Creating a New Cruise Culture in Japan: A New Plan to Update Cruising into 'Everyday Fun'

SPICE SERVE Co., Ltd. (Minato-ku, Tokyo; President: Kohei Yamada), which operates the private cruising service 'Anniversary Cruise,' officially released a new concept plan on May 11, 2026. This plan is a 'culture-creating' service that evolves cruising into a more accessible, stylish, and creative experience by combining real-life unity through dress codes (linked outfits) and mutual social media engagement. While cruising is a common leisure activity overseas, it remains an 'aspiration for special days' in Japan and is not widely recognized as a standard option for daily recreation. Anniversary Cruise aims to remove this 'psychological barrier.' Instead of viewing the boat merely as a means of transport or sightseeing, the company wants guests to enjoy the sea as a 'content where they are the protagonists'—something more free, stylish, and shareable. This plan was born to embody the excitement of creating a new culture together with users. This plan emphasizes the 'sharing of excitement' from before boarding until after the cruise. Guests can board in fashion matching the day's theme, from classics like 'White Party' or 'Aloha Shirts' to 'Oshi Colors' (favorite character colors) or 'Corporate Original Hoodies.' By shedding the ordinary and matching colors with friends, it creates deep bonds and a sense of excitement unique to that moment. Based on the 'Mid-Blue' concept, the plan offers a prime location where the blue of the sea blends in. The deck, decorated with stylish food and signature drinks, is a space where guests can shine as protagonists. The service encourages mutual mentions on social media (such as Instagram) among participants and the official Anniversary Cruise account. By sharing the fun in real-time and visualizing the energy, it creates a cycle of co-creating a new cruise culture. Price plans that offer discounts for social media cooperation are also available. Through cruising, we aim to create three values: 'Co-creating cruise culture,' 'Making it more accessible and casual,' and 'Making it stylish because it's a cruise.'