Focused on "Nighttime Economy" with increasing interest due to "Crowd Avoidance x Heatwave Countermeasures" - "Let's Go to Kyoto." Campaign "Green Colors Edition" Launches, Accepting Reservations for Related Plans from April 23 (Thursday)!

Shoren-in Temple *The photo shows the autumn illumination. Central Japan Railway Company (JR Tokai) has launched a special website for the "Soudana Kyoto, Iko." (Let's Go to Kyoto.) "Green Colors Edition" campaign and began accepting reservations for special tourism experience plans from April 23 (Thursday). In recent years, with the recovery of tourism demand in Kyoto, there has been a growing interest in "time-dispersed tourism" where visitors avoid daytime sightseeing and engage in activities during the morning or night, against the backdrop of concentrated crowds and severe summer heat. Among these, "nighttime economy (night tourism)," which utilizes the hours from sunset to sunrise, is gaining attention in various tourism policies, with its domestic market size estimated to be approximately 10 trillion yen (*). Furthermore, due to the impact of recent severe heat, there is a clear demand among travelers to "change plans to cooler times, avoiding hot daytime hours." Against this background, this campaign expands content that allows visitors to deeply experience the charm of Kyoto while avoiding crowds and heat by utilizing nighttime hours. We propose new and comfortable Kyoto trips suitable for the coming season, including special night illuminations at Shoren-in Temple, the setting for the TV commercial, exquisite dinners in the first collaboration with a long-established Japanese restaurant, and the first-ever private night viewing at Hogon-in Temple. Please check the "Soudana Kyoto, Iko." special website (https://souda-kyoto.jp/other/summer2026/) for details. (*) Reference: Yano Research Institute's survey on the nighttime economy market ## "Soudana Kyoto, Iko." New CM Featuring Temples and Shrines with Beautiful Greenery In this "Soudana Kyoto, Iko." campaign, we deliver the charm and healing brought by Kyoto's "greenery," set against the beautiful green of early summer at "Shisendo Jozan-ji Temple," "Shoren-in Temple," and "Shimogamo Shrine." ### Period: April 25 (Saturday), 2026 - May 22 (Friday), 2026 Regions: Aired mainly in the Tokyo metropolitan area and Shizuoka region, as spots and on sponsored programs. CM URL: https://www.youtube.com/watch?v=IAvE0AnK7-s ### Period: Sequentially from April 23 (Thursday), 2026 Locations: Major JR Tokai stations, etc. ## Local Experiences and Special Projects Linked to the Campaign (Partial Excerpt) This campaign offers a variety of special projects that allow visitors to deeply enjoy Kyoto's "night atmosphere" and "depth of greenery" while avoiding heat and crowds. ### ① Shoren-in Temple: Special Night Illumination Event A special night illumination event will be held at Shoren-in Temple, one of the settings for this "Soudana Kyoto, Iko." campaign CM. Experience the magical atmosphere of summer Kyoto as blue maples and the Shinden (main hall) are enveloped in soft light amidst a tranquility different from daytime. July 17 (Friday), 2026 - August 23 (Sunday), 2026 *Excluding August 13 (Thursday) - 16 (Sunday). Shoren-in Temple "EX Trip Destination Reservation": Adults 1,200 yen, Children (elementary school students) 800 yen On-site ticket sales: Adults 1,500 yen, Children (elementary school students) 1,000 yen ### ② "Living Auberge" x "Soudana Kyoto, Iko." Special Collaboration Dinner "Living Auberge" (*), a service that provides special experiences utilizing local food and spaces, is collaborating for the first time with "Soudana Kyoto, Iko." to offer a special dinner project set at Shoren-in Temple. The "Kacho-den" (main hall) and other areas of Shoren-in Temple will be privately reserved for a small group, where Mr. Takuji Takahashi, the third-generation owner of "Kinobou," a Michelin one-star traditional Kyoto restaurant, will serve the "Fumizuki Ultimate Kyoto Kaiseki" for three nights only. Based on Kyoto's "Rakuchu flavor," you can experience a deep taste with carefully selected seasonal ingredients and unique cooking methods that combine tradition and innovation. 3 days from July 10 (Friday), 2026 - July 12 (Sunday), 2026 Shoren-in Temple (Kacho-den, etc.) Accepted on the Living Auberge official website (https://living-auberge.jp/event), etc. The start date for sales will be announced on the above site once preparations are complete. Sales are not available through "EX Trip Pack" or "EX Trip Destination Reservation." Takuji Takahashi, Owner Profile After graduating from university, he trained at "Tokyo Kitcho" for five years, directly receiving instruction from the founder, the late Teiichi Yuki. Later, he returned to Kyoto and succeeded as the third generation of "Kinobou." He has acquired qualifications such as Senior Sommelier and Sake Master, and constantly tackles new cooking methods and ingredients, such as collaborations between wine and Japanese cuisine. He also serves as a "Goodwill Ambassador for the Promotion of Japanese Food" and is invited to many food events overseas. NHK "Kyo