Launch of 'INORI': The Only Tourism Booking Site Specialized in Shinto and Spiritual Experiences

LAMBDA JAPAN Co., Ltd. (Location: 2353-1 Tenjinbayashi, Kamo City, Niigata Prefecture; Representative Director: Tatsumi Igarashi), which operates under the philosophy of "Bringing Japan into Daily Life," has released "INORI," a specialized booking site for Shinto and spiritual experiences that allows users to explore and reserve unique Japanese religious culture and shrine activities.

INORI was developed based on a network of shrines and local businesses across Japan built since the company's founding in 2024. Operating under a Type 2 Travel Agency License (Niigata Prefecture Governor Registered Travel Agency No. 2-470), the company manages the entire process from planning and creating experience content to implementation and guiding, expanding its operations nationwide.

■ Background of the 'INORI' Launch: Why 'Prayer' Now?

As global interest in mindfulness and well-being grows, Japan's ancient culture of "prayer" is receiving renewed attention both domestically and internationally. Meanwhile, the number of foreign visitors to Japan reached 36.87 million in 2024, with the government aiming for 60 million visitors and 15 trillion yen in consumption by 2030. However, the current trend of "consumptive tourism" has led to serious issues, such as the disregard for the sacred spaces of shrines and the trivialization of traditional rituals, causing Japanese spiritual culture to lose its original significance.

Through this service, we aim to shift the value from "tourism" to "coexistence" by focusing on the spirit of "awe for nature" and "prayer" that Japan has cherished since ancient times. Guided by the philosophy of "sustainable tourism that protects culture rather than consuming it," we work closely with local shrines, Shinto priests, and community leaders to carefully craft authentic experiences. Furthermore, as many shrines face challenges such as a lack of successors and difficulty in securing maintenance funds, building a new model for cultural succession through experiential tourism is a key mission of this service.

■ Three Features of 'INORI'

1 | The Only Tourism Booking Site Specialized in Shinto and Spiritual Experiences

We carefully trace the Japanese spirit inherited across the country—prayer, purification, offerings, craftsmanship, and festivals—from the perspective of Shinto and faith. Rather than simple sightseeing tours, we feature carefully selected programs that allow participants to experience the deep spirituality based on local history and faith. By creating experiences that allow visitors to explore regions starting from shrines, we provide consistent local narratives that contribute to regional branding.

2 | Japanese Experiences That Value Local Life and Human Connection

Together with local Shinto priests and community leaders, we create experiences that align with the rhythm of local life. We aim to deliver not just the "How" of the experience, but the "Why"—answering the question of why Japanese people pray.