websites (June 2, 2026), PR Times
- Source
- PR Times
- Date
- June 2, 2026
J-CAT Co., Ltd. has updated its Mission, Vision, and Values (MVV) and fully renewed its corporate and recruitment websites. Under the new mission 'Connecting Japan’s Light to the Future,' the company aims to redefine Japan’s charm and transform tourism from a consumer model to a 'circular travel' model that supports regional development.
📋 Article Processing Timeline
- 📰 Published: June 2, 2026 at 22:00
- 🔍 Collected: June 2, 2026 at 13:20
- 🤖 AI Analyzed: June 2, 2026 at 17:14 (3h 53m after Collected)
## Background of MVV Renewal
J-CAT has been delivering Japan's regional values through 'experiences' via its services, 'Otonami' for domestic users and 'Wabunka' for inbound travelers. As the business grew and the team expanded, it became necessary to have a higher-resolution guideline that members could refer to as a 'landmark' when making daily business decisions.
In this renewal, J-CAT has defined the charms of Japan it should focus on as five 'Lights.' The new MVV carries the mission of going beyond mere service provision to connecting the spirit and passion living in various parts of Japan to the world and the future.
## New Mission, Vision, and Value
- **Mission: Connecting Japan's 'Light' to the Future.**
Preserving the spirit and skills of Japan, refined over centuries and millennia, through the power of technology and design.
- **Vision: What We Aim For**
1. Transforming Travel: From 'Consumption' to 'Circulation.' Creating a sustainable mechanism that supports local creators and makes travelers part of the heritage.
2. Transforming Tourism Structure: Becoming a 'Co-creator (Partner)' that shapes the future alongside regions, changing the industry itself.
- **Values: J-CAT Standard**
Four core action guidelines shared among J-CAT members.
## Full Website Renewal
Following a six-month project, the corporate and recruitment websites have been reborn to embody J-CAT's worldview and values.
- Corporate Site: https://j-cat.co.jp/
- Recruitment Site: https://j-cat.co.jp/recruit
J-CAT remains committed to delivering Japan's true value to the world as moving experiences.
FAQ
What is J-CAT's new mission?
It is 'Connecting Japan's 'Light' to the Future.' We aim to sustain and pass on Japan's spirit, techniques, and rich natural environment to the future through the power of technology and design.
What does the 'Circulating Journey' in the vision refer to?
It refers to a sustainable system where, instead of one-time consumption tourism, we support local stakeholders through experiences and travel, and those who participate become bearers of Japanese aesthetics to pass on to the next generation.
What does J-CAT define as 'Light'?
It is a redefinition of the diverse charms found across Japan into five elements. We aim to deeply engage with local stakeholders and maximize the value of these elements through high-quality experiences and journeys.
What are the main services you operate?
We operate 'Otonami,' a domestic service that delivers high-quality experiences for adults, and 'Wabunka,' an inbound service that proposes the charm of Japan through special experiences and journeys.
What is the purpose of this MVV refresh?
The purpose is to accelerate business growth by making the 'axis of judgment' in daily operations clearer and sharing high-resolution guidelines as the team expands.